VF Corporation E-Commerce Director in Hong Kong

Job Description


The ideal candidate will be a seasoned leader with experience of having directed and grown an ecommerce P&L for a brand/pure-play online business or multi-channel retailer within Asia Pacific (APAC).

They will bring a broad base of functional skills, but above all will come with expertise in digital marketing and product merchandising, online trading, digital content, community and customer experience. They will understand how to manage the intersection between content, commerce and community. They will have demonstrated an ability to set and deliver on a strategy for a business in rapid-growth or transformation mode. They will have a high degree of commercial acumen and will bring a results- and ROI-focused approach to decision making.

They will have excellent relationship-building skills and natural leadership abilities to motivate and inspire. Entrepreneurial in mind-set, passionate about consumers and collaborative in nature are key traits.


  • Shared P&L accountability for the ecommerce business across APACs

  • Deliver growth & expansion against the ecommerce business plan, ensuring global consistency and regional relevancy.

  • Define strategies (platform, capabilities and technologies) for driving exponential growth within APAC, all Asia

  • Build and develop an outstanding ecommerce team and future talent development

  • Conduct rigorous competitive benchmarking, stay on top of trends in ecommerce and understand customer behavior online.

  • Work together with the APAC Marketing, Product Merchandising, DTC and Vans EMEA/CASA/NORA ecommerce teams to deliver merchandising, customer experience, content, direct online marketing, and CRM/CLM strategies effectively so as to bring the brand to life online

  • Champion the customer and evangelise ecommerce internally, gaining buy-in from senior brand stakeholders.

  • Lead the definition of clear KPIs and metrics that reflect both the strategic goals and tactical initiatives of ecommerce within the brand.

  • Partner and leverage knowledge, platforms, resources, capabilities from VF Regional Ecommerce Strategy team and VF Digital Centers of Excellence


Supervisor: VP / GM of Vans Asia Pacific

Direct Reports: Ecommerce Merchandising, UX/Analytics, Ecommerce Operations, Customs Platform, Ecommerce GTM


Internal: Product Merchandising, Operations, Marketing, Technology, DTC, Global Partners, Country Teams

External: E-Commerce Platform Operation Partners, 3rd Party Vendors, Distributors and Licensees


The requirements listed below are representative of the knowledge, skills, and /or abilities required for the individual to be successful in this position.

  • Significant experience and a strong track record as a manager in B2C ecommerce, multichannel retail, and/or digital pure-play B2C businesses. Passionate about ecommerce, and brings experience of P&L ownership of an ecommerce function. Deep know-how of how to trade a site. Skilled across the digital marketing mix, with experience across all channels (including PPC/Affiliates/SEO/Social/eCRM) and a customer champion who will place the customer at the forefront of onsite experience, whilst thinking continuously of the brand reputation.

  • Has driven the end-to-end customer funnel, engaging existing and new customers offsite and onsite and increasing the lifetime value of a global customer base. Will think about creating a cross-platform, omni-channel experience.

  • A highly analytical, data-driven and ROI-focused decision-maker with a strong commercial and business-minded approach. Ability to understand overall business objectives and align the ecommerce objectives with the overall Vans brand strategy.

  • Will build strong ecommerce operating metrics and instil a culture of measurability and of ‘test and learn’ or ‘fail fast’.

  • Excellent operator and collaborative leader who can combine the ability to drive idea generation, strategic planning, budgeting and P&L management with hands-on, detail-oriented execution to ensure results. Ability to engage and operate at different levels as needed.

  • Experience of working in a transforming operating environment with a proven track record of addressing growth and/or business change. Able to deal with ambiguity and sensitively manage stakeholders through change. Will pioneer the brands digital journey.

  • Strong track record of building and leading high performing, cross-functional teams. Can build the appropriate organizational structures and develop their team to drive a culture of performance. Excellent communicator, displaying a high degree of credibility and also self-awareness.

  • Credible experience of managing and influencing stakeholders across multiple functions. Will be a strong relationship-builder, capable of gaining buy-in from stakeholders across all levels of the business.

  • Education: Bachelor’s Degree or equivalent through experience in a relevant field

  • Language skills: Fluent in English, Mandarin, Cantonese and/or Korean is a plus.

  • Travel Required: 10 – 15% of the time.

Organized in 1899, VF Corporation is a global leader in branded lifestyle apparel, footwear and accessories, with global iconic brands, 64,000 associates and $12.4 billion in revenue. Our businesses and brands are organized into four categories called coalitions, comprising: Outdoor & Action Sports, Jeanswear, Imagewear, and Sportswear. While VF is highly diversified across brands, products, distribution channels and geographies, our One VF culture and approach to doing business provide a unique and powerful competitive advantage.

VF Diversity Vision Statement

VF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world.VF is an equal employment opportunity/ affirmative action employer of minorities, females, protected veterans and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor.