Digital Marketing Manager, China - Fanatics Collectibles

Multi-Channel Digital Marketing Manager

Fanatics Collectibles is seeking a digitally fluent and growth-oriented Multi-Channel Digital Marketing Manager to lead our performance and content marketing strategy for the China market. This individual will play a pivotal role in launching and scaling our presence across major digital platforms, combining data-driven paid media execution with compelling brand storytelling and content adaptation to drive customer acquisition, engagement, and loyalty.

This role is ideal for a marketer with strong experience in both paid acquisition and local content marketing, with a proven ability to manage campaigns across China's unique digital ecosystem (e.g., Douyin, WeChat, Xiaohongshu, Tmall).

Key Responsibilities

Social Content & Channel Strategy

• Work with third party social agency to develop and manage a localized content calendar aligned with product drops, holidays, fan culture moments, and collector trends.
• Coordinate the creation of brand content (short-form video, articles, livestreams, influencer seeding) for platforms including Douyin, WeChat, Weibo, and Xiaohongshu.
• Partner with global creative teams and local agencies to ensure brand-aligned execution and platform-native storytelling.

Official Community Operations

• Work with third party agency to build and manage Topps official communities based on different categories (Basketball, Soccer, Entertainment etc.)
• Foster active community engagement through regular engagement program, themed activities, product sharing, and exclusive content & experience.
• Leverage community core users to develop consumer insights to support key business decisions and project planning

Membership Program Design & Loyalty Marketing

• Design and launch a comprehensive membership program tailored to collectors' enthusiasts, including program branding, tiered benefits, exclusive product and experience offerings
• Develop data-driven campaigns to increase member acquisition, engagement, and retention
• Based on member data insights to identify user behavior patterns, refine benefit structures, and optimize operation tactics

Data & Insights

• Support marketing director to track and report on marketing KPIs across paid and organic efforts; extract insights and translate them into actionable campaign refinements.
• Provide post-campaign analysis, competitor benchmarking, and quarterly reporting to leadership.

Innovation & Trends

• Stay at the forefront of China's digital marketing trends, experimenting with emerging content formats, platform features, and creator partnerships.
• Monitor competitor strategies and fan/collector engagement trends to inform strategy evolution.

Required Skills & Qualifications

• 6+ years of experience in digital marketing, with hands-on campaign execution across performance media and content marketing in China.
• Expertise in managing campaigns on platforms like Douyin, Xiaohongshu, Tmall, JD, WeChat, and Weibo.
• Strong storytelling instincts and knowledge of China's fandom, collector, or pop culture segments is a plus.
• Data driven mind-set with basic knowledge of common data analysis tools and social media management platforms.
• Excellent communication and negotiation skills, with the ability to collaborate cross-functionally and build relationships with external partners.
• Fluent in Mandarin Chinese; professional proficiency in English for cross-functional collaboration.
• Collaborative and creative mindset, entrepreneurial spirit, and comfort working in a global fast-growth environment.