Director, China Marketing

What You'll Own

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Consumer Understanding & Insight 
• Develop a deep, nuanced understanding of Chinese consumers — their behaviors, motivations, cultural values, and evolving relationship with technology, self-expression, and lifestyle brands 
• Own consumer research and insight-gathering for China, translating cultural trends, platform behaviors, and competitive signals into sharp strategic direction 
• Build consumer personas and audience strategies that reflect the full spectrum of PopSockets' China consumer — and use those insights to inform every marketing decision 
• Serve as PopSockets' most authoritative voice on the Chinese consumer, bringing that perspective into global brand strategy and planning 
Brand Campaigns & Product Launches 
• Lead the development and execution of brand campaigns and seasonal product launch strategies for China — grounded in consumer insight, culturally sharp, and built to drive both brand love and commercial results 
• Own the China marketing calendar, sequencing brand moments, launch windows, and cultural occasions to maximize impact and relevance throughout the year 
• Author compelling campaign briefs that set a high creative bar and give every channel and agency partner clear, inspiring direction 
• Manage the China marketing budget with strategic discipline and financial accountability 
Social Media & Digital Ecosystem 
• Own PopSockets' social media presence across China's key platforms — Douyin, Xiaohongshu (RED), WeChat, and emerging channels — building a brand voice that is platform-native, culturally resonant, and consistently engaging 
• Develop and execute KOL and KOC strategies that build authentic brand advocacy, drive community growth, and create content that earns organic reach 
• Stay ahead of China's fast-moving digital landscape — identifying new platforms, content formats, and social commerce opportunities before they peak 
• Build a social media program that makes PopSockets one of the most talked-about and followed lifestyle brands in China 
Consumer Experiences & Brand Activations 
• Conceive and execute brand activations, pop-ups, events, and consumer experiences that bring PopSockets to life in the physical world — creating moments that generate earned media, social content, and lasting brand memory 
• Identify and manage strategic brand partnerships and licensing collaborations that expand PopSockets' cultural relevance and reach in China 
• Lead integrated marketing execution across online and offline touchpoints, ensuring every consumer interaction reflects the brand's joyful, expressive identity 
Team Leadership & Creative Partnership 
• Work directly with the global Creative team to drive the vision and content execution for China's key channels — bringing a sharp local POV on what will resonate with Chinese consumers while ensuring brand consistency 
• Build, lead, and develop the China marketing team with genuine investment in their growth — creating an environment where people are challenged, supported, and inspired to do their best work 
• Lead through action and influence, not authority — earning trust and followership by being present, decisive, and deeply collaborative across every function you touch 
• A collaborator by heart — you build strong partnerships across Sales, Ecommerce, Product, and the global Brand & Marketing team, and you make the people around you better 
• Partner with the global Brand & Marketing team to ensure China initiatives are informed by and contribute to the global brand strategy 

What You Bring

• 8+ years of marketing experience, with 3+ years in a senior brand marketing role in China — deep expertise in Chinese consumer culture and the local digital ecosystem is essential 
• A proven track record of leading brand campaigns, product launches, and social media programs in China that delivered measurable brand and commercial impact 
• Deep fluency across China's social and digital platforms — Douyin, Xiaohongshu, WeChat — with a sharp instinct for what works, what's next, and how to show up authentically 
• Experience building and managing KOL/KOC programs, brand partnerships, and consumer-facing activations 
• A bold creative thinker with high aesthetic standards and the ability to set a creative bar that elevates everything around it 
• A strong, empowering leader who builds high-performing teams and brings out the best in the people around them 
• Fluency in Mandarin and English, written and spoken 
• International or global brand experience is a strong plus — you understand how to operate within a global brand while leading locally with full autonomy 
• Open to international travel for global collaboration, planning, and brand events 

What Success Looks Like

• PopSockets is one of the most culturally relevant, talked-about lifestyle brands in China — with a social media presence, campaign work, and consumer experiences that the industry notices 
• A consumer strategy so sharp and insight-driven that it consistently produces marketing that surprises, delights, and converts Chinese consumers 
• Product launches that land with energy and precision — driving sell-in excitement and sustained sell-through across all channels 
• A social media program that earns organic reach, builds genuine community, and makes PopSockets a brand Chinese consumers choose to follow and share 
• A high-performing China marketing team that is energized, growing, and producing work they are genuinely proud of 
• A China marketing playbook strong enough to influence how the global team thinks and plans