达能中国

Strategy & Planning

• Develop and execute a comprehensive social media strategy with Xiaohongshu as the primary growth engine.
• Align social initiatives and seeding targets with portfolio objectives/strategy and business KPIs.
• Stay ahead of platform trends, algorithm changes, and competitor activities to refine strategy continuously.

Xiaohongshu (RED) Mastery

• Own the brand’s Xiaohongshu presence: from goal setting to budget allocation and performance analysis as the strategic lead and hands-on executor on RED. This role requires deep platform expertise, creative excellence, and a data-driven mindset.
• Monitor and optimize: set KPIs and deliver weekly/monthly/quarterly performance with actionable insights.
• Collaborate with internal brand teams and external agencies to supply hook angles, format specs, keyword clusters and A/B variables—then hand off for production; no filming or copywriting required.
• Run always-on test-learn loop: refresh bid strategy to out-perform category benchmarks, incrementality lift studies; feed winning signals back to brand teams for next content batch.

Leadership

• Previous experience with team management of at least 2 people l Ability to influence and convince internal stakeholders
• Proven ability to challenge the status quo, initiate (self-starter), lead projects and people effectively
• Proactively networks with others to bring outside in learning and best practice to drive the new paradigm marketing agenda

Qualification

• 7+ years of social media experience, with at least 5 years focused on Xiaohongshu (RED)—either in-house or at a top-tier agency or from media platform.
• Proven track record of growing RED accounts, managing KOL campaigns, and driving measurable ROI.
• Deep understanding of RED’s ecosystem: algorithm, content formats, user behavior, and paid media tools (e.g., 聚光).
• Fluent in Mandarin and English
• Strong analytical skills: comfortable with data, Excel, and platform dashboards.