Digital Marketing Lead, China

Role Overview

The Digital Marketing Lead, China is responsible for developing and executing YETI’s digital marketing strategy across China to build brand awareness, drive consumer engagement, and accelerate commercial growth. This role leads integrated marketing initiatives, develops innovative digital programs, and provides strategic recommendations that influence business and marketing decisions.

What You Will Do

Develop and execute YETI’s China digital marketing strategy aligned with brand, commercial, and long-term market growth objectives. Lead integrated marketing campaigns across brand storytelling, product launches, seasonal initiatives, and key business priorities.

Why It Might Be a Fit

This role requires deep expertise across social media, influencer marketing, digital communications, performance marketing, and consumer behavior within China. The ideal candidate will have a strong understanding of influencer marketing, digital media, consumer engagement, content strategy, and performance marketing.

Requirements

• Bachelors’ degree in Marketing, Communications, Business, or related field preferred
• Greater than 8 years of relevant experience in digital marketing, integrated marketing, social media, digital communications, or related disciplines
• Deep expertise across China’s digital ecosystem, including WeChat, Xiaohongshu (RED), Douyin, Weibo, and emerging platforms
• Demonstrated success developing and leading integrated marketing campaigns that drive measurable business outcomes
• Strong understanding of influencer marketing, digital media, consumer engagement, content strategy, and performance marketing
• Proven ability to analyze complex data, identify insights, and translate findings into actionable business recommendations
• Experience managing agency relationships, external partners, and cross-functional projects
• Ability to independently lead complex initiatives while influencing stakeholders across multiple functions and levels of the organization
• Native or fluent Mandarin and strong English communication skills

Benefits

• Click here to learn about the benefits and perks we offer at YETI
• Equal Opportunity Employer
• Diverse, Equitable, and Inclusive Culture
• Accommodations available upon request for candidates taking part in all aspects of the selection process