eCommerce Customer Marketing Manager

EC customer marketing/commercial planning

About the Role

This is a pivotal strategic role that sits at the intersection of brand vision, channel execution, and consumer engagement. As the eCommerce Customer Marketing Manager, you will be the architect of Nestlé's e-commerce growth agenda — translating brand ambition into channel reality, and bridging the gap between "what consumers want" and "what customers need." Reporting into the Omni Sales team, you will serve as the strategic nerve center that connects brand marketing, key account sales, media investment, and consumer operations — ensuring that every campaign, every product, and every dollar invested works in harmony to maximize brand visibility and business impact across China's most dynamic e-commerce platforms.

Key Responsibilities

1. Channel Strategy & Integrated Marketing Planning

Own the e-commerce channel strategy and annual marketing calendar, defining the "where, when, and how"

of Nestlé's digital presence.

Develop platform-specific growth blueprints that align with both Nestlé brand priorities and the unique commercial dynamics of key e-commerce partners (e.g., Tmall, JD, Pinduoduo, Douyin).

Translate high-level brand strategies into actionable, channel-ready marketing plans that drive both traffic and conversion.

2. Key Account Cross-Category Campaign Planning & Execution

Lead the planning and execution of marketing moments for key customers — from 618 and Double 11 to Super

Brand Days and New Year's Festivals.

Coordinate cross-functionally to ensure flawless campaign delivery, from creative concept development and theme definition to media planning, on-platform activation, POSM design, and premium/gift development.

Orchestrate full-funnel, omni-channel integrated marketing events that unify consumer touchpoints and deliver seamless brand experiences.

3. Brand Marketing Synergy & Media Investment

Partner closely with brand marketing teams to align on brand-level marketing strategies and media investment priorities.

Track and evaluate the effectiveness of both in-site & off-site media campaigns, optimizing the synergy between them to maximize brand visibility and share of voice.

Ensure that every media dollar is invested where it delivers the greatest impact — balancing reach, efficiency.

4. Consumer Operations & Audience Strategy

Develop consumer segmentation and audience strategies for online channels, defining who we speak to, when, and with what message.

Set and manage annual AIPL(Awareness-Interest-Purchase-Loyalty) consumer asset targets, tracking progress and implementing action plans to move consumers through the funnel.

Translate consumer insights into tactical marketing actions that deepen engagement and drive lifetime value.

Why This Role Stands Out

Upstream Connection ：You are not an isolated execution arm — you sit at the table with brand strategy, translate ambition into channelreality. Your work gives brand campaigns their feet on the ground."

Downstream Impact ：You are the frontline architect of customer-facing plans — your strategies land directly on e-commerce platforms.

Strategic Coherence ：You connect the dots between consumer insights, media investment, product customization, and campaign execution — ensuring that every element tells the same story and drives toward the same business

outcome.

Real-Time Agility ：You monitor performance daily, pivot nimbly, and turn data into decisions — keeping Nestlé ahead in a fast-moving, competitive landscape.

Who We're Looking For

4+ years of experience in e-commerce marketing, channel strategy, or integrated marketing within FMCG, retail, or digital agency environments.

Proven track record of managing key accounts and developing platform-specific go-to-market strategies.

Strong commercial acumen with the ability to balance brand equity, consumer needs, and customer P&L realities.

Data-driven and consumer-obsessed — comfortable with AIPL frameworks, media analytics, and sell-through data.

Exceptional stakeholder management skills — you thrive in matrix organizations and can influence without authority across brand, sales, and media teams.

Fluent in both English and Chinese, with the ability to present complex strategies with clarity and conviction.