Product Marketing Manager - Social & Live Commerce

Product Marketing Manager - Social & Live Commerce

At Apple, we combine product management/development and product marketing responsibilities into a single, cross functional Product Management role that collaborates with design, engineering, finance, legal, marketing communications, public relations, market research, retail, sales and support for maximum impact across the organization. As a member of our Product Marketing group, you'll represent the customer throughout a product's journey from concept through development and launch. You'll develop and apply insights to help infuse innovative features into our product-development process. Together with our team, you'll work to craft groundbreaking ideas into tangible products, and shape the compelling narratives that introduce these innovations to our users and excite the world.

You will play a critical role in driving Apple's product narrative and go-to-market success for all product lines across dynamic social and live commerce platforms in China. You will be responsible for ensuring our products are effectively positioned and brought to life in highly engaging formats, driving both brand affinity and business growth. As the Geo expert in social and live commerce, you will leverage your product and market insights to shape content strategies across Apple official social media handles (including Douyin, WeChat and rednote), Apple Douyin live-streaming, and partner networks. To be successful, you should demonstrate a strong passion for Apple products, proven experience in digital marketing and live commerce, and the analytical skills to distill business and customer insights into actionable content recommendations.

Responsibilities:

• Social & Live-Streaming Leadership: Serve as the primary product marketing expert for the ASO (Apple Store Online) live-streaming program and broader social media initiatives. Provide ongoing strategic guidance and insights to shape the content direction across platforms including Douyin, WeChat, rednote and more.
• Content Strategy & Planning: Partner with the ASO content strategy team, Marcom/PR social teams, and other cross-functional partners to identify key product opportunities and build robust, year-round content calendars spanning all Apple product lines. Drive sustained, always-on engagement across official accounts.
• Messaging & Framework Development: Develop foundational messaging toolkits, demo guides, and content frameworks specifically tailored for live-streaming and short-form social video formats.
• Launch Execution: During New Product Introductions (NPI), collaborate with Worldwide Product Marketing (WWPM) and Product Launch Managers (PLMs) to adapt core product messaging into compelling narratives, scripts, and talking points designed seamlessly for the live-streaming format.
• Content Review: Collaborate with WWPM, PLMs and local teams to review live-streaming scripts, host talking points, and product demos. Ensure all content is consistent with global brand guidelines and product marketing objectives while being highly relevant to the local live-streaming audience.
• Insights & Optimization: Establish a robust feedback loop between WWPM and local ASO/Social teams. Analyze performance and audience engagement to inform the longer-term content strategy, and translate local customer insights into product feature opportunities.
• Channel Partner Amplification: Work closely with the Channel Sales team to drive and amplify the Apple voice across partner social media handles. Ensure partner content aligns with core product messaging while maximizing reach and engagement in the local market.

Minimum Qualifications:

• 6+ years of experience in product marketing, digital marketing, social commerce, or related roles in Greater China.
• Deep understanding of the Greater China social media landscape, particularly Douyin, WeChat, rednote, and live-streaming ecosystems.
• Familiarity across Apple hardware, software, and services.
• Technical fluency with the ability to translate complex technical features into clear, relevant, and engaging consumer benefits for social formats.
• Excellent presentation, spoken, and written skills in both English and Mandarin. Ability to craft compelling product stories and review scripts with a high attention to detail.
• Strong analytical skills with the ability to use data and market insights to guide actions and content recommendations.

Preferred Qualifications:

• Curiosity, a passion for excellence, the ability to ask the right questions, and a resilient, problem-solving mindset. Flexible and willing to learn.
• Experience working collaboratively with international teams in a multi-national company.
• A resilient problem solver who gets things done, works effectively under pressure, flexible and willing to learn, confident but without ego.
• Deep project management skills, a teammate with strong influencing and collaboration skills and cross-functional leadership abilities.
• Experience directly managing or heavily collaborating on live-streaming production or social video content creation is a strong plus.
• MS/MA/MBA degrees.

Apple is an equal opportunity employer that is committed to inclusion and diversity, and thus we treat all applicants fairly and equally. Apple is committed to working with and providing reasonable accommodation to applicants with physical and mental disabilities.