Director, eCommerce, China

Tory Burch
Shanghai, China
21 Apr 2021
11 May 2021

A strategic partner to the Retail, Merchandising, Marketing and Logistics functions. The role is responsible for strategizing and managing the daily operations and development of the Brand's eCommerce platforms, including Tmall, WeChat store and with the following key focuses:

Accelerate Digital Growth: A key stakeholder of the long-term growth of the eComm business to strengthen the Brand's eComm footprint in China.
Omni Customer Experience: Be a collaborative partner with the Retail and CRM group; strive to provide the best in class cross channel shopping experience to the customers.
Fortify Brand Equity: Closely collaborate with the headquarters in New York, ensure the best brand representation across all eComm platforms.
Be competitive: Stay abreast of the eComm trends and performances in China; be agile with the opportunities in the marketspace.



Accelerate Digital Growth
  • Establish a multi-year vision, growth plan, and strategic priorities to drive best-in-class eCommerce
  • Together with the Merchandising and Marketing group, oversee online buying, site merchandising, demand planning and digital marketing to achieve the sales target
  • Identify and analyze new eComm platforms for the brand with the goal of business expansion
  • Partner with external vendors, including Tmall Partner(s), ensure smooth site experience and client services on the eComm platforms, and optimize service charges/cost
  • Work with Finance and Planning to build annual and monthly financial growth plans and budgets
  • Identify and scale levers for growth, including digital marketing optimization, online buying innovation, CRM and personalization, site experience enhancements, and distributed commerce
  • Develop eComm marketing investment strategy with clear KPIs to ensure sustainable growth of the business

Omni Customer Experience
  • Manage overall eCommerce P&L in China
  • Optimize customer experience on the Brand's eComm platforms and create seamless shopping experience cross-platforms
  • Partner with the Retail group to create synergies between online and brick-and-mortar stores and ensure the customer experiences, including promotions, are aligned
  • Work with the CRM group, constantly analyze customer behaviors and preference to fine tune the eComm strategy
  • Utilize data including customer information/insights, purchase behavior and response rates to develop and optimize strategies to grow topline as well as systematically measure ROI to improve bottom line
  • Be an active contributor of refining customer journeys of the brand

Fortify Brand Equity
  • Partner with Marketing and Creative to drive brand engagement and relevance for key marketing campaigns through innovative digital activations
  • Collaborate with Marketing to create consistent brand and core product messaging across all platforms
  • Elevate the particular local needs to Headquarters to create the right assets that speak to the Chinese audience

Be Competitive
  • Stay abreast of the trends and new technologies in the eComm landscape and fashion industry and provide regular competitive analysis to the key stakeholders of the brand
  • Identify the opportunities and pain points across channels and take initiative to create solutions
  • Work across brand, channel, geographic and functional teams within Tory Burch to effectively engage and align all available resources and stakeholders to meet the company goals


  • University Graduate (Business / eCommerce / Marketing related disciplines)
  • 12 years' experience of hands-on eCommerce experiences in Retail or FMCG industry
  • Experience in e-commerce and retail
  • Strong analytical skills and number sense
  • Team player with good communication skills
  • Curious with a positive and can-do attitude; attention to detail
  • Experience working with outside venders

Equal Employment Opportunity Statement

Tory Burch LLC is an Equal Employment Opportunity employer and provides equal opportunities to all employees and applicants without regard to an individual's age, race, creed, color, religion, national origin, sex (including pregnancy) or sexual orientation, gender expression, military status, marital status, genetic predisposition or carrier status, disability or membership in any other protected class under applicable law. Likewise, we will consider qualified applicants with criminal histories for employment in a manner consistent with the requirements of the Los Angeles Fair Chance Initiative for Hiring, Ordinance No. 184652. Pursuant to the San Francisco Fair Chance Ordinance, we will consider qualified applicants with arrest and conviction records for employment.

Disability Accommodation

Tory Burch is committed to providing reasonable accommodations to applicants and employees with disabilities. Please tell us if you require a reasonable accommodation to apply for a job or to perform your job. Examples of reasonable accommodation include making a change to the application process or work procedures, providing documents in an alternate format, using a sign language interpreter, or using specialized equipment. If you require assistance or an accommodation with the hiring process, please contact .