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Director of China Marketing

Recently Filled Position



Start Date

September 06, 2018


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).

  • 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 measurable ROI for all programs


Estimated & of Time

  • 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 requests 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 track record" in managing and launching international marketing campaigns.

  • Ability to communicate and lead cross functional teams within a professional office environment.

  • Demonstrated ability to manage multi-million dollar advertising and cooperative programs.

  • Minimum of five years of professional experience in the marketing and/or tourism industry.

  • Strong written and verbal communication skills. Ability to present to large groups.

  • Strong budget and account management experience.

  • Strong organizational skills and ability to handle multiple tasks and meet deadlines.

  • Previous experience working with Asia countries a plus.

  • Knowledge of Mandarin Chinese is a plus.

  •  Work hours may sometimes reflect operating hours Asia markets. Some international travel will be required.

  • Position is based in Visit California’s global headquarters located in Sacramento, California.

  • Knowledge of Microsoft Office products, including Word, Excel and PowerPoint.

  • Bachelor’s Degree or other advanced degree in marketing, recreation, tourism or related business field.


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: help@sacramentostaffingagency.com 

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.