Head of Online Business

Samsung Electronics America · Singapore

Position Summary

The Head of Online Business is accountable for setting and delivering Samsung Electronics Singapore’s online growth strategy across Direct-to-Consumer, marketplaces, pure players, retailer online channels and the Employee Purchase Programme. The role owns the commercial agenda for the online business, translating consumer, category and channel insights into a profitable growth plan that strengthens Samsung’s brand presence and customer relationships.
As the functional leader, this role brings together commercial planning, channel development, digital merchandising, performance marketing, operations and customer experience. The incumbent partners closely with business divisions and enabling functions to deliver a seamless, data-led omnichannel experience while maintaining disciplined governance over pricing, promotional investment, inventory and partner performance.

Role and Responsibilities

Online business strategy and P&L leadership

Define and execute the multi-year online business strategy and annual operating plan, aligned with Samsung Electronics Singapore’s growth priorities, category plans and brand strategy.
Own online revenue, market share, gross margin and profitability outcomes; establish clear targets, investment priorities, performance rhythms and corrective actions.
Use customer, competitive, platform and market intelligence to identify new growth opportunities, improve channel mix and protect Samsung’s premium brand positioning.
Lead forecasting, budgeting and business reviews, ensuring online plans are commercially sound, operationally feasible and aligned to inventory and supply commitments.

Channel and partner leadership

Build and optimise Samsung’s online channel portfolio across Samsung.com, marketplaces, pure players, retailer e-commerce sites and the Employee Purchase Programme.
Develop senior relationships with strategic platform and retail partners; negotiate joint business plans, secure high-impact visibility and drive mutually beneficial growth.
Set channel standards for assortment, content, pricing, promotions, service levels and brand execution; govern compliance and intervene decisively when performance falls short.
Grow the Employee Purchase Programme through targeted company acquisition, proposition development, platform optimisation, fulfilment excellence and relevant marketing activation.

Customer experience and digital commerce excellence

Champion an integrated, frictionless customer journey from discovery to post-purchase support, improving conversion, engagement, repeat purchase and advocacy.
Lead digital merchandising, content and campaign execution across online touchpoints, ensuring best-in-class product storytelling, search visibility and mobile-first experience.
Use web analytics, consumer research and test-and-learn practices to improve traffic quality, conversion funnel performance, basket value and customer lifetime value.
Partner with Customer Service, Logistics and technology teams to resolve customer pain points and strengthen fulfilment, returns and after-sales experiences.

Commercial execution and cross-functional governance

Lead the online commercial calendar, including launches, seasonal events, promotional campaigns and lifecycle activations, balancing demand generation with margin and inventory discipline.
Partner with Product, Marketing, Finance, Supply Chain, Legal, IT and Customer Service leaders to prioritise initiatives, remove execution barriers and deliver shared outcomes.
Establish robust governance for pricing, promotions, partner funding, data quality, commercial terms and operational risk.
Drive continuous improvement in tools, processes and operating models to increase speed, transparency, scalability and return on investment.

People and organisational leadership

Build, lead and retain high-performing Online Sales, Online Marketing, and Online Operations teams with clear accountabilities, strong commercial capability and a customer-first mindset.
Set performance expectations and coach leaders and individual contributors to deepen expertise in e-commerce, analytics, partner management and digital execution.
Foster a collaborative, accountable culture that brings together diverse stakeholders and translates strategy into disciplined delivery.

Skills and Qualifications

Experience and Qualifications

At least 15 years of progressively responsible experience in e-commerce, digital commerce, retail, consumer technology or a related consumer-facing industry, including significant leadership accountability for growth and commercial outcomes.
Demonstrated success leading a sizeable online business or multi-channel e-commerce portfolio, with experience across marketplaces, direct-to-consumer and partner-led channels.
Strong commercial acumen, including P and L management, pricing and promotional governance, forecasting, inventory planning and partner negotiations.
Deep understanding of digital commerce fundamentals, including customer acquisition, search, merchandising, conversion optimisation, analytics, CRM and performance marketing.
Proven ability to influence senior cross-functional stakeholders and external partners, and to lead complex initiatives from strategy through execution.
A bachelor’s degree in Business, Marketing, Commerce or a related discipline. Advanced commercial, digital or leadership qualifications are an advantage.

Leadership Competencies

Strategic, commercially rigorous and decisive, with the ability to connect market signals to clear business choices.
Customer-obsessed and digitally fluent, balancing brand stewardship with pace, experimentation and measurable outcomes.
Highly collaborative and influential, able to align diverse stakeholders around a shared agenda.
Resilient with sound judgement under pressure and a disciplined approach to prioritisation.
An inclusive people leader who develops capability, raises standards and creates ownership across the function.
Ability to navigate uncertainty and ambiguity.

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