eCommerce DTC Manager

The eCommerce DTC Manager owns the growth and end-to-end operation of Nespresso China’s owned digital commerce channels, with a primary focus on WeStore (WeChat Mini Program) and the Official Website. The role will:

Deliver DTC sales, conversion and customer lifetime value through superior commerce operations and customer experience

Build WeStore into the core destination for coffee purchase, member engagement and loyalty

Lead private-domain growth through WeChat, WeCom, community and O2O touchpoints

Translate CRM data and customer insights into automated, personalized lifecycle programs that improve acquisition, repeat purchase, frequency and retention

Coordinate local and HQ stakeholders to deliver a consistent, compliant and premium Nespresso experience

Key Experiences:

Education:

Bachelor’s degree in Business, Marketing, Digital Commerce or a related discipline

Professional experience:

5+ years of eCommerce / DTC experience, including direct ownership of sales and channel P&L or commercial targets

Strong hands-on experience managing WeChat Mini Program / WeStore operations; proven ability to drive traffic, conversion, repeat purchase and customer experience

Demonstrated experience building private-domain growth through WeChat, WeCom, communities, O2O journeys, social referral and member operations

Strong CRM expertise across segmentation, lifecycle journeys, marketing automation, personalization, loyalty, retention, reactivation and churn prevention

Experience using customer, sales and behavioral data to generate insights, run cohort analysis and build test-and-learn plans

Experience in website / mini-program merchandising, content, promotion, UX, A/B testing and analytics

Strong commercial acumen, budget management, agency management and cross-functional project leadership

Experience in premium consumer goods, retail, coffee, beauty, luxury or membership-led businesses is preferred

Fluent written and spoken Chinese and English