Senior eCommerce Manager-Tmall

Job ID: 3568


Building a family of brands, for the world to love, generation after generation.


We are Pentland Brands, a global family business bringing some of the most loved active and footwear brands to millions of people around the world.


We own Speedo, Berghaus, Canterbury of New Zealand, Endura, Mitre, ellesse, Boxfresh, SeaVees, KangaROOS and Red or Dead. We’re the global licensee for Karen Millen footwear and Kickers in the UK.  We also have a joint venture partnership for Lacoste footwear.


All our brands have their own unique identities and every one of them is powered by Pentland. We have more than 1,400 employees worldwide and we’re always on the lookout for talented, enthusiastic people to help shape our future.


We celebrate differences and give everyone the freedom to innovate and develop, be it through creative working environments or learning opportunities. Our brands are there in the moments that matter - being there for more people, in more of those moments, drives everything we do.


At Pentland, we’re guided by four principles, we use these to make sure we’re not only doing a great job, but we’re doing it in the right way:


  • Success is a team game
  • With clarity and courage
  • Better as standard
  • In good conscience


To find out more go to or follow @pentlandbrands on Twitter, LinkedIn, Instagram or Facebook. 

High level accountability

+ Owner of strategy for T-mall, lead & accountable to drive the key account relationship with Tmall for Pentland brands.

+ Responsible for the overall operation and performance on Tmall, and accountable for delivery against agreed commercial and brand engagement metrics.

+ Responsible of trading strategy and promotional calendar for Tmall ecommerce channel – linked to campaign calendar and focusing on key events and trading periods.

+ Ensure a joined-up approach with franchised stores in order to best achieve overall brand growth.

+ Accountable of delivery against sales budget and cost controls in line with P&L – specifically marketing spends (traffic & content/activation).

+ Lead & accountable for Tmall brand flagship stores management including TP/vendor management, campaign management, traffic management, platform site design/feature/innovation management.

+ Responsible for managing the Media agencies to drive platform content performance leading to traffic, engagement, conversion & retention opportunities (wit focus on maximising ROI).

+ Analytical skills will play a pivotal role in understanding the customer journey enabling the continuous optimisation of our offer and calendar to deliver key growth targets – insight driven category and merchanting strategy - whilst staying true to what the brand stands for.

+ Ensure that the stores are the optimal representation of the brand and deliver against Pentland brands online brand standards, including user experience, digital marketing, store/product merchandising.

+ Continuously suggest improvements for the store operations and functionality to ultimately increase revenue and improve experience.

+ Working cross functionally across the business to make sure that the sites are optimised from a range/product, campaign and brand perspective.

+ Lead & accountable to drive the key Online account relationship (who operate on Tmall) and delivery of agreed commercial metrics including sell-in, sell out, stock turn, payment and order book management.

+ Responsible for the overall operations and contacts with online franchisees and key accounts for terms & contracts negotiation and orders & sales management.

+ Lead strategy for authorisation and management of 3rd party sellers on T-mall and related platforms/channels.

+ Support in planning and delivery of national sales conferences and other strategic sales meetings.

+ Ensure a joined-up approach with offline channels (retail) in order to best achieve omni channel delivery.

+ Support in the development of clear and consumer centric O2O strategy with the cross-functional stakeholders.


Leadership and people

+ Direct the development of Tmall Platform Strategy by working cross functionally to create annual operating plans and longer-term plans that are aligned with company direction.

+ Excellent team player in an environment where exceptional cross-functional working is expected (including central Digital teams, wider China team and any regional functions).

+ Build business proposals with clarity and commercial acumen and share with the appropriate stakeholders in the right way and at the right time.

+ To play a key role in supporting the wider Pentland digital strategy and digital products strategy – working brilliantly with the central digital teams and feeding back / advising how we can win in China.

+ Actively engage, educate and inspire key stakeholders on the digital ecosystem in China, be active in educating peers while learning & sharing new skills within digital and ecommerce.

+ Lead and coach the Tmall eCommerce team in China by example. + Lead & manage our external agencies & technology partners to meet agreed targets.


What you need to have:

+ Strong commercial skills and experience operating brands on T-mall (both direct and 3rd party sellers)

+ Strong persuasive, negotiation & influencing skills + Working knowledge of international contract law & competition law is advantageous

+ Experience with planning and executing integrated online communications + Experience in analysing and utilising multiple sources of data to diagnose and recommending clear business actions

+ Experience in planning and managing large budgets + Experience of managing and developing a team of direct reports

+ Experience in managing cross agency teams + Experience of matrix working in a complex business – understanding of Global / local working principles, track record of successful application, cross functional working

+ Experience working with digital, technology and online agencies

+ Strong (written and verbal) communication and interpersonal skills

+ Collaborative, able to build strong relationships quickly

+ Excellent written and verbal communication skills in Mandarin and English

+ Good organization and planning skills


What we need to see in you:







This overview gives you a feel for what you’ll be doing day to day but it’s not an A to Z.                                                               


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