Field Marketing Manager - China

The Field Marketing Manager, China, is responsible for driving hotel-level demand generation, commercial activation, and digital conversion performance across Minor Hotels’ portfolio in China.

Reporting to the Director of Brand Marketing & Communications, this role plays a critical function in translating brand strategy into measurable business outcomes, supporting operating hotels and Joint Venture partners through localized campaigns, strategic collaborations, and digital commerce initiatives.

With a strong focus on China’s platform-driven ecosystem, the role leads execution across Douyin, livestream commerce, and content-to-conversion initiatives, ensuring marketing directly contributes to revenue growth, distribution diversification, and market competitiveness.

1. Hotel Demand Generation & Market Activation

• Plan and execute city-level campaigns, hotel activations and tactical marketing initiatives to drive occupancy, ADR and revenue
• Support hotel openings, need periods and underperforming assets with targeted, performance-driven marketing plans
• Ensure alignment between brand initiatives and hotel commercial objectives

2. Douyin Ecosystem & Livestream Commerce

• Lead execution of Douyin strategy, including content planning, KOL collaboration, livestream operations, and group-buy conversion
• Drive direct revenue contribution through Douyin, optimizing full-funnel performance (awareness → engagement → conversion)
• Establish scalable best practices and playbooks for property-level implementation

3. Collaboration & Brand Activation

• Develop and execute cross-industry collaborations (lifestyle, luxury, culture, F&B) to enhance brand relevance and drive guest acquisition
• Create locally resonant campaigns and experiences that deliver both visibility and commercial impact

4. Hotel & JV Partner Enablement

• Support operating hotels and JV partners with hands-on marketing execution and campaign deployment
• Deliver training and capability building in Douyin, digital campaigns, and performance marketing
• Act as the bridge between central strategy and property-level execution

5. Performance & Commercial Impact Tracking

• Monitor and analyze performance across key business metrics (occupancy, conversion, revenue, ROI)
• Provide actionable insights to optimize campaign effectiveness and commercial outcomes
• Ensure transparency in marketing contribution to hotel revenue

• 5–8+ years of experience in hospitality, lifestyle or digital marketing, with strong commercial focus
• Proven experience in Douyin ecosystem, livestream commerce, or digital campaign execution in China
• Strong understanding of China consumer behavior and platform dynamics
• Experience supporting multi-property portfolios or regional marketing execution preferred
• Strong project management and stakeholder coordination capability
• Fluent in Mandarin and English
• Strong commercial mindset with focus on revenue and performance
• Agile, hands-on and execution-driven
• Strong collaboration and influencing skills across stakeholders
• Creative with strong sensitivity to local trends and digital culture
• High ownership and accountability