Performance Marketing Manager

1. Strategic Planning & Growth Marketing

- Develop and implement integrated marketing strategies aligned with business objectives.

- Design full-funnel marketing plans (awareness, interest, conversion, loyalty) with clear KPIs and ROI targets.

- Identify new growth opportunities across emerging platforms and markets.

2. Performance Marketing

- Plan, manage, and optimize paid digital campaigns across Google Ads, Meta (Facebook/Instagram), TikTok Ads, and XHS Ads.

- Drive conversion-based campaigns with strong focus on CAC, ROAS, and LTV.

- Analyze A/B test results and user behavior data to optimize ad creatives, targeting, and bidding strategies.

- Retargeting and funnel segmentation for remarketing campaigns.

3. TikTok & XHS Marketing

- Lead TikTok & Xiaohongshu strategy covering both paid ads and organic content.

- Collaborate with influencers, KOCs, and content creators for user-generated content (UGC) and community buzz.

- Plan and execute TikTok/XHS campaigns aligned with key trends, brand moments, and local culture.

- Monitor TikTok/XHS algorithms, trends, and content performance to optimize visibility and engagement.

4. Content Marketing & SEO

- Develop a strong content calendar across platforms (website, social, blogs, TikTok/XHS, YouTube).

- Work with internal and external teams to produce impactful creative assets (videos, carousels, reels, storytelling).

- Ensure content consistency across channels and alignment with the brand voice.

- Support organic traffic growth through keyword-optimized and trending content.

5. Data Analysis & Reporting

- Use platforms like GA4, TikTok Ads Manager, Meta Ads Manager, XHS backend, etc. to analyze campaign results.

- Track and report on KPIs including CTR, CPA, ROAS, engagement rates, and organic reach.

- Present performance dashboards and optimization plans to leadership.

6. Team & Collaboration

- Coordinate with product, sales, creative, and influencer teams to align marketing priorities.

- Manage freelance creators, agency partners, and vendors for campaign execution.

- Mentor junior team members and contribute to hiring efforts as needed.

Requirements:

- Bachelor's Degree in Marketing, Communications, Business, or related field.

- 5+ years of experience in digital marketing, with at least 2 years managing TikTok and/or XHS campaigns.

- Proven track record in performance marketing and content-led growth campaigns.

- Strong understanding of Chinese digital platforms and consumer behavior (especially XHS).

- Proficiency with tools like Google Ads, Meta Business Suite, TikTok Ads Manager, Google Analytics (GA4), and XHS backend.

Preferred Qualifications:

-Experience in eCommerce, DTC, FMCG, or beauty/wellness industries.

- Fluent in Mandarin is a plus (especially for XHS content management).

- Hands-on creative skills (video scriptwriting, basic editing, copywriting) are a bonus