Assistant Manager, Digital Marketing

Job Overview:

This role is critical to driving the growth of our KOS (Key Opinion Sales) program—we’re hiring a results-oriented Assistant Manager, Digital Marketing to fuel traffic & social leads for KOS and physical stores.

You will lead end-to-end social strategy, integrate KFS, KOC/UGC community management, and insight-based content strategy (Rednote as core platform), with the sole goal of converting social engagement into sales via KOS.

The ideal candidate will have a deep understanding of the Mainland China market, particularly in social media platforms like Rednote, proven KOL/KOC/UGC operation experience.

Travel retail experience and IG management experience are a plus.

Key Responsibilities:

• Content Strategy & Planning (KOS Focus): Develop XHS-focused content strategies aligned with KOS growth goals, integrating KOL/KOC/UGC ecosystems to maximize lead & traffic conversion
• KOL/KOC & UGC Management:
  
  • Manage full-cycle KOL partnerships (identify, negotiate, execute, optimize) to amplify KOS visibility
  • Build & scale a high-quality KOC/UGC collaborator pool; design free seeding campaigns to drive 种草 content that directs audiences to KOS and stores
• Media Buy (XHS focus): Media buy planning & execution of global, brand, category focus campaigns and meet social comm KPIs.
  • Oversee XHS content (KOL/KOC/UGC) to ensure it drives measurable KOS sales leads and in-store foot traffic
  • Plan XHS media buys (KFS-focused) and prioritize high-performing UGC posts to elevate DFS & DFS KOS’ awareness and generate social referrals to KOS
• Performance Optimization: Define and optimize KPIs especially for KOL/KOC & UGC campaigns to maximum traffic fuel to KOS; analyze data to refine strategies and support KOS program.