Field Marketing Manager - China at MinorInternational

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 objectives2. 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 implementation3. 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 impact4. 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 execution5. 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