(Associate) Media Director

Job description

Position

• Integrated Full-Funnel Media Strategy & Allocation

Annual & Campaign Strategy

• Design and execute holistic annual media plans for Skincare, Makeup, and Fragrance. And cascade the strategy and adapt for campaign level to meet different marketing and business needs.

Dynamic Budget Management

• Manage Brand media investment; dynamically allocate budgets to excel the media KPIs, not limited to Reach, SOV, Traffic, Engagement, etc.

Platform Joint Business Planning (JBP)

• Lead strategic JBP partnerships with key media giants (Tmall/Alibaba, ByteDance/Ocean Engine, Tencent, RED) to secure premium ad placements, strategic resources, and market-first innovation privileges.
• Brand Media & Traffic Driving

Upper-Funnel

• Oversee top-of-funnel media activations including Digital OOH, High-End Magazine Digital, Premium Video (OTV/CTV), and impact ad formats to maintain prestige luxury positioning and increase Brand Awareness in target audiences.

Consideration Media

• Architect mid funnel media tactics to drive consumer interests and engagement in Digital media and Social Platforms, and eventually drive Search/Brand Engagement and Traffic to offline counters, specialty retail, brand pop-up events and e-commerce stores.

Brand Search & SOV Dominance

• Maintain dominant Brand Share of Voice (SOV) and sustain search engine visibility (Xiaohongshu Search, WeChat Zone, Baidu, Douyin Search) during core Novelty launches and gift-giving seasons, with efficient ROI.
• Cross-Functional Alignment & Agency Governance

Synergy with Influencer/Social Teams

• Partner with Influencer Marketing head to amplify high-performing influencer content and celebrity assets through paid media boosts (KOL Feed Ads, Information Flow).

Retail & E-Com Alignment

• Work closely with Trade Marketing to synchronize regional media support to maximize 360 event and support regional business. And align with Performance Media Head to drive digital synergy and fulfill E-commerce traffic needs.

Agency Management & Audit

Lead media agency pitch processes, manage day-to-day agency performance, enforce transparency, and conduct rigorous media auditing (viewability, brand safety, ad fraud detection).