Marketing Manager, Greater China

Role Purpose (write a short paragraph why the role exists and its contributions to achieving Coats’ goals)

A key role in the Coats Digital Marketing Team, the Regional Marketing Greater China– Greater China will support the planning and execution of localized marketing initiatives across Greater China region. This role is responsible for coordinating digital and social media activities for the China market, adapting global marketing assets for local relevance, assisting with events, webinar and other marketing programs and campaigns, and contributing to demand‑generation efforts in the region. The position works closely with cross‑functional teams and external agencies to ensure consistent brand representation, timely campaign deployment, and effective performance tracking, helping to drive brand awareness, customer engagement, and overall marketing impact in the Greater China market.

Principal Accountabilities and Key Activities

Job Duties and Responsibilities 

1. Contribution to Regional Strategy & Planning

• Contribute to the localized marketing strategy aligned with global and regional business goals.
• Identify industry trends, and growth opportunities in the Greater China region.

2. Campaign Development & Execution

• Drive integrated marketing campaigns across digital, social, events and content
• Customize global marketing assets and messaging to suit cultural and regulatory requirements in the region
• Translation and validation of all assets into local language including local language videos, customer testimonials, website pages, landing pages etc.

3. Digital & Social Marketing

• Work on digital marketing initiatives across platforms such as WeChat, Weibo, Douyin, Rednote, Baidu etc.
• Optimise paid media, and programmatic advertising specific to China’s digital ecosystem.
• Track digital performance and continuously optimize for ROI.

4. Brand & Communications

• Strengthen brand visibility and consistency across the Greater China region through third party presence and associations
• Support PR activities
• Ensure all messaging complies with our brand guidelines and overall global strategy

5. Events online and offline

• Work on GCR focused webinars and events both Coats Digital hosted as well as third party events
• Keep track of the leads coming from these activities and to ensure ROI

6. Cross‑Functional Collaboration

• Work closely with Sales, Product, Customer Success and Engineering teams to ensure alignment.
• Work closely with the rest of the marketing team on a day to day basis to align and collaborate on asset creation, campaigns, branding, overall strategy

7. Reporting & Analytics

• Track campaign performance ROI across all activities for GCR
• Present reports of performance regularly to the Global Marketing Director
• Manage the regional marketing budget efficiently and transparently.

8. Vendor management

• Manages external vendor and agency relationships
• Ensures all the invoices are received and payment to the external vendors is done on time

Key Relationships

(For new roles or where reporting relationships have change, please attach an organisation chart)

Internal
(excluding direct team and manager)

External

• Sales in China
• Customer Success China
• Solution Consulting China
• Finance (once in a while)
• HR (once in a while)
• Engineering (once in a while)

• Vendors and agencies

Education, Qualifications and Experience

(Include skills and competencies required to perform the role competently)

Essential

Desirable

Educational: Bachelors Degree minimum

Qualification:

Required

• Bachelor’s degree

• 6+ years of marketing experience
• Good understanding of China’s digital marketing ecosystem
• Demonstrated experience leading multi‑channel marketing campaigns.
• Strong project management skills and ability to work in a fast‑paced environment
• Proficiency in Mandarin and English (written and spoken).
• Track record of managing agencies
• Proactive, Strong execution and Problem solving ability

Experience: 6 years +

• MBA / Masters in Marketing / Business is a plus
• Familiarity with CRM and automation tools such as Salesforce, HubSpot, Marketo, or equivalents.
• Keen eye for detail
• Strong presentation skills
• Data driven