E-Commerce Lead (B2B and Multi-Channel)

Opella is the purest and third-largest player globally in the Over-The-Counter (OTC) & Vitamins, Minerals & Supplements (VMS) market. We have an unshakable belief in the power of self-care and the role it can play in creating a healthier society and a healthier planet. That’s why we want to make self-care as simple as it should be by being consumer-led always, with science at our core.

Through our unique and balanced portfolio of more than 100 loved brands, including 15 global and local high-growth challengers such as: Allegra, Dulcolax and Buscopan, we deliver our mission: helping more than half a billion consumers worldwide take their health in their hands.

This mission is brought to life by an 11,000-strong team, 13 best-in-class manufacturing sites, and 4 specialized science and innovation development centers. We are also proud to be the 1st major fast-moving consumer healthcare company to achieve B Corp certification.

Join us on our mission. Health. In your hands

About the Role

The E-Commerce Lead, B2B is responsible for accelerating profitable growth and building strategic customer partnerships across Vietnam's digital healthcare ecosystem. The role owns the end-to-end commercial performance of B2B e-commerce customers, including Joint Business Planning (JBP), P&L management, commercial investments, portfolio strategy, digital execution, and customer development.

As the lead for B2B e-commerce, this role partners closely with regional and local cross-functional teams to shape commercial strategy, unlock new growth opportunities, and build scalable capabilities that strengthen Opella's leadership in digital healthcare.

Key Responsibilities

Business Ownership & Growth Delivery

• Own the end-to-end performance of Vietnam B2B e-commerce business, with full accountability for Net Sales, GSO, GTN, OPEX, and profitable growth.
• Develop and execute annual customer strategies and Joint Business Plans (JBP) aligned with country and ASEA Connected Commerce priorities.
• Optimize commercial investments (GTN & ANP) to maximize sustainable growth and return on investment.
• Drive portfolio expansion, assortment strategy, and customer-specific growth opportunities.
• Lead annual business planning, target setting, and investment allocation to deliver sustainable and profitable growth.

Account Management & Commercial Excellence:

• Build strategic partnerships with key B2B customers to accelerate sustainable business growth.
• Lead annual business reviews, Joint Business Planning (JBP), commercial negotiations, and long-term customer development.
• Identify new business models and partnership opportunities to unlock future growth.
• Lead commercial negotiations including trade terms, conditions, and promotional agreements.
• Ensure accurate and effective assortment planning and execution aligned with channel strategy.
• Revenue Growth Management (RGM): Co-Lead pricing, promotion, trade investment and commercial planning with customers to maximize sustainable profitability while ensuring competitiveness in the market.

Digital Shelf & Campaign Execution

• Ensure best-in-class digital shelf execution, assortment availability, search visibility, and promotional excellence across customer platforms.
• Develop and execute online promotional strategies based on market trends, shopper behavior, and competitive insights.
• Coordinate end-to-end campaign execution in collaboration with Performance Marketing, including briefing, agency management, and KPI tracking.

Performance Management & Insights

• Monitor sales performance, define KPIs, and generate actionable insights to optimize future activities.
• Analyze customer, category, and competitor dynamics to identify growth opportunities and risks.
• Continuously evaluate business models and adapt strategies to evolving market conditions.

Business Planning & Forecasting

• Lead monthly and quarterly business planning, forecasting, and scenario planning.
• Manage sell-in, sell-out, inventory, and DOI optimization.
• Drive business reviews and recommend corrective actions.
• Represent the B2B business in the country IBP process, ensuring alignment between customer plans, commercial investments, and forecasts.

Cross-Functional Collaboration

• Partner closely with internal stakeholders (Sales, Brand, Trade Marketing, Supply Chain) to ensure seamless execution of e-commerce initiatives.
• Support the rollout of new customers, pilots, and e-commerce capabilities at country level.

Capability Building & Best Practice Sharing

• Identify and implement best practices in e-commerce execution and customer management.
• Contribute to building organizational capabilities in e-commerce through knowledge sharing and continuous improvement.

About you

• Bachelor’s degree in marketing, Business Administration, or a related field
  (Master’s degree preferred).
• Minimum 5+ years of experience in FMCG
  (preferably Healthcare, Personal Care or Cosmetics).
• Proven experience in E-Commerce B2B, marketplaces, and/or multi-channel environments.
• Experience working across regional or zone structures is an advantage.

Core Competencies

• Strong ownership mindset with high accountability and orientation results.
• Entrepreneurial spirit with a bias for action and execution excellence.
• Proven ability to work cross-functionally and lead projects.
• Strong analytical skills with the ability to translate data into actionable insights and recommendations.
• Excellent stakeholder management and communication skills:
  • Commercial acumen
  • Strategic thinking
  • Customer influence
  • Data-driven decision making
  • Revenue Growth Management
  • Commercial & Financial Acumen
• Reference of KPI Matrix: Net Sales, GSO/GSI, GTN (Trade Spend), OPEX, Market Share, Forecast Accuracy, Distribution Outlet Scorecard and Customer Scorecard