Channel Marketing manager-Shanghai

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?

Channel Strategy Translation & Guidance

-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.