Popsockets3mo ago

Director, China Marketing

China·ShanghaiFull Timeexecutive

OtherDirector

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Quick Summary

Overview

About the Role PopSockets is a brand with serious momentum in China — and we're looking for a Director-level marketing leader who can take it to the next level.

Technical Tools

ecommerce

About the Role

PopSockets is a brand with serious momentum in China — and we're looking for a Director-level marketing leader who can take it to the next level. This is a role for someone who is deeply embedded in Chinese consumer culture, energized by building things, and ready to own the full marketing function for one of the world's most iconic phone accessory brands.

You will lead every dimension of PopSockets' China marketing: from developing a sharp, insight-driven consumer strategy to executing standout brand campaigns, product launches, social media programs, and consumer experiences that earn genuine brand love. This is not an execution role — it's a leadership role that sets the vision, raises the creative bar, and builds the playbook for how PopSockets wins with Chinese consumers.

Reporting to the GM, China with a dotted line to the VP of Global Brand & Marketing, you will have the autonomy to lead and the accountability to deliver — building a China marketing program that the rest of the world looks to as a model.

Consumer Understanding & Insight

Develop a deep, nuanced understanding of Chinese consumers — their behaviors, motivations, cultural values, and evolving relationship with technology, self-expression, and lifestyle brands

Own consumer research and insight-gathering for China, translating cultural trends, platform behaviors, and competitive signals into sharp strategic direction

Build consumer personas and audience strategies that reflect the full spectrum of PopSockets' China consumer — and use those insights to inform every marketing decision

Serve as PopSockets' most authoritative voice on the Chinese consumer, bringing that perspective into global brand strategy and planning

Brand Campaigns & Product Launches

Lead the development and execution of brand campaigns and seasonal product launch strategies for China — grounded in consumer insight, culturally sharp, and built to drive both brand love and commercial results

Own the China marketing calendar, sequencing brand moments, launch windows, and cultural occasions to maximize impact and relevance throughout the year

Author compelling campaign briefs that set a high creative bar and give every channel and agency partner clear, inspiring direction

Manage the China marketing budget with strategic discipline and financial accountability

Social Media & Digital Ecosystem

Own PopSockets' social media presence across China's key platforms — Douyin, Xiaohongshu (RED), WeChat, and emerging channels — building a brand voice that is platform-native, culturally resonant, and consistently engaging

Develop and execute KOL and KOC strategies that build authentic brand advocacy, drive community growth, and create content that earns organic reach

Stay ahead of China's fast-moving digital landscape — identifying new platforms, content formats, and social commerce opportunities before they peak

Build a social media program that makes PopSockets one of the most talked-about and followed lifestyle brands in China

Consumer Experiences & Brand Activations

Conceive and execute brand activations, pop-ups, events, and consumer experiences that bring PopSockets to life in the physical world — creating moments that generate earned media, social content, and lasting brand memory

Identify and manage strategic brand partnerships and licensing collaborations that expand PopSockets' cultural relevance and reach in China

Lead integrated marketing execution across online and offline touchpoints, ensuring every consumer interaction reflects the brand's joyful, expressive identity

Team Leadership & Creative Partnership

Work directly with the global Creative team to drive the vision and content execution for China's key channels — bringing a sharp local POV on what will resonate with Chinese consumers while ensuring brand consistency

Build, lead, and develop the China marketing team with genuine investment in their growth — creating an environment where people are challenged, supported, and inspired to do their best work

Lead through action and influence, not authority — earning trust and followership by being present, decisive, and deeply collaborative across every function you touch

A collaborator by heart — you build strong partnerships across Sales, Ecommerce, Product, and the global Brand & Marketing team, and you make the people around you better

Partner with the global Brand & Marketing team to ensure China initiatives are informed by and contribute to the global brand strategy

8+ years of marketing experience, with 3+ years in a senior brand marketing role in China — deep expertise in Chinese consumer culture and the local digital ecosystem is essential

A proven track record of leading brand campaigns, product launches, and social media programs in China that delivered measurable brand and commercial impact

Deep fluency across China's social and digital platforms — Douyin, Xiaohongshu, WeChat — with a sharp instinct for what works, what's next, and how to show up authentically

Experience building and managing KOL/KOC programs, brand partnerships, and consumer-facing activations

A bold creative thinker with high aesthetic standards and the ability to set a creative bar that elevates everything around it

A strong, empowering leader who builds high-performing teams and brings out the best in the people around them

Fluency in Mandarin and English, written and spoken

International or global brand experience is a strong plus — you understand how to operate within a global brand while leading locally with full autonomy

Open to international travel for global collaboration, planning, and brand events

PopSockets is one of the most culturally relevant, talked-about lifestyle brands in China — with a social media presence, campaign work, and consumer experiences that the industry notices

A consumer strategy so sharp and insight-driven that it consistently produces marketing that surprises, delights, and converts Chinese consumers

Product launches that land with energy and precision — driving sell-in excitement and sustained sell-through across all channels

A social media program that earns organic reach, builds genuine community, and makes PopSockets a brand Chinese consumers choose to follow and share

A high-performing China marketing team that is energized, growing, and producing work they are genuinely proud of

A China marketing playbook strong enough to influence how the global team thinks and plans

PopSockets is dedicated to the practice of equal opportunity employment. We prohibit unlawful discrimination against applicants and employees on the basis of age, race, sex, sexual orientation, gender identity, religion, national origin, disability, military status, genetic information, color, creed, ancestry, or any other status protected by applicable federal, state or local law. This prohibition includes unlawful harassment based on any of these protected classes. Unlawful harassment includes verbal or physical conduct which has the purpose or effect of interfering with an individual’s work performance, or creating an intimidating, hostile, offensive, unsafe or otherwise non-welcoming work environment. This policy applies to all employees, including managers, supervisors, co-workers; and non-employees such as customers, clients, vendors, consultants, etc.