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Careers at Bacardi

Digital Marketing Manager China, Global Travel Retail

Job Name

Digital Marketing Manager China, Global Travel Retail






Marketing - Communication - PR

Reporting Line:

Content Generation Lead Manager • Brand Management

Job type:

Full time

Lead recruiter:

Amy Geng

About the role

Your Opportunity

As an expert in the Chinese digital media eco-system, work in tight collaboration with the Regional Customer Marketing and Central Marketing teams in Global Travel Retail to define and execute media strategy, manage content creation and implement performance driven marketing campaigns. 

About You 
  • You are a digital marketer who places consumer insights at the heart of your work. You inspire others to explore new media that is on-trend and connects with travelers.  
  • You have a solid understanding of WeChat and the Chinese social media ecosystem, fluency in audience segmentation and expertise in creating shoppable content that makes consumers click.
  • You have a good understanding of key channels in traveler digital ecosystem within China, especially social and e-commerce driven digital media.
  • You thrive in a fast-paced environment, collaborating with agencies and the GTR team to produce best in class content for media campaigns. 


With our Consumer at the heart, your key focus will be to:
  • Omnichannel: Work in sync-with the regional/China GTR team to jointly activate integrated digital + physical campaigns. Leading the digital media planning and content creation to drive traffic (click fall and foot fall), conversion, and repeat purchase in partnership with key retailers.   
  • Media Strategy, Planning and Purchase: Lead our media agency to develop the connections plan, media purchase and execution for key campaigns. Owning the process from briefing to live campaign performance and post-evaluation.
  • Content Creation:  Lead our creative agency to produce best in class creative content for digital “always on” activation (core) and “campaign” related (premium/performance) assets.
    • Owned Channels: Work with brand manager and agency for daily operation of brand owned digital channels including: Weibo, WeChat, Mini Programmes, Ecommerce Shop in Shop, etc
    • Paid Channels: Plan and take the lead to develop digital content fit to all main-stream digital platforms including: Social (WeChat, Weibo, RED, Bilibili) and OTA’s (Fliggy,Tripur X, Jessica Secret, C-Trip) etc.
  • Measurement & Evaluation: Ensuring the campaign KPIs are defined and aligned well in advance. Using dynamic learning to course-correct based on performance evidence. 
  • Catch up with latest market trends of digital and embed knowledge into campaigns 
  • Track and control digital marketing cost within given budget

Skills and Experience

The Skills & Experience needed to create your legacy
  • 3-5 years of working experience in digital marketing in the Chinese market (ecommerce experience nice to have)
  • Experience in CPG or at agency in creative role is an advantage.
  • A proven track record of managing digital media buying & execution; Project experience in FMCG is preferred.
  • A proven track record in managing content creation, in line with all brand BVI’s 
  • Experience in structuring A/B testing, using analytics data, user feedback, and user research to define and refine content to that it best meets user need.
  • Experience and knowledge in: content marketing and management of digital media buying across:
    • Social (WeChat, Weibo & RED, Douyin, Bilibili, Dianping, etc.), 
    • OTA (Fliggy, Tripur X, C-Trip etc.), 
  • Hands on experience in Live-streaming, KOL/C’s management, Smart retail and O2O communication.
  • Data analysis ability is a plus.
  • Experience in UX optimization and or design an advantage.
Personal Qualities
  • Result oriented and strategic thinking capabilities: capacity to understand the global picture.
  • Multi-tasking, enthusiastic, passion for work.
  • Highly organized together with the ability to prioritize and adapt within a changing environment.
  • Creative thinker with a track record in providing solutions to business problems.
  • Exceptional attention to detail.
  • Strong analytical ability and proven project management experience.
  • Strong communication skills.
  • Great relationship building skills and the ability to network at all levels.
  • The ability to work autonomously and to tight deadlines and maximize budget.
  • Energetic and enthusiastic with a team spirit.

Our culture

We share the passion and entrepreneurial flair of our founder and are guided by our three culture pillars - Fearless, Family and Founders, they inspire our Primos to be the best they can be and drive us forward in all we do. But what does this mean?

·       Being Fearless; means adopting an agile mindset, being comfortable trying new things and taking risks. We are empowered to question, challenge and innovate.

·       Family; We treat each other, and our communities, like Family. Always.

·       Founders; The spirit of entrepreneurship is at the heart of everything we do. We see the business as if it’s our own. We do the right thing for the business and we all take accountability for our work.

When you join Bacardi, you become part of our family and gain more than just a job.

Disclaimer: Bacardi is an equal opportunity employer that values workforce diversity. Diversity is core to our business: by embedding diversity into all aspects of our culture, we maximize the opportunity to achieve sustainable business success and growth. The duties and responsibilities described in the role profile might not be a comprehensive list.