Reports to: CEO

Department: Sales & Business DevelopmentLocation: Ho Chi Minh City, Vietnam

FGS Vietnam is seeking an experienced Sales Director with strong expertise in E-commerce and Social Commerce to lead our online-first go-to-market strategy for our home appliance brands - Cosmo and RCA.

This role is responsible for building and scaling revenue across E-commerce platforms (Shopee, Tiktok) and social commerce channels (Facebook, Instagram…) and Website, while developing and leading future teams including Live Streaming, Affiliates, Customer Service and E-commerce Operations.

Key Responsibilities

1. Go-To-Market Strategy

Develop and execute an online-first go-to-market strategy across E-commerce and social commerce platforms.Identify and prioritize high-growth sales channels, including marketplaces, social commerce, and D2C websites.Build scalable frameworks for rapid online market entry and growth.

2. E-commerce & Social Channel Growth Strategy

• Develop and execute the national e-commerce strategy across omnichannel: E-commerce (Shopee / TikTok Shop); social commerce (Facebook / Instagram/TikTok and Websites.
• Drive online revenue growth (GMV), traffic acquisition, and conversion optimization.
• Set annual GMV targets, margin goals, and platform growth strategies for each brand.
• Develop scalable D2C marketplace strategies and expand digital market share.
• Manage key marketplace relationships and platform strategies.
• Optimize channel mix to maximize profitability and sales performance.

3. Marketplace Operations

Oversee full marketplace operations, including:

• Product listings optimization
• Pricing strategy
• Promotion planning
• Platform campaign participation

Plan, approve and manage:

• Campaign calendars (Mega campaigns, double days)
• Promotional bundles
• Traffic-driving strategies

Coordinate closely with platform Key Account Managers (KAMs) to secure visibility, platform support, and co-marketing opportunities.

Coordinate promotional campaigns, product launches, and major marketplace events

4. Livestream Commerce

Build and scale livestream sales channels across: Shopee / Tiktok / Facebook Livestream

Key responsibilities include:

• Managing hosts, creators, and KOL collaborations
• Planning livestream scripts and product storytelling
• Driving engagement, audience growth, and sales conversion

Track livestream performance metrics including: Engagement rate, Conversion rate, Sales per livestream session…

5. Performance & Data Management

Work closely with the marketing team to drive performance-based growth, including:

• Traffic acquisition strategies
• Paid media optimization
• Conversion funnel improvements

Analyze key metrics such as: GMV, Conversion rates (CR), ROAS, CAC / ROI, Platform performance…

Use data insights to continuously optimize campaign effectiveness and platform profitability.

Implement sales forecasting and performance reporting.

6. Customer Experience & Online Reputation

• Supervise Customer Service and community teams to ensure excellent online customer experience.
• Improve key metrics: Response time, Customer satisfaction ratings, Review scores …and reduce Return-Refund
• Coordinate with service centers to optimize warranty and after-sales service processes.
• 
  

7. Strategic Partnerships & Business Expansion

Identify and develop strategic digital partnerships, including:

• Platform marketing collaborations
• Affiliate networks
• Influencer partnerships

Expand business partnerships from online to offline such as distributors, retailers nationwide.

8. Team Building & Leadership

Build and lead cross-functional teams including:

• E-commerce Operations
• Live Streaming Operations
• Affiliate Marketing
• Customer Services

Establish clear KPIs, processes, and operational structures to scale the business.

Conduct regular performance reviews and provide coaching to scale team capabilities.

9. Collaboration

Work closely with Marketing, Fulfillment, Warehouse, Product, Global teams to align sales strategies with brand growth.

Qualifications & Requirements

• Bachelor’s degree in Business, Marketing, or related field (MBA preferred).
• Minimum 5–10 years of experience in sales, e-commerce, or digital commerce. With 3-5 years in leadership, managing online sales teams.
• Strong experience managing sales on Shopee, TikTok, Facebook, Website…

Proven track record of scaling revenue through E-commerce and Social Commerce.

• Scaling GMV growth
• Running platform campaigns
• Managing livestream commerce
• Communicate fluently in English and Vietnamese.

Leadership & Strategy

• Strong strategic thinking and execution ability.
• Experience building teams from early stage and scaling operations
• Strong analytical and business planning skills

Preferred Background

• Experience working at Shopee / Lazada / TikTok Shop is a strong advantage.
• Experience in Home Appliances / Consumer Electronics / FMCG is a plus.
• Experience managing livestream commerce or affiliate programs is highly valued.

Performance KPIs

• Online GMV growth (monthly/quarterly / annual)
• Marketplace sales performance (Shopee, TikTok, Lazada)
• Conversion rate & ROI of digital campaigns
• Livestream performance (views, engagement, conversion)
• Customer satisfaction ratings & review scores
• Team productivity and operational efficiency

Compensation & Benefits

• Competitive base salary + performance-based incentives
• Annual bonus based on total business performance
• Health insurance and travel allowance
• Flexible working model (hybrid / remote)
• Career growth within FGS Global Network