Jellycat is a privately owned design-lead, gift brand and company, creating innovative and luxury soft toys and accessories for all ages that are loved around the world. With a strong and growing wholesale presence in China, we partner with premium retailers to expand Jellycat’s reach and share joy through exceptional brand experiences.

The Regional Commercial Lead is a senior leadership role created to drive strategic growth and excellence across assigned regions in China. This position is responsible for developing and executing regional commercial strategies, defining expansion priorities, implementing tiered customer management frameworks, and ensuring luxury-standard in-store execution. Leading a team of Regional Sales Managers, the role will balance strategic oversight with hands-on coaching to deliver sustained revenue growth and brand elevation.

You'll be;

Regional Strategy & Business Planning

• Develop and implement the regional commercial strategy in alignment with national business objectives.

• Identify and prioritize expansion opportunities across key cities and retail landscapes.

• Establish a tiered account management framework to tailor support and drive performance across different customer segments.

Team Leadership & Development

• Lead, mentor, and develop a team of Regional Sales Managers responsible for regional accounts and in-store execution.

• Foster a high-performance culture through clear target setting, ongoing coaching, and capability building.

• Support talent development and succession planning within the regional commercial team.

Customer & Portfolio Management

• Oversee the end-to-end management of regional accounts, including negotiation, joint business planning, and relationship development.

• Implement a structured tiering system to allocate resources effectively and maximize ROI across the customer portfolio.

• Drive sell-through and revenue growth through data-led planning and proactive business reviews.

Retail Excellence & Brand Execution

• Ensure all retail touchpoints reflect Jellycat’s luxury positioning through consistent visual merchandising, staff training, and in-store activation.

• Collaborate with VM, Marketing, and Retail Operations to deliver premium brand experiences that exceed customer expectations.

• Conduct regular store audits and provide actionable feedback to partners and internal teams.

Forecasting & Operational Efficiency

• Oversee regional sales forecasting, inventory planning, and sell-through analysis.

• Work closely with Demand Planning, Supply Chain, and Finance to ensure optimal stock allocation and operational support.

• Monitor regional performance metrics and provide timely insights to senior leadership.

You'll have;

Knowledge & Experience

• 7+ years of experience in regional sales management, key account management, or commercial leadership, ideally within luxury retail, fashion, or lifestyle sectors.

• Proven track record in developing regional strategies, managing tiered customer portfolios, and driving business growth across multiple markets.

• Strong experience in leading and developing field sales or account management teams.

• Financially literate with expertise in P&L management, forecasting, and commercial negotiation.

• Deep understanding of the China retail landscape and luxury consumer behavior.

• Fluent in English and Mandarin.

Skills

• High commercial IQ with strong strategic judgement.

• Excellent communicator with senior presence.

• Strong negotiation, influencing and problem‑solving ability.

• Highly organised with strong analytical capability.

• Skilled people leader who builds trust and motivates others.

• Capable of balancing strategy with day‑to‑day commercial execution.

Behaviours

• A joyful, premium brand ambassador for Jellycat.

• Calm under pressure; positive, collaborative and solutions‑oriented.

• Fan‑first mindset with high attention to detail.

• Curious, imaginative and accountable.

• Proud to lead by example and raise standards for the organisation.