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China Marketing Manager

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Date: Nov 10, 2021

Location: Shanghai, SH, CN, 201807

Company: Corning

Requisition Number: 50523

 

Corning is one of the world’s leading innovators in materials science. For more than 160 years, Corning has applied its unparalleled expertise in specialty glass, ceramics, and optical physics to develop products that have created new industries and transformed people’s lives.

Corning succeeds through sustained investment in R&D, a unique combination of material and process innovation, and close collaboration with customers to solve tough technology challenges.

Our Optical Communications segment has recently evolved from being a manufacturer of optical fiber and cable, hardware and equipment to being a comprehensive provider of industry-leading optical solutions across the broader communications industry.This segment is classified into two main product groupings – carrier network and enterprise network. The carrier network product group consists primarily of products and solutions for optical-based communications infrastructure for services such as video, data and voice communications. The enterprise network product group consists primarily of optical-based communication networks sold to businesses, governments and individuals for their own use.

 

Purpose of Position

The China Marketing Manager role is part of the global marketing organization, responsible for developing and executing the integrated marketing plan (IMP) which drives revenue growth via a mix of activities in the areas of brand building, lead generation and sales enablement. This role supports both the data center (DC) and in-building networks (IBN) markets for the Greater China region (mainland China, Hong Kong, Taiwan).

 

Major Responsibility

• Create and execute the annual China integrated marketing plan (IMP) via collaboration with stakeholders in sales, market development and product line management, measuring the plan’s success with defined metrics, and course correcting the plan as necessary
• Build the marketing activity plan, defining which digital events (online industry seminars, webinars) and physical events (industry trade shows, Corning hosted seminars, co-hosted seminars with industry partners) will be conducted, and establish the execution plan
• Create new or translated marketing collateral, including video content, PowerPoint presentations, printed documents, digital assets and web site copy
• Manage the Corning Optical Communications China (COCC) web site within Adobe Experience Manager (AEM), determining the site hierarchy, page structure, and content, coordinating with the US-based digital marketing team on site governance and standards. Craft strategies for driving traffic to the web site, including search engine optimization (SEO) and search engine marketing (SEM), and using the web site to capture sales leads.
• Work closely with the Marketing Communications Specialist to develop and execute the COCC social media platform editorial calendar, including content recommendations
• Build and execute email campaigns supporting key marketing initiatives, including defining the target audience, messaging, digital assets, and call-to-action
• Serve as the evangelist for the marketing lead management process in China, collaborating with sales to ensure they understand and adopt the necessary processes, and jointly develop plans for how to generate new leads, move leads through the buyer journey, and ensure engagement for existing sales opportunities in the pipeline
• Lead the new product commercial launch process for China, including defining the value proposition and messaging, and determining the promotional plan
• Evaluate and quantify effectiveness of all executed marketing activities
• Complete other project management responsibilities as assigned by manager

 

Performance Evaluation Criteria

• Performance measured against annually defined quantified metrics for brand building, lead generation and sales enablement
• Ability to prioritize projects based on what has the most impact on metrics
• Successful execution of all projects in the marketing plan
• Internal customer satisfaction across stakeholder teams

 

Education & Experience

• Bachelor’s degree or above in marketing, communications, business, or engineering (or a similar technical field)
• Five years or more of marketing, communications, sales, product line management or similar work experience
• Excellent written and verbal communications skills, in both Chinese and English
• Strong sense of digital marketing savvy and understanding of how to use a web site and social media platforms to communicate with target audiences
• Strong presentation skills
• Good problem-solving skills
• Ability to multitask and manage a large number of projects simultaneously
• Ability to adapt to using new digital tools and platforms to complete required work
• Self-starter who demonstrates a sense of initiative, and ability to operate independently in a location remote from their manager

 

Desired Education, Knowledge and Skills

• Experience building and executing an integrated marketing plan (IMP)
• Experience launching new products for B2B sales
• Knowledge of fiber optics and data center applications
• Experience with web site publishing platforms such as Adobe Experience Manager (AEM) is a major plus
• Experience with Customer Relationship Management (CRM) platforms such as Salesforce.com
• Experience with online project management systems such as Workfront
• MBA degree is a plus

 

Career Development Opportunities

• Chance to join one of the world’s leading high-tech manufacturing companies, with a long history in China
• Provides opportunity to build skills across a broad range of marketing activities
• Role experience provides a strong development platform for future roles at Corning
• Good chance to work with people from other countries in Asia, N. America and Europe
• Product Line Management
• Market Development
• Sales
• Communications