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DFI Retail Group

Asian retailer operating extensive multi-market stores

Ecommerce Manager

Full-TimeUpdated on 10/16/2026
No salary listed
Expert
Hong Kong
In Person
Growth & MarketingGrowth Marketing

About the job

Requirements
  • A minimum of 8 years of experience in eCommerce, including at least 2 years in a senior leadership role, with a proven track record of developing, scaling, and growing an eCommerce business while holding full P&L accountability and delivering ambitious sales targets, preferably from the retail and/or home furnishing industry.
  • Strong commercial acumen and a deep understanding of market dynamics, with the ability to identify and capture new business opportunities that drive sustainable business growth.
  • Extensive experience in data-driven decision-making, leveraging analytics, customer data platforms, and customer insights to optimise business performance and deliver personalised customer experiences across digital channels.
  • Proven experience operating within an omnichannel retail environment, with a strong customer-centric mindset and the ability to integrate and enhance customer experiences across multiple channels.
  • Strong understanding of eCommerce platforms, technologies, tools, industry best practices, and emerging trends, with the ability to evaluate and implement relevant solutions to support business objectives.
  • Experience developing efficient processes, Standard Operating Procedures, and productivity frameworks to drive operational excellence and scalability.
  • Proven track record of leading change, transformation, and continuous improvement initiatives in dynamic, fast-paced, and complex business environments.
  • Strong people leadership capabilities, with experience building, leading, and developing high-performing teams comprising diverse skill sets, while creating an environment that enables both business and co-worker growth.
  • Stakeholder management and influencing skills, with the ability to collaborate effectively across functions and organisational levels to achieve business outcomes.
Responsibilities
  • Take full ownership of the eCommerce P&L, driving revenue, profitability, and cost efficiency. Set the eCommerce strategy and sales targets, and continuously explore ways to grow and improve the profitability of the eCommerce channels.
  • Define and execute the growth strategy, identifying new business opportunities across new channels, services, customer segments, and partnerships.
  • Lead and develop a cross-functional team, ensuring high productivity, clear roles and responsibilities, and a strong performance-driven team culture.
  • Guide the sales steering strategy using insights on performance, customer behaviour, inventory, market trends, and competitors' activities.
  • Establish and implement Standard Operating Procedures and frameworks across commercial and operational processes to measure eCommerce performance and improve efficiency, scalability, and speed-to-market.
  • Drive data-driven business steering, leveraging analytics to identify opportunities, optimise performance, and support key business decisions. Proactively engage with SO commercial units and stores to steer and develop the organisation's mindset towards interpreting and managing the business within an omnichannel setup.
  • Lead commercial activities and continuously optimise return on investment through structured performance tracking and experimentation.
  • Drive transformation and navigate a fast-changing environment by building agility, ensuring the business is future ready for omnichannel development, and enabling seamless integration across customer touchpoints.
  • Develop personalisation and customer-centric initiatives using data and customer segmentation. Work closely with the Data and Analytics team to leverage relevant data points and derive actionable insights to enhance the overall eCommerce experience and performance.
  • Act as a core contributor to the commercial team, shaping the commercial direction and proactively identifying growth opportunities to expand IKEA's market share.

About the company

DFI Retail Group is a large Asian retailer operating about 7,580 outlets across 12 markets, with a portfolio across health and beauty, convenience, food, home furnishings and restaurants. It runs extensive store networks and efficient supply chains to deliver everyday consumer goods and services to customers. Its products are sold through its own stores and associated brands, supported by a wide logistics network to ensure availability and value. The group stands out from competitors through its size and scale in Asia, a diversified brand portfolio, a strong parent backing as part of the Jardine Matheson Group, and a strategic focus on providing quality, value and service across multiple everyday categories. Its goal is to Sustainably Serve Asia for Generations with Everyday Moments, aiming to meet daily consumer needs while emphasizing sustainable practices and long-term customer value.

Company Size

5,001-10,000

Company Stage

IPO

Headquarters

Hong Kong

Founded

1886

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Simplify's Take

What believers are saying

  • First-half 2026 profit jumped 44% to US$117 million; guidance rose on 29 July 2026.
  • Digital turned profitable in H1 2026, with eCommerce and media driving 35% growth.
  • GNC begins Singapore rollout in Q4 2026, opening Guardian and standalone store revenue.

What critics are saying

  • Mannings exited mainland China by 15 January 2026, shrinking DFI’s health-beauty footprint.
  • Singapore’s GNC expansion depends on landlord consents after the May 2026 Court ruling.
  • Retail execution now hinges on Scott Price and Kshitij Mulay after repeated leadership turnover.

What makes DFI Retail Group unique

  • DFI spans 7,659 outlets across 12 Asian markets as of 30 June 2026.
  • yuu powers loyalty, retail media, analytics, and eCommerce across DFI’s omni-platform.
  • Guardian-GNC partnership deepens wellness distribution in Hong Kong, Macau, and Singapore.

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Benefits

  • Health Insurance
  • Paid Vacation
  • Paid Holidays
  • Parental Leave
  • Employee Discounts
  • Employee Referral Bonus

Company News

Associated Press
Sep 1st, 2026
DFI Retail Group appoints Kshitij Mulay as group chief digital & yuu rewards officer

DFI Retail Group has appointed Kshitij Mulay as Group Chief Digital & yuu Rewards Officer, effective 17 September 2026. He succeeds Wee Lee Loh, who is returning to Singapore after three years with the company. Mulay joins from Sephora Asia, where he served as Chief Information Officer. He brings over 25 years of international experience in digital, technology and business transformation across consumer and retail organisations, including Sephora and Procter & Gamble. Based in Hong Kong, Mulay will report to Group Chief Executive Scott Price and oversee DFI's Digital, yuu, Retail Analytics and Retail Media portfolios. He will work with Loh during a transition period to ensure continuity. DFI Retail Group operates 7,659 outlets across 12 Asian markets as of 30 June 2026.

PR Newswire
Aug 14th, 2026
GNC and DFI Retail Group partner to expand science-backed health solutions in Singapore

GNC and DFI Retail Group have expanded their strategic partnership to strengthen GNC's presence in Singapore. DFI will serve as GNC's exclusive wholesaler, distributor and franchisee in Hong Kong, Macau and Singapore, building on their two-decade collaboration in Hong Kong. The partnership will re-establish GNC's standalone store presence in Singapore whilst introducing the brand to DFI's Guardian Singapore stores. This follows a May 2026 Singapore Court of Appeal ruling that upheld GNC's rights to assume former store leases. Beginning in Q4 2026, GNC's science-backed wellness products, including vitamins, minerals and sports nutrition, will be available through Guardian stores and GNC's standalone locations. Singapore's dietary supplement market is projected to grow at 9.5% annually from 2025 to 2030, driven by the country's health-conscious and aging population.

Associated Press
Jun 9th, 2026
Number 8 Bio wins DFI Sustainability Innovation Challenge with feed additive cutting cattle methane

DFI Retail Group and The Mills Fabrica have named Australia-based Number 8 Bio as the winner of the DFI Sustainability Innovation Challenge 2026. The company's BetterFeed™, a feed additive that reduces enteric methane from grazing cattle and sheep whilst improving productivity, will be piloted across DFI's regional beef and dairy supply chains. The competition attracted over 40 global submissions from five continents. Number 8 Bio receives a HK$120,000 grant and partnership opportunities with DFI, including pilots with Mengniu Dairy and Charoen Pokphand Foods. Launched in December 2025, the challenge sought solutions to decarbonise beef and dairy supply chains across Asia. Five finalists presented technologies ranging from seaweed-based supplements to AI-enabled monitoring systems at the final pitching event held on 5 June, World Environment Day.

Retail Asia
May 4th, 2023
DFI Retail names new Group chief executive | Retail Asia

DFI Retail Group announced the appointment of Scott Price as Group chief executive to replace Ian McLeod starting on 1 August 2023.

MARKETING-INTERACTIVE
Feb 15th, 2023
DFI Retail Group nabs HK Express' Sally Mok as | Marketing-Interactive

DFI Retail Group has appointed Sally Mok (pictured) as vice president of customer experience for rewards loyalty and eCommerce platform yuu.