D2C Program Manager
Summary
Manages the zero-to-one launch and ongoing operation of Sony Music China's WeChat Mini Program direct-to-consumer commerce platform, coordinating across marketing, operations, product, and logistics teams to drive e-commerce sales, customer acquisition, and operational scalability for artist-fan merchandise. Requires 5-8+ years of D2C or digital commerce experience with strong WeChat ecosystem exp
Sony Music China is building a new Direct-to-Consumer business to deepen artist-fan relationships and create new revenue streams beyond streaming.
The D2C Program Manager will lead the zero-to-one rollout of our WeChat Mini Program commerce platform, turning strategy into scalable execution across product launches, merchandising, fulfillment, CRM activation, and business performance.
What you'll do:
- Lead the end-to-end rollout of the WeChat Mini Program D2C business, from platform implementation through pilot campaigns and ongoing optimization.
- Coordinate cross-functional teams across Marketing, Digital, Artist Relations, Merchandise, Physical Products, Operations, Finance, and Legal to deliver launches on schedule.
- Drive e-commerce capabilities, CRM workflows, and customer journeys within the WeChat ecosystem to support acquisition, engagement, conversion, and retention.
- Build scalable operating processes for merchandising, inventory planning, fulfillment, customer service, logistics, and external vendor management.
- Manage manufacturing partners, 3PL providers, budgets, milestones, KPIs, and project risks, providing clear updates to senior management.
- Improve business performance through continuous optimization of conversion, average order value, customer retention, operational efficiency, user growth, GMV, and engagement.
Who you are:
- You have 5–8+ years of hands-on experience in D2C e-commerce or digital commerce operations, including launching and operating WeChat Mini Program commerce platforms.
- You have led zero-to-one e-commerce or digital business launches and know how to turn strategy into practical operating plans, processes, and results.
- You bring strong knowledge of CRM, customer lifecycle management, performance marketing, merchandising, fulfillment, logistics, inventory, and customer service operations.
- You are a strong cross-functional operator who can align internal stakeholders and external partners across technology, creative, commercial, legal, finance, manufacturing, and 3PL teams.
What we give you:
- You join an inclusive, collaborative and global community where you have the opportunity to fuel the creative journey
- A modern office environment designed to foster productivity, creativity, and teamwork
- We invest in your professional growth & development
Equal Opportunities
As an active part of a culturally and socially diverse society, Sony Music’s aim is that our workforce is diverse and inclusive. Sony Music is an equal opportunity employer and supports workforce diversity.
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