Translate YETI's global brand positioning into locally relevant marketing strategies for the China market
Lead brand storytelling initiatives that resonate with Chinese consumers, communities, and outdoor culture
Ensure consistent and premium brand representation across all channels and distributor touchpoints
Digital & Consumer Ecosystem Expertise
Develop and execute marketing strategies across China's digital platforms ( e.g. WeChat, Tmall, Douyin, RED/ Xiaohongshu )
Leverage consumer insights, data, and platform trends to inform campaign planning and execution
Identify emerging technologies, tools, and content formats to enhance engagement and conversion
Campaign Management & Execution
Plan and deliver integrated campaigns across online and offline channels, aligned with commercial priorities
Own end-to-end campaign execution including briefing, content development, activation, and optimization
Partner closely with the distributor and agencies to ensure high-quality, on-brand delivery
Omni-Channel Marketing
Drive a cohesive omnichannel experience across eCommerce, retail, and social platforms
Align marketing activity to key commercial moments ( e.g. 618, Double 11) and seasonal campaigns
Support product launches, promotions, and in-market activations in collaboration with the distributor
Performance Tracking & Optimization
Define KPIs and track campaign performance across channels (traffic, engagement, conversion, ROI)
Analyze performance data to generate insights and continuously optimize marketing effectiveness
Provide regular reporting to internal stakeholders and recommend actions to improve outcomes
Distributor Partnership & Stakeholder Management
Act as the primary marketing interface with the China distributor, ensuring alignment on strategy and execution
Influence and guide distributor marketing plans to meet YETI brand and commercial objectives
Collaborate cross-functionally with global and APAC teams to align on priorities, assets, and best practices
Qualifications & Experience
Greater than 8 years of marketing experience, with strong exposure to the China market
Proven track record in digital-first marketing, preferably within consumer, lifestyle, or premium brands
Experience working with or through distributors, joint ventures, or external partners
Digital Expertise: Deep understanding of China's digital ecosystem and consumer behavior
Brand Storytelling: Ability to craft compelling narratives that build brand affinity
Execution Excellence: Strong end-to-end campaign management skills with attention to detail
Data-Driven Mindset: Ability to interpret performance data and translate into actionable insights
Stakeholder Management: Confident in influencing partners and managing external relationships
Autonomy & Ownership: Comfortable operating independently in a fast-paced, evolving environment
Success Measures
Growth in brand awareness and consumer engagement in China
Performance against campaign KPIs (traffic, conversion, ROI)
Effectiveness of distributor marketing execution and alignment with YETI standards
Seamless delivery of key commercial campaigns and product launches
Quality and consistency of YETI brand presence across all channels
Benefits & Perks:
Click here to learn about the benefits and perks we offer at YETI.
YETI is proud to be an Equal Opportunity Employer.
Our commitment to creating a diverse, equitable, and inclusive culture is at the center of everything we do for our employees. We embrace all applicants looking to bring their authentic selves to YETI and contribute to
Additional Information
At YETI, we believe that time spent outdoors matters more than ever and our gear can make that time extraordinary. When you work here, you'll have the opportunity to create exceptional, meaningful work and problem solve with innovative team members by your side. Together, you'll help our customers get the high-quality gear they need to make the most of their adventures. We are BUILT FOR THE WILD™.
The Marketing Manager - China will lead the development and execution of localized marketing strategies to support YETI's commercial expansion in China through a distributor model. This role is responsible for driving brand awareness, consumer engagement, and revenue growth by delivering impactful, insight-led campaigns across digital and omnichannel environments.
Operating with a high degree of autonomy, the role will act as the key marketing partner to the distributor, ensuring brand consistency while adapting global strategies to China's unique consumer behaviors, platforms, and technology ecosystems.
This role is critical to establishing and scaling YETI's presence in China-one of the most complex and dynamic consumer markets globally. Success will require a balance of global brand stewardship and local market agility, with the ability to translate strategy into execution through strong distributor partnership.
Yeticoolers · Shanghai, China