About the Role / 岗位介绍
You will lead digital marketing for the U.S. market, with a clear goal: help more people discover HungryPanda, place their first order, and keep coming back. You will build on our connection with Chinese-speaking communities while finding effective ways to reach a broader U.S. audience.
This is a hands-on leadership role. You will set priorities and guide the team, while staying close to campaign planning, channel tests, creative work, and performance data. You should be comfortable making strategic decisions and rolling up your sleeves to improve execution.
你将负责美国市场的数字营销工作,目标明确:让更多消费者认识 HungryPanda,完成首次下单,并愿意持续使用.你需要在服务好现有华语用户群体的基础上,探索如何有效触达更广泛的美国消费者.
这是一个需要亲自参与执行的管理岗位.你将确定方向,带领团队,同时深入参与活动策划,渠道测试,内容创意和数据复盘.我们希望你既能做出有依据的策略判断,也能与团队一起把执行做好.

What You'll Do / 工作职责
Build a U.S. growth plan. Identify priority audiences and markets, set clear acquisition and retention goals, and decide where marketing time and budget will have the greatest impact.
制定美国市场增长计划. 明确重点用户及城市,设定用户获取与留存目标,并判断团队精力和营销预算应投入在哪里.
Bring HungryPanda to a wider audience. Develop messaging and campaigns that make the platform relevant to Chinese-speaking customers and to other U.S. consumers interested in Asian food. Test what helps new audiences understand, trust, and try the service.
让更多消费者接受 HungryPanda. 针对华语用户,以及对亚洲美食感兴趣的更广泛美国消费者,制定合适的传播内容和活动,测试哪些方式能促使新用户了解,信任并尝试平台.
Lead channels and campaigns hands-on. Guide work across Xiaohongshu (RED), Instagram, WeChat communities, TikTok, paid digital channels, and other relevant platforms. Get directly involved in briefs, creative reviews, launches, and improvements when needed.
亲自参与渠道及活动执行. 统筹小红书,Instagram,微信社群,TikTok,付费数字渠道及其他合适的平台;根据需要亲自参与需求制定,内容审核,上线及优化.
Turn awareness into orders. Work with Product, Operations, and local teams to understand the customer journey, improve first-order conversion, and create reasons for customers to order again.
把品牌认知转化为订单. 与产品,运营及本地团队协作,了解用户从看到广告到完成下单的过程,改善首单转化,并推动复购.
Build effective creator and community programs. Develop KOL/KOC, creator, and community partnerships that fit different audiences and markets; measure their contribution beyond views and engagement alone.
建立有效的达人及社群合作. 针对不同用户和城市开展 KOL/KOC,内容创作者及社群合作,并关注其对实际业务增长的贡献.
Connect national direction with local execution. Partner with City Managers and local Marketing teams to adapt campaigns to each market's customers, merchants, and opportunities.
结合全国方向与本地执行.与城市经理及本地市场团队合作,根据各城市的用户,商家和市场机会调整活动.
Use data to make decisions. Track campaign spend and results, including customer acquisition, first orders, repeat orders, and channel performance. Run tests, share what works, and change course when results fall short.
用数据指导决策. 跟踪活动投入与效果,包括新用户获取,首单,复购及渠道表现;通过测试总结有效做法,并及时调整效果不佳的方案.
Lead and develop the team. Set clear priorities, coach team members, coordinate external partners, and maintain a high standard of execution across projects.
带领并培养团队. 明确工作重点,指导团队成员,协调外部合作方,并确保各项目的执行质量.

What You Bring / 任职要求
Strong experience in digital or growth marketing for a consumer platform, marketplace, food delivery business, or other consumer brand, including experience leading people or cross-functional work.
具备消费平台,交易平台,外卖业务或其他消费品牌的数字营销或增长营销经验,并有带领团队或跨部门项目的经历.
A track record of growing an audience and connecting marketing activity to measurable outcomes such as customer acquisition, first purchases, or retention.
有扩大用户群体的实际成果,并能说明营销工作如何推动新用户获取,首次购买或留存.
Ability to set a clear strategy and manage budgets, while remaining comfortable working directly on campaigns, creative, channel tests, and performance reviews.
能够制定清晰策略,管理预算,同时愿意亲自参与活动,内容,渠道测试和效果复盘.
A strong understanding of Chinese-speaking communities in the U.S., along with curiosity and sound judgment about how to reach a broader American audience.
深入了解美国华语用户群体,同时有能力和判断力探索如何触达更广泛的美国消费者.
Strong analytical, communication, and team leadership skills. Comfortable working with City Managers and teams across different functions.
具备良好的数据分析,沟通和团队管理能力,能够与城市经理及不同职能团队有效合作.
Fluency in spoken and written Mandarin Chinese and English is required.
必须能流利使用普通话和英语进行口头及书面工作沟通.

If you enjoy building a growth strategy and getting close to the work that brings it to life, we'd love to hear from you.
如果你既喜欢制定增长方向,也愿意深入一线推动执行,欢迎加入我们,一起让更多美国消费者认识并选择 HungryPanda!