Manager, Digital Marketing, Walmart Connect

Position Summary

The Digital Marketing Manager will lead Walmart Connect China’s digital media and platform strategy across paid media, earned media, the official website, and WeChat Mini Program.

This role is responsible for expanding brand visibility, driving qualified advertiser acquisition and engagement, and turning our owned digital platforms into scalable growth channels. The ideal candidate combines strong media expertise with hands-on platform operations, using content, campaigns, data, and ongoing optimization to deliver measurable business impact.

Key Responsibilities

1. Paid Media Strategy and Execution

• Develop and execute paid media strategies across relevant digital and social platforms to support brand awareness, advertiser acquisition, product adoption, and major marketing moments.
• Manage the full campaign lifecycle, including audience strategy, media planning, agency briefing, campaign setup, creative coordination, tracking, optimization, and post-campaign analysis.
• Continuously improve media efficiency and lead quality through audience segmentation, retargeting, creative testing, and channel optimization.
• Manage the paid media budget and ensure disciplined pacing, governance, and return on investment.
• Partner with Sales, Product Marketing, Lifecycle Marketing, and Analytics teams to connect media investment with downstream advertiser actions and business outcomes.

2. Earned Media and Digital Influence

• Develop earned media programs that strengthen Walmart Connect’s industry visibility, thought leadership, and credibility among advertisers and ecosystem partners.
• Work with Communications, content partners, industry media, publishers, and influencers to amplify key narratives, research, customer stories, product updates, and events.
• Identify timely editorial and amplification opportunities around industry trends, peak seasons, business milestones, and executive perspectives.
• Track media coverage, share of voice, content reach, engagement, and sentiment to evaluate impact and inform future planning.
• Ensure earned media activities are aligned with brand, communications, legal, and compliance requirements.

3. Website and Mini Program Operations

• Own the day-to-day operation and continuous development of the Walmart Connect China website and WeChat Mini Program.
• Build an annual platform roadmap covering content, user journeys, functionality, campaign integration, lead generation, and user experience improvements.
• Manage regular content publishing, landing-page creation, campaign updates, product information, event registration, learning resources, and platform maintenance.
• Coordinate with internal technology teams and external vendors on platform development, releases, troubleshooting, security, and performance.
• Establish clear operating mechanisms for content intake, review, publishing, quality assurance, and platform governance.
• Monitor traffic, user behavior, conversion paths, platform stability, and content performance; translate findings into actionable optimization plans.
• Improve integration between the website, Mini Program, CRM, marketing automation, and analytics capabilities.

4. Integrated Digital Campaigns

• Develop integrated digital campaigns connecting paid, earned, and owned channels around priority business objectives.
• Translate business and product priorities into clear audience journeys, campaign plans, channel strategies, and measurable conversion actions.
• Collaborate with Content, Education, Events, Product Marketing, Sales, and external partners to deliver consistent experiences across digital touchpoints.
• Support major launches, seasonal campaigns, advertiser summits, educational programs, and always-on demand-generation initiatives.
• Ensure consistent messaging and brand presentation across all platforms and campaign assets.

5. Measurement and Optimization

• Define channel and platform KPIs, including reach, engagement, qualified traffic, lead generation, conversion, cost efficiency, and advertiser activation.
• Build regular reporting and performance review mechanisms across paid, earned, and owned channels.
• Use data, audience insights, and experimentation to identify performance gaps and growth opportunities.
• Work with Business Analytics and CRM teams to improve attribution and connect digital engagement with advertiser lifecycle and revenue outcomes.
• Provide clear performance updates, insights, and recommendations to marketing and business leadership.

6. Agency and Vendor Management

• Manage media agencies, platform vendors, content partners, and other external resources.
• Develop clear briefs, timelines, deliverables, service-level expectations, and quality standards.
• Monitor vendor performance, budget utilization, and project delivery while ensuring compliance with procurement and governance requirements.
• Build scalable processes that enable reliable, high-quality execution across multiple campaigns and platforms.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, Digital Media, or a related field.
• 6+ years of experience in digital marketing, media, digital platform operations, demand generation, or a related discipline.
• Strong hands-on experience in paid media planning, campaign execution, performance optimization, and budget management.
• Experience developing earned media, digital PR, thought-leadership, or content-amplification programs.
• Proven experience operating content-heavy websites, WeChat Mini Programs, digital portals, or similar platforms.
• Strong understanding of digital user journeys, lead generation, conversion optimization, analytics, SEO, and content operations.
• Experience working with CRM, marketing automation, analytics, tagging, or attribution platforms is preferred.
• Strong project-management capabilities, with the ability to coordinate multiple stakeholders, vendors, campaigns, and production timelines.
• Strong analytical skills and the ability to translate data into clear business insights and actions.
• Excellent written and verbal communication skills in both Chinese and English.
• Experience in B2B marketing, advertising, e-commerce, technology, or platform-based businesses is preferred.

Leadership Expectations

• Think strategically while remaining close to execution and operational details.
• Take end-to-end ownership, from strategy and planning through launch, optimization, and reporting.
• Build structured operating mechanisms for complex, always-on digital channels.
• Balance brand impact, user experience, lead quality, and business outcomes.
• Influence cross-functional partners and drive progress in a matrixed, fast-moving organization.

Key Success Measures

• Growth in qualified traffic, advertiser engagement, and digital lead generation.
• Improved paid media efficiency and downstream conversion quality.
• Increased earned reach, industry visibility, and share of voice.
• Website and Mini Program engagement, conversion, content freshness, and operational stability.
• Stronger integration across paid, earned, and owned digital journeys.
• Consistent, high-quality execution delivered on time and within budget.