Senior Manager, Digital Marketing

About this task

Key Responsibilities
Develop and execute the overall digital marketing strategy, annual plan, and growth roadmap for North America. Align with the global brand marketing strategy and build a localized digital operating framework suited to North American consumer behavior.
Oversee digital operations for the North American omnichannel online business, including the brand’s direct-to-consumer website, marketing for stores on e-commerce platforms such as Amazon, paid media across Google, Meta, and YouTube, SEO and SEM optimization, and refined management of owned customer communities.
Lead the planning and execution of online marketing campaigns, including online product launches and major promotional events such as Black Friday, Cyber Monday, and Christmas, to continuously drive online order conversion and user growth.
Build an end-to-end digital analytics framework. Monitor key metrics such as traffic, click-through rate, conversion rate, average order value, and repeat purchase rate; produce regular performance reviews and continuously optimize media strategies and operating approaches.
Manage the digital marketing budget, allocate media and campaign spending effectively, continuously improve advertising ROI, reduce customer acquisition costs, and increase overall online marketing returns.
Collaborate with product, content, social media, and sales teams to integrate digital marketing, content communications, and commercial execution into a complete online growth loop.
Track North American digital marketing trends, platform policy updates, and competitors’ digital operating strategies. Introduce new marketing approaches and maintain a leading position in digital operations within the industry.
Manage the digital marketing team, establish objectives and performance evaluation mechanisms, guide project execution, and support the team’s professional development and talent growth.

Requirements
Bachelor’s degree or above in marketing, digital operations, data analytics, or a related field.
At least eight years of digital marketing experience in North American cross-border e-commerce, smart-home, or consumer electronics businesses, including at least three years in senior management.
Strong knowledge of major North American digital marketing channels and e-commerce platform rules. Expertise in paid advertising across Google, Meta, and YouTube, with substantial hands-on experience in SEO, SEM, and direct-to-consumer website operations.
Highly data-driven, proficient with data analytics tools, and able to map the full user lifecycle, identify growth constraints, and deliver actionable optimization plans.
Proven experience leading large-scale online promotions and digital marketing programs, with significant results in increasing online sales and digital brand exposure.
Deep understanding of North American consumer behavior and new-media preferences, with strong awareness of market trends, emerging marketing tools, and new approaches.
Excellent cross-functional collaboration, project management, and problem-solving skills, with the ability to work effectively in a fast-paced environment and perform well under pressure.
Fluent English, with the ability to independently conduct business negotiations, write reports, and communicate with cross-regional teams.

核心工作职责
制定并落地北美区域整体数字营销战略、年度规划与增长路径，对齐全球品牌营销布局，打造符合北美用户消费习惯的本土化数字运营体系。
负责北美全渠道线上业务的数字化运营，包括品牌独立站运营、Amazon等电商平台店铺营销、Google、Meta、YouTube等渠道的付费流量投放、SEO和SEM优化，以及私域用户精细化运营。
主导线上营销活动的策划与落地，包括新品线上首发、黑色星期五、网络星期一、圣诞节大促等节点营销活动，持续推动线上订单转化与用户规模增长。
搭建全链路数字化数据分析体系，监控流量、点击率、转化率、客单价、复购率等核心指标，定期输出数据复盘报告，持续优化投放策略与运营方式。
统筹数字营销预算管理，精准分配流量投放与活动预算，持续优化投放回报率，降低获客成本并提升线上整体营销收益。
联动产品、内容、社交媒体和销售团队，实现数字营销、内容传播与业务销售的深度协同，搭建线上营销增长闭环。
持续追踪北美数字营销行业趋势、平台规则更新及竞品数字化运营策略，创新营销模式，保持品牌在行业数字化运营方面的领先优势。
负责数字营销团队管理，制定团队工作目标与绩效考核机制，指导项目落地执行，推动团队专业能力提升与人才成长。

任职要求
市场营销、数字运营、数据分析等相关专业本科及以上学历。
八年以上北美跨境电商、智能家居或消费电子行业数字营销工作经验，以及三年以上高级管理经验。
熟悉北美主流数字营销渠道与电商平台规则，精通Google、Meta、YouTube等平台的付费投放体系，并具备成熟的SEO、SEM及独立站运营实战经验。
具备极强的数据驱动思维，熟练使用各类数据分析工具，能够梳理用户运营全链路，精准定位增长问题并输出可执行的优化方案。
具备大型线上促销活动及数字化营销项目的全盘操盘经验，在提升线上销量和品牌数字化曝光方面取得显著成果。
深入了解北美用户消费习惯与新媒体偏好，对市场趋势、新型营销工具及营销方式高度敏感。
具备优秀的跨团队协作、项目统筹与问题解决能力，能够适应快节奏业务迭代并承受较强工作压力。
英语流利，能够独立完成商务洽谈、报告撰写及跨区域团队沟通对接工作。