Content Marketing Director

Location: Shanghai

Responsibilities

1. Responsible for the planning of the brand's global overseas content marketing, covering core markets such as North America and Europe; building long-term content systems, content matrices, and quarterly content cadence; accumulating enduring brand content assets; and forging differentiated brand positioning.
2. Oversee content development across major overseas social media platforms, including brand content, scenario-based content, outfit inspiration & seeding, seasonal campaign marketing, UGC operations, and serialized content IP creation, to drive sustained growth in brand exposure, user engagement, and organic traffic.
3. Establish a partnership framework with overseas influencers and mid-tier creators, aligning influencer collaboration strategies with brand content needs—centered on brand tone, scenario-based seeding, and user mindset building—to support business growth.
4. Lead key initiatives including overseas major promotions, holiday campaigns, new product launches, and brand-themed marketing campaigns; oversee end-to-end planning, content execution, resource integration, and performance review; continuously optimize content ROI and brand influence.
5. Continuously refine content direction, visual systems, influencer portfolio, and marketing playbooks through analysis of content data, user data, and competitive landscape, balancing brand premium with commercial growth.

Requirements

1. 8+ years of experience in brand marketing, content marketing, or overseas brand communication; prior experience with cross-border apparel/sports brands expanding globally is preferred; proven strategic and full-cycle operational capabilities.
2. Hands-on experience in building online social media content systems as well as executing offline brand activations and market promotions—not limited to standalone influencer placement or short-form video production.
3. Deep familiarity with the content ecosystem of major overseas social media platforms, European and American user aesthetics and consumption preferences; ability to independently conceive brand content IPs, themed marketing campaigns, and omni-channel content matrices.
4. Mature capabilities in team management, project coordination, and systematic knowledge consolidation; clear logical thinking; adept at strategy formulation, hands-on execution, and data-driven iteration.
5. Excellent English proficiency, able to independently liaise with overseas business stakeholders and partnership resources.
6. Long-term brand mindset, capable of balancing brand equity building with revenue growth; results-oriented