Assistant Manager, Digital Marketing

2 weeks ago

Kowloon, Hong Kong SAR China DFS Group Limited Full time

Add expected salary to your profile for insights This role is critical to driving the growth of our KOS (Key Opinion Sales) program—we’re hiring a results-oriented Assistant Manager, Digital Marketingto fuel traffic & social leads for KOS and physical stores. You will lead end-to-end social strategy, integrate KFS, KOC/UGC community management, and insight-based content strategy (Rednote as core platform), with the sole goal of converting social engagement into sales via KOS. The ideal candidate will have a deep understanding of the Mainland China market, particularly in social media platforms like Rednote, proven KOL/KOC/UGC operation experience. Travel retail experience and IG management experience are a plus. Key Responsibilities Content Strategy & Planning (KOS Focus) : Develop XHS-focused content strategies aligned with KOS growth goals, integrating KOL/KOC/UGC ecosystems to maximize lead & traffic conversion KOL/KOC & UGC Management : Manage full-cycle KOL partnerships (identify, negotiate, execute, optimize) to amplify KOS visibility Build & scale KOC/UGC collaborator pool : Design free seeding campaigns to drive 种草 content that directs audiences to KOS and stores Media Buy (XHS focus) : Media buy planning & execution of global, brand, category focus campaigns and meet social comm KPIs; oversee XHS content (KOL/KOC/UGC) to ensure it drives measurable KOS sales leads and in-store foot traffic; plan XHS media buys (KFS-focused) and prioritize high-performing UGC posts to elevate DFS & DFS KOS’ awareness and generate social referrals to KOS Performance Optimization : Define and optimize KPIs especially for KOL/KOC & UGC campaigns to maximize traffic fuel to KOS; analyze data to refine strategies and support KOS program. Qualifications Education: Bachelor’s degree in Marketing, Communication, Social media, or a related field. Experience: 3+ years’ experience with proven KOL experience in social media management, particularly in the Mainland China market. Data analysis & Technical Skills: proficient in social media data analysis; strong knowledge of social media platforms, especially Rednote. Language Skills: Native-level Mandarin and fluent in English. Communication Skills: Excellent written and verbal communication skills, with the ability to engage and influence stakeholders. Cultural Understanding: Familiarity with PRC travel trends and consumer behavior. Experience in other markets, i.e., Japan, is a plus. Your application will include the following questions: Which of the following statements best describes your right to work in Hong Kong? What's your expected monthly basic salary? How many years' experience do you have as a digital marketing manager? After more than 60 years in the travel retail industry, DFS is recognized as a leading luxury shopping destination for the world traveler. Throughout our history, we have nurtured the relationships built with our customers, our brand partners, and our employees. As the luxury and travel retail industry has developed over time, so too has our ability as an organization to adapt – a phenomenon that can be traced to the inspiring people at DFS. OUR PROMISE is to be The World Traveler’s Preferred Destination for Luxurious Shopping. #J-18808-Ljbffr

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