Digital Marketing Manager at LEGO in Shanghai, Shanghai, China

Digital Marketing Manager Location: Shanghai Job Description Job Level: Manager Specialist Are you a passionate expert in digital marketing who wants to work for one of the strongest brands in the world? Here's an excellent job opportunity for you to work at the groundbreaking of digital and bring your digital marketing expertise to drive consumers’ engagement with interactive LEGO Group brand experiences! No relocation assistance is offered for this position Play your part in our team succeeding Brand Marketing & Activation organization focuses on building both franchise leadership and center of excellence about marketing activation. It is structured into below expertise areas: Brand Marketing, Digital Marketing, social Marketing, Media Activation, and Marketing Planning & Effectiveness. Core Responsibilities Own end-to-end WeChat Mini Program (WMP) user journey optimization and cross-ecosystem resource integration, driving holistic experience upgrade and ecosystem value monetization. Serve as the key business leader to align and steer local digital agencies, overseeing WMP strategy formulation, campaign conception and full-scale execution across the Tencent ecosystem. Lead the entire WMP lifecycle from strategic planning, requirement definition, iteration development to official launch and post-launch operation; guarantee high-quality delivery, timeline milestone achievement and stakeholder alignment. Leverage Tencent ecosystem strategic capabilities including WeChat Channels, Mini Programs and Enterprise WeChat to deepen business integration, streamline user path and elevate overall user experience, thereby boosting operational efficiency and business conversion. Collaborate closely with internal team and tech teams to align WMP backend development and strategic initiative roadmaps; jointly deliver short-term OKRs and anchor long-term business growth objectives. Drive cross functional and external partner collaboration, orchestrate inter-team resources, facilitate efficient project execution and ensure delivery against core business and brand targets. Oversee end-to-end WMP data analytics and performance benchmarking; leverage data insights to iterate product features, refine operational strategies and sustain continuous growth Keep abreast of cutting-edge Mini Program ecosystem dynamics, FMCG and lifestyle industry trends; provide forward-looking strategic recommendations to support business innovation and brand equity building. Do you have what it takes? Bachelor’s degree, in a business-related field preferred 8+ years related experience in digital marketing field especially in WMP and owned social platform would be preferred Proven hands-on experience with deep knowledge of social strategy, campaign execution, and measurement as well as feed management. Strong familiarity with the Tencent ecosystem (WeChat Mini Programs, Official Accounts, WeChat Pay, ads, etc.); Tencent or relevant ecosystem company background is a plus. Experience in FMCG, lifestyle, retail, or related industries, with solid understanding of user needs and industry dynamics. Solid understanding of user operations and growth frameworks (UI/UX), able to independently plan and execute marketing campaigns. Skilled in managing external agencies, vendors, and budgets to drive performance. Technical know-hows and brand content expertise with a futuristic vision for consumer experience journey in China and across global markets Excellent presentation, collaboration, and cross-functional team skills, with a track record of process improvement and innovation. Curious and eager to learn & evolve, and a great teammate with good influence skill. Adaptable to a fast-paced environment, with strong ownership and execution. Highly logical and structured problem solver with excellent communication skills; able to coordinate internal and external resources to solve problems efficiently. Experience with CRM or CIM systems is nice to have, and the ability to integrate Mini Programs into lifecycle management. #LISZ Applications are reviewed on an ongoing basis. However, please note we do amend or withdraw our jobs and reserve the right to do so at any time, including prior to any advertised closing date. So, if you're interested in this role we encourage you to apply as soon as possible. What’s in it for you? Here is what you can expect: Family Care Leave - We offer enhanced paid leave options for those important times. Insurances – All colleagues are covered by our life and disability insurance which provides protection and peace of mind. Wellbeing - We want our people to feel well and thrive. We offer resources and benefits to nurture physical and mental wellbeing along with opportunities to build community and inspire creativity. Colleague Discount – We know you'll love to build, so from day 1 you will qualify for our generous colleague discount. Bonus - We do our best work to succeed together. When goals are reached and if eligible, you'll be rewarded through our bonus scheme. Workplace - When you join the team you'll be assigned a primary workplace location i.e. one of our Offices, stores or factories. Our hybrid work policy means an average of 3 days per week in the office. The hiring team will discuss the policy and role eligibility with you during the recruitment process. Children are our role models. Their curiosity, creativity and imagination inspire everything we do. We strive to create a diverse, dynamic and inclusive culture of play at the LEGO Group, where everyone feels safe, valued and they belong. The LEGO Group is highly committed to equal employment opportunity and equal pay and seeks to encourage applicants from all backgrounds (eg. sex, gender identity or expression, race/ethnicity, national origin, sexual orientation, disability, age and religion) to apply for roles in our team. The LEGO Group is fully committed to Children’s Rights and Child Wellbeing across the globe. Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer. Thank you for sharing our global commitment to Children’s Rights. Just imagine building your dream career. Then make it real. Join the LEGO® team today.