Job Description:
This role bridges brand marketing strategy, content and media-investment logic (from Marketing) with trade channel strategy (from Trade Marketing), translating them into unified strategic guidance for the key channels — Ali, JD, Douyin and offline. It sets the cross-channel playbook, standards and rules across content, touchpoints, media and KOLs to deliver brand-performance synergy and investment efficiency. Working with SA Lead, this role builds the Channel Marketing function from 0 to 1, at the same time organizes TP and distributors resources and capabilities
What are we looking for?
- Bachelor's degree in Marketing, Business or equivalent; MBA is a plus.
- 8–10+ years of experience in e-commerce / channel marketing, digital content
- Deep knowledge of the China e-commerce ecosystem (Ali / JD / Douyin), including livestream, platform IP, on-site media investment and KOL ecosystems.
- Proven ability to translate brand marketing strategy and trade channel strategy into unified channel guidance.
- Proven experience in content strategy & CRO, media & campaign planning, and creator / KOL strategy.
- Experience leading e-commerce platform teams, TP and distributors.
- Experience in CRM content standards and private-domain / community operations; familiarity with AIGC tools is a plus.
- Strong cross-functional collaboration and stakeholder management; fluent in Mandarin and English.
- Beauty/ FMCG /Petfoods consumer-goods experience is preferred.
What will be your key responsibilities?
-Integrate brand marketing strategy, content and media-investment logic (from Marketing) with trade channel strategy (from Trade Marketing), and translate them into unified strategic guidance for every key channel (Ali, JD, Douyin, offline).
-Set the cross-channel playbook, standards and rules (content, media, mechanics) for platform, TP and distributor teams to execute against.
Content & Touchpoint Strategy-Define the unified content strategy and guidance across Ali / JD / Douyin / offline — livestream scripts and rhythm, e-commerce page & CRO, and search / brand-zone content.
-Define Douyin content touchpoint guidance (short-video, seeding, topic / content-field) for cross-channel reuse.
-Define CRM content standards, templates and scripts — outreach copy, SMS / WeCom / community content, and a unified pre/post-sales service script system — based on brand CRM strategy (Marketing CRM) and audience / touchpoint strategy (BI).
-Build and govern the central content hub & asset library; drive AIGC adoption to scale content production and lower cost.
-Define Perfect Store scorecards, KPIs and tracking standards across online storefronts and offline shelf touchpoints.
Platform Media & Campaign-Define the platform campaign and big-promo (618 / Double 11) plan and playbook, and provide guidance for monthly channel campaign execution and review.
-Define onsite/offsite media investment guidance and ROI tracking standards with BI. -Advise on platform IP cooperation (Super Brand Day / Tmall Heybox / category day) and the in-site activation of brand campaigns.
-Translate the TM-led JBP commercial framework into platform marketing materials and channel-specific storylines.
KOLs Strategy & Governance-Define the cross-channel creator strategy and standards: sourcing criteria, commercial terms, scheduling and content guidance.
-Build a tiered creator matrix framework (head / waist / vertical) with budget allocation and performance evaluation with BI.
Platform & Partner Enablement-Advise e-commerce platform marketing teams on resource judgement and platform resource application.
-Set rules and standards for TP marketing / content teams, and build partners' marketing content capability.
-Provide guidance to distributors on marketing content and offline store execution standards.
What can you expect from Mars?
Work with diverse and talented Associates, all guided by the Five Principles.
Join a purpose driven company, where we’re striving to build the world we want tomorrow, today.
A strong focus on learning and development support from day one, including access to our in-house Mars University.
An industry competitive salary and benefits package, including company bonus.
Skills Required
- Bachelor’s degree in Marketing, Business, or an equivalent field
- 8–10+ years of experience in e-commerce, channel marketing, or digital content
- Deep knowledge of the China e-commerce ecosystem, including Ali, JD, Douyin, livestreaming, platform IP, onsite media, and KOL ecosystems
- Experience translating brand marketing and trade channel strategies into unified channel guidance
- Experience in content strategy, CRO, media and campaign planning, and creator or KOL strategy
- Experience leading e-commerce platform teams, trade partners, and distributors
- Experience with CRM content standards and private-domain or community operations
- Strong cross-functional collaboration and stakeholder management skills
- Fluency in Mandarin and English
- MBA degree
- Familiarity with AIGC tools
- Beauty, FMCG, or pet food consumer-goods experience
Mars Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Mars and has not been reviewed or approved by Mars.
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Healthcare Strength — The benefits package is positioned as comprehensive, with broad medical coverage and additional protections like life insurance and short- and long-term disability. Mental health support is emphasized, including free mental health services and wellbeing programming under initiatives such as Mars Be Well.
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Parental & Family Support — Paid parental leave is highlighted as market-leading in the U.S., with an example of 18 weeks fully paid for both parents. Additional family-related leave types such as sick time for caregiving and bereavement leave are also described as part of the overall package.
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Retirement Support — Retirement offerings are described as strong, including 401(k) matching (with a 6% match cited) and pension plans in some cases. The broader package also references retirement savings options and contributions aligned to local market practice, supporting long-term financial security.
Mars Insights
What We Do
For more than a century, Mars, Incorporated has been driven by the belief that the world we want tomorrow starts with how we do business today. This idea is at the center of who we have always been as a global, family-owned business. Today, Mars is transforming, innovating and evolving in ways that affirm our commitment to making a positive impact on the world around us. Across our diverse and expanding portfolio of confectionery, food, and petcare products and services, we employ 133,000 dedicated Associates who are all moving in the same direction: forward. With $40 billion in annual sales, we produce some of the world’s best-loved brands including DOVE®, EXTRA®, M&M’s®, MILKY WAY®, SNICKERS®, TWIX®, ORBIT®, PEDIGREE®, ROYAL CANIN®, SKITTLES®, WHISKAS®, COCOAVIA®, and 5™; and take care of half of the world’s pets through our pet health services AniCura, Banfield Pet Hospitals™, BluePearl®, Linnaeus, Pet Partners™, and VCA™. We know we can only be truly successful if our partners and the communities in which we operate prosper as well. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire our Associates to take action every day to help create a world tomorrow in which the planet, its people and pets can thrive.
