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BOUCHERON - Regional Communication Manager - Digital & Media

Boucheron - Regular
Shanghai - Mainland China

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.

To cope with our exciting business expansion, we have currently looking for passionate and self-motivated individual to join our fast-growing team as Regional Communication Manager – Media & Digital

How you will contribute

Media Campaign & Activities

  • Assist Regional Director to formulate media and paid social strategy for APAC markets for brand communications
  • Identify media initiatives and campaigns along with the local marcom managers, from target definition to budget allocation among channels, own the campaign initiation and accomplishment, monitoring and optimizing, following strategy as well HQ broadcasting guidelines
  • Run regional and local studies of media landscape and target audiences portfolio with local managers and ZO offices
  • Preparation of Media plan (traditional and online and paid social) with local markets, submission and liaison with HQ for validation
  • Follow up between markets and HQ for online campaign activations, including budgeting by waves, segmentation, targeting, retargeting, tracking, and landing, etc…
  • Monitor local market executions of validated plans, on-going optimization and post-campaign review and key-learning sharing.
  • Constant review of planning to accommodate good ad hoc opportunities
  • MMS management along with local managers
  • Market trend & Competitor analysis
  • Liaison with HQ for local needs to reach common communications goals
  • Educate, advise and supervise local markets on importance of alignment with global strategy
  • Regional Media & Digital Budgets management and reporting



  • Regional website traffics and performances analysis (organic and campaign driven)
  • Liaison between HQ and locals for localization of content (special local activations)
  • Backend update and administration (new website regional autonomy)
  • Always-on SEO (local languages) and SEM management
  • Creation and management of local landing page / mini site (special local activations)

2.Social Media

  • Formulate and implement local social media pages annual / monthly calendar (adaptation from global with strategic localization)
  • Manage with local managers local Facebook pages, including translation, uploading
  • Manage with local manager local KakaoTalk account, including content strategy, asset arrangement, organic and push post and followers recruitment
  • Formulate with HQ and local managers paid social strategy
  • Follow up with HQ to liaise with external agency for paid social, including budget allocation, campaign schedule, campaign format, content arrangement, targeting, etc
  • Monthly analysis on performance (reach, read and engagement)
  • Continual monitoring of markets social media scene and explore opportunities for the maison

3.KOL management

  • Formulate of KOL/KOC strategy by market specifics
  • Monitor and follow up on KLC activations (organic and sponsored) to ensure align with global directions
  • Liaison with HQ for amplification of exposure on brand owned platforms

Internal communications

  • Work across regional and local departments to strategize, develop and deliver compelling messages to internal and external audiences, leveraging appropriate communication channels.
  • Work closely with HQ communication teams and local team as regional communications counterparts, to lead/ support local, regional and global initiatives.
  • Always-on internal communications across functions to ensure efficiency and transparency of activations relevant to Media and Digital of APAC markets
  • Systematically measure ROI and share and discuss with HQ and markets for room for improvement
  • Regular best practices exchange between markets and HQ


  • Compile monthly reporting and report performance/ KPI’s to HQ to monitor APAC performance to meet the yearly targets: monthly digital report; monthly social report; monthly SEM reports; campaign post-buy report and any related ad hoc reports
  • Leveraging digital marketing data and insights to improve digital KPI’s – give guidance to agencies, HQ and local markets.

Who you are

  • Over 5 years trackable experience in Media agency, Beauty/Cosmetic industry with product marketing & digital/EMKT is preferred
  • Extensive knowledge of different types of media in the APAC region
  • Media buying experience is preferred.
  • Exceptional planning and project management skills
  • Proactive, committed and able to work independently
  • Fluent English communication skills
  • Team player with problem solving attitudes
  • Full time
  • Asia
  • Mainland China

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