About this role
<div> <p><span>Role Summary</span><span> </span></p> </div> <div> <p><span>The E-Commerce Manager, Digital Transformation is responsible for advancing the digital capabilities of the e-commerce function across all retail brands. This role leads the build, migration, and ongoing maintenance of Shopify-powered e-commerce sites for Maxi-Cash, Goldheart, and Lee Hwa, while owning the review and optimisation of marketplace strategy and workflows. The incumbent identifies growth opportunities — including shoppertainment formats such as livestreaming, affiliate commerce, and interactive shopping experiences — and implements process improvements and emerging technologies, including AI-powered tools, to drive operational and campaign efficiency. Working closely with the E-Commerce Director, this role plays a key part in shaping the department's digital roadmap and long-term growth strategy.</span><span> </span></p> <p> </p> <h2>Key Responsibilities</h2> <ul> <li>Lead the build, migration, and ongoing maintenance of Shopify e-commerce storefronts for all retail brands (Maxi-Cash, Goldheart, and Lee Hwa), ensuring consistent brand experience, site performance, and technical reliability across all platforms.</li> <li>Enhance and scale existing digital capabilities across the e-commerce function, including storefront features, integrations, payment gateways, inventory synchronisation, and customer-facing digital touchpoints.</li> <li>Review and optimise marketplace strategy across key platforms (including Shopee, Lazada, and TikTok Shop), assessing brand positioning, listing quality, pricing mechanics, and promotional strategy to drive sustainable sales growth.</li> <li>Audit and streamline marketplace workflows — including listings management, campaign execution, order fulfilment coordination, and seller centre operations — to improve efficiency and consistency across all brands.</li> <li>Identify and develop growth capacity opportunities across the e-commerce ecosystem, including shoppertainment formats such as livestreaming, affiliate commerce, interactive product discovery, and social commerce integrations — evaluating viability, piloting new formats, and building scalable playbooks for adoption across brands.</li> <li>Assist the E-Commerce Director in building growth plans by conducting market and competitive analysis, mapping whitespace opportunities, and translating insights into actionable initiatives across channels and formats.</li> <li>Identify, evaluate, and pilot AI-powered tools and emerging technologies to improve campaign efficiency, content production, and performance reporting — championing AI adoption across the e-commerce department.</li> <li>Conduct regular audits of e-commerce processes across all departments, identifying inefficiencies and implementing improvements that reduce manual effort and improve cross-departmental collaboration.</li> <li>Explore and assess new technologies — including automation platforms, headless commerce solutions, and data analytics tools — to drive business efficiencies and maintain competitive advantage.</li> <li>Manage third-party technology vendors and development partners, overseeing project scopes, timelines, deliverables, and budgets to ensure on-time and on-spec delivery.</li> <li>Monitor platform health, site performance metrics, and user experience benchmarks, proactively identifying and resolving technical issues to minimise downtime and revenue disruption.</li> <li>Collaborate with marketing, merchandising, and operations teams to support campaign launches, new feature rollouts, and product catalogue updates across all Shopify properties and marketplace channels.</li> </ul> </div>