Live Commerce Team Manager

The Live Commerce Team Lead will be responsible for driving business growth through brand-owned livestreams, affiliate/KOL livestreams, and live-driven content commerce across key e-commerce platforms such as TikTok Shop, Shopee, and Lazada.

This role will lead the end-to-end live commerce strategy, including livestream planning, host and KOL management, product and promotion planning, live operation, performance analysis, and continuous optimization to maximize GMV, net sales, customer acquisition, and profitability.

Key Responsibilities

1. Live Commerce Strategy & Planning

• Develop and execute the live commerce strategy across TikTok Shop, Shopee, Lazada, and other relevant platforms.
• Build monthly and campaign-based livestream plans aligned with brand priorities, platform campaigns, new product launches, and commercial targets.
• Define clear roles for brand livestreams, affiliate/KOL livestreams, and special campaign livestreams.
• Identify growth opportunities in live commerce based on platform trends, customer behavior, competitor activities, and internal performance data.

2. Brand Livestream Management

• Lead the planning and execution of official store brand livestreams.
• Manage livestream schedules, product lineup, key selling points, promotion mechanics, vouchers, gifts, and live-exclusive offers.
• Work closely with brand teams, e-commerce KAMs, media team, content team, and platform partners to ensure high-quality livestream execution.
• Improve livestream quality, including host performance, script flow, product demonstration, visual setup, studio operation, and customer engagement.

3. Affiliate & KOL Livestream Growth

• Build and manage a strong pool of affiliate creators, KOLs, and livestream sellers.
• Develop targeted KOL livestream campaigns for key brands, hero SKUs, new launches, and mega campaign periods.
• Work with platform creator teams and MCN partners to recruit, activate, and scale high-performing creators.
• Monitor affiliate live performance and optimize commission, product selection, promotion support, and content direction.

4. Live Operation & Team Management

• Lead the live commerce operation team, including live producers, coordinators, hosts, and external partners.
• Establish standard operating procedures for livestream preparation, execution, monitoring, and post-live review.
• Ensure smooth coordination across product setup, stock readiness, pricing, vouchers, product cards, content assets, and platform tools.
• Manage daily and weekly live commerce performance tracking and provide actionable insights to improve results.

5. Performance Analysis & Optimization

• Track and analyze key performance indicators such as GMV, net sales, orders, AOV, conversion rate, viewer traffic, engagement rate, live GMV per hour, ads contribution, affiliate contribution, commission cost, and profitability.
• Conduct post-campaign reviews and identify key success factors, issues, and improvement actions.
• Optimize product mix, promotion depth, gift strategy, commission structure, livestream timing, host script, and traffic-driving plans.
• Build a test-and-learn culture to continuously improve live commerce efficiency and profitability.

6. Cross-functional Collaboration

• Collaborate with brand marketing teams to ensure brand consistency, product storytelling, and campaign integration.
• Partner with e-commerce KAMs to align livestream plans with platform commercial plans and sales targets.
• Work with media and content teams to connect livestreams with short video, affiliate video, paid media, and CRM activities.
• Coordinate with supply chain and operations teams to ensure stock availability and order fulfillment readiness.

Yêu cầu ứng viên

Requirements

Experience

• 8+ years of experience in e-commerce, live commerce, social commerce, digital commerce, or platform business, including at least 2 years in a managerial role.
• Experience in beauty, skincare, cosmetics, FMCG, or consumer goods is highly preferred.
• Experience in managing KOLs, creators, MCNs, hosts, or live production teams is a strong advantage.

Skills & Competencies

• Strong understanding of live commerce, affiliate commerce, content commerce, and platform campaign mechanics.
• Strong commercial mindset with the ability to balance GMV growth and profitability.
• Data-driven problem-solving skills with experience in performance tracking and optimization.
• Strong project management and cross-functional coordination skills.
• Good understanding of promotion planning, product assortment, vouchers, gifts, and commission structures.
• Ability to manage fast-paced live operations and multiple campaigns simultaneously.
• Strong communication and leadership skills.
• Fluent in Vietnamese and business-level English. Korean language ability is a plus.

Preferred Candidate Profile

The ideal candidate is a hands-on live commerce leader who understands both commercial performance and content-driven selling. This person should be able to build a scalable live commerce operation, manage creators and hosts effectively, and continuously optimize livestream performance based on data, customer response, and platform trends.

The candidate should be comfortable working in a fast-changing e-commerce environment and capable of driving growth across brand livestreams, affiliate livestreams, and campaign livestreams while maintaining brand quality and profitability.

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