Head of Omnichannel, SEA, ADC

The Opportunity

This position works out of our Singapore location in the Southeast Asia (SEA) Commercial Organization. The SEA business operates across a diverse and fast-growing region, spanning direct-to-consumer, e-commerce marketplaces, modern trade, pharmacies, and distributor-led channels.

As the Head of Omnichannel (Direct to Consumer & Trade), Southeast Asia, you will be responsible for accelerating profitable growth across all channels, including direct consumer, webshop, e-commerce marketplaces, modern trade, and distributor-led trade channels.

You will own the omnichannel strategy, P&L performance, and executional excellence, ensuring a seamless consumer experience while driving scale, margin, and market leadership across SEA. In addition, you will lead the SEA Marketing team across all aspects of marketing activities, ensuring strategies contribute to long-term business success.

You will partner closely with Sales, Marketing, Supply Chain, Finance, Market Access, and external partners to build a future-ready commercial engine across the region.

What You’ll Do

• Define and execute the SEA omnichannel strategy across DTC platforms, marketplaces (e.g., Lazada, Shopee), owned webshop, CRM-led channels, modern trade, pharmacies, and traditional trade




• Align channel roles, pricing architecture, and promotional mechanics to minimize channel conflict and maximize total business value




• Identify white space growth opportunities, new business models, and platform innovations across SEA markets




• Own the DTC and e-commerce P&L at regional level, with accountability for growth, profitability, and cash discipline




• Build and lead the regional CRM strategy, including data architecture, segmentation, lifecycle management, and value creation




• Scale DTC capabilities including CRM, loyalty, subscriptions, personalization, performance marketing, and owned traffic acquisition




• Drive marketplace excellence across content strategy, media optimization, platform partnerships, and conversion funnel performance




• Establish best-in-class e-commerce operating playbooks and KPIs across SEA




• Provide strategic leadership for modern trade and distributor-led execution in partnership with country commercial teams




• Lead and own Joint Business Plans (JBPs) with key regional and local retail partners




• Design and deploy frameworks for pricing, promotions, and in-store excellence




• Strengthen distributor and retailer partnerships through governance, incentives, and performance management




• Leverage trade data and shopper insights to improve sell-out, promotional effectiveness, and margin




• Champion a customer-first, end-to-end experience across all online and offline touchpoints




• Integrate customer, retailer, and trade insights into decision-making




• Lead the strategic direction of SEA marketing, aligned with global and area objectives




• Ensure strong marketing execution and performance tracking, linking brand initiatives to sales outcomes




• Oversee marketing budget allocation and optimize ROI




• Lead the use of data, analytics, and digital tools for forecasting accuracy, demand sensing, and ROI optimization




• Partner with global and regional teams to shape and develop WebU, CRM, SFMC, and e-commerce platform roadmaps




• Build omnichannel capabilities across SEA through training and talent development




• Lead and develop a high-performing regional omnichannel and marketing team




• Act as a strategic thought partner to SEA leadership and country teams




• Influence across a matrix organization and manage complex internal and external stakeholders

Required Qualifications

• Bachelor’s degree in Business, Marketing, or related field


• 10+ years of experience in commercial, omnichannel, DTC, e-commerce, or trade roles


• Proven P&L ownership and experience scaling DTC and/or e-commerce businesses across multiple markets


• Strong understanding of Southeast Asia market dynamics, including distributors, modern trade, and digital ecosystems


• Track record of leading complex transformations in matrix organizations


• Strong strategic thinking, execution discipline, and data-driven decision-making

Preferred Qualifications

• Experience in FMCG, consumer health, pharma, beauty, or consumer goods industries


• Deep expertise in e-commerce marketplaces (e.g., Lazada, Shopee) and digital ecosystems


• Experience building and scaling CRM programs and platforms (e.g., Salesforce Marketing Cloud)


• Strong understanding of pricing, promotion, and commercial frameworks


• Proven ability to drive omnichannel capability building and transformation


• Experience leading regional teams and managing senior stakeholders