Assistant Social Marketing Manager

Job Description

Just imagine shaping culturally resonant social stories that connect millions of builders to LEGO® play across China. Then make it real.

This Shanghai-based marketing role sits within the Brand Marketing & Activation team at the LEGO Group, owning end-to-end social campaign delivery for local core platforms with no relocation assistance offered for this position.

No relocation assistance is offered for this position

Play your part in our team succeeding

Brand Marketing & Activation builds lasting brand relevance for our brand in China by crafting consumer-centric brand narratives that resonate with local audiences.

The Social Marketing team turns global brand strategy into platform-native content, and you’ll partner with cross-functional colleagues to scale every campaign, refine every piece of content, and translate platform trends into meaningful connections with our fans old and new. You’ll balance creative storytelling, data review, and cross-team alignment to build, rebuild and inspire audiences across Douyin, Redbook and WeChat every single day.

Core Responsibilities

• Lead daily social campaign rollout across key Chinese platforms aligned to brand strategy targets
• Design content calendars and nurture BGC, PGC and UGC streams to lift consistent brand engagement
• Partner with brand, media, PR and agency teams to expand integrated campaign reach locally
• Analyze campaign performance signals to pull actionable insights for future content iterations
• Support testing new social formats and platform trends to refresh social marketing approaches

Do you have what it takes?

• Holding a bachelor's degree with marketing or communications learning background would be preferred 
• 3–5 years of experience in social media or digital marketing, preferably in FMCG or lifestyle brands
• Strong understanding of China social ecosystem (Douyin, Redbook WeChat, etc.)
• Proven experience in content planning and campaign execution
• 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
• Clear proven track record of launching social campaigns that drove measurable brand and business outcomes
• Good verbal and written communication skills in both Chinese and English

#LISZ

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.