The Head of Growth leads Eu Yan Sang's commercial and digital growth engine, driving the strategy and execution required to accelerate eCommerce as a key contributor to overall revenue across Singapore, Hong Kong, Malaysia, and international markets. Building on an established foundation—including an active digital task force, ongoing platform enhancements, and a growing data and technology ecosystem—this role integrates cross-functional efforts to deliver a cohesive and high-performing growth engine, while progressively strengthening in-house digital capabilities.
This high-ownership role bridges strategy and execution, partnering closely with eCommerce leads and MDs in each market, agency partners, the IT/Digital Platforms team, and the board to align priorities and drive outcomes. It also plays a key role in developing team capability.
Data Infrastructure & Reporting
- Maintain unified performance dashboards across eCommerce, CRM, and paid media channels using Power BI or other agreed BI tools.
- Establish a single, trusted reporting framework that consolidates data from multiple platforms across all four markets.
- Define and document core KPI logic and measurement frameworks, ensuring consistent metric definitions across SG, HK, MY, and International.
- Support the tracking and tagging audit: identifying data gaps and working with IT to resolve them.
Analysis & Insight
- Conduct regular funnel analysis across all markets: identifying drop-off patterns, behavioural trends, and performance drivers.
- Analyse customer cohorts, purchase frequency, and lifetime value to support lifecycle marketing and retention strategy.
- Support the CRO Specialist with test analysis and statistical validation.
- Translate complex data into clear, actionable insights for non-technical stakeholders including market leads and senior leadership
CDP & Advanced Analytics
- Support the CDP implementation, contributing to data taxonomy, tagging requirements, and identity resolution framework.
- Ensure downstream data flows from the CDP into Power BI and other activation tools are accurate and reliable.
- As the programme matures, contribute to predictive analytics use cases such as churn modelling, propensity scoring, and LTV forecasting.
Governance & Quality
- Own data quality standards across the reporting environment, flagging anomalies, ensuring consistency, and maintaining documentation.
Skills, Knowledge & Experience
- 9–12 years of experience in digital growth, eCommerce, or performance marketing, with at least 3 years in a senior leadership role.
- Deep understanding of the full growth stack: paid media, SEO, CRM, CRO, analytics, and product.
- Experience supporting eCommerce revenue targets in a multi-market environment.
- Demonstrate strong commercial acumen with the ability to translate digital performance metrics into revenue growth, margin improvement, and overall business impact.
- Familiar with leveraging CDP architecture, marketing automation, and BI tools.
- Experience with SFCC, Shopify, or enterprise eCommerce platforms is an advantage.
- Track record of building and managing high-performing digital teams.
- Prior experience within the health, wellness, beauty, or consumer goods is preferred
- Strong proficiency in English is required; additional language proficiency (e.g., Mandarin) may be beneficial for role-related communication needs.
- Demonstrate strong leadership capabilities, fostering trust, inspiring confidence and enabling high performance across diverse teams
- Strategic thinker who can also roll up their sleeves - this team is building, not just planning.
- Build and manage effective stakeholder relationships, navigating complex matrix organisations, aligning cross-functional teams, and influencing senior leadership
- Operate effectively in ambiguous environments, establishing structure, driving clarity, and maintaining momentum as initiatives evolve.
- Communicate with impact across all levels, from data-driven reviews and board presentations to creative and strategic discussions
- Exhibit an entrepreneurial mindset, addressing constraints with agility and resourcefulness to sustain progress and delivery momentum
Education
- Bachelor's degree in Marketing, Business, Economics, or a related field; MBA is a plus but not required.
