IN A NUTSHELL
In collaboration with Bellroy’s Marketing and Creative teams, you’ll inform and guide brand and product messaging in China. We’ve done a lot of the groundwork (We’re on TMall Global, have Weibo and WeChat and we’ve tried some advertising in China), and now we’re ready to take it to the next level. We’re after someone who is knowledgeable about how Chinese consumers purchase, how they like to interact with companies, and is interested in helping us to bring the Bellroy experience to Chinese customers in an authentic, culturally effective way. In addition to optimising our current cross-border presence, you will develop a strategic roadmap outlining new opportunities for growth. You’re also interested in sharing your expertise to grow Bellroy’s knowledge; introducing and unpacking key and emerging consumer trends, behaviours and preferences with the rest of the team.
WE’RE AFTER A PARTICULAR TYPE OF PERSON
You are currently connected to China’s commercial and cultural pulse, and have a deep understanding of its markets. You know the channels a brand should be active on and in which ways. Display advertising, digital marketplaces, search engine optimisation, social media and influencer marketing are all very familiar to you. You know what success looks like, and you know how to adjust course when a plan isn’t coming together.
You can clearly articulate the points-of-difference between the habits of Chinese and Western consumers. Alongside our marketing and creative teams, you’ll map and breakdown the journey a Chinese consumer undertakes from brand-awareness through to conversion (and on to brand advocacy).
You understand what makes a brand’s voice remarkable and, taking into account Chinese cultural factors, you’ll work with our copywriters and translators to ensure Bellroy’s voice resonates in China.
SOME MORE DETAILS ABOUT THE ROLE
Collaborating with our marketing, creative and operations teams, guiding and inspiring the way Bellroy connects with the Chinese consumer, here are some of the projects you might work on:
- Develop a social media strategy to be managed with Bellroy’s in-house team
- Analyse our advertising campaigns and propose changes to improve performance
- Conduct a benefit-analysis of localising bellroy.com for the Chinese market
- Audit and optimise our flagship store on Tmall
ESSENTIAL SKILLS AND ATTRIBUTES
- Extensive understanding of the Chinese market, especially e-commerce
- Extensive digital marketing experience including SEO, display and paid search
- Understanding of e-commerce conversion rate optimisation
- Knowledge of existing and emerging social media platforms
- Excellent communication skills
- Fluent in Mandarin and English
DESIREABLE BUT NOT ESSENTIAL
With experience in the influencer landscape, you have amassed a following through a blog or social media.
LOCATION AND HOURS
As an advisor, you will be engaged on a project-by-project basis with the aim of developing a continuing relationship. The first project will be negotiated with you, but will likely run for 2-3 months for approximately 2 days per week.
Bellroy’s offices are located in Melbourne and Bells Beach, which may not be where you’re currently located. That’s okay because you’re comfortable collaborating with Bellroy’s team through Skype, Slack and Google docs.
Start Day: When can you start?