Digital Marketing Lead, China

About the Role

TheDigitalMarketingLead Chinais responsible fordeveloping and executing YETIs digital marketing strategy across China to build brand awareness drive consumer engagement and accelerate commercial growth. As the subject matter expert for Chinas digital ecosystem this role leads integrated marketing initiatives develops innovative digital programs and provides strategic recommendations that influence business and marketing decisions.

The role requires deepexpertiseacross social media influencer marketing digital communications performance marketing and consumer behavior within China. Working with a high degree of independence you will partner closely with regional and global stakeholders external agencies media partners and key opinion leaders to deliver measurable business outcomes and strengthen YETIs position in the market.

WhatYoullDo

Digital Marketing & Campaign Execution

• Develop and execute YETIs China digital marketing strategy aligned with brand commercial and long-term market growthobjectives.

• Lead integrated marketing campaigns across brand storytelling product launches seasonal initiatives and key business priorities.

• Translate global and regional marketing strategies into locally relevant programs that resonate with Chinese consumers whilemaintainingbrand consistency.

• Identifyemerging consumer platform and industry trends providing recommendations that inform future business and marketing strategies.

• Manage multiple complex initiatives simultaneously while balancing competing priorities and businessobjectives.

Social Media Management

• Own YETIs social media strategy and presence across WeChatXiaohongshu(RED) Weibo Douyin and emerging digital platforms.

• Develop long-term content and engagement strategies that strengthen brand affinity and drive audience growth.

• Establish content frameworks campaign calendars and channel strategies that support brand and commercialobjectives.

• Evaluate consumer sentiment community engagement trends and market dynamics toidentifyopportunities and mitigate risks.

• Develop innovative approaches to increase engagement advocacy and community participation.

Influencer &KOLEngagement

• Lead the development and execution of influencer KOL KOC creator and ambassador programs.

• Identify negotiate and manage strategic partnerships that expand YETIs reach and credibility within outdoor lifestyle and premium consumer communities.

• Establish partnership strategies performance metrics governance processes and measurement frameworks.

• Cultivate andmaintainstrong relationships with key influencers agencies content creators and industry partners.

• Evaluate partnership effectiveness andoptimizeinvestment strategies to maximize business impact and return on investment.

DigitalPR &Brand Communications

• Develop and execute integrated digital PR strategies that strengthen brand awareness and consumer trust.

• Lead media engagement and digital storytelling opportunities that position YETI as a premium outdoor and lifestyle brand.

• Serve as a key liaison with media agencies PR partners and external stakeholders.

• Providestrategic guidance on reputation management brand communications andissueescalation where.

• Analyze media and earned-content effectiveness and continuously refine communications strategies.

PerformanceMarketing & Analytics

• Lead performance marketing initiatives across paid social search display marketplace and emerging digital channels.

• Establish measurement frameworks KPIs dashboards and reporting processes to assess marketing effectiveness.

• Analyze complex performance consumer and market data toidentifyinsights opportunities and business risks.

• Develop data-driven recommendations that improve investment efficiency campaign effectiveness and customer acquisition outcomes.

• Forecast campaign performance andleverageanalytics to guide resource allocation and decision-making.

Cross-Functional Collaboration

• Act as the primary digital marketing subject matter expert for China providing thought leadership and strategic recommendations across the organization.

• Partner closely with eCommerce Sales Product Creative Global Marketing and Regional Marketing teams to align priorities and deliver businessobjectives.

• Influence decision-making across functions by presenting insights opportunities risks and recommendations to senior stakeholders.

• Lead agency relationships and external partnerships ensuring quality execution accountability and strong return on investment.

• Contribute to the continuous improvement of marketing processes capabilities and operating models.

What You Bring

• Bachelors degree in Marketing Communications Business or related field preferred.

• Greater than 3 years of relevant experience in digital marketing integrated marketing social media digital communications or related disciplines.

• Deepexpertiseacross Chinas digital ecosystem including WeChatXiaohongshu(RED) Douyin Weibo and emerging platforms.

• Demonstrated success developing and leading integrated marketing campaigns that drive measurable business outcomes.

• Strong understanding of influencer marketing digital media consumer engagement content strategy and performance marketing.

• Proven ability to analyze complex dataidentifyinsights and translate findings into actionable business recommendations.

• Experience managing agency relationships external partners and cross-functional projects.

• Ability to independently lead complex initiatives while influencing stakeholders across multiple functions and levels of the organization.

• Strong project management communication and stakeholder engagement skills.

• Native or fluent Mandarin and strong English communication skills.

Location

Shanghai China