Channel Marketing manager-Shanghai

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.