Job Description

Job Level Lead Professional

No relocation assistance is offered for this position

Play your part in our team succeeding

Brand Marketing & Activation (BMA) is responsible for building long-term brand awareness, relevance, and impact for the LEGO brand in China.

Within BMA, the Social Marketing function plays a critical role in connecting the brand with consumers through culturally relevant content, platform expertise, and always-on engagement.

As Assistant Social Marketing Manager, you will be at the forefront of translating brand strategy into compelling social executions, working across teams to amplify campaigns and drive meaningful consumer connections on a scale.

Core Responsibilities

Lead day-to-day social campaign execution across key platforms (e.g. Douyin, Xiaohongshu, etc), ensuring strong alignment with brand strategy and campaign objectives
Manage social content planning and optimization, including BGC/PGC/UGC ecosystem, to drive engagement, reach, and brand relevance. Ensure consistent brand tone and storytelling across all social touchpoints.
Collaborate closely with Brand, Media, PR, and agency partners to deliver integrated campaign amplification
Analyze content and campaign performance (e.g. engagement, reach, conversion signals), extract insights, and translate them into actionable improvements
Support social-first campaign innovation, leveraging platform trends, algorithms, and new formats to enhance effectiveness

Do you have what it takes?

Bachelor’s degree would be preferred. Relevant education or professional training related to marketing or communications is considered an advantage.
3–5 years of experience in social media or digital marketing, preferably in FMCG or lifestyle brands. Proven experience in content planning and campaign execution.
Strong understanding of China social ecosystem (Douyin, Rednote, WeChat, etc.). Data-driven mindset with ability to interpret performance metrics and derive insights
Experience working with agencies and managing external partners
Strong communication and collaboration skills across cross-functional teams
Ability to manage multiple projects with speed and attention to detail
Good English and Chinese skills

Applications are reviewed on an ongoing basis. However, please note we do amend or withdraw our jobs and reserve the right to do so at any time, including prior to any advertised closing date. So, if you're interested in this role we encourage you to apply as soon as possible.

What’s in it for you?

Here is what you can expect

Family Care Leave - We offer enhanced paid leave options for those important times.

Insurances – All colleagues are covered by our life and disability insurance which provides protection and peace of mind.

Wellbeing - We want our people to feel well and thrive. We offer resources and benefits to nurture physical and mental wellbeing along with opportunities to build community and inspire creativity.

Colleague Discount – We know you'll love to build, so from day 1 you will qualify for our generous colleague discount.

Bonus - We do our best work to succeed together. When goals are reached and if eligible, you'll be rewarded through our bonus scheme.

Workplace - When you join the team you'll be assigned a primary workplace location i.e. one of our Offices, stores or factories. Our hybrid work policy means an average of 3 days per week in the office. The hiring team will discuss the policy and role eligibility with you during the recruitment process.

Children are our role models. Their curiosity, creativity and imagination inspire everything we do. We strive to create a diverse, dynamic and inclusive culture of play at the LEGO Group, where everyone feels safe, valued and they belong.

The LEGO Group is highly committed to equal employment opportunity and equal pay and seeks to encourage applicants from all backgrounds (eg. sex, gender identity or expression, race/ethnicity, national origin, sexual orientation, disability, age and religion) to apply for roles in our team.

The LEGO Group is fully committed to Children’s Rights and Child Wellbeing across the globe. Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer.

Thank you for sharing our global commitment to Children’s Rights.

Just imagine building your dream career.

Then make it real.

Join the LEGO® team today.

Vacatures in Shanghai Shi

Assistant Social Marketing Manager

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