Digital Performance Executive

Department: Marketing / Digital Marketing
Reports To: Business Director and General Manager
Market Focus: Global + Greater China (or specify region)

Role Purpose

To plan, execute, optimize, and report on performance-driven digital marketing campaigns across Global and Chinese paid channels (e.g., Google Ads, Meta Ads, Douyin, Xiaohongshu, WeChat Ads) to achieve measurable business goals (ROAS, CPA, engagement, conversions, sales

Key Responsibilities

1. Cross-Platform Campaign Execution:

   • Manage paid campaigns across Western platforms (Google Ads, Meta Ads, LinkedIn, TikTok Global) AND key Chinese platforms (Douyin, Xiaohongshu (XHS), WeChat Ads, Kuaishou, Bilibili).

   • Adapt creatives, copy, and strategies for platform-specific algorithms and user behaviors (e.g., short-video focus on Douyin, KOL-driven content on XHS).
   • Optimize budgets and bids across all channels to maximize blended ROI.

2. China-Specific Platform Expertise:

   • Execute and optimize campaigns on Douyin (TikTok China): Leverage livestream shopping, challenge hashtags, and influencer collaborations.

   • Manage Xiaohongshu (RED) campaigns: Focus on UGC, KOL/KOC partnerships, and community-driven content for beauty, fashion, and lifestyle verticals.

   • Utilize WeChat Ads: Run Moments Ads, Mini-Program promotions, and official account campaigns.

   • Navigate platform-specific tracking limitations (e.g., post-IDFA) using Chinese analytics tools.

3. Performance Analysis & Reporting:

   • Track KPIs across all platforms, including China-specific metrics (Douyin: Watch Time/GPM; XHS: Note Engagement/CTR; WeChat: Mini-Program Conversions).

   • Use Google Analytics 4, Adobe Analytics, and Chinese tools (e.g., Chanmama, TooBigData, WeChat Analytics) for cross-platform attribution.

   • Report on performance differences between global vs. Chinese channels.

4. Localization & Optimization:

   • Collaborate with local teams/agencies to adapt creatives, landing pages, and offers for Chinese audiences.
   • A/B test localized ad formats (e.g., Douyin Spark Ads, XHS Branded Effects).
   • Manage KOL/KOC partnerships and performance-based influencer campaigns.

5. Audience Targeting:

   • Leverage 1st-party data and platform-specific targeting (e.g., Douyin’s interest-based segments, WeChat’s location/tag-based audiences).
   • Implement remarketing strategies across all platforms.

Required Skills & Competencies

• Platform Proficiency:

  • Essential: Google Ads, Meta Ads Manager, Douyin Ads (巨量引擎), Xiaohongshu Ads (蒲公英), WeChat Ads.

  • Preferred: Kuaishou, Bilibili, Baidu SEM, JD/Tmall Ads.

• Analytics Tools:

  • Google Analytics 4, Looker Studio, Chinese platforms’ native dashboards, Chanmama/Fei瓜 Data.

• Technical Skills:

  • UTM tracking, conversion pixel implementation, basic HTML.
  • Advanced Excel/Sheets (pivot tables, VLOOKUPs).

• Soft Skills:

  • Mandarin fluency (reading/writing) for platform navigation and local team collaboration.
  • Understanding of Chinese digital consumer behavior and cultural nuances.
  • Ability to troubleshoot China-specific tracking/approval issues.

Qualifications & Experience

• Experience:

  • 2–3+ years in performance marketing, including 1+ year managing Chinese social ads (Douyin/XHS/WeChat).

  • Proven success in driving conversions/sales on Chinese platforms.
  • Experience with cross-border e-commerce or China-market campaigns preferred.

• Education:

  Bachelor’s degree in Marketing, Business, or related field.

• Certifications (Preferred):

  • Google Ads, Meta Blueprint, Douyin Certification (巨量认证), Xiaohongshu Partner Academy.