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Director of China Marketing

Open Position




Responsible for the promotion of California as the premier travel destination in the China market with an ultimate goal of increasing visitation and maintaining market share. Develop overall market strategy for each of China regions and oversee implementation of marketing strategies and tactics across all disciplines including consumer, trade and public relations as well as events and partnerships in cooperation with Visit California consumer, trade and PR teams. 

Manage in-market marketing teams whose core competency is to develop trade, PR and consumer partnerships currently in 6 key cities: Shanghai, Beijing, Guangzhou, Chengdu, Wuhan and Taipei. Develop market specific annual plans and oversee marketing budget of $10 million. Approve all in-country projects and be the communication conduit between the in-market teams and internal staff as well as the industry stakeholders. Serve as regional “expert” to internal staff and industry stakeholders for the China regions.  Support AVP of Global Marketing in organizing educational programs for the California travel industry (e.g. industry-wide conference Visit California Outlook Forum, specific industry committees, and various marketing and stakeholder educational programs).


Key Duties & Responsibilities:

  • Develop annual marketing plans pertaining to consumer, trade and public relations activities for China market
  • Oversee implementation of all consumer advertising and marketing programs including layered brand advertising campaigns
  • Oversee development, management and performance of Visit California’s owned channels like WeChat, Weibo and an official Web site
  • Develop travel trade strategy and oversee management of key trade shows, sales missions and events in China regions, and attend on behalf of Visit California as necessary
  • Develop PR strategy, inclusive of relationships with key opinion leaders and digital influencers in this market
  • Oversee Visit California’s familiarization trips for travel trade and PR audiences
  • Manage and reconcile market specific budget on monthly basis
  • Negotiate annual contracts and set out annual goals
  • Hire and train of in-market and internal staff, deliver annual performance reviews
  • Communicate organization’s priorities and goals to the in-market teams
  • Create measureable ROI for all programs

Estimated % of Time and Activity:

  • 40% Develop and oversee overall strategy and management of marketing programs specially designed for the China market.  Programs include brand advertising, digital and social campaigns, travel trade, public relations and consumer cooperative campaigns geared toward the Chinese consumer.
  • 35% Provide daily management of marketing priorities in six China regions.  Serve as liaison with China in-market teams and Visit California HQ staff, vendors and travel industry partners.  Oversee budget reconciliations, staff training, and annual performance reviews. 
  • 20% Receive and respond to leads from key domestic and international partners.  Send follow up information and materials, and forward request for information to industry partners.  Conduct educational seminars for industry on how to work in various Asian international markets.  Create and present reports for external (California travel and tourism industry) and internal (Visit California's Board) stakeholders.  Present at a variety of industry events.  
  • 5% Other duties as assigned by supervisor.  

Essential Qualifications:

 To perform this job successfully, an individual must be able to perform each key duty satisfactorily:

  • Proven working experience as a data analyst or business data analyst.
  • Technical expertise regarding data models, database design development, data mining and segmentation techniques.
  • Experience implementing and utilizing dashboard tools.
  • Strong knowledge of and experience with reporting packages (Business Objects etc.), databases (SQL etc.), programming (XML, JavaScript, or ETL frameworks).
  • Knowledge of statistics and experience using statistical packages for analyzing datasets (Excel, SPSS, SAS etc.).
  • Strong analytical skills with the ability to collect, organize, analyze, and disseminate significant amounts of information with attention to detail and accuracy.
  • Adept at queries, report writing and presenting findings.
  • BS in Mathematics, Economics, Computer Science, Information Management or Statistics preferred.


In addition to a competitive salary, Visit California offers an excellent health benefit package. We also offer a fantastic PTO and holiday leave package, 401(k) plan, job-specific skill training, parking and much more!


Please send your cover letter, resume, and salary requirements via email to Sacramento Staffing Agency:

Visit California has an organizational commitment to the principles of diversity and inclusion. In that spirit, we welcome all qualified individuals without regard to race, religion, color, sex, ancestry, gender, gender identity, sexual orientation, age, marital status, disability, national origin, medical condition, U.S. veteran/military status, pregnancy, or reasonable accommodation.