Marketing Manager, China

Location: Shanghai, China
Reports to: General Manager, China 

Overview

As ANINE BING continues its global expansion, China remains a key growth priority and one of our most influential brand-building markets. We are seeking a driven and creative Marketing Manager, China to lead localized brand expression, digital marketing, and market activation—translating global strategy into impactful execution across key platforms and channels.

This role is ideal for someone with strong experience in luxury or premium fashion, deep understanding of the China digital ecosystem, and a passion for storytelling that connects global brand DNA with the local consumer. You thrive in execution, bring a data-driven approach to driving ROI and sales performance, and operate with agility in fast-paced environments. You are confident in collaborating with global teams, managing agencies and KOL partners, and developing content and campaigns that resonate culturally while elevating the brand.

Key Responsibilities

Localized Brand Strategy & Planning

• Conduct in-depth market research: Analyze Chinese consumers’ preferences, track competitors’ marketing tactics, and monitor trends in China’s luxury/premium fashion brands to identify opportunities.
• Align global brand core with local nuances: Develop annual marketing strategies, marketing calendar and define KPIs and report to HQ to secure strategic resources.
• Ensure brand messaging and public narrative align with ANINE BING’s identity, values, and long-term positioning.

Collection Launch / Go-to-Market Strategy & Execution

• Lead go-to-market strategies for new product launches: plan release campaigns, PR/influencer activations, media strategy — all to maximize brand impact and consumer engagement.
• Translate brand strategy into actionable marketing plans that support both brand positioning and sales/commercial goals

Omnichannel Marketing & Campaign Execution

• Social: Lead content marketing on Xiaohongshu, WeChat, and Weibo with the support of local agency
• PR: manage and communicate with local agencies for sample management, track PR sample loaning and turnouts.
• Create storytelling and collaborate with local KOLs/KOCs through organic seeding and paid content
• Offline activation: Plan and execute store opening events, campaign offline events when applicable. Communication and collaboration with local vendors and agencies.
• E-comm marketing support - Manage T-mall store live-streaming;  Xiaohongshu KOL live-streaming collaboration and negotiation on collaboration terms
• Retail marketing support - communication with landlord to identify OOH spots and social resources from the mall; in-store retail marketing assets briefing to local agency: banner design, re-sizing, and etc.

Cross-functional Communication

• Lead PR buy during OTB to fulfill the seeding and gifting strategy and support business goals of retail and e-comm.
• Global brand marketing team communication for assets sync and general alignment.
• Global creative team review and approval for local initiatives
• Local showroom partner communication for sample review, and on-going items

Budget & Resource Management + Performance Tracking

• Budgeting: Draft and allocate annual marketing budgets and track monthly spending; calculate ROI for each campaign to optimize resource allocation.
• Track and measure performance (PR, influencer ROI, social impact, media coverage, etc.), report results and optimize strategies over time.

Who You Are

• 5–7+ years of progressive experience in marketing, with a strong focus on retail, e-commerce, and brand management — ideally within the luxury or premium fashion/lifestyle category.
• Demonstrated ability to execute localized marketing strategies with excellence, informed by market insights and consumer behavior.
• A strong storyteller with the ability to translate global brand DNA into engaging, culturally relevant content for the China market.
• Deep understanding of the China digital ecosystem, including Tmall, Xiaohongshu (RED), Douyin, WeChat and key media/influencer channels.
• Adept at managing end-to-end campaign execution — from planning to ROI tracking and reporting.
• Skilled in performance marketing with a data-driven mindset, continually optimizing based on conversion and sales impact.
• Experienced working within global or matrixed organizations, collaborating closely with Western HQ teams while advocating for local market needs.
• Proven success managing agencies, KOLs/KOCs, and external partners to drive high-impact outcomes.
• Independent, agile, and highly resourceful — able to move quickly without sacrificing quality.
• Well-networked in the China marketing ecosystem with established relationships across platforms, agencies, and influencers.
• Fluent in Mandarin and English (spoken and written)

Working at ANINE BING

ANINE BING seeks to empower its employees by providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, Veteran status, or other legally protected characteristics. Diversity and inclusion is critical to our success as a global brand, and we seek to recruit, develop, and retain the most talented people from a diverse candidate pool.

More about ANINE BING

ANINE BING is a Los Angeles-based fashion house founded in 2012 that blends elements of Scandinavian simplicity with American energy to offer modern wardrobe essentials for women seeking a timeless yet rebellious approach to everyday style. Since its launch, ANINE BING has evolved into a global brand, available in over 90 countries with a growing network of brick-and-mortar retail stores in key cities worldwide.

Powered by a global team of over 250 employees, ANINE BING is headquartered in Los Angeles and Paris, with additional offices in New York and Shanghai.