E-Commerce General Manager - TikTok Shop Thailand (Chinese Speaking)

This role requires the candidate to work in Bangkok, Thailand.

Client Overview

Our client is a multinational technology company operating in the semiconductor and electronics industry, with an extensive presence across Asia, North America, and Europe. The organization focuses on semiconductor solutions, international business expansion, and localized commercial operations, supported by a global network of sales offices, technical service centers, and manufacturing facilities.

As part of its international growth strategy, the company continues to strengthen its digital commerce capabilities across Southeast Asia by building localized e-commerce operations, expanding social commerce channels, and developing high-performing digital sales teams. Leveraging extensive experience in branding, marketing, and cross-border business operations, the company is investing heavily in scalable digital commerce ecosystems, influencer marketing, and live-commerce initiatives to accelerate market growth.

Job Role

The Thailand E-Commerce General Manager will lead the company's end-to-end e-commerce business across the Thai market, taking full ownership of commercial strategy, operational execution, and team leadership. The role is responsible for driving revenue growth through social commerce platforms, with particular emphasis on TikTok Shop, influencer-driven commerce (TAP), live-stream selling, and localized digital marketing initiatives.

Working closely with headquarters and regional commercial leadership, the successful candidate will establish scalable e-commerce operations, develop local business strategies, manage cross-functional teams, and ensure sustainable business growth within Thailand. This position is ideal for experienced e-commerce leaders with strong expertise in TikTok commerce, social selling, and digital business management.

Key Responsibilities

• Lead and execute the overall e-commerce strategy for the Thailand market, ensuring sustainable GMV growth and long-term business expansion.
• Build, manage, and optimize the local e-commerce organization, including team development, operational planning, and performance management.
• Drive TikTok Shop business growth through influencer collaboration (TAP), affiliate partnerships, and creator ecosystem development.
• Develop and manage self-operated e-commerce initiatives, including multi-account or matrix-based social commerce operations.
• Plan, execute, and optimize TikTok Live commerce campaigns to maximize customer engagement and sales conversion.
• Collaborate closely with headquarters to align local commercial strategies with regional business objectives.
• Monitor sales performance, campaign effectiveness, and key business metrics to continuously improve operational efficiency.
• Identify new market opportunities, emerging digital commerce trends, and competitive activities to strengthen market positioning.
• Build strong relationships with influencers, agencies, partners, and platform representatives to expand commercial opportunities.
• Ensure efficient coordination across marketing, operations, commercial, and customer service functions to support business growth.

Requirements

• Bachelor's degree in Business, Marketing, E-Commerce, Digital Marketing, Communications, or other related disciplines.
• Proven experience leading e-commerce operations, digital commerce, or social commerce businesses, preferably at a managerial or general management level.
• Strong hands-on experience operating within the TikTok Shop ecosystem, including TAP (TikTok Affiliate Program), influencer marketing, and live-stream commerce.
• Demonstrated experience building and managing local e-commerce teams with responsibility for business performance and commercial execution.
• Solid understanding of digital marketing strategies, online customer acquisition, social commerce, and performance-driven sales growth.
• Experience managing multi-channel or multi-account e-commerce operations is highly preferred.
• Strong commercial acumen with the ability to develop growth strategies and scale digital businesses.
• Excellent leadership, stakeholder management, communication, and cross-cultural collaboration skills.
• Fluent Thai language skills are essential, with professional proficiency in Chinese for business communication. English communication skills are also advantageous.
• Highly entrepreneurial, results-driven, and capable of operating independently while collaborating closely with regional headquarters.

Job Code: #754