Ecommerce Pillar Lead - Douyin

Job Description:

Own Champion Petfoods’ Douyin business and P&L. Build Douyin into a leading platform for brand building, new consumer recruitment and new product incubation for ORIJEN and ACANA. Strengthen content quality and commercial execution to grow consumer value, improve investment efficiency and deliver sustainable, profitable growth.

1. Business Strategy & P&L Ownership

1)Define and deliver the annual Douyin business plan, with clear sales, profitability and investment targets.

2)Allocate resources across brands and business priorities, translating growth opportunities into measurable financial outcomes.

3)Manage pricing, promotions and inventory with distribution partners to support profitable growth and protect brand value.

2. Consumer & Product Growth

1)Define differentiated target consumers and portfolio priorities for ORIJEN and ACANA, reinforcing each brand’s premium positioning.

2)Build new consumer recruitment and retention plans, with accountability for new-to-brand buyers, repeat purchase and consumer value.

3)Lead new product incubation, from launch proposition and trial to full-size purchase and repeat purchase, with clear criteria for scaling.

3. Content & Commerce Excellence

1)Lead an integrated content and conversion strategy across brand livestreaming, creators, short videos and the Douyin marketplace.

2)Build a scalable content capability that translates brand and our expertise into compelling consumer stories, supported by disciplined creative testing and optimization.

3)Improve the consumer journey from discovery to purchase, measuring content effectiveness through conversion, acquisition cost and investment returns.

4. Platform & Partner Development

1)Act as Champion’s lead interface with Douyin, developing strategic partnerships and securing relevant platform resources.

2)Build and manage the douyin partner, creator, MCN and agency ecosystem, with clear roles, commercial terms and performance expectations.

3)Establish partner review mechanisms to improve execution quality, accountability and long-term collaboration.

5. Team Leadership & Cross-functional Alignment

1)Build and develop a team with strong commercial ownership, content judgment and analytical capability.

2)Align Marketing, Commercial Excellence and Supply around one growth plan, clear responsibilities and shared business priorities.

3)Establish a consistent planning and review rhythm that turns insights into decisions and timely execution.

Role Requirements

1.Bachelor’s degree or above, with substantial experience in e-commerce or digital commerce and proven leadership of a Douyin business.

2.Demonstrated P&L ownership and a track record of profitable growth.

3.Proven success in content-driven brand building, new consumer recruitment and new product launches.

4.Strong understanding of Douyin’s content and commerce ecosystem, with both creative judgment and analytical capability.

5.Experience leading teams and managing distribution partners, agents

6.Strong communication and negotiation skills in Chinese and English. 7.Experience in premium consumer brands or pet nutrition is preferred.