Digital Marketing Manager

Responsibilities

1. Develop and execute digital marketing strategies for the U.S. market across Xiaohongshu (RED), Instagram, WeChat communities, and other social media channels.
2. Lead and manage the Digital Marketing team to ensure high-quality content production and campaign execution.
3. Build and manage KOL/KOC partnerships, including creator sourcing, collaboration, content review, and performance optimization.
4. Plan and execute integrated marketing campaigns to drive user acquisition, engagement, and brand awareness.
5. Explore and test emerging marketing channels such as TikTok and live streaming, optimizing campaigns based on ROI and performance data.
6. Partner with the Local Marketing team to drive online-to-offline user growth initiatives.
7. Analyze campaign performance and provide actionable insights to continuously improve marketing effectiveness and support brand partnership projects.

Qualifications

1. Bachelor’s degree or above.
2. 2+ years of experience in digital marketing with prior team management experience.
3. Experience in internet, food delivery, e-commerce, or consumer brands is preferred.
4. Strong understanding of Xiaohongshu (RED), Instagram, and social media growth strategies, with proven experience driving audience growth.
5. Experience managing KOL/KOC partnerships and influencer marketing campaigns.
6. Strong analytical skills with the ability to translate data into actionable marketing strategies.
7. Fluent in both English and Chinese, with excellent cross-cultural communication skills.
8. Familiar with the Chinese community in the U.S. and consumer behavior of international students and Chinese families.
9. Self-motivated, execution-oriented, and able to manage multiple projects in a fast-paced environment.