Company Description

Minor Hotels is at the heart of the world’s most exciting cities, nestled on the world’s most beautiful beaches, and hidden within the most remote jungle retreats. Let us show you the world, from seamless city stays to exclusive safari lodges and luxury resorts on private islands.

Savour world-class dining at our collection of Wolseley restaurants, or sip cocktails with trendy socialites at SEEN. Embrace holistic wellness through revitalising therapies, or embark on the journey of a lifetime by train, luxury cruise or private jet.

Wherever your adventure takes you, we’re there. Discover the world with Minor Hotels.

Job Description

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 revenueSupport hotel openings, need periods and underperforming assets with targeted, performance-driven marketing plansEnsure alignment between brand initiatives and hotel commercial objectives

2. Douyin Ecosystem & Livestream Commerce

Lead execution of Douyin strategy, including content planning, KOL collaboration, livestream operations, and group-buy conversionDrive direct revenue contribution through Douyin, optimizing full-funnel performance (awareness → engagement → conversion)Establish scalable best practices and playbooks for property-level implementation

3. Collaboration & Brand Activation

Develop and execute cross-industry collaborations (lifestyle, luxury, culture, F&B) to enhance brand relevance and drive guest acquisitionCreate locally resonant campaigns and experiences that deliver both visibility and commercial impact

4. Hotel & JV Partner Enablement

Support operating hotels and JV partners with hands-on marketing execution and campaign deploymentDeliver training and capability building in Douyin, digital campaigns, and performance marketingAct as the bridge between central strategy and property-level execution

5. 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 outcomesEnsure transparency in marketing contribution to hotel revenue

Qualifications5–8+ years of experience in hospitality, lifestyle or digital marketing, with strong commercial focusProven experience in Douyin ecosystem, livestream commerce, or digital campaign execution in ChinaStrong understanding of China consumer behavior and platform dynamicsExperience supporting multi-property portfolios or regional marketing execution preferredStrong project management and stakeholder coordination capabilityFluent in Mandarin and EnglishStrong commercial mindset with focus on revenue and performanceAgile, hands-on and execution-drivenStrong collaboration and influencing skills across stakeholdersCreative with strong sensitivity to local trends and digital cultureHigh ownership and accountability