Manager, Digital, Integrated Marketing

Disney · Shanghai

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The Manager, Digital Marketing is responsible for developing and implementing a comprehensive digital strategy tailored to the current Chinese internet landscape, not only across all theatrical titles from our Studios (Disney Animiations, Pixar Animations, Marvel Studios, Lucasfilm, Disney Live-action, 20th century Studios and NatGeo), but also across all our evergreen franchises(including Mickey, Princess, Stitch..). This includes leading collabration ideation and execution across key platforms (Douyin, Xiaohongshu, Bilibili, Weibo, and other vertical sites), managing global content debuts and social sentiment, as well as overseeing owned and paid social content.

Reporting to: Director, Digital Marketing, Studio

Digital/Social Marketing

• Liaise with global digital team to further develop and plan digital strategies  for local market
• Digital marketing and social platforms strategy & Implemention: Plan, execute and own marketing campaigns and digital initiatives to generate brand/frachsie awarness. Synergize the company’s established marketing resources and multiple touch points.
• Platform-Specific Strategy & Execution: Develop and implement differentiated digital strategies for core platforms including Douyin, Xiaohongshu, Bilibili, Weibo, and relevant vertical communities. Move beyond standard media buying to drive deep, creative platform collaborations.
• Global Content Debut & Localization: Lead trailers and posters debut, ensure timely localization, cultural adaptation, and precise data tracking/updates for all digital releases.
• Social Strategy & Sentiment Management: Own the end-to-end social strategy, integrating owned and paid media and proactively managing social sentiment tracking.
• Data Analytics & Reporting: Own the digital reporting framework, providing data-driven insights to optimize strategies and demonstrate ROI.
• Content planning and key creators engagement: creation of new China-specific content for local platforms and proactively engage top local creators to craft deeply resonant content.
• Budget & Process Management: Manage the digital budget effectively, prioritizing projects to meet team objectives.

Qualifications

• 5-8 years of marketing experience, with extensive hands-on experience in digital marketing campaigns within the Chinese market
• Proven expertise in multi-channel marketing with a heavy emphasis on social-first, direct-to-consumer strategies in the current internet ecosystem.
• Demonstrated ability as a "content creator" with a deep pulse on internet culture, trends, and what makes content succeed on different platforms.
• Strong track record in independent partnership development: experience conceptualizing, pitching, negotiating, and executing co-branded campaigns or resource exchanges directly with platforms/partners.
• Exceptional stakeholder management skills: experience interfacing effectively with multiple levels of management.
• Fluent in English and Mandarin (written and spoken)
• Self-motivated, results-driven, with excellent attention to detail and a strong ability to thrive in a fast-paced environment
• Must be a strong team player

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