What are the responsibilities and job description for the Digital Marketing Manager position at POP MART?
Location: Glendale, CA(On-site)
About Pop Mart
POP MART, founded in 2010 (SEHK: 9992), is a market-leading entertainment company and a global champion of designer toy culture. Through global artist development, IP operations, designer toy culture evangelism, and strategic investments, we have built an integrated platform covering the entire designer toy value chain, allowing artists to focus solely on their craft and giving stage to talent from all over the world. With 4,000 employees worldwide, POP MART has successfully set foot in more than 23 countries and regions, serving a diverse audience of cultural pioneers and art fans.
We are committed to spreading joy and creativity through our products and vibrant community. As we expand in Americas, we’re seeking a strategic, on-trend and data-driven Digital Marketing Manager to oversee our digital ecosystem, including social media, influencer marketing, community engagement, and content strategy.
Job Overview
The Digital Marketing Manager will lead Pop Mart’s digital marketing efforts in Americas, driving brand growth through social media, KOL partnerships, online community management, and content creation. This role requires a mix of creativity, analytical skills, and cross-functional collaboration to align digital initiatives with broader marketing, sales, and product goals.
What You will Achieve:
Social Media Strategy & Management
- Develop and execute a data-driven social media strategy (Instagram, TikTok etc.) to increase brand awareness, engagement across the Americas.
- Oversee content calendars across countries, ensuring alignment with campaigns, product launches, and cultural moments.
- Monitor trends and platform updates to optimize content performance and audience growth.
- Download key product information from Global and adopt local relevant marketing strategy.
KOL & Influencer Marketing
- Lead end-to-end KOL/influencer campaigns, from identification and negotiation to execution and performance analysis.
- Build and maintain relationships with macro/micro-influencers, content creators, and brand ambassadors.
- Track ROI and refine strategies based on engagement, reach, and sales impact.
Online Community & Engagement
- Foster Pop Mart’s digital communities (e.g., Facebook Groups, Discord, Instagram etc.) by driving engagement initiatives.
- Collaborate with Customer Service to address community feedback and maintain brand sentiment.
- Leverage community insights to inform marketing and product strategies.
Content Strategy & Production
- Oversee the creation of compelling digital content (videos, graphics, copy) tailored to localized audiences.
- Work with internal teams or agencies to produce high-quality assets that align with brand identity.
- Ensure content is localized and culturally relevant while maintaining global brand consistency.
Cross-Functional Collaboration
- Liaise with Product Teams to highlight new launches and collectibles through storytelling.
- Coordinate with Global Marketing to adapt global campaigns for the American market and share local insights.
- Partner with Events & Campaigns teams to integrate digital touchpoints (e.g., live streams, social promotions).
- Align with Sales Channels (e-commerce, retail) to drive traffic and conversions through digital campaigns.
What you will need:
- Experience: 5 years in digital marketing, with expertise in social media, influencer marketing, and content strategy (lifestyle/retail/e-commerce preferred).
- Skills:
- Creative mindset with experience in content briefs and creative direction.
- Strong project management and stakeholder coordination abilities.
- Proficiency in social media analytics (Meta Business Suite, TikTok Analytics, Google Analytics).
- Attributes: Strategic thinker, adaptable to trends, and passionate about pop culture/collectibles.
- Bonus: Experience working with global teams or multilingual abilities (Spanish).
*POP MART is committed to equal pay initiatives and will not ask candidates for their current or past salary.
**As an Equal Opportunity Employer, POP MART does not discriminate against applicants or employees because of race, color, creed, religion, sex, national origin, veteran status, disability, age, citizenship, marital or domestic/civil partnership status, sexual orientation, gender identity or expression or because of any other status or condition protected by applicable federal, state or local law.
