Digital Marketing Lead, China

About the Role 

The Digital Marketing Lead, China is responsible for developing and executing YETI's digital marketing strategy across China to build brand awareness, drive consumer engagement, and accelerate commercial growth. As the subject matter expert for China's 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 deep expertise across social media, influencer marketing, digital communications, performance marketing, and consumer behavior within China. Working with a high degree of independence, the Senior Digital Marketing Manager partners closely with regional and global stakeholders, external agencies, media partners, and key opinion leaders to deliver measurable business outcomes and strengthen YETI's position in the market. 

What You’ll Do 

Digital Marketing & Campaign Execution 

• Develop and execute YETI's China digital marketing strategy aligned with brand, commercial, and long-term market growth objectives. 

• 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 while maintaining brand consistency. 

• Identify emerging consumer, platform, and industry trends, providing recommendations that inform future business and marketing strategies. 

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

Social Media Management 

• Own YETI's social media strategy and presence across WeChat, Xiaohongshu (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 commercial objectives. 

• Evaluate consumer sentiment, community engagement trends, and market dynamics to identify opportunities and mitigate risks. 

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

Influencer & KOL Engagement 

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

• Identify, negotiate, and manage strategic partnerships that expand YETI's reach and credibility within outdoor, lifestyle, and premium consumer communities. 

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

• Cultivate and maintain strong relationships with key influencers, agencies, content creators, and industry partners. 

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

Digital PR & 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. 

• Provide strategic guidance on reputation management, brand communications, and issue escalation where required. 

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

Performance Marketing & 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 to identify insights, opportunities, and business risks. 

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

• Forecast campaign performance and leverage analytics 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 business objectives. 

• 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 8 years of relevant experience in digital marketing, integrated marketing, social media, digital communications, or related disciplines. 

• Deep expertise across China's digital ecosystem, including WeChat, Xiaohongshu (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 data, identify insights, 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