E-Commerce Lead

Aire is a Singapore-born senior care brand on a mission to redefine ageing and incontinence. We make adult diapers, pull-up pants and leak pads that are softer, more absorbent and sized for Asian bodies, so older adults can enjoy carefree days and restful nights.
The Role
We're hiring a hands-on, data-driven E-Commerce Lead to own Aire's online business across Shopee, Amazon and TikTok Shop, plus our D2C site. You'll own the full funnel: traffic, conversion, retention and channel P&L. You'll also build our livestream and social commerce engine from the ground up.
This is a fully remote role. We're a small, lean team, so you'll set the strategy and do the work yourself. A big part of the job is coaching our existing team members and growing their e-commerce skills as we scale.
Responsibilities
Marketplaces and social commerce
Own e-commerce revenue and profitability targets (GMV, ROAS, CAC, LTV, repeat rate) across Shopee, Amazon, TikTok Shop and the D2C site
Run day-to-day marketplace operations: listings, pricing, promotions, mega-sale calendars (9.9, 11.11, 12.12), stock planning and platform account-manager relationships
Lead livestream and social commerce on TikTok Shop and Shopee Live: strategy around our hosts, scripts, run-of-show, KOL and affiliate partnerships - leading team here
Manage marketplace ads (Shopee Ads, Amazon Sponsored Ads, TikTok GMV Max) and allocate budget based on performance
D2C, performance and organic growth
Grow the D2C site (shop-aire.com) as a profitable channel
Build and scale performance marketing, including paid social, paid search (Google) and affiliate
Drive organic growth through SEO, content and community, for both the D2C site and marketplace search
Design and run CRO experiments across the D2C site and marketplace storefronts (product pages, bundles, vouchers)
Build retention and lifecycle programs (email, SMS, WhatsApp, subscription and repeat purchase). Incontinence care is a recurring need, so retention is core to the business.
Data, planning and partners
Manage the e-commerce budget and report weekly on channel performance, unit economics and forecasts
Build market-specific playbooks as we expand into Malaysia, Indonesia and Thailand
Manage agencies and e-enabler partners, and hold them to clear targets
Work with product, design and supply chain on launches, packaging and inventory
Team development
Train and coach our small team in marketplace operations, ads, livestreaming and analytics
Document processes and playbooks so the team can run channels independently
Help hire and grow the e-commerce team as the business scales
Requirements
Must have
6–8+ years in e-commerce, marketplace or growth marketing, ideally in FMCG, personal care, health or wellness
Proven experience running livestream and social commerce, with measurable results on TikTok Shop and/or Shopee Live
Hands-on experience managing Shopee, Amazon and TikTok Shop stores, including ads, campaigns and operations
A track record of scaling paid acquisition profitably across channels (marketplace ads, paid social, paid search)
Working knowledge of SEO and D2C site growth (Shopify or similar), including CRO and lifecycle marketing
Strong data skills: comfortable in seller centers, GA4, dashboards and spreadsheets, and able to make budget calls from cohort, LTV and margin data
Experience coaching or managing others, and patience to train a team that is still learning
Self-directed and comfortable working remotely in a lean team, doing both strategy and execution
Preferred
Experience at an e-commerce enabler or marketplace (e.g. aCommerce, Synagie, Shopee, Lazada, Amazon, TikTok), managing multiple brands or categories
Experience across multiple Southeast Asian markets and their regulatory environments
Background in senior care, adult incontinence, healthcare or other regulated consumer health categories
Why Join Aire
Build a category that serves Asia's ageing population with dignity
Real ownership of the e-commerce channel and its P&L, working directly with the founder
Fully remote, flexible working
Shape and grow a team from the early stage as we expand across Southeast Asia
Read more about Aire
After being laid off from Meta, this S'porean invested 6 figures to start an adult diaper biz (Vulcan Post, Nov 2024)
Why We Doubled Down On Our Partnership With Aire (DSG Consumer Partners, Jun 2025)
Why We Partnered with Aire: Championing the Silver Economy in Southeast Asia (DSG Consumer Partners, May 2024)
How to Apply
Send your CV and a short note on a livestream or marketplace campaign you're proud of (with results) to nivedita@shop-aire.com.

Work arrangement
No