Senior Digital Marketing Specialist, China | Aman

POSITION OVERVIEW

The Senior Digital Marketing Specialist - China is a key role responsible for supporting the digital and social team, focusing primarily on the China market and the relevant social commerce platforms, social media channels, performance marketing channels and the brand website (Aman.com). This position plays a critical part within the digital team, driving market share growth through online channels and enhancing Aman's brand presence across the Asian market. This role is essential in strengthening the group's digital footprint and expanding Aman's reach in China.

The role is primarily responsible for all Chinese digital channels across the business to deliver a 360 view of the brand within Chinese speaking markets. This role will specifically look after Aman WeChat Mini Program, paid activities in Chinese language, WeChat official account, other social media platforms including Weibo and RED accounts alongside our relevant agencies and will include other channels where appropriate.

While this role is focused on the smooth running of day-to-day organic and paid activities across digital channels, The Digital Marketing Specialist will also support with the development and implementation of growth and engagement tactics to build a robust digital communication, conversion and e-commerce ecosystem within the Chinese market. This includes driving top of funnel awareness for domestic properties and the wider Aman collection globally, particularly cross-selling across the Asian market.

The Senior Digital Marketing Specialist will need extensive knowledge of the Chinese consumer as well as a strong grasp of the latest trends, technologies and opportunities within the social media, digital and e-commerce landscape within the wider Asian market. The position will have a close working relationship with the global Marketing, Brand, CRM, Rates & Distribution, Reservations and PR teams as well as the local property teams to ensure an integrated marketing strategy online and offline and between corporate and property teams.

This position is a one-year maternity cover contract and based in Shanghai.

RESPONSIBILITIES

WeChat Booking Mini Program (China)

Ownership of the Aman WeChat Booking Mini Program; maintaining and managing the daily operation on this booking channel
Planning the marketing calendar and execute all campaigns on WCMP; Coordinate China digital initiatives with other departments and work closely with local/global agencies
Responsible for system maintenance and support including assisting with management of customer service
Lead the paid/performance marketing strategy and implementation with agency partners

Social media (China)

Ownership of the social content calendars; planning, scheduling and reviewing content across channels in line with domestic needs and the global communications calendar
Review all outgoing social communication to ensure TOV and visual assets are aligned with brand standards
Support the day-to-day operations of Chinese social media channels, including but not limited to WeChat, Weibo, RED
Manage relationships and collaborate with local agencies to ensure smooth executive as well as drive the strategy and implementation of social activities
Consulting with key stakeholders to ensure alignment with Marketing, PR, CRM and Sales

Digital marketing

Identify opportunities to drive brand awareness and revenue growth across both owned and paid channels to support the local, corporate and Digital Marketing team with the delivery of digital marketing strategies within key Asian markets
Support the Digital Performance Manager in launching optimized digital paid advertisement across all relevant local channels, aligned with the brand’s image and tone of voice to increase brand awareness as well as contribute to the growth of direct bookings and eCommerce sales
Assist the Digital Performance Manager in ongoing SEO efforts to increase aman.com organic visibility in Asian markets
Monitor performance of paid campaigns performance through agency reporting, analytics
tools and dashboards
Regularly share relevant news, trends and insights with the corporate team to inform Asian market strategy and planning

Website (Aman.com and Janu.com)

Support the wider Digital marketing team in recommending and testing of new website functionalities and website development releases focused on the Chinese consumer and wider Asian market
Assist in the build out of an on-going website optimization plan to ensure UX, language and functionality is catering to the needs and expectations of guests/consumers in China
Assist in delivering high impact campaigns and a strong content across digital channels to drive brand awareness and engagement

General auditing and localisation support

Support in consulting China-related content in both English and Chinese across all online and offline channels of Aman.
Support on localisation projects like new content translation review.

Reporting

Support in delivering insightful reporting to internal stakeholders through analytics tools and dashboards to provide visibility of online channel performance to the wider business
Assist in driving the curation and evolution of agency supplied reporting to provide actionable insights and recommendations for strategic activities with key partners and platforms

QUALIFICATIONS

3+ years experience in management of Chinese social media platforms
Native in Mandarin and fluent in English (written and spoken)
Proven experience in implementing successful digital and social media campaigns in China
Excellent written and oral communication skills, including proven English copywriting skills
Experience in hospitality and luxury brands (global team) preferred
Self-starter who has a flexible approach and thrives in fast-paced environments with the ability to adapt to agile business needs
Creative and proactive in thinking differently and approaching new initiatives
Strong project management and organizational skills
Customer-first mindset with strong understanding of luxury brands
Passion for social media and emerging technologies

Find more opportunities on our Aman page.

You're welcome to mention that you learned about this role through CALIBRE.