Digital Marketing Lead – China

About the role

YETI is looking for a Digital Marketing Lead for China to shape and execute its digital strategy, boost brand awareness and drive growth in the Chinese market. The role reports to senior marketing leadership and works closely with regional, global and agency partners.

Key responsibilities

• Develop and implement a China‑focused digital marketing plan aligned with brand and commercial objectives.
• Lead integrated campaigns for product launches, seasonal promotions and brand storytelling, adapting global concepts for Chinese audiences.
• Own YETI’s presence on WeChat, Xiaohongshu (RED), Weibo, Douyin and emerging platforms, creating content calendars and engagement tactics.
• Identify and manage relationships with influencers, KOLs, KOCs and brand ambassadors to expand reach and credibility.
• Monitor consumer trends, platform updates and performance metrics, providing strategic recommendations to senior leadership.
• Coordinate with external agencies, media partners and internal stakeholders to ensure timely execution of initiatives.

Required profile

• Proven experience leading digital marketing programs in China, preferably within consumer or outdoor‑goods brands.
• Strong understanding of Chinese social media ecosystems and influencer culture.
• Ability to work independently, manage multiple projects and influence cross‑functional teams.

Required skills

• WeChat
• Xiaohongshu (RED)
• Weibo
• Douyin