Job Description
Job Purpose
As the DTC (Direct-to-Consumer) Merchandising Manager for East Asia Pacific (EAP), you will help set and execute cluster merchandising strategy across North Asia, Southeast Asia (SEA) and ANZ. You will partner the Cluster Merchandising Lead to translate global category direction into consumer-led, channel-specific plans that reflect regional segmentation and local market needs.
You will work closely with geo merchandising and planning teams to build a regional assortment framework by channel, optimize Open-to-Buy (OTB) and enable consistent, high-quality execution in-market. You will lead business analysis to surface trends and opportunities, support global trading and assortment meetings, and help shape EAP seasonal product priorities and the delivery calendar.
Responsibilities
1) Product strategy, segmentation and regional framework
- Partner with the Cluster Lead to shape consumer-informed, channel-specific category strategy aligned to cluster commercial objectives and global assortment direction.
- Support creation of future-season briefs using market performance, consumer insights and geo feedback to define priorities and newness needs.
- Own segmentation definitions and in-season updates with Commercial and Planning partners, including assortment, distribution and promotional guardrails.
- For DTC, define the regional product framework to guide geo assortment builds by channel; ensure adherence to global directive assortments and capacity constraints (e.g., BX capacity).
- With Planning, optimize seasonal OTB and investment across gender/category—balancing revenue and volume targets across core, best sellers, growth drivers/newness and brand-equity statements.
2) Assortment and investment optimization
- Support geo merchandising teams to increase assortment commonality where it benefits scale, align lifecycle actions, and track revenue growth and productivity KPIs.
- Align across geos on key franchise adoption (global and local), segmentation and investment ranking for Mainline and E-commerce.
- Build and maintain the cluster Outlet assortment menu, based on geo needs, the regional framework and the US/CA range.
- Partner with the EAP E-commerce Lead to define the seasonal calendar by market and identify digital-exclusive opportunities.
- Consolidate the seasonal product and delivery calendar, highlighting any planned deviations from global direction and the rationale.
- Support global assortment and investment reviews by preparing inputs, consolidating geo perspectives and tracking decisions/actions.
3) Performance insights and business reviews
- Deliver weekly, monthly and end-of-season performance readouts by channel and geo, including key drivers, risks and recommended actions.
- Evaluate segmentation and assortment performance versus plan and KPIs (sell-through, margin, inventory cover, AUR/AOV where applicable) to inform course-correction.
- Prepare cluster business reviews and global readouts (storyline, insights, actions), ensuring inputs are consistent and decision ready.
Requirements
- At least 10 years in merchandising within consumer / fashion / retail, with strong DTC exposure.
- Proven regional APAC experience across multiple markets.
- Strong capability in assortment planning and segmentation strategy.
- Hands-on experience with OTB, inventory management and margin optimization.
- Ability to balance core, newness and brand-building investments.
- Highly data-driven, with strong trading and performance analysis skills (sell-through, margin, inventory KPIs).
- Experience driving regional alignment across merchandising, planning and e-commerce teams.
- Strong stakeholder management across global, regional and local functions.
- Ability to operate both strategically (frameworks) and hands-on (execution, calendar delivery).
- Good understanding of omni-channel / e-commerce merchandising dynamics.