On - Lead – Digital Content - Shanghai

Team for Career Site

Ecommerce

In short

We are excited to offer the position of Digital Content Lead to an entrepreneurial professional eager to join our growing China team. Our mission at On is to ignite the human spirit through movement. Inspired by athletes. Powered by Swiss engineering. Move with us, and Dream On. On is a globally fast-growing running brand. Our success is built on exclusive collaborations with the best sports stores and a premium service concept. We aim to inspire runners across the APAC region. As a Swiss company, On operates with greater speed, customization, and creativity than conventional brands.

Your mission

In the complex retail industry, the Chinese consumer journey has become highly fragmented. As the Digital Content Lead, You’ll be responsible for assessing how global assets are integrated into the local digital ecosystem and user journey, pinpointing content gaps, and developing high impact localized content. Your work will directly contribute to increasing conversion rates, driving sales growth, and enhancing customer lifetime value. This role also demands close cooperation with the cross function teams to ensure a consistent brand voice across all digital touchpoints. The content will be primary focus on China and potential spill over to other APAC regions.

E-Commerce Digital Experience Optimization
– Analyze and evaluate the global assets within the local digital consumer journey, mapping key touchpoints from interest to conversion, with a focus on improving transactional outcomes.
– Conduct in-depth research to identify content gaps, ensuring alignment with local user needs, cultural preferences, and online channel specific demands, tailored to the target demographic and audience.
– Enhance and streamline digital interactions across diverse e-commerce scenarios, delivering a seamless user experience and driving higher conversion rates.

Localized Content Creation and Amplification
– Develop and execute a content strategy together with the marketing team to create meaningful, engaging, and relevant localized content that fills identified gaps. This includes, but is not limited to social media content, influencer content and ecom short video on Red, Douyin, Tmall and potentially extend to Wechat Mini Program and JD.
– Implement distribution and promotion strategies to maximize the reach and impact of the created content. This may involve leveraging social media advertising, influencer partnerships, and SEO techniques.
– Monitor and analyze content performance to understand what resonates with the local audience, and use these insights to continuously improve content distribution and promotion tactics.

Collaboration with Cross Teams in Order to Maintain Brand Guidelines and Tonality
– Work closely with the design team to create a digital content guide book, ensure that the visual elements of digital content align with the brand’s tone of voice, style guide, and overall marketing objectives.
– Collaborate with the marketing team to develop localized digital content that incorporates integrated marketing campaigns, leveraging both global and local assets.
– Identify and manage the reuse of relevant digital assets across APAC markets, with a primary focus on China, while ensuring that adaptations are made as necessary for different markets.

KPI Setting and Performance Monitoring
– Define and set measurable Key Performance Indicators (KPIs) related to content performance, such as website traffic, engagement rates, conversion rates, and user retention.
– Regularly monitor and analyze content – related data, using analytics tools to track the performance of localized content against set KPIs. Based on insights, make data – driven decisions to optimize content strategies.

Your story

Exceptional Content Project Management and Stakeholder Engagement
– You possess strong project management skills with a proven track record of leading cross – functional projects related to digital content creation and distribution. This includes coordinating with design, marketing, and other teams to ensure seamless content production.
– Your stakeholder influence skills are top – notch. You can drive consensus among different departments, from product to channel, on content strategies and priorities, and deliver high – quality content within tight deadlines.

Digital Content Execution Experience
– You have hands – on experience in managing digital content across online platforms. This includes creating and curating content for Red, WeChat, Tmall, Douyin, and other e-commerce/social media platforms.
– You understand the unique content requirements of each platform, from short form videos for Douyin to in-depth product descriptions for e-commerce PDP sites.

Deep Knowledge of Digital Content and conversion
– You have a profound understanding of digital content tools, including content management systems, digital asset management systems, and so on.
– You are well – versed in business conversion through content, understanding how to drive traffic and business through content to all channels. You can develop content strategies that align with brand values and marketing objectives, from awareness – building to conversion – focused content.

Data – Driven Content Optimization Skills
– Your strong analytical skills enable you to be data – driven in content creation. You have experience in working with content – related KPIs such as brand search，engagement，CTR, CPC and traffic to ecom destinations.
– You can segment audiences based on data insights and create personalized content for different user groups. This includes using A/B testing to optimize content for better performance.

Bilingual Proficiency
– You are fluent in both English and Chinese. This allows you to confidently communicate with local content creators, marketing teams, as well as global stakeholders, ensuring that global content strategies are effectively localized and vice versa.

Meet the team

As you might expect from a sports brand with running at its core, the APAC team at On is a dynamic and fast-paced environment. You will be part of the China Digital Team, working alongside a group of highly motivated individuals.