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