Field Marketing Manager - China

About the role

The Field Marketing Manager, China, is responsible for driving hotel-level demand generation, commercial activation, and digital conversion performance across Minor Hotels' portfolio in China. Reporting to the Director of Brand Marketing & Communications, this role plays a critical function in translating brand strategy into measurable business outcomes, supporting operating hotels and Joint Venture partners through localized campaigns, strategic collaborations, and digital commerce initiatives. With a strong focus on China's platform-driven ecosystem, the role leads execution across Douyin, livestream commerce, and content-to-conversion initiatives, ensuring marketing directly contributes to revenue growth, distribution diversification, and market competitiveness. 1. Hotel Demand Generation & Market Activation Plan and execute city-level campaigns, hotel activations and tactical marketing initiatives to drive occupancy, ADR and revenue Support hotel openings, need periods and underperforming assets with targeted, performance-driven marketing plans Ensure alignment between brand initiatives and hotel commercial objectives 2. Douyin Ecosystem & Livestream Commerce Lead execution of Douyin strategy, including content planning, KOL collaboration, livestream operations, and group-buy conversion Drive direct revenue contribution through Douyin, optimizing full-funnel performance (awareness → engagement → conversion) Establish scalable best practices and playbooks for property-level implementation 3. Collaboration & Brand Activation Develop and execute cross-industry collaborations (lifestyle, luxury, culture, F&B) to enhance brand relevance and drive guest acquisition Create locally resonant campaigns and experiences that deliver both visibility and commercial impact 4. Hotel & JV Partner Enablement Support operating hotels and JV partners with hands-on marketing execution and campaign deployment Deliver training and capability building in Douyin, digital campaigns, and performance marketing Act as the bridge between central strategy and property-level execution 5. Performance & Commercial Impact Tracking Monitor and analyze performance across key business metrics (occupancy, conversion, revenue, ROI) Provide actionable insights to optimize campaign effectiveness and commercial outcomes Ensure transparency in marketing contribution to hotel revenue 5-8+ years of experience in hospitality, lifestyle or digital marketing, with strong commercial focus Proven experience in Douyin ecosystem, livestream commerce, or digital campaign execution in China Strong understanding of China consumer behavior and platform dynamics Experience supporting multi-property portfolios or regional marketing execution preferred Strong project management and stakeholder coordination capability Fluent in Mandarin and English Strong commercial mindset with focus on revenue and performance Agile, hands-on and execution-driven Strong collaboration and influencing skills across stakeholders Creative with strong sensitivity to local trends and digital culture High ownership and accountability

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