We are a top global beauty and personal care manufacturer with over 140 years of history, boasting a portfolio of trusted, high-quality brands. China is a primary strategic region operating under a unified leadership team with established business units across personal care and skincare.
Key Responsibilities1. Integrated Media Strategy & Investment Governance
- Partner with local marketing teams to lead the development of annual/quarterly integrated media strategies aligned with brand positioning and business objectives, ensuring both brand love and commercial impact.
- Own media investment portfolios across all brands, with full accountability for ROI, cost efficiency, and branding KPI delivery.
- Establish robust measurement frameworks to optimize media allocation across channels; implement media governance and localize global Golden Rules to China market requirements.
2. Paid Digital Media
- Lead large-scale IMC campaign media planning and buying, from pre-campaign strategy to post-campaign deep-dive analysis.
- Own end-to-end paid media strategy and execution across key platforms: opening ads, search, programmatic display/video, social paid (Douyin/Redbook/WeChat), and CID advertising.
- Drive performance optimization through a test-and-learn mindset—continuously refining audience targeting, creative variants, bidding strategies, and channel mix to maximize ROAS.
- Partner closely with the Social Marketing team to amplify seeding content with precision paid media boosts, creating a seamless "earn then burn" amplification loop.
3. Precision Marketing & Data-Driven Optimization
- Champion precision marketing and data activation by leveraging CRM data, platform data signals, and third-party data to build advanced audience strategies.
- Drive AI-enabled media planning and optimization, from automated reporting to intelligent bidding and creative personalization.
- Establish attribution models and incrementality testing frameworks to measure true media impact and justify investment decisions.
- Own media analytics dashboards and regular business reviews, translating complex data into actionable insights and strategic recommendations for senior stakeholders.
4. Commerce Media & Omnichannel Growth
- Co-lead commerce media strategy across Tmall, Douyin E-commerce, and JD—partnering closely with EC marketing and sales teams; optimize full-funnel conversion with clear measurement at each stage.
5. Media Ecosystem & Agency Leadership
- Build and manage strategic relationships with key media platforms (Redbook, ByteDance, Alibaba, etc.) at the senior level; lead corporate-level cross-brand annual deal negotiations with platforms.
- Manage IP partnerships and media co-creation projects to unlock breakthrough brand exposure and cultural relevance.
- Lead media agency management, including agency selection, scope definition, performance evaluation, commercial negotiation, and capability development.
6. Team Management and Cross-Functional Collaboration
- Lead the media team, coaching team members for growth and fostering a high-performance culture.
- Collaborate with Brand, E-commerce, CRM, Consumer Insights, and Legal teams to deliver integrated campaigns that drive both brand and business outcomes.
- Own media budget planning and tracking, ensuring cost efficiency and compliance across all campaigns.
1. Education
- Bachelor's degree in Marketing, Advertising, Communications, or a related field.
2. Experience
- 8+ years of media and digital marketing experience, with 3+ years in a team leadership role.
- Skincare/personal care or FMCG industry experience strongly preferred.
3. Professional Skills & Expertise
- Proficiency in written and spoken English; cross-cultural communication experience is a plus.
- Proven track record of managing multi-million RMB media budgets and delivering measurable ROI growth.
- Deep expertise in integrated media planning and buying across digital, social, and commerce channels.
- Hands-on experience with programmatic advertising and paid social platforms (Douyin, Redbook, WeChat); e-commerce media experience (Tmall UD, CID, etc.) preferred.
- Strong analytical mindset with experience in attribution modeling and data-driven decision making.
4. Leadership & Soft Skills
- Strategic experience managing media agencies and platform relationships.
- Passion for media innovation and digital technology—always curious about what's next.
- Exceptional stakeholder management and presentation skills; comfortable presenting to senior leadership.
