Strategy & Budgeting: Design annual and campaign-level media plans for Skincare, Makeup, and Fragrance; dynamically manage budgets to hit Reach, SOV, Traffic, and Engagement KPIs; lead JBPs with Alibaba, ByteDance, Tencent, and RED for premium resources and first-mover innovations.
Full-Funnel Media: Run upper-funnel (Digital OOH, OTV/CTV, high-impact) to build luxury awareness; mid-funnel social/digital to drive engagement and traffic to offline counters, pop-ups, and e-commerce; dominate brand SOV and search visibility (XHS, WeChat, Baidu, Douyin) at launches and gifting seasons with strong ROI.
Collaboration & Governance: Amplify KOL/celebrity content via paid media; align with Trade Marketing for regional 360 events and with Performance Media for e-commerce synergy; oversee agency pitches, performance, and audits (viewability, brand safety, ad fraud).
Ideally, you would have 10+ years of total media management experience, with Solid working experience with high end fashion beauty as in-house or agency is mandatory. Must have led both Brand Media and Performance Media portfolios.
Hard Skills:
Omni-Channel Acumen: Deep appreciation of omni-channel retail mechanics; proven ability to design O2O media campaigns that successfully drive offline counter traffic as well as online GMV.
Ad Tech & Platform Mastery: Expert knowledge of China’s digital media landscape, including Alibaba (Wanxiangtai/Databank), ByteDance (Ocean Engine/Yuntu), Tencent, Xiaohongshu, and Baidu.
Data Analytics & Financial Rigor: Exceptional analytical skills with strong command of attribution modeling, MMM (Marketing Mix Modeling), ROAS metrics, CAC optimization, and full-funnel measurement.
Luxury Sensitivity: Ability to maintain high visual and brand standards without sacrificing performance conversion efficacy.
Leadership & Communication: Strong leadership skills to manage multi-disciplinary teams and cross-agency partners. Fluent in written and spoken Mandarin and English.
