Director, Marketing, China

Do you have the vision to shape how a global brand connects with audiences in China? Are you passionate about digital innovation and storytelling that drive engagement and trust? Ready to lead a high-impact team that bridges global strategy with local relevance?

Join CFA Institute as our Director, Marketing, China - a pivotal leadership role driving the next chapter of our brand and customer engagement strategy across Chinese Mainland.

What You’ll Do

• Strategic Leadership & Execution - Lead China’s integrated marketing strategy, aligning local goals with CFA Institute’s global vision.

• Brand Stewardship - Localise and elevate our global brand for China, ensuring consistency, relevance, and impact.

• Digital Marketing - Build a digital-first ecosystem across local and global digital touchpoints to deepen engagement and retention.

• In-Person Channel Marketing - Strengthen brand visibility through events, partnerships, and member community initiatives.

• Market Insights & Localisation Strategy - Translate market intelligence into actionable insights that shape campaigns and performance.

• Cross-Functional & Global Collaboration - Partner across China, APAC, and global teams to deliver cohesive, compliant, and high-performing marketing.

What We’re Looking For

• 10+ years’ experience leading integrated marketing programmes in China, including at least 5 years in a leadership role within a global or matrixed organisation

• Deep expertise across the full marketing funnel - brand awareness, engagement, and retention - with a strong grasp of localisation best practices

• In-depth understanding of China’s digital ecosystem (e.g. WeChat, RED, Douyin, Weibo) and proven ability to deliver connected, data-led campaigns that align with global objectives

• Demonstrated success using martech, analytics, and AI tools to drive performance and insight-led decision-making

• Strong brand management experience, including large-scale campaign execution and effective localisation of global platforms

• Experience gained within global MNC financial institutions, education, accreditation, or professional bodies with strong China marketing operations

• Proven ability to operate confidently within a global matrix - influencing, aligning, and representing China’s voice across APAC and headquarters functions

• Exceptional communication skills in Mandarin and English, with cultural awareness and the ability to engage credibly with global peers

• Collaborative and strong leader who develops and empowers teams, sets clear priorities, and achieves results through partnership and trust

Why Join Us

• Shape the next phase of CFA Institute’s brand and marketing strategy in one of the organisation’s most dynamic and high-potential markets

• Launch and localise a new global brand platform for the China market with full creative and strategic ownership

• Influence decision-making across China, APAC, and global teams through close collaboration and trusted expertise

• Join a values-driven organisation recognised for its mission, integrity, and commitment to advancing the investment profession

At CFA Institute, we are committed to transparency and equity in our hiring process. In compliance with wage transparency laws in many of the jurisdictions in which we recruit, we provide the following information regarding compensation for this position: Expected salary range: CNY 880,000 - 930,000 per year. All salary ranges are subject to adjustment based on experience, education, and other factors relevant to the position. Additional benefits include eligibility for an annual incentive bonus, a 5% employer contribution to a pension plan, and a comprehensive medical benefits package.

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About CFA Institute

CFA Institute are the global leader in investment excellence and ethics. With nearly 200,000 charterholders across 160 markets, we drive professional growth, ethical behavior, and better markets. We care about our employees’ well-being, offering industry-leading benefits like:

• Comprehensive health coverage for you and your family

• Generous leave and time off

• Competitive retirement plans

• Flexible work options

• Wellness, education, and support programs

If you feel this opportunity could be the next step in your career, we encourage you to click “Apply” and complete our three-minute application.

Be part of a team committed to putting investors first and growing economies. Follow us @CFAInstitute on LinkedIn and X.

Important Message: Your application must clearly demonstrate how you meet the requirements as CFA Institute cannot make assumptions about your education, experience, or location. We thank all those who apply. Only those selected for further consideration will be contacted.

We are an Equal Opportunity Employer. CFA Institute prohibits both discrimination and harassment with regard to all identifying characteristics: any individual employee, group of employees, or prospective employee on the basis of race, color, national origin, citizenship or immigration status, religion, creed or belief, age, marital or partnership status, marital or family status, care giver status, pregnancy and maternity, sexual and other reproductive health decisions, physical abilities/qualities, disability, sexual orientation, gender, gender identity or expression, predisposing genetic characteristic, military or veteran status, status as a victim or witness of domestic violence or sex offense or stalking, unemployment status, infectious disease carrier status, migrant worker status, educational background, socio-economic status, geographic location and culture or any other basis protected by applicable law. This policy impacts all aspects of employment, including but not limited to, recruitment, hiring, compensation, training, development, promotion, demotion, layoff, recall, furlough, transfer, leave of absence, and dismissal. This is a global policy that applies to all CFA Institute employees, regardless of location.

If, due to a disability or current medical condition, you need an accommodation or assistance to complete a job application, you can request one at any stage of the recruitment process. Please send an email to [email protected] noting the accommodations or assistance you are requesting. Please do not include any medical or health information in this email. We will review your request and contact you to discuss the possible options and arrangements. We will try our best to provide you with an accommodation or assistance that meets your needs and respects your preferences.

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