The eCommerce DTC Manager owns the growth and end-to-end operation of Nespresso China’s owned digital commerce channels, with a primary focus on WeStore (WeChat Mini Program) and the Official Website. The role will: Deliver DTC sales, conversion and customer lifetime value through superior commerce operations and customer experience Build WeStore into the core destination for coffee purchase, member engagement and loyalty Lead private-domain growth through WeChat, WeCom, community and O2O touchpoints Translate CRM data and customer insights into automated, personalized lifecycle programs that improve acquisition, repeat purchase, frequency and retention Coordinate local and HQ stakeholders to deliver a consistent, compliant and premium Nespresso experience Key Experiences: Education: Bachelor’s degree in Business, Marketing, Digital Commerce or a related discipline Professional experience: 5+ years of eCommerce / DTC experience, including direct ownership of sales and channel P&L or commercial targets Strong hands-on experience managing WeChat Mini Program / WeStore operations; proven ability to drive traffic, conversion, repeat purchase and customer experience Demonstrated experience building private-domain growth through WeChat, WeCom, communities, O2O journeys, social referral and member operations Strong CRM expertise across segmentation, lifecycle journeys, marketing automation, personalization, loyalty, retention, reactivation and churn prevention Experience using customer, sales and behavioral data to generate insights, run cohort analysis and build test-and-learn plans Experience in website / mini-program merchandising, content, promotion, UX, A/B testing and analytics Strong commercial acumen, budget management, agency management and cross-functional project leadership Experience in premium consumer goods, retail, coffee, beauty, luxury or membership-led businesses is preferred Fluent written and spoken Chinese and English