Head of Digital - China

Location: China Remote

Department: Digital

Reporting To: Digital Platform Director

Role Overview

We are seeking an accomplished and visionary Head of Digital - China to lead our digital strategy and execution across the Chinese market. This is a critical leadership role focused on shaping our brand presence, accelerating digital transformation, and driving high-quality lead generation across all key platforms including WeChat, Baidu, Douyin, Xiaohongshu, and others.

You will take full ownership of the digital roadmap for China, working closely with global stakeholders, regional leadership, and local partners to deliver impactful, customer-centric digital experiences. The ideal candidate brings a blend of strategic thinking, hands-on expertise, and deep market knowledge, with the ability to influence across the organization and drive measurable business results.

Key Responsibilities

1. Strategic Leadership

• Own and define the end-to-end digital strategy for China, aligned with both local market dynamics and global brand objectives.
• Translate business priorities into innovative, customer-first digital plans that drive upper-funnel visibility and qualified demand.
• Stay at the forefront of digital trends, platforms, and consumer behavior in China to ensure long-term competitive advantage.
• Champion the role of digital in business growth and transformation.

1. Digital Campaign & Channel Ownership

• Lead full-funnel campaigns across WeChat, Baidu, Douyin, Xiaohongshu, and other relevant platforms.
• Build integrated digital experiences that enhance brand engagement, nurture leads, and improve conversion.
• Oversee content strategy, media planning, and creative execution to ensure cohesive brand storytelling across all digital touchpoints.
• Partner with agencies and internal teams to ensure consistent performance, innovation, and brand compliance.

1. Data, Analytics & CRM Integration

• Develop and own the digital measurement framework—establish KPIs, reporting dashboards, and attribution models.
• Leverage first-party data and CRM systems to power personalized, data-driven marketing and audience segmentation.
• Optimize digital investments based on performance insights and ROI.
• Ensure full compliance with China’s digital regulatory environment, including PIPL and data governance.

1. Cross-Functional Leadership

• Collaborate with regional and global teams to localize strategy and scale best practices.
• Serve as the digital authority within the China business, educating and influencing internal stakeholders on digital opportunities and innovation.
• Lead, develop, and mentor any local digital talent or agency teams involved in execution.

1. Innovation & Market Differentiation

• Explore and test emerging platforms, technologies, and partnerships to keep the brand at the forefront of digital innovation.
• Advocate for bold, forward-thinking digital initiatives that elevate brand equity and customer impact.

Qualifications & Experience

        Education

• Bachelor's or Master’s degree in Marketing, Digital Media, Business, Communications, or a related discipline. Experience
• 8+ years of progressive experience in digital marketing, with at least 5 years focused on the China market.
• Strong leadership experience with a proven track record of owning digital strategy and execution at a senior level.
• Demonstrated expertise in China’s digital platforms, with a solid grasp of local media ecosystems and consumer expectations.
• Deep experience with CRM platforms, data analytics, audience segmentation, and marketing automation.
• Strong understanding of PIPL and digital compliance requirements.
  Skills
• Strategic thinker with hands-on execution capabilities.
• Exceptional analytical, leadership, and stakeholder management skills.
• Proven ability to work cross-functionally and influence at all levels.
• Native or fluent Mandarin and strong English communication skills required.
• Comfortable navigating complex organizations and high-growth environments.

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 2022, 2023, 2024 and again in 2025. 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