Director, Marketing, China

Do you have the vision to shape how a global brand connects with audiences in China? Are you passionate about digital innovation and storytelling that drive engagement and trust? Ready to lead a high-impact team that bridges global strategy with local relevance?

Join CFA Institute as our Director, Marketing, China – a pivotal leadership role driving the next chapter of our brand and customer engagement strategy across Chinese Mainland.

What You’ll Do

• Strategic Leadership & Execution – Lead China’s integrated marketing strategy, aligning local goals with CFA Institute’s global vision.
• Brand Stewardship – Localise and elevate our global brand for China, ensuring consistency, relevance, and impact.
• Digital Marketing – Build a digital-first ecosystem across local and global digital touchpoints to deepen engagement and retention.
• In-Person Channel Marketing – Strengthen brand visibility through events, partnerships, and member community initiatives.
• Market Insights & Localisation Strategy – Translate market intelligence into actionable insights that shape campaigns and performance.
• Cross-Functional & Global Collaboration – Partner across China, APAC, and global teams to deliver cohesive, compliant, and high-performing marketing.

What We’re Looking For

• 10+ years’ experience leading integrated marketing programmes in China, including at least 5 years in a leadership role within a global or matrixed organisation.
• Deep expertise across the full marketing funnel – brand awareness, engagement, and retention – with a strong grasp of localisation best practices.
• In-depth understanding of China’s digital ecosystem (e.g. WeChat, RED, Douyin, Weibo) and proven ability to deliver connected, data-led campaigns that align with global objectives.
• Demonstrated success using martech, analytics, and AI tools to drive performance and insight-led decision-making.
• Strong brand management experience, including large-scale campaign execution and effective localisation of global platforms.
• Experience gained within global MNC financial institutions, education, accreditation, or professional bodies with strong China marketing operations.
• Proven ability to operate confidently within a global matrix – influencing, aligning, and representing China’s voice across APAC and headquarters functions.
• Exceptional communication skills in Mandarin and English, with cultural awareness and the ability to engage credibly with global peers.
• Collaborative and strong leader who develops and empowers teams, sets clear priorities, and achieves results through partnership and trust.

Why Join Us

• Shape the next phase of CFA Institute’s brand and marketing strategy in one of the organisation’s most dynamic and high-potential markets.
• Launch and localise a new global brand platform for the China market with full creative and strategic ownership.
• Influence decision-making across China, APAC, and global teams through close collaboration and trusted expertise.
• Join a values-driven organisation recognised for its mission, integrity, and commitment to advancing the investment profession