Marketing Manager, China at Yeticoolers in Shanghai, Shanghai, China

Marketing Manager, China Location: Shanghai, China At YETI, we believe that time spent outdoors matters more than ever and our gear can make that time extraordinary. When you work here, you’ll have the opportunity to create exceptional, meaningful work and problem solve with innovative team members by your side. Together, you’ll help our customers get the high-quality gear they need to make the most of their adventures. We are BUILT FOR THE WILD™. TheMarketing Manager – Chinawill lead the development and execution of localized marketing strategies to support YETI’s commercial expansion in China through a distributor model. This roleis responsible fordriving brand awareness, consumer engagement, and revenue growth by delivering impactful, insight-led campaigns across digital and omnichannel environments. Operating with a high degree of autonomy, the role will act as the key marketing partner to the distributor, ensuring brand consistency while adapting global strategies to China’s unique consumer behaviors, platforms, and technology ecosystems. This role is critical toestablishingand scaling YETI’s presence in China—one of the most complex and dynamic consumer markets globally. Success will require a balance of global brand stewardship and local market agility, with the ability to translate strategy into execution through strong distributor partnership. Responsibilities: Brand Building & Market Development Translate YETI’s global brand positioning into locally relevant marketing strategies for the China market Lead brand storytelling initiatives that resonate with Chinese consumers, communities, and outdoor culture Ensure consistent and premium brand representation across all channels and distributor touchpoints Digital & Consumer Ecosystem Expertise Develop and execute marketing strategies across China’s digital platforms (e.g.WeChat, Tmall, Douyin, RED/Xiaohongshu) Leverage consumer insights, data, and platform trends to inform campaign planning and execution Identifyemerging technologies, tools, and content formats to enhance engagement and conversion Campaign Management & Execution Plan and deliver integrated campaigns across online and offline channels, aligned with commercial priorities Own end-to-end campaign execution including briefing, content development, activation, and optimization Partner closely with the distributor and agencies to ensure high-quality, on-brand delivery Omni-Channel Marketing Drive a cohesive omnichannel experience across eCommerce, retail, and social platforms Align marketing activity to key commercial moments (e.g.618, Double 11) and seasonal campaigns Support product launches, promotions, and in-market activations in collaboration with the distributor Performance Tracking & Optimization Define KPIs and track campaign performance across channels (traffic, engagement, conversion, ROI) Analyze performance data to generate insights and continuouslyoptimizemarketing effectiveness Provide regular reporting to internal stakeholders and recommend actions to improve outcomes Distributor Partnership & Stakeholder Management Act as the primary marketing interface with the China distributor, ensuring alignment on strategy and execution Influence and guide distributor marketing plans to meet YETI brand and commercial objectives Collaborate cross-functionally with global and APAC teams to align on priorities, assets, and best practices Qualifications & Experience Greater than 8 years of marketing experience, with strong exposure to the China market Proventrack recordin digital-first marketing, preferably within consumer, lifestyle, or premium brands Experience working with or through distributors, joint ventures, or external partners Digital Expertise:Deep understanding of China’s digital ecosystem and consumer behavior Brand Storytelling:Ability to craft compelling narratives that build brand affinity Execution Excellence:Strong end-to-end campaign management skills with attention to detail Data-Driven Mindset:Ability to interpret performance data and translate into actionable insights Stakeholder Management:Confident in influencing partners and managing external relationships Autonomy & Ownership:Comfortable operating independently in a fast-paced, evolving environment Success Measures Growth in brand awareness and consumer engagement in China Performance against campaign KPIs (traffic, conversion, ROI) Effectiveness of distributor marketing execution and alignment with YETI standards Seamless delivery of key commercial campaigns and product launches Quality and consistency of YETI brand presence across all channels Benefits & Perks: Click here to learn about the benefits and perks we offer at YETI. YETI is proud to be an Equal Opportunity Employer. Our commitment to creating a diverse, equitable, and inclusive culture is at the center of everything we do for our employees. We embrace all applicants looking to bring their authentic selves to YETI and contribute to our mission of keeping the wild WILD. Find out more about our commitment to DE&I atyeti.com/esg.html. All applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. YETI Applicant Privacy Notice YETI welcomes and encourages applications from people with disabilities. Accommodations are available upon request for candidates taking part in all aspects of the selection process. If you require accommodation in order to apply for a job, please contact us at accommodationrequest@yeti.com.