The (Sr) Site Merchandising Manager will own the front-end digital experience of ALO’s digital commerce channels both Tmall and Wechat Mini program, shaping how customers discover, explore and shop the brand online.

This role is responsible for defining the site merchandising strategy and site plan, localizing ALO’s global brand content into a China-relevant experience, and using onsite customer behavior insights to drive continuous UI/UX optimization and new feature development.

Working closely with Global Site Experience and Growth Marketing Team, China Marketing and Technology teams, the role will turn brand storytelling and trading priorities into a premium, intuitive and commercially effective digital experience that feels authentically ALO and resonates with Chinese consumers.

Key Responsibilities

1) Site Merchandising Strategy & Site Planning

• Define and own the China site merchandising strategy, aligned with ALO’s global brand direction, the local trading calendar (e.g. CNY, 520, 618, Double 11) and commercial priorities.
• Build and manage the seasonal, monthly and weekly site plan across the homepage, campaign landing pages, category pages and key customer touchpoints.
• Decide product visibility and storytelling onsite, including hero product placement, collection and category curation, PLP sorting logic, cross-sell and shop-the-look modules.
• Partner with the Digital Operations Manager, Planner and Growth Marketing to ensure the site plan reflects product launches, inventory priorities and campaign moments.

2) Localization of Global Content

• Translate global campaigns, brand assets and site templates into a localized China experience that reflects local consumer preferences, cultural context, language and platform specifications.
• Safeguard ALO’s global brand standards and premium visual presentation across all onsite content.

3) Onsite Customer Behavior & Performance Analytics

• Track and analyze the onsite customer journey and conversion funnel, including traffic, module click-through, search, PLP-to-PDP, add-to-cart and checkout conversion.
• Use site analytics, heatmaps, search data and customer feedback to understand how Chinese consumers browse, discover and purchase, and identify friction points and opportunities.
• Design and run A/B tests to validate merchandising, content and UX hypotheses.

4) UI/UX Optimization & Feature Development

• Own the front-end digital experience roadmap across HP, navigation, search, PLP, PDP, cart, checkout and member center.
• Translate customer insights and business needs into clear business requirements and user stories, and prioritize the optimization and feature backlog.
• Leand agency partners to design, develop, test and launch new features including UAT and post-launch performance review.

Qualifications

• Bachelor’s degree or above.
• Minimum 7 years of experience in site merchandising, digital experience, e-commerce or digital product roles, preferably within luxury, fashion, activewear, premium retail, beauty, or lifestyle brands.
• Strong hands-on experience with Tmall, WeChat Mini Programs, brand e-commerce sites or other major China digital commerce platforms.
• Proven track record in building site plans, onsite merchandising and localizing global brand content for the China market.
• Strong analytical skills, with hands-on experience in digital analytics tools (e.g. Tmall SYCM, Tecent Youshu or Sensors, a solid understanding of conversion funnels and onsite customer behavior.
• Solid understanding of UI/UX principles and experience writing business requirements and working with technology or agency teams on feature development; experience with A/B testing is a strong plus.
• Strong visual and brand sensibility, with the ability to balance brand presentation, customer experience and commercial performance.
• Proven ability to work cross-functionally and with global headquarters teams across time zones.
• Excellent written and verbal communication skills in Chinese and English.

As an Equal Opportunity Employer, ALO does not discriminate against applicants or employees because of race, color, creed, religion, sex, national origin, veteran status, disability, age, citizenship, marital or domestic/civil partnership status, sexual orientation, gender identity or expression or because of any other status or condition protected by applicable federal, state, or local law.