Senior Manager, China Marketing

  • Negotiable
  • Shanghai, Shanghai Shi, China Shanghai Shanghai Shi CN
  • Permanent, Full time
  • Fidelity International
  • 05 Mar 18 2018-03-05

We're looking for a strategic, analytical and entrepreneurial marketer to help lead our marketing program in China.

About Marketing

The Asia Pacific ("Asia") Marketing team leads strategy and best-in-class execution of regional and country-specific marketing programs. Objectives of these programs range from strengthening Fidelity's brand to generating sales in wholesale or institutional channels (B2B) and driving increased share of wallet from retail customers (B2C).

The Digital Marketing team strives to lead by example in a Marketing 2.0 world that relies on data-driven decision making including marketing automation, content marketing and performance marketing. The team are experts at operating digital channels to identify, qualify and acquire customers for our Wholesale, Workplace Investing and Personal Investing businesses. The team is comprised of individuals with backgrounds in search marketing, digital advertising, social media, multi-media content creation, CRM and data analytics.

Purpose of your role

Our business and marketing needs in China include social media and other on-/offline marketing channels, and we are seeking a well-rounded digital marketer to drive this effort. You should be a native of the China digital world and a seasoned marketer, capable of managing complex projects end to end and diving deep in particular channels and campaigns to ensure flawless execution. You can analyze data, synthesize objectives, develop integrated strategy, create work plans, and execute your own tasks while managing others to deadlines. You will have grown up with social media and are passionate about digital and branding and how these come together to be more than the sum of their parts.

Your social media experience is both broad and deep. You are an expert at creating audience-specific and platform-specific strategies and executing them to build and nurture fast growing communities. You will help inform content that spurs conversation, in formats and in environments our audiences care about at times that matter. You will be solely responsible for publishing content to various social platforms in China.

We're looking for a strategic, analytical and entrepreneurial marketer to help lead our marketing program in China.

Key Responsibilities

  • Plan digital marketing activities and campaigns, including web, SEO/SEM, email, social media and display advertising
  • Develop strategies to drive online traffic to our owned channels, including web and social media.
  • Develop and execute paid campaigns encompassing ideation, launch, monitoring, analysis, optimization and media buying with support from regional agency
  • Define program KPIs; analyse and report traffic and social media engagement insights to the team
  • Develop and implement strategy for fan acquisition and retention across various social profiles, including Ant Fortune, WeiXin and potentially other international social media platforms
  • Oversee ongoing development and refinement of a content and communications calendar
  • Keep abreast of changes to content surfacing algorithms/policies that affect content performance and reach
  • Maintain and grow relationships with strategic partners including, but not limited to, communications agency, content partners, key opinion leaders and third party data providers.
  • Identify new tools/trends/formats in digital, social media, content marketing and video, incorporate the relevant ones

Experience and Qualifications Required

  • Bachelor's degree, preferably in Journalism, Communications or similar field
  • 6+ years' experience in digital marketing, with a proven record of growing audiences across different digital platforms in China
  • Expert on the social media landscape in China and Asia and what makes content clickable, shareable and buzzworthy
  • Strong interpersonal skills - will need to work regularly with other teams
  • Excellent written (flawless spelling, grammar, usage) and verbal communication skills in English & Chinese
  • Hands-on experience with digital analytic tools (Sprinklr, Google Analytics etc)