Manager, Social & Live Commerce, SEA

Role Overview We are seeking a commercially astute and digitally native Manager, Social & Live Commerce, SEA, to lead the growth of Ralph Lauren’s social and live commerce business across Southeast Asia, with an initial focus on Singapore and Malaysia. This role will shape the route-to-market strategy, P&L delivery, content-led demand generation, and operational execution across digital channels including TikTok Shop, Shopee, Lazada, Brand.com, and any emerging platform where livestreaming, shoppable content, creator-led selling, or live commerce can drive discovery, engagement, and conversion. The ideal candidate will bring strong commercial ownership, deep platform understanding, and the ability to translate Ralph Lauren’s premium brand codes into compelling, conversion-driven commerce experiences. As the business owner for social and live commerce, this person will work closely with marketing, merchandising, operations, customer service, finance, legal, platform teams, marketplace partners, and external agencies to build a scalable, brand-right, and commercially sustainable model across current and future digital channels. Key Responsibilities 1. Route-to-Market Strategy & P&L Ownership · Define and lead the social and live commerce growth strategy across TikTok Shop, Shopee, Lazada, Brand.com, and other relevant digital channels, including assortment, pricing, promotional planning, channel prioritisation, and market expansion in line with brand and commercial objectives · Own end-to-end P&L performance, including revenue, margin, campaign efficiency, and investment optimisation across media, creators, and platform subsidies · Partner cross-functionally to position social and live commerce within the broader Ralph Lauren digital commerce ecosystem, ensuring each channel has a clear role, growth model, and commercial contribution 2. Content Strategy &Management (Live + Video) · Develop and execute a content-led commerce strategy across livestreams, shoppable video, creator content, marketplace live sessions, Brand.com activations, and campaign moments to drive discovery, engagement, and conversion · Ensure all content reflects Ralph Lauren’s iconic brand codes, premium positioning, and elevated storytelling standards · Optimise content performance across GMV, conversion, watch time, engagement, and other key channel metrics 3. Commerce & Operations Excellence · Oversee end-to-end social and live commerce operations, including product setup, pricing and promotional execution, campaign readiness, livestream operations, marketplace coordination, Brand.com enablement, and fulfilment coordination · Maintain strong store health and operating standards, including seller ratings, service levels, returns management, and issue resolution · Partner cross-functionally to deliver an elevated post-purchase experience and ensure operationally disciplined, brand-right execution · Drive continuous improvement across catalogue accuracy, campaign launch discipline, customer promise, and issue escalation to protect both sales performance and brand equity 4. Performance Management& Optimisation · Establish clear KPIs and reporting frameworks across commercial, content, and operational performance · Translate data into actionable insights and strategic recommendations to continuously optimise channel performance · Provide regular performance readouts to senior leadership with clear implications, priorities, and actions · Monitor the full social commerce funnel across platforms, including traffic, conversion, GMV, net sales, units, AOV, ROAS, content engagement, live commerce performance, seller health, fulfilment performance, and customer experience indicators 5. Cross-Functional Leadership & Governance · Act as the key point of contact for social commerce and live commerce across internal stakeholders, platform teams, marketplace partners, and external agencies · Partner with marketing, merchandising, finance, operations, customer service, legal, and platform teams to ensure commercial plans are fully integrated and operationally executable · Establish clear ways of working, approval processes, issue escalation routines, and performance review cadences to support disciplined channel management What Success Looks Like in This Role · A clearly defined social and live commerce growth model that supports digital commerce priorities · Consistent delivery against commercial targets while maintaining premium brand presentation and customer experience standards across digital and marketplace channels · A scalable content, livestream, and commerce engine that drives quality traffic, engagement, and conversion across relevant digital channels · Strong operational discipline across campaign execution, store health, fulfilment coordination, reporting, and issue resolution Requirements • 5 to 8+ years of experience in digital commerce, social commerce, or marketplace leadership, ideally within premium, fashion, or lifestyle brands • Proven track record of owning commercial performance and delivering against P&L targets · Proven track record of owning commercial performance and delivering against P&L targets · Strong understanding of social commerce and live commerce ecosystems, including TikTok Shop, Shopee, Lazada, Brand.com, livestream selling, shoppable content, creator-led demand generation, and marketplace mechanics · Experience leading content-driven commerce with strong commercial judgment, brand instincts, and platform understanding · Experience partnering with or leading digital and brand marketing initiatives, with the ability to translate brand strategy into compelling content, creator, and commerce experiences that drive both brand equity and commercial outcomes. · Strong stakeholder management, data fluency, and the ability to influence across functions and markets · Hands-on experience managing social commerce, live commerce, marketplace, or content-led commerce businesses in Southeast Asia, particul…