Live E-Commerce Manager

Key Responsibilities

1. Commercial Strategy and Campaign Planning

• Develop annual live-commerce and marketing strategies that support company sales KPIs, brand priorities and product launches.
• Translate annual goals into monthly and campaign-level sales targets, live-stream themes, promotional mechanics and channel plans.
• Create and maintain an integrated marketing calendar covering live streams, campaigns, product launches, festive periods, content and advertising activity.
• Review campaign performance and recommend improvements to sales conversion, average order value, customer acquisition and repeat purchase.

2. Live Streaming Operations

• Manage and monitor daily live-streaming sessions to ensure the agreed schedule, product selection, pricing, offers, host readiness and operational standards are met.
• Work with live hosts, sales teams and operations teams to improve live-stream quality, engagement, conversion and fulfilment readiness.
• Track daily live-stream results, identify performance gaps and implement immediate corrective actions when KPIs are off track.
• Maintain a weekly review rhythm covering sales results, host performance, customer feedback and upcoming campaign readiness.

3. Customer Enquiry and Service Management

• Monitor daily customer enquiries and response quality across relevant channels, including live-commerce platforms, social media and messaging channels.
• Set response standards, escalation procedures and follow-up discipline to ensure timely, accurate and conversion-focused customer service.
• Analyze common customer questions and objections, then improve scripts, FAQs, product information and sales follow-up processes.

4. Content Direction and Publishing

• Ideate video and campaign content that supports live-stream conversion, product education, brand awareness and customer retention.
• Innovate and create smart psychological selling themes that strengthen customer engagement, buying confidence and conversion across live streams and campaign content.
• Brief and direct content creators on content concepts, product focus, scripts, visual direction, deadlines and expected commercial outcomes.
• Manage the daily and weekly content publishing plan, ensuring content is posted consistently, on time and in line with campaign priorities.
• Review content performance and refine formats, hooks and calls to action based on engagement and sales results.

5. Advertising and CRM Performance

• Monitor advertising budget allocation by campaign, platform and objective, and recommend reallocations based on return on ad spend, cost per lead and conversion results.
• Work with marketing and sales teams to align paid advertising with live-stream schedules, stock priorities and campaign offers.
• Monitor CRM retention performance, repeat-purchase rate and reactivation results; propose campaigns and customer journeys to improve retention.
• Coordinate retention activities such as member offers, follow-ups, re-engagement messages and post-purchase communications.

Qualifications and Experience

• Minimum 4 years of experience in e-commerce, digital marketing, live commerce, social commerce or retail campaign management.
• Experience managing live-streaming operations, creators or hosts, and performance-based marketing campaigns.
• Strong commercial judgement with the ability to use sales, content, advertising and customer data to make decisions.
• Confident in coordinating multiple teams and managing fast-moving daily operations.
• Comfortable with e-commerce, social-media, advertising and CRM tools; experience with jewellery, fashion, beauty or retail is an advantage.