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WSET China’s Marketing Executive will be responsible for implementing WSET’s regional marketing plan in the Chinese Mainland in line with WSET’s global marketing strategy. They will be responsible for the day-to-day management of WSET’s Chinese language social media channels and website. They will also organise WSET’s presence at regional trade events and support promotional opportunities across the region working closely with the China Business Development team and the Global Marketing team.
The successful Marketing Executive should contribute to a culture of integrity, empowerment, dynamism, and inclusivity within WSET.
Please note that any offer of employment is conditional upon the successful completion of a thorough background check by an independent third party.
Job Responsibilities
1- General
- Working closely with China Business Development team, develop and implement annual plan for marketing activity within Chinese Mainland in line with global marketing and commercial strategies.
- Contribute to development of global marketing strategy along with other regions and global marketing team.
- Manage budget to execute regional plan.
- Support the China/Global Marketing teams’ translation requirements, creating engaging and accurate Simplified Chinese copy.
- Co-ordinate creation of local marketing materials or merchandise.
2- Social Media
Provide day-to-day management of WeChat, Red, and Weibo.- manage the content plan and publishing schedule.
- Create high-quality content for social channels.
- Coordinate the translation of content created by the Global Marketing team.
- Set-up and run paid campaigns on social channels.
- Ensure the WSET brand guidelines and tone of voice are used consistently.
- Ensure that content complies with local regulatory requirements and manage our annual verification process.
- Respond to incoming enquiries about social and digital media.
- Monitor social platforms for issues of non-compliance with WSET Brand Guidelines and other regulations taking appropriate action as required.
Provide monthly performance reports.
3- Website
- Manage the wsetglobal.cn (WordPress) website.
- Make updates and changes to the site as needed.
- Manage the changes and content updates to the site as needed.
- Coordinate the translation of content from Global Marketing team for publication on the site.
- Liaise with digital agency for any development improvements.
- Provide monthly reporting on site performance.
- Contribute to the development of new content.
4- Events
- Support all aspects of WSET’s presence at Tier 3 events (third-party regionally specific events) across the region, in line with global marketing strategy working closely with Business Development team.
- Developing masterclass content together with BD team, managing logistics, securing and managing speakers and VIPs, managing suppliers in-market & coordinating with event organisers, ensuring compliance with local law with regard to use of alcoholic samples and data capture.
- Support the development and execution of WSET-owned Tier 1 events (such as Graduation, Wine Education Week, Open House and APP Summit) for maximum regional impact working with the Global Events team.
6- PR/Communications
- Support the Communications Manager in developing contact lists/content and identifying KOLs for regionally specific PR opportunities/campaigns.
- Manage in-region operations of global campaigns at the direction of the Communications Manager, working with PR agency as appropriate.
7- APP (course provider) Marketing
- Support APPs in correct use of WSET brand identity guidelines and assets.
- Contribute to development and communication of APP Marketing Support Resources.
- Manage the translation and distribution of the quarterly APP Update (for course providers).
- Manage the logistics for APP (course provider) webinars.
Skills and Competencies
ESSENTIAL
- Minimum of 2 years’ experience within the drinks industry in the Chinese Mainland.
- Demonstrated experience in marketing, PR, social media and events.
- Demonstrated experience managing brand accounts on WeChat and Weibo and in using WordPress.
- Proficiency within Microsoft Office 365 ecosystem of applications.
- Reliable and flexible - travel may be required.
- Creative and dynamic, able to thrive in a varied role where no job is too big or small.
- Organised and paying meticulous attention to detail while managing multiple tasks and projects.
- Proven ability to operate within budgets and in line with financial guidance provided by company policy.
- Fluency in Mandarin and proficiency in English are essential.
- Excellent communication skills, both written and verbal.
- Must be eligible to live and work in Shanghai.
DESIRABLE
- Qualification in marketing.
- Familiarity with WSET wine and/or spirit qualifications.
- WSET Level 1 or Level 2 Award in Wine.
- Proficiency in Adobe Creative Cloud, Google Analytics, Dot Digital and other digital marketing platforms.
- Proficiency in CRM, especially Microsoft Dynamics.
- Experience working with external design or advertising/PR agencies.
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