EC Marketing Manager – FMCG
About the Role
We are looking for an experienced and data‑driven EC Marketing Manager to lead digital marketing strategy and accelerate growth across key e‑commerce platforms. This role will partner closely with sales, trade marketing, media, and brand teams to drive traffic, conversion, and brand visibility for our FMCG portfolio.
Key Responsibilities
1. E‑Commerce Marketing Strategy
Develop annual EC marketing strategy across Tmall, JD, Douyin, Pinduoduo, and emerging platforms
Build full‑funnel plans to drive traffic, conversion, and repurchase
Lead planning for major EC festivals (618, 11.11, 8.18, 99, etc.)
2. Platform Campaign Management
Manage platform marketing resources (Tmall Zhitongche, Super Brand Day, JD JBP, Douyin DOU+ etc.)
Optimize media investment to maximize ROI and improve traffic efficiency
Collaborate with platform BD teams to secure exposure and co‑marketing opportunities
3. Content & Creative Development
Lead creative strategy for EC content including PDP pages, short videos, livestream scripts, and brand stores
Ensure brand consistency while adapting content to platform algorithms and consumer behavior
Partner with agencies to deliver high‑quality, conversion‑driven assets
4. Social & KOL/KOC Integration
Work with social teams to integrate EC needs into KOL/KOC campaigns
Drive seeding, review generation, and social‑to‑EC traffic conversion
Support livestreaming strategy with influencers and in‑house hosts
5. Data Analytics & Performance Optimization
Monitor daily/weekly performance: traffic, CTR, CVR, ROAS, repurchase, and platform rankings
Conduct deep‑dive analysis to identify growth opportunities and optimize campaigns
Provide insights to brand and sales teams to guide pricing, assortment, and promotion strategy
6. Cross‑Functional Collaboration
Partner with EC sales, trade marketing, supply chain, and brand teams to ensure alignment
Support new product launches with EC‑specific GTM plans
Coordinate with media teams on omni‑channel campaigns and attribution
