China Digital Demand Generation Manager

About the role

We are looking for a China Digital Demand Generation Manager to join our Marketing team and serve as the critical link between our global demand generation strategy and China market execution. This role will work closely with the Head of Regional Marketing and Global Demand Generation Lead to plan, build and execute digital campaigns that drive qualified leads, pipeline and revenue from the China and Greater China market.

China's digital ecosystem operates on entirely different platforms, algorithms and user behaviours compared to Western markets. We need an expert who lives and breathes this landscape and can turn strategic intent into measurable commercial outcomes.

What you will do

Campaign strategy and execution (35%)

• Plan, execute and optimise demand generation campaigns across China-native platforms including Baidu (SEM/SEO), WeChat (official accounts, mini-programmes, Moments ads), Zhihu, Xiaohongshu and other relevant channels
• Deploy campaigns on AI-powered platforms such as DeepSeek, Doubao (ByteDance) and emerging Chinese AI discovery tools to capture intent-driven audiences
• Localise global campaign frameworks (ICP-led demand plays) into China-specific executions that resonate with local audiences, including content adaptation, creative development and messaging
• Manage end-to-end campaign delivery: briefing, targeting, creative production, launch, optimisation and reporting

Account-based marketing and customer growth (25%)

• Execute account-based marketing (ABM) programmes for priority ICP accounts in China, working with the Global Demand Generation Lead and Customer Growth Lead, as well as the regional team, to deliver personalised, one-to-one and one-to-few campaigns for Key Accounts and High Potentials
• Leverage Salesforce/VForce and HubSpot data alongside China-native intent signals (WeChat engagement, Baidu search behaviour, mini-programme interactions, AI platform citations) to identify cross-sell and upsell opportunities within the existing client base
• Use Demandbase, 6sense or equivalent ABM tools to build and maintain China target-account lists, monitor buying signals and trigger coordinated outreach when accounts show intent
• Explore and deploy China-specific platforms for customer growth, including WeChat CRM and mini-programme ecosystems for lifecycle nurture, and Baidu remarketing for re-engagement of lapsed or dormant accounts
• Build and execute always-on lifecycle plays for the China long-tail client base: onboarding, nurture, renewal, cross-sell and advocacy sequences localised for the China market and connected to HubSpot automation workflows
• Support the five global demand plays (Going Global, Run Global, Simplify Global, Structure for What's Next, Scale Your Platform) with China-specific ABM activations, ensuring trigger signals such as outbound investment, new entity creation, M&A, IPO and fund launches are detected and acted on in the China market

Agency and vendor management (15%)

• Select, brief and manage China-based digital agencies, media buyers and content partners
• Ensure agency output meets global brand standards while being locally effective
• Negotiate media buys and manage campaign budgets to maximise ROI across paid, owned and earned channels

Data analytics and performance (15%)

• Build and maintain campaign dashboards tracking MQLs, SQLs, pipeline contribution, conversion rates and cost-per-lead across all China channels
• Analyse campaign performance data to identify what is working, what is not, and where to reallocate spend
• Connect China campaign data into our global marketing technology stack (HubSpot, Salesforce/VForce) to ensure attribution and lead routing are seamless
• Provide regular reporting and insights to the Global Demand Generation Lead and regional stakeholders

Market intelligence and innovation (10%)

• Stay ahead of changes in China's digital marketing landscape, including platform algorithm updates, regulatory changes (e.g. data privacy, advertising regulations) and emerging channels
• Advise the global team on China-specific opportunities, risks and best practices
• Test and pilot new platforms, formats and approaches to maintain competitive advantage

What you will bring

Essential:

• 6+ years of hands-on digital demand generation / performance marketing experience in mainland China
• Deep, demonstrable expertise across Baidu SEM/SEO, WeChat ecosystem (official accounts, mini-programmes, advertising), and other major China platforms (Zhihu, Xiaohongshu, Douyin, Bilibili)
• Working knowledge of Chinese AI platforms (DeepSeek, Doubao, Kimi, Wenxin Yiyan) and how they are reshaping search and content discovery
• Proven experience in account-based marketing (ABM), including building target-account lists, running personalised one-to-one and one-to-few campaigns, and coordinating marketing-to-sales handoffs for key accounts and high-potential prospects
• Hands-on experience with ABM and intent-data platforms such as Demandbase, 6sense or equivalent tools, with the ability to monitor buying signals, score accounts and trigger coordinated outreach
• Demonstrated ability to leverage CRM and marketing automation data (Salesforce, HubSpot or equivalent) to identify cross-sell and upsell opportunities, activate whitespace within existing client portfolios and support next-best-action frameworks
• Familiarity with China-specific customer growth platforms, including WeChat CRM, WeCom (enterprise WeChat) for relationship management, mini-programme ecosystems for lifecycle nurture, and Baidu remarketing for re-engagement
• Strong data analytics skills: comfortable with campaign dashboards, A/B testing, attribution modelling, ROI analysis and customer expansion metrics (NRR, cross-sell/upsell conversion rates, account penetration)
• Experience managing digital agencies and media vendors in China
• Fluent in Mandarin (native/near-native) and English (business proficient)
• B2B marketing experience, ideally in professional services, financial services, legal or corporate advisory sectors
• Ability to work across time zones and collaborate with a global, distributed marketing team

Desirable:

• Experience with HubSpot, Salesforce or similar CRM/marketing automation platforms
• Understanding of China's outbound investment landscape and the needs of Chinese companies expanding internationally
• Knowledge of China's advertising regulations and data privacy requirements