Brand Social Marketing Director
At a glance
Director-level Marketing Leadership role at LEGO. Shanghai · full-time.
Pay not stated Marketing Director salary
growthroles summary, based on the employer's posting.
What you'll do
- Set China’s social brand direction with marketing teams, creating content that strengthens brand equity and earns consumer engagement
- Turn social trends and youth culture insights into relevant content plans for key consumer groups
- Plan product seeding on major social platforms to help social content contribute to sales
- Shape earned and shared campaigns and events that create content and drive measurable business results
- Build social marketing skills across the organization, oversee agency performance, and lead listening, posting and community engagement
What you bring
- At least ten years across brand social marketing, social-led tactics and PR communications in FMCG or retail
- A bachelor’s degree in a related discipline is required; a master’s or MBA is preferred
- You bring strong Chinese and English communication skills, in writing and conversation
Who this fits
This director role suits a strategic social marketer who can also execute plans hands-on and guide a team. You’ll represent China’s social needs in global campaign planning and work across functions. The role is based in Shanghai, offers hybrid work with up to two days per week from home, and provides no relocation assistance.
From the employer
Job Description
Are you a passionate expert, a social marketing professional to work for one of the strongest brands in the world?
Here's an excellent job opportunity for you to serve as the face and voice of the China Market Group in global social campaign development — championing local social marketing needs and ensuring China has real influence and presence in global planning forums, while collaborating proactively with global social community to build integrated and commercial impactful campaigns, that drive incremental consumer sales in short and long term.
No relocation assistance is offered for this position
Play your part in our team
Our Brand Marketing & Activation (BMA) team is set to ignite brand growth and engagement in China with a dynamic focus on driving marketing strategies and novelty go-to-market activation in the local market. We aim to increase the desire for LEGO® products among children while fostering approval & excitement with parents and shoppers.
Sitting on the BMA’s leadership team, the role acts as the strategic brand social marketing leader for the organization: building social capability inside the social marketing team and extending it into a broader marketing organization.
Core Responsibilities
The role is expected as a strategic brand social marketing leader with solid brand social experience as well as to play together with cross-functional partners to drive long-term brand growth.
- Lead the social marketing expertise, working hand in hand with brand marketing teams to drive and innovate the brand social strategy; create brand social content that authentically delivers brand equity, elevates earned media impact, drives authentic consumer engagement and user content creation, builds social relevancy with a long-term vision for the brand and consumer growth journey, and grows the company’s brand strengths in the China Market.
- Be the social marketing trend expert in the team to provide social media trends, youth culture insights, and to drive impactful and relevant content activation strategy for our consumer groups, growing brand strengths and supporting the business goals.
- Develop product seeding strategy across key social platforms, elevating the impact of social content on commercial sales.
- Build earned/shared programs & events stunts to provide content production in all campaigns that drive business impact and measurable actions (grow brand strengths, increase brand search in key platforms).
- Develop new and innovative approaches to telling the brand story in the China Market to key audiences; strategically connecting to influencers, celebrities, social media channels to deliver results.
- Build social capability within the marketing organization, delivering and sharing the latest BIC learning and playbook across the major social platforms, and manage related agencies’ resources and overall performance.
- Lead social media management, including social listening, content posting, and community engagement.
Do you have what it takes?
- 10+ years Brand Social Marketing, social-led marketing tactics, PR Communication experience in FMCG/retail industry
- BA degree in related field required, Master/MBA preferred.
- Experience managing and producing large-scale consumer events, earned and shared activations.
- Demonstrable expertise in content marketing strategy, influencer strategy, management and activation
- Proven experience in launching consumer products, with a strong passion for driving innovative and comprehensive campaigns
- “Player-coach” mentality and tools; ability to both lead and challenge the team strategically, while also implementing the plan at a tactical level
- Creative problem solver; can-do attitude in creating new paths where there has no playbook to follow
- Demonstrable skill in navigating and delivering against “stretch goals” in complex organizational structures.
- Excellent verbal and written communication skills in both Chinese and English.
#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.
Your workplace: Your workplace will be the office, store or factory specified in this advert.
Hybrid Working: Our hybrid work model, Best of Both offers you the option of flexibility to work from home up to two days per week. Your People Leader will discuss the principles of the model, including how this option applies to your role and team.
Learn more about our benefits, culture and workplace experience here
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.
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