Manager, Performance Social Marketing [China]

 

Company: DFS Group
Country / Region : China
Business group: Selective Distribution
Contract type: Permanent Job
Function: Marketing
Reference No.: DFS3823
Date of publication: 2023.05.17

POSITION

Job Description

POSITION SUMMARY
Establish and maintain good relationship with China digital giant companies while seeking for great strategic opportunities and long term partnership to drive targeting PRC customers to DFS. Provide more China insights and trends to Global Marketing team on daily basis. As a digital marketing manager you will also leverage your knowledge on PRC customer user behavior to design, execute and analyze acquisition and retention initiatives, remarketing strategies, and promotional strategies on digital channels with ROI.

ESSENTIAL JOB DUTIES AND RESPONSIBILITIES
DEFINE DIGITAL MARKETING STRATEGY FOR PRC TARGETING CUSTOMERS

• Acquire a global view of DFS business and branding position with luxury standard while focusing on driving PRC customers through media partnership projects for digital sales result
• Have a deep understanding and provide weekly market trend update on China digital media landscape and competitor analysis
• China-based digital innovation project lead, develop and build PRC media partnership strategy and in charge of roll-out. Identify on-target audience and digital platform for strategic partnership and project to drive acquisition and conversion

DAILY RESPONSIBILITIES

• Media Strategy & Partnership

o Bridge the gap and optimize the daily synergy flow between China office with HQ
o Daily communication with media partners to roll-out partnership project, such as Tencent, Bytedance, XHS, Meituan, Baidu, Mafengwo, etc.
o Collaborate with Lead Generation team in Shanghai and synchronize resource allocation strategy, maximize the resource efficiency, identify the right channels, design omnichannel user journey to drive high ROIs for digital sales result.
o Establish and maintain relationship with industry summit organization to ensure DFS’ exposure and SOV as industry pioneer, such as Tencent Retail Summit, Metaverse Retail Summit, etc.
o Provide PRC social and media trend insight, competitor watch in China market on weekly / monthly basis
o Assist Global Performance Marketing PIC in KOS project with XHS partnership for HK, Macau, Mainland of China divisions. Closely work with China digital agency to roll out the KOS incubation project for China local team.

• Social Media

o Have deep understanding and experience on China social media landscape. Work closely with China digital agency on PRC targeting content strategy and production, such as short video for targeting PRC audience, industry summit video or visual reference back circulation to HQ office
o Maintain good relationship and collaboration with China KOL and top influencers
o Collaborate with China team and govern China market live streaming with clear strategy and KPI definition

COMMUNICATION

• Daily communication between China office & DFS HQ office in HK
• Collaborate with multiple stakeholders under DFS and make sure marketing expertise being engaged and marketing objectives being fulfilled through all business initiatives.
• Get clear direction and message from HQ marketing team and make sure the localization partnership in alignment with Global digital marketing strategy and objectives

Key Requirements

EDUCATIONAL REQUIREMENTS: Bachelor or equivalent required
WORK EXPERIENCE:

• At least 8 years of developing, executing and optimizing digital marketing campaigns and media plans with complex budget responsibilities.
• At least 8 years of experience managing cross-functional relationships with internal and external partners (merchants, vendors, etc.).
• Strong knowledge on China social media platforms (WeChat, XHS, Douyin, etc) and solid experience on social media advertising, content management and KOL relationship, with passion on the most updated digital media trend, e.g., Live Streaming
• Project management skill is a must.
• Experience in working in a fast-moving entrepreneurial environment with competing deadlines and priorities.
• Demonstrated ability to think strategically about complex issues, leading to thoughtful recommendations, action plans, and campaigns that drive high ROI.
• Strong presentation, interpersonal skills with an ability to communicate insights across different disciplines and levels of management.
• Strategic vision, passion and practice leading digital initiatives that drive integrated, multichannel campaigns and promotions to stores.
• Proximity marketing (Beacons, geo-fencing) and retail marketing in-store campaign management experience a plus.
• Mobile marketing experience a plus.
• Native Chinese PRC language skill, fluent in oral and written English.
• Frequent business travel.
• China KOL insight is a plus.

KEY COMPETENCIES

• Communicative: Strong communicator and PPT skills that clearly outline actionable insights.
• Result-oriented: Use and understand key metrics to drive decisions.
• Detailed Oriented: Provide accurate interpretation and consistent reporting out of data.
• Organized: Strong project management, organizational and prioritization skills.
• Collaborative: Must be able to work cross-functionally with diverse nationalities.
• Flexible: Ability to drive and lead change and work in a fast paced environment.
• Self-starter: Must be able to work independently and have a hands-on mentality.
• Analytical: Ability to drive meaningful actions from large data sets.

 

.