Role Description:

We are looking for a resourceful and results-driven E-Commerce Manager to lead the growth of 52 Cai Zhuang on Shopee Indonesia. This role is pivotal in building our brand's digital presence and driving commercial success via close collaboration with local agencies, influencers, and internal teams.

You will oversee e-commerce strategy, campaign execution, social media activation, and brand localization efforts to build a strong and distinctive position in Indonesia's competitive beauty and makeup market.

Key Responsibilities

E-Commerce Operations & Strategy

• Own the full commercial and operational strategy for 52 Cai Zhuang on Shopee Indonesia, working closely with the local enabler/agency to drive traffic, conversion, and sales growth.

• Develop monthly campaign calendars and promotion strategies aligned with brand objectives, marketplace opportunities, and Indonesian shopping behaviors.

• Manage pricing, bundling, discounting, and inventory planning across product lines, ensuring healthy stock turnover and profitability.

• Establish collaboration with other brands to expand the conversion rate and awareness of the brand

• Deliver a best-in-class customer experience by ensuring the ecommerce journey is seamless, responsive, and aligned with brand values. Drive initiatives to improve retention, average order value, and customer lifetime value.

Platform Optimization

• Ensure all Shopee store listings are complete, optimized, and locally relevant, with high-quality content in both Bahasa Indonesia and English.

• Leverage Shopee marketing tools (e.g., Shopee Ads, My Campaigns, Flash Sales, Livestreaming) to maximize visibility and conversion.

• Work closely with the agency to evaluate campaign performance, spot gaps, and implement rapid improvements.

Creative Direction & Design Oversight

• Brief and review digital assets for Shopee and social media including banners, thumbnails, landing pages, store design, and campaign visuals.

• Ensure all creatives are on-brand, visually appealing, and resonate with Indonesian beauty consumers, especially across premium and mass market segments.

• Have a working knowledge of Canva/Photoshop to make quick edits or mock-ups when necessary.

Localization & Copywriting

• Review and adapt product descriptions, campaign copy, and social media content to ensure linguistic accuracy, cultural relevance, and consistent tone of voice.

• Translate or localize key communication pieces from Chinese to English or from English to Bahasa Indonesia when needed to ensure strong resonance with local consumers.

Social Media & Community Engagement

• Collaborate with local agencies to build and manage brand Indonesia social presence, focusing on TikTok, Instagram, and Shopee Live.

• Develop social content calendars that reflect local trends, product education, beauty hacks, and community engagement strategies.

• Brief and manage content creators and in-house/external talents to produce engaging short-form video content.

KOL & Influencer Management

• Identify, brief, and manage KOLs and beauty influencers in Indonesia for product seeding, content creation, and campaign amplification.

• Monitor performance metrics including reach, engagement, and impact on Shopee store traffic or conversion.

• Build long-term relationships with credible beauty creators to support brand authority and desirability in the market.

Budget Management

• Manage the ecommerce budget, ensuring spend is prioritised for growth-driving activities. Track and report on budget performance in alignment with business goals.

Performance Tracking & Reporting

• Monitor ecommerce KPIs including traffic, conversion rate, bounce rate, AOV, and iROAS. Leverage data to identify opportunities, test solutions, and refine strategy. Build dashboards and reporting tools to support performance tracking and social media (reach, engagement, video views).

• Analyze campaign effectiveness, identify learnings, and implement improvements.

• Prepare executive-level reports to update internal stakeholders on business progress and growth plans.

Market & Consumer Insight

• Stay up to date on Indonesian beauty trends, shopper behaviors, and competitor movements across Shopee and social media.

• Conduct regular competitive analysis and contribute ideas to sharpen our product positioning and storytelling.

• Represent the voice of the Indonesian consumer internally and adapt strategies accordingly.

Requirements

• 3-6 years of experience in e-commerce, digital marketing, or brand management, ideally in beauty, cosmetics, or FMCG.
• Strong working knowledge of Shopee platform tools and Indonesian e-commerce landscape.
• Fluent in both Bahasa Indonesia and English (spoken and written).
• Hands-on experience managing KOLs, creating or reviewing social content, and localizing brand messaging.
• Comfortable working with design teams and reviewing visual content - bonus if you can use Canva or Photoshop.
• Data-savvy, able to draw insights from dashboards and translate them into actionable plans.
• Independent, organized, and entrepreneurial - able to thrive in a startup-like environment.