Senior Digital Manager - China

 

Location: to be defined 

Department: Digital

Reporting To: Digital Platform Director

 

Role Overview

We are seeking a results-driven Upper Funnel Manager to lead our digital efforts for the China market. This is a strategic role aimed at enhancing our presence and performance across all digital platforms. The ideal candidate will be responsible for driving high-quality traffic and generating qualitative enquiries through effective use of all digital channels, including WeChat, Baidu, Douyin, and others.

You will collaborate closely with internal teams and external agencies to create impactful campaigns that align with our business goals, helping us win in China’s competitive market.

Key Responsibilities

1. Strategy Development

•  Design and implement upper-funnel strategies to drive business growth and customer engagement in the China market.
• Stay ahead of digital trends, consumer behavior, and the competitive landscape in China to adapt strategies effectively.
• Leverage CRM systems to enhance customer segmentation, engagement, and retention strategies.

2. Campaign Management

• Plan, execute, and optimize digital campaigns across platforms like WeChat, Baidu, Douyin, and other relevant channels.
• Utilize SEM expertise, including traffic profile segmentation and targeting, to improve campaign efficiency.
• Collaborate with agencies and internal teams to ensure campaigns meet performance goals and brand standards.

3. Performance Analysis

• Monitor, analyze, and report on campaign performance to measure effectiveness and ROI.
• Use data-driven insights to refine strategies and improve future campaigns.
• Ensure compliance with China’s digital regulations, including PIPL, while handling customer data and analytics.

4. Collaboration and Leadership

• Act as a liaison between the Digital Platform Director, external agencies, and cross-functional teams.
• Ensure alignment with global and regional digital strategies while tailoring approaches to local market needs.
• Provide guidance on digital best practices and regulatory requirements to internal teams.

5. Innovation

• Identify new opportunities and tools to enhance our digital presence and lead generation capabilities in China.
• Stay updated on evolving CRM technologies and their applications in campaign management and customer engagement.

Background and Experience

Education

• Bachelor’s degree in Digital, Communications, Business, Marketing, or a related field.

Experience

• 5+ years of experience in digital marketing with a strong focus on the China market.
• Proven track record of managing multi-channel campaigns, including WeChat, Baidu, and Douyin.
• Hands-on experience working with CRM systems to drive customer engagement and retention.
• Strong SEM expertise, particularly in traffic profile segmentation and audience targeting.
• Working knowledge of China’s digital regulatory landscape, including PIPL compliance.

Skills

• In-depth understanding of China’s digital ecosystem and consumer behavior.
• Data-driven mindset with proficiency in analytics tools (e.g., Google Analytics, Baidu Analytics).
• Strong analytical skills with the ability to interpret data and make data-driven decisions.
• Excellent communication and collaboration skills, with experience managing relationships with agencies and internal stakeholders.
• Ability to manage multiple projects and meet deadlines in a fast-paced environment.

Languages

• Fluency in Mandarin and English is required.

About the company

IWG has been at the forefront of flexible working for over 35 years. Close to 4,000 locations around the globe, spanning brands including Regus, Spaces, Signature and HQ, we have made it possible for businesses of all sizes to make the transition to hybrid working, empowering employees to work wherever and whenever is most convenient.

We help more than 8 million people and their businesses to work more productively, supported by a choice of professional, inspiring and collaborative workspaces, communities and services.

As the world’s leading provider of hybrid work solutions, with four times the number of locations compared to its nearest competitor, IWG is already working with over 80% of the Fortune 500 and counts businesses including Amazon, Netflix, EY and Uber amongst its customers.

Companies of all sizes are shifting to flexible working to lower costs, improve employee retention and lower their carbon emissions. The flexible workspace is expected to grow by 600% by 2023, when 30% of all office space will be hybrid. We are growing our network faster than ever to keep up with demand from customers as we work towards our goal of reaching 30,000 centres.

Carbon Neutral Workplaces

IWG’s purpose of helping everyone have a great day at work, while protecting people and the planet is at the heart of everything we do. We are proud to supply all of our customers worldwide with carbon neutral workplaces, and we have a strong climate action plan in place to help us achieve our objective of Net Zero emissions by 2040.

Leading Employer Award
IWG is proud to be the recipient of a Leading Employer Award in both 2022 and 2023. Awarded exclusively to the top 1% of employers, the accolade is testament to our diverse global workforce and the role everyone plays in bringing our purpose, culture and values to life, every single day. 

Join us at https://careers.iwgplc.com/home