Senior Manager, Digital Commerce, SEA

Role Overview

The Senior Digital Commerce Manager, Southeast Asia, leads the development and execution of digital commerce plans across the region, translating regional strategy into market-specific priorities. This role drives profitable growth across owned digital channels and third-party platforms, strengthens team and partner capabilities, and delivers customer experiences that reflect the Ralph Lauren brand. Working with market teams and APAC functions, the manager advances data-led decision-making, operational excellence and practical AI-enabled commerce initiatives adapted to local customer needs and market readiness.

Key Responsibilities

1. Deliver Southeast Asia Digital Commerce Strategy, Operational Plans and Profitable Growth

• Translate APAC digital commerce strategy into market-specific commercial plans across Southeast Asia, with clear sales, profitability and digital penetration objectives.
• Manage performance across owned digital channels and third-party platforms (e.g. Shopee, Lazada, Zalora, TikTok Shop), coordinating trading calendars, budgets and execution with market teams and partners.
• Assess local customer behavior, platform dynamics and competitive developments to identify growth opportunities and recommend channel priorities.
• Monitor demand, net sales, margins and operating costs; present performance reviews, risks and corrective actions to market and APAC leadership.

2. Strengthen Digital Trading, Customer Acquisition and Retention Capabilities

• Partners with analytics and marketing teams use customer and channel data to improve acquisition, retention, performance marketing and digital product priorities, in line with applicable privacy requirements.
• Work with merchandising and planning teams on digital assortments, demand forecasts, stock availability and allocation across markets, supporting growth in Men’s and Women’s categories.
• Coordinate marketing, merchandising and retail teams to deliver locally relevant campaigns, brand moments and connected customer journeys across digital and physical touchpoints.
• Develop market-specific acquisition and retention plans with platform and marketing partners, balancing brand positioning, customer engagement and commercial returns.
• Build and execute testing roadmaps covering creative, user experience, conversion and customer engagement; use results to refine priorities and scale effective approaches.
• Oversee partner delivery of day-to-day digital operations, including campaign setup, content, search optimization, paid traffic and platform activations; coordinate customer service and fulfilment teams on issue resolution.

3. Manage Strategic Platform and Third-Party Relationships

• Manage relationships with relevant marketplaces, digital platforms and service partners in each market; develop joint business plans that support brand storytelling, category growth, and customer experience.
• Agree partner deliverables service levels and commercial KPIs; lead regular business reviews and follow-through on actions to improve execution, efficiency and brand compliance.

4. Build Team Capability and Cross-Market Collaboration

• Develop digital commerce capabilities through coaching, knowledge sharing and clear execution standards; coordinate market teams and partners to deliver against agreed priorities.
• Share trading insights, tools and best practices across Southeast Asia and APAC, adapting successful approaches to local customer preferences and market maturity.
  

Requirements

• Bachelor’s degree or above in Business, Marketing, Digital Commerce, or a related discipline.
• 8+ Years of digital commerce experience, including commercial planning, budget management and responsibility for sales and profitable outcomes.
• Experience managing digital commerce across Southeast Asian markets, with a strong understanding of customer behavior, marketplace ecosystems, and varying levels of market maturity.
• Strong commercial ownership, analytical capability, and structured problem-solving skills, with the ability to translate business priorities and performance insights into clear execution plans and actions.
• Strong communication and influencing skills, with the ability to build effective relationships and collaborate across cultures, functions, market teams, agencies, partners, and other stakeholders.
• Proven ability to manage complex, multi-market projects, balancing competing priorities while delivering against agreed timelines and business objectives.
• Experience developing team capabilities and driving alignment across markets and partners to support effective execution and business performance.
• Curiosity for digital innovation, technology, and AI, with the ability to evaluate practical business applications and support responsible adoption.
• Highly organized and detail-oriented, with strong operational discipline across digital trading, campaign execution, and business management.
• Proficiency in digital commerce platforms, analytics, and business reporting tools; experience with Salesforce Commerce Cloud Business Manager is an advantage.
• Passion for the Ralph Lauren brand and premium customer experiences; experience in luxury, premium apparel, or lifestyle retail is an advantage.

Key Stakeholders

• Southeast Asia Market Leaders and market leadership and cross-functional teams, including Marketing, Merchandising, Planning, Finance, Retail, HR, Customer Service and Supply Chain.
• APAC shared services and regional Digital Commerce, Technology and Business Transformation teams.
• APAC Digital Commerce leadership and counterparts across APAC markets.
• Global digital teams, marketplace and platform partners, and third-party service providers.