About the Role: As the Online Brand Manager, you will lead the online shopping experience across our brand websites and retail partners. You will champion e-Commerce, translate online activation strategies, and optimize consumer journeys by leveraging data. This role requires close collaboration with regional e-commerce teams, OBMs, and digital teams to ensure consistent content alignment and engagement throughout the path-to-purchase.

Key Responsibilities:

Develop, maintain, and execute comprehensive online e-campaigns, including calendars, product exclusivities, and upselling mechanisms.

Ensure all e-commerce activities align with brand purpose and maintain premium brand expression.

Define and implement promotional strategies for GWP, samples, and mini sizes; build consumer acquisition strategies.

Plan and execute livestream events to maximize engagement and drive organic sales; ensure channel differentiation across GMV sources.

2. Online Assortment & Promotion Management 

Manage Product Page Information (PPI) to ensure healthy Online-to-Offline (O+O) promotion.

Collaborate with marketing product teams on hero product focus per campaign.

Oversee Point of Sale (PLV) management for online campaign differentiation.

3. Content Strategy & Management

Content Guidelines & Development: Develop and enforce content guidelines (A+ Content, brand campaigns, awareness campaigns, communication themes, product thumbnails, Modiface content).

Collaborate with e-commerce, platform teams, Digital Content Factory, e-merchandisers, and copywriters for engaging content, assets, and execution quality.

Ensure content integrity and performance; manage feed adaptations (video/imagery) and market content alignment.

Develop SEO front-office articles and new category sections; optimize for SEM.

4. Traffic & Conversion Optimization

Collaborate with the digital performance team to maximize traffic and conversion to brand SIS/PDP.

Pilot offsite and online SEO/SEM activities to optimize revenue and ROI.

Improve Rating & Reviews for hero products through insights; define and monitor onsite SEO keywords.

5. Affiliate Management & Validation 

Align with Media & Social teams on appropriate affiliate KOLs for the brand.

Manage livestream activations with KOLs.

6. Online Budget Management 

Track media and affiliate spending; ensure accurate affiliate and booking processes.

7. Cross-Functional Collaboration & Support

Support LIVESTREAM platforms, KOLs/KOCs, and platform launch/campaign pitches.

Align with Platform PIC, Brand Head, Marketing, and Social teams in key internal meetings.

Qualifications:

Proven at least 5 years of experience in online brand campaign planning & execution management or similar e-commerce role, ideally in LUXE beauty.

Strong understanding of online consumer journeys, campaign execution, and content strategies.

Proficiency in SEO, analytics, and driving traffic/conversion.

Collaborative mindset with strong communication and organizational skills.