China Marketing Manager

About the company:
Our client is a fast-growing tech start-up founded in 2018 that is revolutionizing the way travelers stay connected to the internet abroad. With a diverse team of over 500 professionals globally, they are helping millions of travelers stay connected across more than 180 destinations worldwide.

About the role:
Our client is looking for a Marketing Manager to lead the marketing launch and growth of their firm in the Chinese market. This is a foundational hire and a unique opportunity to shape a high-impact business from day one.

You will be the first local marketing presence in China, responsible for designing and executing our client's go-to-market strategy, building our brand, acquiring users through the Chinese digital channels, and managing local partnerships and agencies.

This role is ideal for a strategic thinker and strong executor who is excited to build something from scratch and thrive in a fast-paced, entrepreneurial environment.

Key Responsibilities

• Market Strategy & Execution
• Define and lead the marketing strategy for our client's entry and growth in the Chinese market, aligning with global objectives, global marketing team and local consumer behavior.
• Develop a comprehensive marketing plan that outlines key acquisition, awareness, and retention initiatives, tailored to the Chinese digital landscape.
• Select, guide and manage a local marketing agency to execute campaigns across the major Chinese platforms (such as WeChat, Xiaohongshu, Baidu, Douyin) and others ensuring high-quality, culturally relevant execution.
• Own growth performance, continuously optimizing campaigns for core KPIs such as CAC, ROAS, LTV, and marketing ROI. Track and report on key metrics including impressions, CTR, and conversion rates through regular dashboards and insights reporting.
• Establish a scalable test-and-learn framework to validate messaging, creative, and targeting strategies for Chinese users.
• Ensure full regulatory and platform compliance, overseeing that all marketin
• Build & Localize Our Client's Brand in China
• Define our client's local brand positioning based on competitive research, customer insights, and market dynamics.
• Design and execute brand-building initiatives to drive awareness and consideration leveraging content, influencers, partnerships, and community marketing.
• Ensure all messaging and creatives are localized to resonate with Chinese travelers while staying consistent with our client's global brand identity.
• Select, negotiate, and manage strategic local partnerships, including agencies, influencers, affiliates, and collaborators who can support both acquisition and brand-building goals.
• Track and report brand awareness and sentiment, using both qualitative and quantitative tools to assess progress and inform future strategies.
• Drive ongoing localization of our client's messaging, campaigns, and brand expression, ensuring relevance and resonance with target Chinese audiences.

Requirements

• Must-Haves
• 5+ years of experience in marketing, digital growth, or go-to-market roles, ideally within startups, scale-ups, or tech-driven companies.
• Proven track record of launching or scaling digital products or brands in the Chinese market, with both strategic and hands-on responsibilities.
• Deep expertise in China’s digital ecosystem and analytics tools.
• Strong background in performance marketing, with experience managing or guiding media buying, creative testing, and KPI optimization (CAC, ROAS, LTV, CTR, impressions, etc.).
• Strategic thinker with a builder’s mindset, able to independently develop go-to-market plans and marketing strategies from the ground up.
• Ability to localize brand messaging and creative, aligning global positioning with local culture, trends, and consumer behavior.
• Demonstrated success managing partners and agencies, including negotiations, performance oversight, and alignment to business objectives.
• Proficiency in setting up and managing dashboards and reporting tools to track marketing effectiveness and competitive intelligence.
• Based in Mainland China (Shanghai or Beijing preferred) and deeply familiar with local consumer.
• Fluency in Mandarin Chinese and English is required.
• Nice-to-Haves
• Prior experience working in travel, e-commerce, telco, or consumer tech industries.
• Experience with influencer or community marketing strategies tailored to Chinese platforms.
• Experience working in remote and cross-functional teams, collaborating across time zones and business units.
• MBA or equivalent business/strategy experience is a plus.

Benefits

• Be the first hire in a strategically critical market.
• Own and shape a high-impact business from Day 1.
• Join a fast-growing global startup with a remote-first culture.
• Access to a passionate, international team and exciting travel-tech space.