Performance Marketing (Paid Media), China

What you’ll do

As Manager, Performance Marketing for China, you will own the strategy, execution, and optimization of data-driven, full-funnel demand generation across China’s unique digital ecosystem. You will lead paid acquisition, ABM activation, and lifecycle performance programs across platforms such as Tencent, ByteDance, Baidu, Alibaba, and professional networks, driving high-quality pipeline and revenue growth for SMB, Mid-Market, and Enterprise segments.

This role is built for a hands-on performance leader who understands the China media and data landscape, thrives in experimentation, and partners deeply with Marketing Operations, Sales, and Regional GTM teams to ensure campaigns are measurable, scalable, and optimized for pipeline impact — not just lead volume.

Responsibilities

• Own the China performance marketing strategy across awareness, demand, and pipeline acceleration programs aligned to regional and global GTM priorities.
• Build and manage quarterly and monthly media plans, budgets, and forecasts tied to pipeline coverage and revenue targets.
• Translate global positioning and campaigns into China-localized growth programs that resonate with regional segments, industries, and buyer personas.
• Lead end-to-end campaign execution across Baidu (search & display), Tencent (WeChat, WeCom, Tencent Ads), ByteDance (Douyin, Toutiao), Alibaba ecosystem, and professional/B2B platforms.
• Own platform relationships, optimization roadmaps, and beta/whitelist opportunities.
• Manage agencies and vendors to ensure best-in-class bidding, targeting, creative testing, and reporting.
• Partner with Marketing Operations to design and execute China-specific lead capture, scoring, and routing frameworks integrated with CRM and global data systems.
• Support ABM and key-account programs through account targeting, intent data activation, and opportunity influence tracking.
• Optimize form strategy, progressive profiling, and conversion flows to balance CPL efficiency with lead quality and account fit.
• Own end-to-end performance reporting from first touch through SQL, Opportunity, and revenue contribution.
• Partner with Marketing Ops to implement UTM governance, platform tagging, and privacy-compliant tracking across China domains and channels.
• Develop dashboards and insights on CPL, CAC, pipeline velocity, win rate, and ROI by channel, segment, and region.
• Design and run A/B and multivariate tests across creatives, landing pages, bidding strategies, audience segments, and messaging.
• Ensure campaigns and data practices align with China data privacy, hosting, and advertising regulations.
• Partner with Legal, IT, and Marketing Ops on consent frameworks, data residency, and platform compliance.
• Maintain brand and messaging alignment with global standards while enabling China-market relevance and speed.
• Partner with Sales, SDRs, RevOps, Product Marketing, and Regional Leadership to align demand programs with pipeline priorities and account strategies.
• Serve as the China performance marketing SME for global GTM planning, forecasting, and quarterly business reviews.
• Mentor junior marketers and agency partners on performance best practices and experimentation culture.

Who you are

We're looking for people who meet the minimum requirements for this role. The preferred qualifications are great to have, but are not mandatory.

Minimum qualifications

• 5+ years of experience in performance marketing, demand generation, or growth marketing in B2B, SaaS, FinTech, or enterprise technology environments.
• Deep hands-on expertise with China digital platforms (Baidu, Tencent/WeChat, ByteDance/Douyin, Alibaba ecosystem).
• Proven experience driving pipeline and revenue outcomes from paid media and ABM programs.
• Strong analytical skills with experience in multi-touch attribution, funnel analytics, and ROI modeling.
• Experience working closely with Marketing Operations and Sales teams on lead management and CRM integration.
• Fluent in Mandarin and English (written and verbal).

Preferred qualifications

• Experience scaling enterprise and upmarket GTM programs in Greater China.
• Familiarity with data residency and cross-border data transfer requirements.
• Experience managing multi-million RMB media budgets.
• Prior agency management or in-house/agency hybrid leadership experience.

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