Digital Marketing Manager

Recruiter
Tory Burch
Location
Shanghai, China
Posted
09 Jul 2021
Closes
19 Jul 2021
Ref
R0007139
Function
Marketing
Level
Manager
JOB SUMMARY

JOB DESCRIPTION

Lead the brand's digital marketing strategies and develop always-on consumer engagement tactics leveraging a broad array of digital and social platforms with the goal of driving emotional connections and conversion.

Develop and execute locally relevant content strategy to connect with consumers across all social platforms

Partner with the PR and Communications function and the headquarters to develop 360 marketing strategies that ensure consistent brand messaging on- and offline

Be strategic and creative. Craft the brand's voice on the ever evolving social/digital media landscape in China

Stay abreast of the latest social media trend and be proactive with developing digital tactics across different platforms, including WeChat, Weibo, Douyin, Red, and Tmall to recruit new followers and consumers

Performance Marketing

Manage regular and performance-based campaigns including SEM (e.g., Baidu, Sogou, 360, Shenma), SEO, retargeting, display and other emerging marketing levers in China

Measure and optimize paid marketing spend on marketplaces (e.g., Tmall) in conjunction with external vendors

Digital strategy optimization

Evaluate the effectiveness of the brand's digital marketing tactics, including WeChat (and other social and digital) campaigns, livestream, content amplification and CRM programs

Be the brand's gatekeeper with vendors to develop locally relevant digital campaigns and assets that resonate with the Chinese consumers

Optimize channels and tool mix to deliver pre-set KPIs and objectives

Manage and optimize the digital marketing budget

KEY RESPONSIBILITIES

Digital Marketing and Strategic Planning
  • Adapt the brand's digital marketing calendar to Chinese consumers' context
  • Construct, design and implement the brand's year-round digital, social, EC campaign and content strategy for China, with a clearly outlined Action Plan in tandem with the Key Message Map in order to meet pre-defined KPI's and Objectives
  • Partner with the headquarters to ensure on-brand digital communications tactics, including SEO, content marketing, brand's social platforms, including WeChat, Weibo, Douyin, Red and other emerging platforms
  • Create locally relevant tactics that resonate with local consumers on a large array of social/digital platforms


Performance Marketing
  • Work closely with performance media agency and TP to manage SEM (Brand Zone, Keywords, display, Tmall ads., WeChat ads., etc.) /SEO including budgeting, tracking, creative asset management and content build.
  • Plan A/B tests and analyze the paid efficiency of campaigns across paid channels, optimizing ROI while discovering growth opportunities
  • Monitor key KPIs of daily paid digital marketing performance
  • Work across teams, including eComm operations, omni-CRM and brand marketing, share the key findings from performance marketing with the objective of fine-tuning the customer experience, including landing page design, creative asset needs and CRM tactics
  • Create & maintain the data chain of consumers tag information cross over social & EC site.


Budget Construction, Management and Reporting
  • Develop KPI for each digital marketing campaign
  • Accountable for the actual spending per action and program and the corresponding results
  • Accountable to ensure that all financial reporting according to plan


PROFILE
  • 6 - 8 years of solid experience in digital marketing
  • Fluency in social media landscape in China including WeChat, Weibo, Douyin, Red and other new platforms
  • Fluency in search engines (e.g., Baidu, Sougo, Shenma, 360) and experience of Google Analytics.
  • Strong interpersonal skills - Candidate should be able to drive big picture goals; deal and work with people with different backgrounds and temperaments, as well as know what motivates team members and effectively bring out the best in them. Adaptability and flexibility are key personality traits
  • Relevant marketing experience with an international company, preferably with luxury product marketing experience
  • Candidate must be an excellent communicator who can aptly explain his vision and strategy to his team as well as have open and frequent communications with brand teams and principals.
  • Must be able to efficiently communicate the brands' vision to external members (Agencies, Vendors, VIPs etc)


Equal Employment Opportunity Statement

Tory Burch LLC is an Equal Employment Opportunity employer and provides equal opportunities to all employees and applicants without regard to an individual's age, race, creed, color, religion, national origin, sex (including pregnancy) or sexual orientation, gender expression, military status, marital status, genetic predisposition or carrier status, disability or membership in any other protected class under applicable law. Likewise, we will consider qualified applicants with criminal histories for employment in a manner consistent with the requirements of the Los Angeles Fair Chance Initiative for Hiring, Ordinance No. 184652. Pursuant to the San Francisco Fair Chance Ordinance, we will consider qualified applicants with arrest and conviction records for employment.

Disability Accommodation

Tory Burch is committed to providing reasonable accommodations to applicants and employees with disabilities. Please tell us if you require a reasonable accommodation to apply for a job or to perform your job. Examples of reasonable accommodation include making a change to the application process or work procedures, providing documents in an alternate format, using a sign language interpreter, or using specialized equipment. If you require assistance or an accommodation with the hiring process, please contact talent@toryburch.com .

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