Media Performance Manager

About

该职位来源于猎聘 Media Performance Manager As the Media Performance Manager, China, you will own the day-to-day performance media operation across the Tencent ecosystem and Xiaohongshu, turning consumer interest in hearing care into qualified leads and store visits. Reporting to the Head of Lead Gen, you will plan, execute, and optimize campaigns across WeChat, WeChat Channels, WeChat Search, Moments ads, and Xiaohongshu KFS (KOL/KOC, Feeds, Search) to drive offline leads at an efficient and sustainable cost. The role requires strong hands-on platform operation skills, a sharp data mindset, and the ability to work closely with Content Lab, CCC, and Retail to continuously improve lead quality, store attendance, and media ROI.

More about the role

Tencent Ecosystem Performance Media

• Plan and execute lead generation campaigns across the Tencent ecosystem via Tencent Ads, including Moments ads, WeChat Channels, Official Accounts, WeChat Search, Mini Programs, and WeCom.
• Build and optimize conversion paths from ad exposure to lead capture, such as lead forms, WeCom add-friend, Mini Program booking, and store appointment, to maximize qualified leads.
• Leverage LBS and store-radius targeting to drive local demand and store visits across the retail network.
• Manage campaign structure, audience targeting (including first-party data and lookalike audiences), bidding, budget pacing, and creative rotation to deliver lead volume and CPL targets. Xiaohongshu KFS Operation
• Own the Xiaohongshu KFS strategy and execution, integrating KOL/KOC seeding (Pugongying), Feeds ads, and Search ads (Juguang) into one lead-driving system.
• Select and manage KOL/KOC partners, align content briefs with Content Lab, and amplify high-performing notes through Feeds and Search to build trust and capture intent.
• Build and manage the search keyword strategy around hearing loss, hearing aids, and related consumer needs, converting high-intent users into leads via private messages, lead forms, and store bookings.
• Track note performance, search share, engagement, and lead conversion to continuously optimize content mix and investment. Lead Quality, Data & Performance Optimization
• Set up and maintain conversion tracking and first-party data feedback on Tencent and Xiaohongshu, so platforms optimize toward qualified leads and store visits rather than clicks.
• Track the full funnel from impression to lead, appointment, store attendance, and conversion; monitor CPL, cost per store visit, and ROI by channel, campaign, audience, and creative.
• Run structured A/B tests across creatives, audiences, landing pages, and bidding strategies; scale what works and stop what does not.
• Deliver weekly and monthly performance reports with clear insights and recommended actions to the Head of Lead Gen. Cross-Functional Collaboration & Partner Management
• Work with Content Lab to brief and iterate performance creatives and Xiaohongshu notes based on data insights.
• Partner with CCC and Retail to improve lead handover, follow-up speed, and store attendance, feeding lead quality insights back into media optimization.
• Manage media agencies, KOL agencies, and platform partners to ensure high-quality execution, transparent billing, and compliance with platform rules and medical device advertising regulations.
• Stay ahead of new ad products, platform updates, and AI-enabled tools on Tencent and Xiaohongshu, and translate them into new growth opportunities. More about you:

Education &

Experience

Bachelor's degree or above

• 5-8 years of experience in performance media or digital marketing, including at least 3 years of hands-on operation on Tencent Ads and Xiaohongshu.
• Proven track record running lead generation campaigns that drive offline store visits or consultations (O2O), with clear accountability for CPL, lead quality, and conversion.
• Hands-on experience with Xiaohongshu KFS, including KOL/KOC seeding via Pugongying and Feeds/Search ads via Juguang.
• Hands-on experience building WeChat ecosystem conversion paths, including lead forms, WeCom, Mini Programs, and LBS targeting.
• Solid experience in conversion tracking, data feedback setup, and campaign data analysis to optimize performance. Competencies
• Data-driven, hands-on, and results-oriented; strong ownership mindset; curious and fast-learning, able to test, iterate, and optimize quickly in a fast-changing platform environment.
• Strong collaborator who works effectively with Content Lab, CCC, Retail, EC, agencies, and platform partners; clear communicator who can translate data into actionable recommendations.
• Strong self-management and accountability for media KPIs and budget; able to manage agencies, KOL partners, and platform teams to deliver high-quality execution; ability to influence internal stakeholders with clear data insights and practical recommendations.
• Strong expertise in Tencent Ads and Xiaohongshu Juguang/Pugongying operation, including campaign structure, audience targeting, bidding, keyword strategy, KOL/KOC management, and conversion tracking; able to turn funnel data into actions that improve lead quality, store attendance, and cost efficiency. Skills
• Good oral and written English (CET 6 or above); Mandarin Chinese (native or business fluent)
• Strong Excel and data analysis skills; proficiency with Tencent Ads, Xiaohongshu Juguang and Pugongying platforms
• Experience with AI-enabled creative and bidding tools, BI dashboards, or CDP/analytics platforms