Airbnb is hiring a

Senior Marketing Lead, China

Beijing, China

Airbnb is a mission-driven company dedicated to helping create a world where anyone can belong anywhere. It takes a unified team committed to our core values to achieve this goal. Airbnb's various functions embody the company's innovative spirit and our fast-moving team is committed to leading as a 21st century company.

Location: Beijing or Remote

Airbnb is a mission-driven company dedicated to helping create a world where anyone can belong anywhere. It takes a unified team committed to our core values to achieve this goal. Airbnb's various functions embody the company's innovative spirit and our fast-moving team is committed to leading as a 21st century company.

Following the refreshed strategy, Airbnb China will re-focus on China outbound travels, and we aim to be the trusted and inspiring global brand that provides high-quality travel experiences across the world for Chinese millennials and post-millenials.

Reporting to the Director, Regional Marketing (leader of regional marketing worldwide, incl. Americas, EMEA, APAC, China, etc) – the Senior China Marketing Lead is responsible for marketing programs in China to establish Airbnb’s points of differentiation and drive profitable growth for China Outbound business. She/he will lead the team working collaboratively with cross-functional teams such as global marketing, PR/communications, product, design, operations, and country leadership to bring marketing campaigns to life.

Responsibilities:

  • Develop and implement China brand strategies, insights and the country messaging framework, to communicate a compelling value proposition for current and prospective China Outbound guests.
  • Develop China marketing plans for greatest business and brand impact, in accordance with consumer understanding, seasonality, maximized earned media, community engagement, and brand health metrics.
  • Collaborate across functions and regions to develop highly effective, creatively excellent integrated marketing campaigns, including but not limited to: advertising, social, digital, partnerships, development and production, media strategy, execution, optimization, and program reporting, ensuring all marketing activities feel local and personal.
  • Enable and support localization, ensuring all marketing activities feel local and personal; articulate market nuances for teams who aren’t familiar with the market.
  • Partner closely with both technical and creative functions in China and global, including product managers, engineers, designers, content strategists, researchers, creatives, legal, operations, policy, and PR. 
  • Assist in the management of creative and media agency partners to ensure we can scale marketing capabilities in line with growth plans.
  • Manage and track brand marketing budgets and ensure effective budget utilization.
  • Ensure timely and appropriate communications and enablement on marketing programs, campaigns and resources to internal teams and key stakeholders.
  • Conduct and disseminate regular AARs (after action reviews) on projects including results, lessons learned and best practices to internal teams and key stakeholders.
  • Work with finance and operations on budget forecasting and actualizing; ensuring timely SOWs and contracts with partners at all times; provide regular activity updates and reconciliations.

Required Skills/Knowledge/Experience:

  • Passion for all things Airbnb. Experienced guests on Airbnb internationally is a huge plus.
  • 12+ years of relevant work experience managing brand marketing on the client side and/or marketing agencies — preferably in the consumer internet space in travel, design, technology, or lifestyle brands
  • Experience working in fast paced global teams; proven leadership capabilities, building teams and workflows that enable collaborations across functions, and across national boundaries. 
  • Deep experience delivering integrated campaigns supported by brand, comms, media, and data strategy, with an exciting portfolio of past campaigns/content/creative projects – across digital marketing, experiential, offline marketing, partnerships and sponsorships.
  • A passion for creative excellence and craft in storytelling through multiple media types, both emerging and traditional.
  • Experience applying first party data and consumer insights research to creative briefs and brand narratives that inspire creativity.
  • Strong agency management expertise – creative and media agencies.
  • Ability to work within tight deadlines, adjust to changes in priorities, balance short term needs with long term strategic initiatives, and desire to constantly reassess and make the work better.
  • Strong budget and project management skills, attention to detail and communication skills.
  • Excellent copywriting skills and a keen visual sense. An eye for detail and a quick wit.
  • Knowledge of analytics, web and mobile technology, digital campaigns and strong creative and brand strategy skills.
  • The ability to work at both strategic and tactical levels – a hands-on team player.
  • Written and spoken language proficiency in Mandarin and English.

More about Airbnb: 

https://news.airbnb.com/

https://news.airbnb.com/zh/

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