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WeChat Ecommerce Manager, China

Shanghai, China

About Us

Fanatics is building a leading global digital sports platform. We ignite the passions of global sports fans and maximize the presence and reach for our hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. Fanatics has an established database of over 100 million global sports fans; a global partner network with approximately 900 sports properties, including major national and international professional sports leagues, players associations, teams, colleges, college conferences and retail partners, 2,500 athletes and celebrities, and 200 exclusive athletes; and over 2,000 retail locations, including its Lids retail stores. Our more than 22,000 employees are committed to relentlessly enhancing the fan experience and delighting sports fans globally. 

About the Team

Fanatics Collectibles is a new company operating at the intersection of collectibles, culture, and technology. Backed by world-class investors, operators, and sports & entertainment partners, we are building the global leader in next-generation collectibles. As part of the broader Fanatics ecosystem, we leverage a digital sports platform that spans over 900 sports properties and engages more than 81 million fans. Together, we are reimagining every part of the collectibles experience for fans, partners, and creators.

Role Summary

Fanatics Collectibles is seeking a highly motivated and results-driven WeChat eCommerce Manager to lead the strategy, growth, and daily execution of our WeChat commerce ecosystem in China. This role will own the development and optimization of our WeChat Mini Program store, Official Account operations, CRM integration, private domain traffic strategy, and community engagement initiatives.

The ideal candidate has deep expertise in the WeChat ecosystem, experience building and scaling Mini Program commerce operations, and a strong understanding of private traffic growth strategies within the Chinese digital landscape. A passion for sports, collectibles, and licensed consumer products is highly desirable.

 

Key Responsibilities

WeChat Platform Ownership & Growth

  • Own end-to-end management of the WeChat Mini Program store, ensuring seamless UX, accurate product listings, pricing integrity, and operational excellence.
  • Develop and execute private domain traffic strategies to drive follower growth, customer acquisition, and retention.
  • Oversee integration between Mini Program, CRM systems, and WeCom (enterprise WeChat) to optimize customer journeys.
  • Identify and execute growth initiatives including community groups, membership programs, referral campaigns, and loyalty activations.
  • Collaborate with external WeChat partners, developers, and Tencent representatives to maximize platform tools and new feature adoption.

WeChat Ecosystem Deep Integration

  • Leverage full WeChat ecosystem tools (Official Account, Mini Program, WeCom, Moments Ads, WeChat Pay) to design seamless user journeys from social exposure to purchase and post-purchase community engagement.
  • Maximize tool synergy for collectibles (content marketing via Official Account, community interaction via WeChat Groups/WeCom, one-click purchase via Mini Program) and lead system integration (CRM, inventory, order) for real-time data sync and frictionless UX.

Private Domain 0-1-10 Strategy & Scaling

  • Develop phased private domain growth roadmaps for Topps collectibles, replicating and adapting industry proven tactics for cold start (0-1: seed user acquisition, model validation) and scale expansion (1-10: matrix replication, exponential user/GMV growth).
  • Benchmark industry innovations (exclusive collector events, gamification, limited pre-sales) and build differentiated private domain competitiveness for Topps’ sports/ licensed collectibles.

Private Domain User Closed-Loop Operation

  • Execute category-specific user acquisition (social fission, content-driven, precision ads, cross-brand cooperation) with collectibles-exclusive rewards.
  • Build standardized private domain traffic pool SOPs (WeChat Groups/WeCom/Official Account) for user segmentation and regular high-value interaction to reduce churn.
  • Optimize private domain conversion funnels (one-click Mini Program access, exclusive promotions) and use A/B testing to lift click-to-purchase rates; drive repeat buys via private domain-only campaigns and personalized pushes.

Content, CRM & Merchandising

  • Coordinate localized product descriptions, translations, and culturally relevant storytelling tailored for WeChat audiences.
  • Maintain and optimize Mini Program homepage layouts, campaign landing pages, banners, and product detail pages.
  • Develop content strategies that combine commerce and engagement (editorial storytelling, athlete IP content, limited drops, collectibles education).
  • Build automated CRM flows (welcome journeys, abandoned cart recovery, VIP segmentation, birthday campaigns, reactivation campaigns).
  • Ensure visual and content alignment with global brand guidelines while adapting for local consumer behavior.

Sales & Performance Optimization

  • Own weekly and monthly reporting across key WeChat KPIs including:
    • GMV
    • Conversion rate
    • Traffic sources
    • Follower growth
    • Open rates & click-through rates
    • Repurchase rate
    • Private domain contribution
  • Use data insights to optimize product assortment, promotional cadence, and user segmentation.
  • Partner with Marketing and Supply Chain teams to support demand forecasting and product launch planning.
  • Continuously test and optimize Mini Program UX, landing pages, and checkout flow to improve conversion.

Campaign & Activation Execution

  • Lead planning and execution of WeChat-specific campaigns including:
    • Limited drops
    • IP collaborations
    • Livestream integrations
    • Membership exclusives
    • Major sales events (6.18, 11.11, Chinese New Year, etc.)
  • Coordinate campaign timelines, asset production, technical setup, and post-campaign performance analysis.
  • Partner with KOLs and private domain influencers to drive traffic into the Mini Program.
  • Leverage WeChat advertising tools (Moments Ads, Mini Program ads, retargeting) to support growth objectives.

Customer Experience & Community Management

  • Monitor customer feedback, reviews, and Mini Program service interactions.
  • Collaborate with Customer Service to improve response times and customer satisfaction.
  • Develop community engagement strategies through WeChat Groups and WeCom to strengthen loyalty and lifetime value.
  • Implement structured membership tiers or collector programs to deepen brand engagement.

Qualifications & Requirements

  • Bachelor’s degree in Business, Marketing, eCommerce, or related field.
  • 4–7 years of experience in digital commerce within China, with strong focus on WeChat Mini Programs and private domain traffic.
  • Proven experience scaling a WeChat Mini Program store and managing CRM integrations.
  • Strong understanding of WeChat ecosystem tools including Official Accounts, Mini Programs, WeCom, Moments Ads, and social commerce mechanics.
  • Data-driven mindset with strong Excel and analytics capabilities.
  • Experience working cross-functionally with Marketing, Creative, Supply Chain, and Tech teams.
  • Familiarity with collectibles, sports merchandising, or licensed consumer products preferred.
  • Fluent in Mandarin Chinese (written and spoken); proficiency in English required for global coordination.
  • Entrepreneurial mindset with strong ownership and comfort building new infrastructure rather than operating within established systems.

 

The above list of job duties is not exclusive or exhaustive and the post holder will be required to undertake such tasks as may reasonably be expected within the scope and grading of the post. 

Subject to applicable laws, Fanatics Collectibles may choose to run a background check.

Ensure your Fanatics job offer is legitimate and don’t fall victim to fraud.  Fanatics never seeks payment from job applicants. Feel free to ask your recruiter for a phone call or other type of communication for interview, and ensure your communication is coming from a Fanatics email address (including @collectfanatics.com).  For added security, where possible, apply through our company website at www.fanaticsinc.com/careers

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