Hiring Objective:
The Cross-border Lead builds and grows ZUS's ecommerce business outside Malaysia for two categories: ZUSFMCG (e.g. Ngupi premix, Superfine) and ZUS Lifestyle (e.g. Chubee cups, All Day Cup).

The person will own cross-border strategy end to end, from market entry to sales growth, across ecommerce and growth (paid traffic, CRM) in each new market.

Primary Job Responsibilities:

• Develop and own the cross-border e-commerce strategy and multi-year market roadmap for ZUS FMCG (e.g. Ngupi premix, Superfine) and ZUS Lifestyle (e.g. Chubee cups, All Day Cup), aligned to Growth & E-commerce OKRs for revenue and profitability.
• Assess and prioritize new markets based on market size, category demand, competition, platform fees, duties and regulatory requirements; build business cases (target, P&L, investment, payback) for management approval.• Lead market launches end to end, starting with Phase 1, then plan and run Phase 2 country rollouts.• Set up and manage cross-border storefronts on Shopee, Lazada and TikTok Shop cross-border programs, separate from MYdomestic accounts; evaluate other channels per market such as local marketplaces, the ZUS website (Shopify) and distributorpartners.• Decide the FMCG and Lifestyle assortment per market and set landed-cost pricing covering platform fees, shipping, dutiesand FX.• Own the cross-border P&L: revenue, gross margin, platform fees, marketing spend and contribution margin.• Plan and run localized launches and campaigns per market, including paid traffic (Meta, TikTok, Google, platform ads), KOLand affiliate programs, and live commerce.• Lead and develop the Cross-border Assistant Manager, and hire, onboard and lead Country E-commerce Assistant Managersand Executives as new markets open.Secondary Job Responsibilities: • Ensure products meet each market's requirements before launch, including food registrationand labelling for FMCG and product safety rules for Lifestyle, working with Regulatory and QAQA.• Work with Operations on logistics, fulfilment, customs and stock planning so launches are not delayed by supply issues.• Brief the Cross-border Designer on localized listings, banners and campaign assets, using launch plans and assets from theEcomm/Growth Brand Manager.• Build strong relationships with platform cross-border teams to secure campaign slots, mega-sale support and sellerincentives.• Track sales, traffic, conversion, ROAS and margin by market and platform; run regular business reviews and report to theLead, Growth & E-commerce.• Monitor customer service, returns and reviews, and fix root causes with Operations and platforms.• Build a repeatable country launch playbook and share cross-border learnings with the MY E-commerce and Growth teams.Job Qualifications (Requirement): • Bachelor's degree in Business, Marketing, E-commerce or a related field.• Professional certifications in digital marketing or hands-on experience in marketplace management (e.g. Shopee, Lazada orTikToTok Shop seller programs) are an advantage.

• Develop and own the cross-border e-commerce strategy and multi-year market roadmap for ZUS FMCG (e.g. Ngupi premix, Superfine) and ZUS Lifestyle (e.g. Chubee cups, All Day Cup), aligned with Growth & E-commerce OKRs for revenue and profitability.

• Assess and prioritise new markets based on market size, category demand, competition, platform fees, duties, and regulatory requirements. Build business cases covering targets, P&L, investment, and payback for management approval.

• Lead market launches end to end, starting with Phase 1, followed by planning and executing Phase 2 country rollouts.

• Set up and manage cross-border storefronts on Shopee, Lazada, and TikTok Shop cross-border programmes, separate from MY domestic accounts. Evaluate other channels in each market, such as local marketplaces, the ZUS website (Shopify), and distributor partners.

• Determine the FMCG and Lifestyle assortment for each market and establish landed-cost pricing that accounts for platform fees, shipping, duties, and foreign exchange (FX).

• Own the cross-border P&L, including revenue, gross margin, platform fees, marketing spend, and contribution margin.

• Plan and execute localised launches and campaigns in each market, including paid traffic (Meta, TikTok, Google, and platform ads), KOL and affiliate programmes, and live commerce.

• Lead and develop the Cross-border Assistant Manager, and hire, onboard, and lead Country E-commerce Assistant Managers and Executives as new markets open.

• Ensure products meet each market's requirements before launch, including food registration and labelling for FMCG and product safety requirements for Lifestyle, in collaboration with Regulatory and QA.

• Work with Operations on logistics, fulfilment, customs, and stock planning to ensure launches are not delayed by supply issues.

• Brief the Cross-border Designer on localised listings, banners, and campaign assets, using launch plans and assets from the E-commerce/Growth Brand Manager.

• Build strong relationships with platform cross-border teams to secure campaign slots, mega-sale support, and seller incentives.

• Track sales, traffic, conversion, ROAS, and margin by market and platform. Conduct regular business reviews and report to the Lead, Growth & E-commerce.

• Monitor customer service, returns, and reviews, and address root causes in collaboration with Operations and platform teams.

• Build a repeatable country launch playbook and share cross-border learnings with the MY E-commerce and Growth teams.

Qualifications & Experience

• Bachelor's degree in Business, Marketing, E-commerce, or a related field.

• Professional certifications in digital marketing or hands-on experience in marketplace management (e.g. Shopee, Lazada, or TikTok Shop seller programmes) are an advantage.

• 7 to 10 years of experience in e-commerce, with at least 3 years in cross-border or regional e-commerce in Southeast Asia.

• End-to-end experience running brand stores on Shopee, Lazada, or TikTok Shop, ideally including their cross-border programmes.

• Proven track record of launching a brand in at least one new market and growing it profitably.

• At least 3 years of people management experience, including hiring and building a team from scratch.

• Experience in FMCG (food and beverage) and/or lifestyle or merchandise categories is preferred.

• Platform-side experience (e.g. KAM or strategy role at a marketplace) is an advantage.

• Strong commercial acumen, including landed-cost pricing, P&L ownership, budgeting, and forecasting.

• Deep knowledge of marketplace mechanics, including campaign calendars, vouchers, seller incentives, and store and listing optimisation.

• Working knowledge of paid traffic (Meta, TikTok, Google, and platform ads), KOL and affiliate marketing, and live commerce.

• Understanding of cross-border logistics, duties, and regulatory requirements (e.g. food registration and labelling) in Southeast Asian markets.

• Strong data analysis skills, with the ability to turn sales and platform data into clear actions.

• Project management skills across multiple markets and stakeholders.

• Fluency in English and Bahasa Malaysia. Bahasa Indonesia, Mandarin, or Thai is an advantage.