Job Responsibilities

• Lead the strategic planning and execution of global new media channels, managing major overseas platforms including TikTok, Facebook, Instagram, YouTube, Twitter/X, LinkedIn, Pinterest, as well as regional and vertical platforms. Build a comprehensive overseas channel matrix and take ownership of key KPIs such as follower growth, user engagement, brand awareness, and conversion performance.
• Develop localized channel strategies across different regions (e.g., North America, Southeast Asia, Japan, Korea, etc.) by leveraging insights into user behavior, cultural nuances, seasonal trends, and platform algorithms. Plan content direction, publishing cadence, and engagement tactics to enhance audience reach, engagement, and retention.
• Expand and manage overseas channel partnerships, including: 1. Platform collaborations 2. KOL/KOC partnerships (local creators preferred) 3. Cross-brand collaborations 4. Community/channel building
• Independently negotiate partnership terms, manage relationships, optimize collaboration models, improve conversion efficiency, and control customer acquisition costs.
• Establish a data monitoring and analytics framework for overseas channels. Track and analyze key metrics (e.g., follower growth, impressions, engagement rate, conversion rate, retention rate), and generate regular multi-region performance reports. Continuously optimize strategies, content, and channel mix through data-driven insights.
• Collaborate closely with cross-functional teams (content, design, sales, product) to align on global business goals. Drive localized content iteration, execute overseas marketing campaigns (e.g., seasonal campaigns, social challenges, live streaming events), and enhance overall brand influence and conversion.
• Stay up to date with industry trends, platform algorithm changes, and emerging channels, including the application of AI tools in content creation. Explore innovative approaches to overseas new media operations and provide forward-looking recommendations to strengthen competitive advantage.
• Manage and develop the overseas new media team (if applicable), standardize workflows, and build internal best practices. Monitor competitor activities and continuously refine channel strategies based on market benchmarks.

Requirements

• Bachelor’s degree or above in Marketing, Communications, Media, International Business, or related fields.
• Minimum 3–5 years of experience in overseas new media/channel operations. Experience in industries such as internet, e-commerce, consumer, or education is a plus. Proven experience in building overseas channels from 0 to 1 and scaling to large growth is highly preferred.
• Strong understanding of at least 2–3 major global platforms (e.g., TikTok, Facebook, YouTube), including platform algorithms, growth strategies, and content formats (short videos, graphics, live streaming, Q&A, etc.). Ability to independently plan and execute channel strategies.
• Fluent in English (written and spoken), able to: 1. Create English marketing content 2. Communicate with overseas partners 3. Interpret platform policies and localize content
• Additional languages (e.g., Spanish, Japanese, Korean) are a plus.
• Proven experience in overseas partnership development and negotiation, with strong resources in KOL/KOC, platform collaborations, or cross-brand partnerships preferred. Ability to independently drive partnerships from negotiation to execution.
• Strong data sensitivity and analytical skills, with the ability to diagnose performance issues and optimize strategies. Proficient in tools such as Excel, CapCut, Canva (or similar), and familiar with analytics tools for overseas media operations.
• Excellent content sense and copywriting skills, with a deep understanding of brand tone and cross-cultural sensitivities. Strong campaign planning and execution capabilities with a results-driven mindset.
• Strong communication, coordination, and team management skills. Self-driven, adaptable, and willing to explore new channels and approaches. Familiar with overseas compliance requirements and data privacy regulations (e.g., GDPR).