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BOUCHERON - Digital & Media Manager, China

Boucheron - Fixed Term (Fixed Term)
Shanghai - Mainland China

About us A French family dynasty founded by Frederic Boucheron in 1858, the House has ceaselessly seduced the most discerning, drawing them in with the world’s most beautiful and precious creations. To cope with our exciting business expansion, we are currently looking for passionate and self-motivated individual to join our fast-growing team, to lead digital ecosystem strategy in China as Digital & Media Manager.

How you will contribute

Marketing Campaign & Activities

1. 360 degree Integrated Marketing campaign to support new launch & key consumption period to drive brand awareness and maximize brand exposure then consumer experience across all channels(online and offline)by follow crop guideline, ensure consistency with online-offline exploiting all digital touchpoints(website/social media/KOL etc.) with a China consumer centric focus

2. Build digital orchestration to support campaign launch and strengthen business momentum

3. Ensure seamless consumer experience through Omnichannel campaign strategy & activities to support and ensure overall sales target are well meets

4. Build and manage mkt initiatives on local platforms (B.cn/Miniprogram; Tmall; etc.) & social media (Weibo & Wechat) in order to maximize returns on awareness, engagement and sales/ROI

5. Market trend & Competitor analysis

Deep dive understanding of market and competitor roadmap for future planning

Digital marketing

1. Digital Campaign & activities

-Strategic planning from target definition to budget allocation among channels, own the campaign initiation and accomplishment with team collaboration and interaction within internal and external agency, monitoring and optimizing, according to HQ budgets, targets and guidelines

2. Digital ads/communication

- Organic and paid digital comms including but not limited to search (SEM,SEO),paid social ,display, ePR campaign etc.) and retention programs(Wechat eCRM,remarketing etc.) planning in collaboration with HQ related Teams and local agencies for execution

3. Own social account planning & maintenance

-Manage Weibo & Wechat official accounts in order to fully exploit these platforms, increasing awareness and engagement; recruit quality followers then brand consumers through tailor made 1:1 comms

-Content management & execution

Work with digital/social agency to work out China social media plan based on China marketing calendar and local activities(MKT/Digital or EC), ensure content generation follow global guideline and keep brand tone and manner;

Work with HQ/APAC digital/social media team to ensure local assets needs are well met & supported by HQ (brand/corp content and materials etc.) based on planed social calendar

4. Buzz/performance monitoring & tracking, responsible for related report consolidation by working with internal & external agencies

5. Responsible for related monthly and weekly report consolidation based on internal & external requirements

6. Integrate CRM activity on social network and link social network with stores

Ecommerce & Website Management

1. Manage the implementation of online brand initiatives/projects to promote key launches/messages enhancing brand visibility and business development, with specific focus on Chinese Market through brand own website(B.CN/Wechat miniprogram etc.) or any future projects

2. Monitor online brands’ presence on related own & retailer websites, ensuring coherence and respect of brand guidelines in terms of product presentation, full pricing policy and web marketing agreements

3. Online customer experience enhancement based on analytics data & website performance, propose U/UI upgrades for related websites according to Chinese consumer behaviors with the goal to constantly improve CR if needed

4. Assure a 360 approach to marketing campaigns, integrating online and offline opportunities to the rhythm of campaign planning and business momentum

5. Build a seamless and impactful experience for existing, new and target clients across digital touchpoints

6. Integrate e-commerce initiatives (Tmall, Wechat MP, B.com) into user journey and 360 marketing campaigns in collaboration with E-Commerce Manager


Pull together related weekly/monthly or ad hoc reports including but not limited to below

1. Monthly EC & digital report

2. Weekly Digital & social report

3. New launch campaign report

4. Any related report & ad hoc reports

Who you are

  • Prior experience in the fashion/watch/jewelry industry with product marketing & digital/EMKT experience is preferred
  • 7 years minimum experience managing Digital (360 Digital marketing & social media campaign; etc.) with a proven track record of campaign impact/result and EC traffic/sell out results
  • Ability to think strategically and creatively, developing practical and specific strategy and tactics to produce tangible results
  • Deep knowledge of luxury, digital marketing an e-commerce best practices
  • Exceptional planning and project management skills
  • Ability to manage and coordinate external resources( 3rd party agencies) providing briefings, monitoring implementation and tracking results
  • Fluent English communication skills
  • Team player with problem solving attitudes 

Why work with us?

Boucheron is part of the Kering Group, this is a fabulous opportunity to join the Kering adventure and and to actively contribute to the development of the business by becoming part of a thriving Atelier in a global Luxury Group that offers endless possibilities to learn and grow. Talent development is a managerial principle at Kering and we are committed to fostering internal mobility. Our common vision promotes leadership skills and helps every employee to reach their full potential in a stimulating and fulfilling workplace environment.

Kering is committed to building a diverse workforce. We believe diversity in all its forms – gender, age, nationality, culture, religious beliefs and sexual orientation – enriches the workplace. It opens up opportunities for people to express their talent, both individually and collectively and it helps foster our ability to adapt to a changing world. As an Equal Opportunity Employer we welcome and consider applications from all qualified candidates, regardless of their background. 

  • Full time
  • Asie
  • Mainland China

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