About the Job

General Information

City: Shanghai

Contract Entity: (ELN CN) Nutricia Early Life Nutrition (Shanghai) Co., Ltd. 纽迪希亚生命早期营养品管理(上海)有限公司

Working Time: Full-time

Job Family: MKTG

Seniority: Experienced professionals

People Management Experience: Yes

Recruiter: Yifan LI | Yifan.LI@danone.com

Job Description & Responsbilities


Role Profile

Mission of the role

(Why does the position exists, within what limits and according to what objectives)


·       We are looking for a brand owned media manager (including but not limited to Wechat, Little red book, Douyin, Weibo)  to develop and implement data-driven consumer  engagement strategies that will foster brand and business growth. 

·       In this role, you will coordinate with internal and external partners to design and build owned media  strategy, design programs in owned media and operate program with consumer-centric and data-driven capabilities, increase new user recruitment and consumer LTV/ brand WOM. To be successful in this position, you should have solid experience with SCRM and brand building. You should also be able to identify new opportunities and proactively address business needs by consumer engagement. You also need to seek for opportunity to leverage social and channel ecosystem.


Key Stakeholders



- Brand Marketing team

- Sales teams

- IT team

- Data team

- Health care nutrition team

- Finance team

- General Secretary (Legal, RA, CA, etc.)





 - Social CRM agency

 - Content agency

 - Design & creative agency

 - Data insights & research agency

 - Tech agency



Job Qualification

Functional Competencies

(it refers to knowledge and skill which are required by function)

1.     Social CRM or digital marketing experience

2.     Strong operation foundation in social media.

3.     Strong project management skills

4.     Strong data analytical skills

5.     Well-rounded communication skills

6.     Logical thinking

7.     Eager to learn and keen to new digital trends


CODE Behaviours – Especially important for this role


Result Driven;

Always commit to make things better;

Consumer needs orientated;



Willingness to learn and drive new;

Open to accept feedback

Good team spirit and cooperate with peer teams in an efficient and effective way;


Set priorities and focus on actions;

Resolution to make things happen;


Trust and willing to delegate and provide supporting responsibilities to team and 3rd party agency on work

Knowledge & Experience

Education and Experience

l  University graduate major in business administration, marketing and related fields

l  At least 5 years’ above experience Marketing or Digital Marketing or social CRM

l  Solid knowledge and experience with digital ecosystem, especially WeChat

l  Experience with social CRM handling in FMCG, luxury brands and IMF categories are highly preferred;



l  Take responsibility & risk to show the way forward

l  Act with speed, agility & pragmatism

l  Inspire & be the vision

l  Commit to create breakthrough result


Specific Knowledge

l  Holistic view and Strategic thinking

l  Solid brand management knowledge in consumer products

l  Rich and diversified social CRM or digital marketing experience

l  Strong collaboration skills with external agency


General skills

l  Good Spoken and Written English and Mandarin

l  Strong Communication Skills

l  Logical Thinking

l  Agile and flexibility

Areas of Responsibility & KPIs

Heading   名称

Definition  定义

In order to, what results 该职责所要达到的结果/目标



Quantitative  数量

Qualitative    质量

1.     Social media ecosystem exploration

·        Deep dive understanding of key social media ecosystem

·        Clear role of owned media in each touchpoint

·        Prioritize focused owned media considering brand status

·        Formulate owned media strategy from brand point of view

·        Consolidated owned media planning ---- always on+ campaign+ NPD

·        Design and execute a communication in owned media

·        Evaluate effectiveness and efficiency of operation via productive dashboard and take quick optimization action

·        Manage the relationship with key touchpoints and explore new initiative and new model


·        Impression no.

·        Engagement no.

·        Purchase intention

·        Brand WOM volume  

·        1-2 successful new tries

·        ROI performance

2.     Team management

·        Help whole owned media team to achieve business target

·        Keep good engagement with external teams and partners


·       Team performance

·       Team development

·       Cross functional comments

3.     Budget Control and Management

l  Full year Marketing A&P budget planning

l  Monthly budget submission, apply adjustments according to annual budget plan

l  Monthly claiming submission, finalize claiming on time with sufficient supporting document

l  Tracking and control, ensure ROI ratio within budget



·        Annual Budget Accuracy Rate

·        Spending investment ROI

·        Timely and accuracy of budget submission and claiming