Responsibilities

• Team Leadership & Resource Management: Report directly to the CEO and Founder on marketing strategy, performance, and budget.; Build and lead Funzy's in-house marketing team over time, starting as an individual contributor and progressively hiring and managing team members as the function scales.; Establish clear workflows, campaign timelines, and KPIs for HQ and each store's marketing plan, ensuring high-quality and timely execution.; Manage vendor and agency relationships (e.g., performance marketing agencies, PR partners, print suppliers) when specialized external support is needed.
• HQ Official Social Media & Content Operations (Hands-On): Directly own and operate Funzy's official headquarters accounts across all social platforms (Instagram, TikTok, Xiaohongshu/RED, Facebook, YouTube, etc.).; Hands-on content production: personally create high-converting visual and video content, including photography, basic graphic design, and short-form video reels.; Travel periodically to store locations — including corporate-owned, franchised, and licensed stores — to shoot on-site content and capture store-specific material for campaigns.; Plan and execute brand-level social campaigns and seasonal activations to grow overall brand equity, engagement, and follower base.; Lead end-to-end influencer/KOL/KOC partnerships, including outreach, negotiation, brief alignment, and ROI tracking.
• Multi-Store Marketing Enablement & Support (Direct, Franchise & Licensed): Provide strategic marketing guidance and operational support for all business models — including corporate-owned stores, franchised locations, and licensed stores.; Develop standardized marketing toolkits, brand guidelines, promotional playbooks, and localized campaign templates to empower store-level execution.; Work closely with Store General Managers and local staff to address localized store needs, boost foot traffic, optimize party bookings, and fuel membership growth.; Support new store launches, including account warm-up and pre-sales campaigns.
• Integrated Campaign Planning & Omnichannel Growth: Own the annual and quarterly corporate marketing calendars, coordinating major brand initiatives and seasonal activations.; Oversee multi-channel growth strategies spanning local SEO, email/SMS marketing (Klaviyo), and Meta/Google paid ads.; Drive local community partnerships and family-focused events to build strong hyper-local brand awareness.
• Website Optimization & Product Strategy: Apply a strong Product Manager mindset and an expert designer's aesthetic to continuously optimize and upgrade the official Funzy website, enhancing UI/UX, customer journeys, and conversion funnels.
• Paid Ads & Performance Marketing: Hands-on experience planning, setting up, running, and optimizing paid ad campaigns across key platforms — including Meta (Instagram/Facebook), Google Ads, Xiaohongshu (RED), and TikTok — to drive foot traffic and direct conversions.
• Membership & Lifecycle Marketing: Oversee customer acquisition and retention strategies to scale Funzy's membership subscription model.; Analyze customer lifetime value (LTV) and churn rates to refine loyalty perks, retention tactics, and re-engagement messaging.
• Budgeting & Executive Performance Tracking: Manage the overall HQ marketing budget, ensuring optimal ROI across digital and offline channels.; Establish weekly/monthly performance dashboards (tracking CAC, foot traffic, party bookings, ROAS, and membership renewal rates) to present directly to executive leadership.

Requirements

• Industry Experience: 4–6+ years of progressive marketing experience, with at least 1–2 years in a leadership/team management capacity. Deep expertise in retail marketing, with specialized experience in family entertainment, children's services, or youth/parenting industries strongly preferred.
• Language: Fluent in both English and Chinese (spoken and written), required for coordinating with HQ leadership, store staff, and Chinese-language social platforms (e.g., Xiaohongshu/RED).
• Travel: Willingness to travel periodically to store locations — including corporate-owned, franchised, and licensed stores — to capture content and support local marketing execution.
• Influencer / KOL Network: Proven track record and established connections with creators, family/lifestyle influencers, and local KOLs/KOCs for successful campaign partnerships.
• Data-Driven Strategy: Strong analytical skills with the ability to leverage data insights and metrics to real-time optimize, pivot, and scale marketing tactics.
• Product & Aesthetic Mindset: Possess a Product Manager (PM) mindset paired with professional design aesthetics, capable of delivering visually striking content and elevating digital brand touchpoints (e.g., website UI/UX).
• Technical & Design Tool Proficiency: Hands-on mastery of creative production tools, including Adobe Creative Cloud (Photoshop, Premiere Pro, After Effects, Illustrator, etc.) and Canva; Highly proficient in standard Microsoft Office Suite / Google Workspace (Excel, PowerPoint, Word) for performance reporting and team management; Familiarity with modern martech tools (e.g., Klaviyo, Google Analytics, Meta Ads Manager, CMS platforms).
• Platform Policy & Ad Compliance: Deep familiarity with platform-specific advertising rules, content guidelines, restricted terms, and compliance policies across major channels to ensure account health, prevent ad rejections or penalties, and maintain brand safety.
• Communication: Exceptional verbal and written communication skills to articulate campaign strategy to executive leadership and store staff alike.
• Education: Bachelor's degree in Marketing, Business Administration, Communications, or a related field.

Benefits

• Free Funzy passes and discounts for family members.