PURPOSE & OVERALL RELEVANCE FOR THE ORGANISATION:

This role is the dedicated owner to shape and drive the Digital / DTC Exclusive product agenda end-to-end – from strategy and range direction, through establishing a structured Product Incubation Process, to leading an in-season “read & react” loop for exclusives. The role serves as SPOC for digital product incubation, improving clarity and consistency of strategy communication across functions, and shifting the organisation towards IP-driven product initiatives to strengthen inline and new product presence for future growth.

KEY RESPONSIBILITIES:

Strategy & Range: 

Serve as the dedicated owner to shape Digital/DTC exclusive strategy & range direction, improving clarity and consistency of strategy communication across functions. 

• Own the strategic view of the digital exclusive assortment across the responsible categories and platforms. 

• Build and maintain the digital exclusive brief framework (CSI) to ensure consistent, high-quality creation briefs. 

• Define the digital exclusive range plan (GTMSO) and align it with GTM key milestones. 
• Exploring digital new range oppo. Eg: KOL co-creation with success of 618小韩风 pack, MFY E-game DNF graphic collab.
• Co-work with trading team to bring digital by platform buy (on top of current categories buy) to live to further accelerate business growth opportunities.

Incubation Planning: 

Establish the Product Incubation Process and act as the digital SPOC to drive it across teams. 

• Build the digital Product Incubation plan for SMM and TM. 

• Organize T1 product workshops to define USP & testing approach on a monthly basis based on the launch plan. 

• Coordinate with Digital Marketing to prepare content and samples ahead of launch. 

• Lead the seasonal kickoff and product introduction together with the Digital cross-team. 

In-Season Read & React: 

Own an in-season “read & react” loop for exclusives to drive faster, more effective in-season decisions and performance optimization. 

• Establish tracking schemes and templates for priority products. 

• Drive data-driven insights and coordinate cross-team to set clear action plans. 

• Generate strategic adjustments and product inputs for the next season. 

Management & Team Development: 

• Lead, develop and coach team members, setting clear goals and KPIs across the incubation process. 

• Drive differentiated, store-level planning and tracking to strengthen product performance. 

• Champion the shift to IP-driven product initiatives to strengthen inline and new product presence for future growth. 

• Develop key talent and build a solid talent pipeline; lead team engagement. 

KEY RELATIONSHIPS:

• Digital Excellence
• Digital Business Planning & Analytics
• Digital Marketing
• Digital Commercial (Platforms)
• Digital Buying & Trading
• Product BU
• Demand Planning

KNOWLEDGE, SKILLS AND ABILITIES:

• High degree of commercial and business acumen, with strong product and consumer sense. 

• Thorough understanding of online business and product lifecycle management. 

• Strong sense of consumer, market and industry trends, with the ability to translate insights into product strategy. 

• Ability to establish structured processes and drive them across functions as a SPOC. 

• Strong analytical skills to lead in-season read & react and data-driven decision making. 

• Effective partnering, communication, and influencing skills. 

REQUISITE EDUCTION AND EXPERIENCE/ MINIMUM QUALIFICATIONS:

• Bachelor’s degree required

• Minimum 10 years of work experience in product / merchandising / buying or related digital commercial functions, with at least 5 years in a supervisory role. 

• Fluent written and spoken English & Mandarin.