Digital Advertising Lead

1 week ago

Petaling Jaya, Selangor, Malaysia Doctor Anywhere Pte Ltd Full time

About the team

Our Marketing team connects our vision and products to our customers in the region. In a nutshell, the team keeps a pulse on the market, to make sure that we come up with strategies to offer the right services with the right benefits, to the right users. And as our users grow and evolve in their healthcare journey, our team evolves along with them. There's never a boring day in Marketing

About the role

We're looking for a strategic and experienced Digital Advertising Lead (China Market) to establish and implement our presence on Chinese social media channels. In this role, you'll take charge of developing a comprehensive strategy, building out our brand across platforms like WeChat, Weibo, Douyin, and Xiaohongshu, and implementing initiatives to increase engagement and brand recognition. You'll also drive influencer marketing campaigns and support marketing operations, including email marketing.

This role is integral to helping Doctor Anywhere connect authentically with Chinese-speaking audiences across Asia Pacific.

This role is based in Malaysia, reports directly to the Head of Marketing based in Singapore.

A summary of the key responsibilities are as follows:

  1. Strategy Development & Implementation:
    • Develop and lead the execution of a Chinese social media strategy aligned with Doctor Anywhere's brand objectives, considering the unique dynamics of platforms like WeChat, Weibo, Douyin, and Xiaohongshu.
    • Set up foundational processes, including content planning, campaign tracking, and performance analysis, to ensure a scalable and impactful social media presence.
    • Work with cross-functional teams to align Chinese social media initiatives with overall brand campaigns and objectives.
  2. Content Creation, Curation & Community Management:
    • Create and oversee high-quality, engaging content tailored to Chinese-speaking audiences, with a focus on cultural relevance and compliance with healthcare advertising regulations.
    • Establish and manage an editorial calendar covering key health topics, brand campaigns, and seasonal trends.
    • Actively engage with followers, respond to inquiries, and foster a positive, interactive community on Chinese social media platforms.
  3. Influencer Marketing:
    • Develop and execute an influencer marketing strategy, identifying key influencers across Chinese social media platforms who align with Doctor Anywhere's brand values.
    • Manage relationships with influencers, from negotiation and content planning to performance tracking and ongoing engagement.
    • Evaluate the success of influencer partnerships and refine the strategy to maximize brand exposure and engagement.
  4. Marketing Operations & Email Marketing Support:
    • Support operational tasks such as campaign setup, analytics, and optimization to ensure streamlined workflows and maximum efficiency.
    • Coordinate and contribute to email marketing efforts, including content creation and segmentation, targeting Chinese-speaking audiences for healthcare promotions, product launches, and engagement initiatives.
    • Develop A/B testing frameworks and analyze email performance to refine messaging and boost conversion rates.
  5. Data Analysis & Optimization:
    • Establish KPIs for Chinese social media and influencer marketing efforts, tracking engagement, follower growth, conversions, and other performance metrics.
    • Use data insights to optimize content and influencer strategies, ensuring continuous improvement and alignment with business objectives.
    • Stay updated on platform trends, regulatory changes, and best practices to keep Doctor Anywhere's presence competitive and compliant.
  6. Cross-functional Collaboration:
    • Collaborate closely with teams across marketing, PR, and product development to integrate Chinese social media efforts into broader campaigns.
    • Ensure all communications meet brand, regulatory, and compliance standards.

About you

  • Bachelor's degree in Marketing, Communications, or a related field.
  • 3+ years of experience in social media management, influencer marketing, and marketing operations on Chinese platforms such as WeChat, Weibo, Douyin, and Xiaohongshu.
  • Strong bilingual proficiency in Mandarin and English, with excellent copywriting skills in Mandarin.
  • Proven experience setting up and implementing social media strategies, managing influencer campaigns, and supporting email marketing.
  • Strong analytical skills and experience with social media and email marketing tools to assess performance and refine strategies.
  • Detail-oriented and well-organized, able to manage multiple projects and deliverables efficiently.
  • Familiarity with healthcare advertising regulations and cultural nuances in APAC is a plus.
  • A start-up attitude - you take full ownership of things that you do, willing to go out of your comfort zones and take on new challenges.
  • Comfortable with ambiguity and flexible to learn new things - we're not done growing, and heading into uncharted territories is part of the fun

About Doctor Anywhere
Doctor Anywhere (DA) is a regional tech-enabled, omnichannel healthcare provider delivering care to 2.5 million users across 6 countries in Southeast Asia. Founded in 2017 with a mission to make healthcare simple, accessible, and efficient for all, DA leverages technology to enable individuals towards preventive, long-term health via holistic offerings including our telehealth app, physical clinics and pharmacies, mental wellness, specialist consults, and also an online health & wellness marketplace for supplements, healthy snacks, home-based health screening and vaccinations.

DA's goal is to build a regional digital healthcare ecosystem, advanced by the 3,000 GPs and specialists within our regional network, over 1,000 corporate organisations, and 25 regional insurers we work with. Grounded in our motto "Keep Going, Keep Growing", our team strives towards excellence, with innovation and collaboration at our core, and values diversity in perspectives brought by every member. Join us in our mission to transform Southeast Asia's healthcare future

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