Job Description

As the Douyin Channel Lead, you will support the E-commerce Manager in developing and executing strategic merchandise and sales plans for the Douyin (China) online business. This role involves close collaboration with internal teams (COS) and external partners (DP) to meet sales and profitability goals, while aligning with the company’s brand values.What you will do: 

Support the E-commerce Manager in achieving sales and margin targets for the Douyin channel by implementing both technical and non-technical strategies that enhance traffic, conversion, customer retention, revenue, and profitability. 

Ensure timely and relevant product features on the Douyin channel, aligned with delivery schedules and seasonal merchandise goals. 

Collaborate with operations, merchandising, communications, and customer service teams to execute Douyin initiatives that drive revenue and brand engagement. 

Coordinating with DP’s operations and merchandising teams to manage site updates, online visual merchandising (OVM), livestreams, and short video content. 

Preparing internal reports and presentations on sales performance and key performance indicators (KPIs). 

Working with COS teams on marketing, editorial, and content to ensure cohesive visual storytelling that supports both brand and commercial objectives. 

Partnering with in-store visual merchandising and creative teams, as well as DP marketing and design teams, to maintain visual consistency across channels. 

Ensuring customer service standards are met in alignment with financial and performance goals. 

Serve as the primary Douyin representative within COS, fostering cross-functional collaboration and supporting an integrated, omnichannel approach. 

Qualifications

Alignment to our company values is the most important characteristic we look for in all new joiners. Our values are the behaviours that we appreciate above and beyond anything else. We are open-minded and curious, we dare to be different, we believe in constant improvement and we empower and trust you to take ownership. Our values are part of who we are, what we stand for and how we act.

What you need to succeed

Proven experience in e-commerce, ideally within the fashion or retail sector; specific experience with Douyin is a strong advantage. 

Strong understanding of e-commerce marketing, including strategies to drive traffic, conversion, and sales on platforms such as Douyin. 

Experience managing and optimizing third-party marketplace stores. 

Solid knowledge of digital marketing tools and techniques, with experience in planning and executing online campaigns. 

Comprehensive understanding of ecom operations, including merchandising, sales, customer service, and logistics, with awareness of China’s e-commerce trends and competitive landscape. 

Proactive, analytical, and collaborative mindset with strong communication and stakeholder engagement skills. 

Experience with livestream management or video/content editing is a plus. 

Proficiency in both written and spoken English and Mandarin. 

Additional Information

This is a full time permanent contract based at our Area Office in Shanghai.

Benefits

We offer all our employees attractive benefits with extensive development opportunities around the globe. All our employees receive a 25% staff discount usable on all our H&M Group brands in stores and online. In addition to our staff discount, all our employees are included in our H&M Incentive Program – HIP. You can read more about our H&M Incentive Program here.

In addition to this, you will also receive

15 days Annual LeaveBirthday leaveMedical Insurance13th month salarySupplementary health insurance