Community Manager - Digital (Wine Jobs: Sales & Marketing)

Full Time

  Morgan McKinley

  Shanghai, Shanghai

We are looking for a community manager for our client-leading wine&spirit industry. This role will be based in Shanghai.


  • Community Manager is a central figure in the delivery of the brands Consumer Connection model. Working with key stakeholders within the business (brand managers, media manager, activation/ ecommerce team, consumer connection and consumer insight team). Community Manager will develop the brand community through the digital channel to amplify consumer engagement, advocacy and ultimately drive through to purchase.


Work closely with Brand Manager(s) to develop and implement the brand community planning.

  • Develop strategic digital recommendations to unlock the brands crusade, address key brand consideration imagery statements and build advocacy with our target consumers.
  • Develop yearly community management strategy and rolling execution plan to enhance consumer engagement.
  • Liaise with key stakeholders within the business (brand team, social manager, activation/ecommerce team, consumer connection and consumer insight team) to ensure the consumer journey is connected and amplified.
  • Work with a mindset of continual learning and optimization.

Build community understanding and identify key 'tribes' through data analysis.

  • Build understanding of brand community by analyzing PII data gathered through online and offline activities.
  • Through social media identify key tribes and passion points.
  • Liaise with consumer insight team on insight generation and translate consumer insights into ongoing recruitment and retention strategies.

Using "war room" approach to develop brand community day-to-day through real time social listening, 2-way conversations and agile content creation.

  • Utilize real time social listening tools to learn and optimize campaign strategies accordingly.
  • Develop strong sense of brand tone of voice to confidently interact with consumers in social media and ecommerce
  • Work with partner agencies to develop agile social media content that builds on insights gained from community learning

Manage the infrastructure required to implement, manage and optimize brand community management model.

  • Ensure the necessary technical tools and resources are in place
  • Manage agency roles and responsibilities to drive agility and efficiency
  • Deliver regular status/tracking reports to stakeholders with recommendations for ongoing optimization
  • Work closely with all other brand Community Managers to share learnings and drive consistency and efficiency across the department

Drive passionately on leadership through various consumer-friendly approaches:

  • Relevant social topics (with endorsement of related KOLs) and contents
  • Innovative branded parties at various levels: Festival sponsorship, Tribe party, KOL party, etc.

Control budget and ensure cost efficiency.

  • Manage and control budget.
  • Drive cost effectiveness with guarantee quality output


  • More than 4 years working experience specializing in CRM-related roles
  • Experience on brand management, digital, social media and EC is preferred.
  • Bachelor degree is required
  • Analytical, creative, proactive, self-motivated and attentive to details;
  • Strong organization and project management skills;
  • Good communication and interpersonal skill;
  • Fluent writing and speaking of English and Mandarin
  • Proficient in Microsoft, wechat, weibo and other social media platform.
  • Creative thinking way and always be of innovation, originality and motivation.
  • Passionate to spirits world
  • Willing to travel frequently, including sometimes at late nights on weekend
  • Can work under pressure

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