Digital Marketing Lead, China

Yeti Holdings
Shanghai
Workplace: OnsiteFull timeFunction: Marketing & GrowthExperience: 8+ yearsEducation: bachelorsSkills: ["Stakeholder engagement","Communication","Project management","Data analysis","Independent leadership"]

Develop and execute YETI’s digital marketing strategy across China to build brand awareness, drive consumer engagement, and accelerate commercial growth. Own social and influencer programs across WeChat, Xiaohongshu (RED), Weibo, and Douyin, lead integrated digital PR and performance marketing, and build measurement frameworks with KPIs and dashboards. Partner across eCommerce, Sales, Product, Creative, and regional teams to deliver measurable outcomes.

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Yeti Holdings
Yeti Holdings
11 hours ago

Digital Marketing Lead, China

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Last checked: 11 hours agoStatus: Live

Job Summary

Develop and execute YETI’s digital marketing strategy across China to build brand awareness, drive consumer engagement, and accelerate commercial growth. Own social and influencer programs across WeChat, Xiaohongshu (RED), Weibo, and Douyin, lead integrated digital PR and performance marketing, and build measurement frameworks with KPIs and dashboards. Partner across eCommerce, Sales, Product, Creative, and regional teams to deliver measurable outcomes.
Location: Shanghai
Workplace: Onsite
Employment Type: Full time
Job Function: Marketing & Growth

Key Responsibilities

  • •Develop and execute the China digital marketing strategy aligned with brand and commercial growth objectives.
  • •Lead integrated campaigns across brand storytelling, product launches, and seasonal initiatives.
  • •Own social media strategy and long-term content/engagement across WeChat, Xiaohongshu (RED), Weibo, Douyin, and emerging platforms.
  • •Develop and execute influencer/KOL/KOC/creator/ambassador programs, including partnership identification, negotiation, and measurement.
  • •Lead performance marketing and analytics, building measurement frameworks and data-driven recommendations to improve efficiency and acquisition outcomes.

Key Requirements

  • •Bachelor’s degree in Marketing, Communications, Business, or a related field (preferred).
  • •Greater than 8 years of relevant experience in digital or integrated marketing and social/digital communications.
  • •Deep expertise in China’s digital ecosystem, including WeChat, Xiaohongshu (RED), Douyin, and Weibo.
  • •Proven success developing integrated marketing campaigns that drive measurable business outcomes.
  • •Strong English and native or fluent Mandarin; ability to analyze complex data and translate insights into business recommendations.
Experience:8+ yearsDigital marketingIntegrated marketingSocial mediaInfluencer marketingPerformance marketing
Education:Bachelor's in Marketing, Communications, Business, or related field
Skills:Stakeholder engagementCommunicationProject managementData analysisIndependent leadership
Languages:MandarinEnglish
Tech Stack:WeChatXiaohongshu (RED)WeiboDouyinPaid socialSearchDisplayMarketplaceKPI dashboards

Company Brief

Yeti Holdings
Designs, manufactures, and sells premium outdoor lifestyle products including durable coolers, drinkware, backpacks, and accessories. Known for high-performance, rugged products targeted at outdoor enthusiasts, anglers, and campers.
Industry: Consumer Goods
Company Size: Enterprise (1,001+ employees)
Revenue: USD 1B+
Growth: Public Company
Valuation: Public Company (Market Cap in USD)
Funding: IPO / Publicly Listed
Headquarters: Austin, United States
Founded: 2006
WebsiteLinkedIn