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e-Commerce Manager, Tmall Commercial Campaign


Shanghai, SH, CN

Coach is a leading design house of modern luxury accessories and lifestyle collections, with a long-standing reputation built on quality craftsmanship. Defined by a free-spirited, all-American attitude, the brand approaches design with a modern vision, reimagining luxury for today with an authenticity and innovation that is uniquely Coach. All over the world, the Coach name is synonymous with effortless New York style.

Coach is part of the Tapestry portfolio – a global house of brands powered by optimism, innovation, and inclusivity.


Primary Purpose:


  • This e-Commerce Commercial Manager will be responsible for Coach e-Commerce growth in China, through Alibaba digital channels
  • This role will assist e-Commerce (Sr.) Manager on business developing new sales opportunities in Alibaba to accelerate business size and enlarge business share
  • The role will lead platform activity plan, promotion strategy, coordinate projects and oversee daily operations to improve both financial results and consumer experience.
  • The role will work closely with TP (Taobao Partner) and multiple internal business functions including eCommerce team and Marketing, Merchandising, Supply Chain, Finance, IT and Legal team.



Key Roles and Responsibilities will include:


  • Work with internal stakeholders (Merchandising, Retail, Finance, Brand Marketing team, Finance, IT and Legal) – as well as external partners (TP, Digital agencies etc.) to deliver best-in-class Tmall revenue and experience 
  • Oversee store daily operations, including promos execution, animations, new products, content creation, customer service, warehouse and logistic
  • Plan, design and implement yearly/quarterly/monthly stores’ campaign calendar based on yearly target and phasing. Take special care on online shopping festivals:3.8/6.18/11.11/12.12 etc.
  • Be able to analyze site traffic, store performance and customer profile to drive store performance and deliver sales result.
  • Work with TP to improve Alimama performance marketing performance
  • Be able to analyze Tmall model such as AIPL, FAST, GROW, IRACE and know how to leverage and improve them



  • Visit and communicate with third-party business partners and agencies,
  • Work closely within eCommerce team with eCommerce Marketing Manager/eCommerce Product Manager/eCommerce Operation Managers
  • Work closely with Supply Chain, Finance, IT and Legal team
  • Work closely with Tmall partner



The accomplished individual will possess...

  • Minimum 5 years+ Tmall E-Commerce experience. Luxury or cosmetics industry is preferred.
  • Bachelor degree or above
  • Extensive experience with and deep understanding of Alibaba’s ecosystems, solutions and teams.
  • Leadership with goal oriented working mentality
  • Strong management skills especially experienced in managing vendors
  • Strong planning, analytical and organizational skills - with proven ability to manage multiple tasks
  • In-depth understanding of ecommerce game rules especially in marketplace environment
  • Hands on experience with E-com store operation and familiar with backend tools
  • Strong business sense and being data driven
  • Strong interpersonal & communication skills
  • Passionate, responsive strong willingness to learn and grow
  • Traveling to Hangzhou may require

Our Competencies for All Employees

  • Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results.
  • Customer Focus: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect.
  • Creativity: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings.
  • Interpersonal Savvy: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high-tension situations comfortably.
  • Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything.
  • Perseverance: Pursues everything with energy, drive, and a need to finish; seldom gives up before finishing, especially in the face of resistance or setbacks.
  • Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn’t upset when things are up in the air; doesn’t have to finish things before moving on; can comfortably handle risk and uncertainty.

Our Competencies for All People Managers

  • Strategic Agility: Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans.
  • Building Effective Teams: Blends people into teams when needed; creates strong morale and spirit in their team; shares wins and successes; fosters open dialogue; lets people finish and be responsible for their work; defines success in terms of the whole team; creates a feeling of belonging in the team.
  • Managerial Courage: Doesn’t hold back anything that needs to be said; provides current, direct, complete, and “actionable” positive and corrective feedback to others; lets people know where they stand; faces up to people problems on any person or situation (not including direct reports) quickly and directly; is not afraid to take negative action when necessary.

Coach is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions (including recruitment, hiring, promotion, compensation, transfer, training, discipline and termination) are based on the applicant’s or employee’s qualifications as they relate to the requirements of the position under consideration. These decisions are made without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally-recognized protected basis prohibited by applicable law. Visit Coach at

Req ID:  89899

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