The primary work location for this position will be in Hong Kong SAR. This role plays a critical part in accelerating Ralph Lauren’s Digital Commerce growth across APAC by defining and driving the regional DTC strategy, embedding a full-funnel operating model across our owned digital platforms (Web and App), and leading the Long Range Planning (LRP) process to ensure each market’s key digital priorities and growth opportunities are embedded within their long-term strategic plans.

A key focus of this role will be to shape the long-term APP strategy for APAC - defining the customer proposition, developing the go-to-market and launch plans, and ensuring the APP becomes a differentiated and high-performing DTC channel across key markets.

You will connect the dots between brand storytelling, media activation, merchandising, and site experience to deliver meaningful customer and commercial impact. Working cross-functionally with technology, marketing, media, merchandising, and market teams, you will define how our DTC channels show up during key brand moments and ensure campaigns are executed with clarity, consistency, and measurable results.

This role requires a strong balance of strategic thinking and operational execution, drawing on global best practices while tailoring the approach to the unique needs of each APAC market. Positioned at the intersection of commercial strategy, DTC growth, and digital execution, you will ensure our owned digital ecosystem delivers both immediate business impact and sustained brand value.

1. DTC Acceleration

Shape the long-term APP & Webstore strategy for APAC, defining the customer proposition, go-to-market plans, and launch approach to establish the APP as a differentiated and high-performing DTC channel. Define and embed the commercial ambition and strategic role of Ralph Lauren’s DTC Webstore and App across APAC markets.

Key Responsibilities

• Partner with Global and Market teams to define the APP’s commercial role, customer value proposition, and experience differentiators within the broader DTC ecosystem.
• Share best practices and learnings across markets to build a unified regional playbook for APP growth.
• Shape and align the strategic priorities for brands, categories, and experiences within our owned digital channels.
• Ensure clear DTC priorities are integrated into market-level strategies and execution plans.

Success Measures

• Defined and articulated APP customer value proposition aligned with brand and DTC strategies.
• Clear and aligned DTC channel strategy across APAC markets.
• Strategic DTC priorities reflected in regional and market activation plans.
• Accelerated YoY growth in DTC sales penetration across key brands and categories.

2. Full Funnel Growth Operating Model

Establish and embed an operating model that enables markets to plan and execute against key brand moments with clarity, focus, and measurable impact.

Key Responsibilities

• Own and manage the APAC full-funnel campaign calendar, ensuring prioritization of key brand moments and a unified approach across markets.
• Design and implement an end-to-end operating model that connects all key stakeholders (media, merchandising, marketing, site) for consistent campaign execution.
• Align planning processes and KPIs across functions and markets to ensure accountability and transparency.
• Champion a test-and-learn culture, enabling in-season agility and structured post-campaign reviews to drive continuous improvement.
• Facilitate global knowledge sharing by applying global learnings and contributing APAC insights to global frameworks.

Success Measures

• Fully integrated, cross-functional campaign calendar in place and adopted across markets.
• Regular post-campaign retrospectives with actionable insights applied to future planning.
• Measurable improvements in campaign ROI and conversion rates across key markets, segments, and product categories.

3. Long Range Planning (LRP)

Lead the Digital Commerce Long Range Planning process across APAC, ensuring market strategies and investments align with regional growth ambitions.

Key Responsibilities

• Drive the annual LRP process for Digital Commerce, partnering with Finance, Market, and Regional leadership to define growth trajectories and investment priorities.
• Ensure each market’s digital roadmap reflects key DTC, APP, and omnichannel initiatives aligned to regional priorities.
• Partner with cross-functional stakeholders (Finance, Planning, Tech, Brand, and Market GMs) to validate assumptions and ensure plans are aligned across key stakeholders.

Success Measures

• LRP submissions reflect clear digital growth priorities and aligned financial targets across markets.
• Increased visibility and accountability for digital investments within market plans.
• Strong alignment between short-term initiatives and long-term strategic objectives.

• 6–8 years’ experience in digital commerce, performance marketing, or digital strategy, ideally within a regional or matrixed organization.
• Proven experience aligning marketing, media, merchandising, and content into a cohesive digital execution plan across the full customer funnel.
• Strong understanding of ecommerce KPIs, digital analytics, and customer journey optimization.
• Demonstrated ability to foster a test-and-learn culture and drive iterative improvements across digital journeys and campaign execution.
• Experience managing and launching APPs is highly desirable, particularly in defining go-to-market strategies and driving customer adoption.
• Highly collaborative with excellent communication and stakeholder management skills.
• Analytical, commercially minded, and data-driven in approach to prioritization.
• Passionate about brand storytelling and delivering premium digital experiences at scale.
• Candidates with more experience will be considered as Senior Manager
• The primary work location for this position will be in Hong Kong SAR, and the role will be employed by our Hong Kong‑incorporated affiliate