Head of Tmall Branded

Job Level: Sr Director

Just imagine turning Tmall into China's most exciting brand experience platform. Then make it real！

No relocation assistance is offered for this position

•Develop online branded retail channel strategy and roadmap for China towards 2030

•Develop Tmall Branded Store into brand experience touchpoints by ensuring consistent brand expression, high-quality content, strong launch execution.

•Lead Joint Business Planning (JBP) with Tmall platform, balancing growth, profitability, and brand health

•Lead online branded stores transformation towards a scalable sales model by adapting strategies to platform needs, identifying growth opportunities, innovating for brand driven commerce and channel productivity.

•Strengthen strategic partnerships with platform customers to unlock growth opportunities and maximize investment efficiency.

•Own the end-to-end operation of Tmall Branded stores through operation partners to improve operational efficiency and ensure brand consistency across all online branded touchpoints.

•Champion digital and retail technology solutions to improve shopper engagement, operational efficiency, and channel productivity

•Partner with global and local cross-functional teams to align channel priorities, commercial plans, and consumer strategies across platforms

•Leverage platform data, shopper insights, and performance analytics to optimize business planning, activation effectiveness, portfolio performance, and consumer experience.

•Coordinate with internal teams (marketing, operations, supply chain) to ensure timely product launches and promotional execution

•Co-drive shopper member recruitment and engagement initiatives with partners to strengthen long-term consumer value

•Foster a collaborative culture with One Team spirit across local and global functions.

•Build a cohesive and resilient team with shared purpose, strong team spirit, clear ownership, and execution momentum

•Coach and empower team growth through feedback, co-creation, and capability building

•Commercial Orientation: Deep focus on ensuring all activities have a clear line of sight to commercial impact and value creation.  

•Customer/Consumer/Shopper Orientation: Deep understanding of the dynamics driving consumers, shoppers, and channels—particularly in an increasingly digital landscape.  

•Collaboration and Influence: Strong capability to collaborate across boundaries while also challenging, choosing, and championing decisions. Able to create the conditions for effective cross-organizational collaboration and influence without formal authority.  

•Resilient Leadership & Change Agility: Demonstrated ability to lead self, teams, and organizations to deliver results and transform ways of working with resilience and vision. 

•Commercial Acumen​: The ability to understand and apply business knowledge to make sound decisions that contribute to the organization's financial and strategic objectives. 

•Customer Partnerships​: Entails uncovering and understanding customer needs to foster strong partnerships, deliver the Customer Value Proposition, and leverage this information to enhance sales strategies, improve customer retention, and drive sales growth 

•Joint Business Planning​: Identifying mutual areas for growth (LEGO and customer) and developing a robust, targeted plan with clear investment and counterpart parameters driving mutual benefits for both the customer and The LEGO Group 

•Tmall Operations: Deep experience in managing and growing Tmall operations, with strong understanding of platform dynamics and commercial performance.

•P&L Management: Owned a Tmall P&L with accountability for profitability and investment decisions.

•Channel Strategy: Experience defining and executing Tmall channel strategy aligned with business growth objectives.

•High integrity, self-aware, and clear communicator with cultural sensitivity

•Strong understanding of China consumer, shopper, platform, and digital retail ecosystem

•Direct experience driving shopper engagement, membership operations, and O2O initiatives

•Agile learner, up to date with digital retail trends

•Committed to team development and capability building

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Applications are reviewed on an ongoing basis. However, please note we do amend or withdraw our jobs and reserve the right to do so at any time, including prior to any advertised closing date. So, if you're interested in this role we encourage you to apply as soon as possible.

Here is what you can expect: