Reference Code:  41842

China SWM Digital Head


Shanghai, SH, CN


Richemont owns some of the world’s leading luxury goods Maisons, with particular strengths in jewellery, fine watches and premium accessories. Each Maison represents a proud tradition of style, quality and craftsmanship and Richemont seeks to preserve the heritage and identity of each of its Maisons. At the same time, we are committed to innovation and designing new products which are in keeping with our Maisons’ values, through a process of continuous creativity.

Richemont’s watch division- A. Lange & Soehne, Baume et Mercier, IWC, Jaeger-LeCoultre, Panerai, Piaget, Roger Dubuis, Vacheron Constantin - is looking for Head of China SWM Digital (Working Title). The role is to drive, support and accelerate ecommerce growth of our Maisons in China and make SWM’s the gold standard for luxury watch e-distribution in China’s digital eco-system.


How will you experience success with us?


The director drives business results in an enabling, transversal capacity. S/he serves as a trusted partner to our watch Maisons’ digital/ecom leaders in China. Supports them to improve existing ecommerce performance on Tmall, Wechat and brand Online Flagship Store, identify new growth opportunities, and build common capabilities. Meanwhile, the director IS the one SWM China voice to set, steer and implement regional SWM digital priorities when working with regional group functions.


The director is a change agent and trail blazer for the SWM maisons in China to drive total digital transformation. It plays a critical role in advocating a consumer centric culture, building seamless omni experiences, and identifying and embracing game changing innovations.


How will you make an impact?


  • Planning & Reporting: assist in the annual planning, forecasting and review process. Drive perform fact-based analysis in maisons to support goal setting, and oversee dashboard and KPI reporting.
  • Driving China Digital eco-system Revenue Growth: support and guide Maisons in China to identify gaps and opportunities to improve traffic and conversion on brand websites, Tmall PFS, WeChat Boutiques, CRC call centers, and digital wholesale distribution channels such as Feng Mao in China; conduct analysis, develop action plans, facilitate or lead testing and implementation, track and report success measures.
  • Center of Excellence: develop best practice in digital and omni-channel distribution in China. Share and transfer knowledge across the Maisons to maximize business impact.
  • Coordinating with transversal China digital team for SWM China Roadmap & Innovation: be the one voice for SWM Maisons in China in the Richemont digital roadmap planning and development process. When needed, initiate strategic initiatives and coordinate the requirement collection and prioritization process. Be the champion for China digital innovation and coordinate testing and launch process.
  • Coordinate with transversal China digital team to drive digital product business launch in SWM maisons: coordinate and communicate SWM China digital product development and enhancement of the common digital tools used by the watch maisons. Responsible for collect requirement, prioritization and change management of the product launchSynergy Creation & Community Building: maintain critical relationships with Maisons’ digital/ecom leaders in China. Encourage best practice sharing, solve common problems, transfer knowledge, and leverage synergies.

The position will report to the Digital Distribution Director of SWM Division and dotted line to Group Digital Director in China


Personal & Profession Requirements


  • Minimum 7-10 years of hands-on experience running successful Tmall and Wechat Stores in China, ideally in fashion, beauty or luxury industry. Deep knowledge of the China digital eco-system
  • Experience with retail and other omnichannel functions a must
  • Strong business acumen, excel at prioritization while evaluating impact/effort
  • Strong people and communication skills. Strong collaborative skills. Demonstrate empathy, able to build rapport, and maintain strong relationships with key business partners
  • Strategic thinking and strong influencing skills. Ideally worked in a matrix organization. Able to manage and align a variety of key stakeholders, and gain their buy-ins
  • Able to deal with ambiguity and complexity
  • A self-starter, fast learner, team player, non-assuming and energetic
  • Passion for luxury and watch making
  • Excellent written and oral communication skills in English (French is a plus)