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Deputy Director/Director, Digital Marketing, China-Chinese speaking
Deputy Director/Director, Digital Marketing, China-Chinese speaking
Sotheby's
Post Date: 31 May 2022

JOB OVERVIEW

ABOUT SOTHEBY’S

Established in 1744, Sotheby’s is the world’s premier destination for art and luxury. Synonymous with innovation, Sotheby’s promotes access, connoisseurship and preservation of fine art and rare objects through auctions, private sales and retail locations. Our trusted global marketplace is supported by a network of specialists spanning 40 countries and 50 categories, which include Contemporary Art, Modern and Impressionist Art, Old Masters, Chinese Works of Art, Jewelry, Watches, Wine and Spirits, and Interiors, among many others.

The China Digital Marketing role will play an integral role in developing Sotheby’s most important digital channel to reach new and existing clients in Asia.  The role will be responsible for developing China digital marketing strategies, overseeing and implementing executions across digital platforms including WeChat, search, vertical media channels, KOL and other emerging social media platforms in China to drive business, brand awareness, client recruitment and retention, whilst delivering unique and memorable client experiences on the platforms. S/he will collaborate with local, Asia-based colleagues and global colleagues to build long-term relationships with Sotheby’s target audiences in the rapidly growing Asia market.   

Responsibilities:

  • Develop China digital marketing plan and manage digital budget to keep in line with brand strategy, including but not limited to digital paid media, wechat, SEO/SEM strategy, social influencer planning, etc.
  • Initiate China digital marketing campaigns calendar and supervise the campaign implementation:
  1. Execute digital campaigns based on marketing calendar to support branding, commercial programs and always-on initiatives.  Work closely with agency on creative ideas, content creative on social media, implementation, evaluation.
  2. Media planning & negotiations with media agency.
  3. Exercise cost control.
  4. Creative allocations and communicate detailed material requisition.
  5. Work with Marketing & PR on copy development and translation.
  6. Provide post campaign analysis in timely basis with insight on best performing platform including impression, click-through rate, and deeper analysis if possible.
  • Work with media agency to develop SEO/SEM strategy for local market, and responsible for data analysis and keywords analysis.
  • Optimize SEM investment as an always-on platform to both sustain brand exposure at leading position & support business from conversion perspective.
  • Manage China official website and other transactional channels (such as wechat MP) and campaign sites to ensure synergy and business expansion.
  1. Work closely with global and regional team at a timely base to share local plans.
  2. Review content calendar and suggest localized contents and translation if needed.
  3. Feedbacks on user experience.
  4. Work closely with Marketing and PR teams to achieve consistency in translation.
  5. Provide assistance to CRM team on customer enquiries through the website, owned social platform when needed. 
  • Manage agencies to provide digital marketing trends and innovations, consumer online behavior and insight report, as well as competitors’ activities reports

Requirements

  • Bachelor’s degree (Business or Marketing preferred)
  • Minimum 10 years’ work experience specialized in China digital marketing, with a deep understanding of digital ecosystem, ideally for a luxury e-commerce, art or fashion brand
  • Hands-on experience with WeChat activations and campaigns utilizing WeChat marketing, payment and CRM tools (i.e. Mini-Programs, Live Streaming, Mobile Payments, WeChat Work)
  • Strong understanding of Chinese clients and the social communication dynamics
  • Proven ability to understand high-level business goals and how they translate into digital marketing strategy when applied via online technologies
  • Fluent in Mandarin, Simplified Chinese and English

The ideal candidate will possess these skills: 

  • Is analytical and highly curious, particularly about the constantly evolving digital and media landscape, understands how to capture those consumer insights and apply that to the needs of the business
  • Extremely self-motivated, with an exceptional attention to detail
  • Superior interpersonal and communication skills with a demonstrated ability to build lateral relationships and develop high performing teams
  • Has an entrepreneurial mindset, and is at ease with change and ambiguity
  • Experience with 3rd party tracking vendors and integrating with social platforms
  • Experience with other digital marketing ad platforms – Weibo, Baidu, Google, Facebook – is a strong plus
  • Experience with other digital analytics platforms – Adobe Analytics, Google Analytics – is a strong plus
  • Strong project management skills with ability to prioritize workload
  • Collaborative and able to work cross-functionally across various levels of colleagues at the firm, building appropriate rapport, using diplomacy and tact
  • Has a positive, can-do attitude and wants to be part of a critical team

JOB DETAILS

Location
Shanghai, China

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