Bachelor's degree in Marketing, Communications, Business, or related field
2-4+ years of experience in local/field marketing, with at least 1+ year in project leadership
Experience in on-demand delivery, online food platforms, or local lifestyle tech preferred
Deep understanding of Greater New York Area's Chinese and Asian communities
Strong project management and problem-solving skills
Proficiency in Excel/Google Sheets for data analysis
Bilingual fluency in English and Mandarin required
Responsibilities
Conduct market research and competitive analysis to inform localized strategies
Develop and execute offline marketing plans for key NYC neighborhoods and campuses
Plan and execute high-impact field marketing campaigns
Oversee operational execution of events, including budgeting and logistics
Initiate and negotiate co-marketing partnerships with local businesses
Collaborate with the BD team on joint marketing programs for merchants
Build relationships with local media and influencers to enhance brand visibility
Benefits
Ownership of local growth initiatives in a flagship market
Entrepreneurial culture with flat hierarchy
Vibrant, multicultural workplace
Competitive salary and performance-based bonuses
Comprehensive health coverage (Medical/Dental/Vision)
Paid time off (PTO)
Exclusive meal perks
Full Job Description
Role Mission
As a Local Marketing Manager (New York), you will take full ownership of local brand awareness, offline user acquisition, and merchant/community co-marketing across the Greater New York Area. This role calls for an entrepreneurial marketer with sharp local market instincts, end-to-end execution capabilities, and a data-informed growth mindset. You will establish deep connections with local Asian communities, university student bodies, and merchant networks to accelerate user acquisition and elevate HungryPanda's presence across key NYC neighborhoods. Key Responsibilities
1. Local Market Insights & Strategy
Conduct comprehensive market research and competitive benchmarking across NYC's food delivery and local lifestyle sectors to identify consumer trends and drive localized strategy.
Develop and execute tailored offline marketing roadmaps for key NYC hubs (Flushing, Chinatown, Sunset Park) and university campuses to capture dense target demographics.
2. Field Marketing & Experiential Campaigns
Plan, coordinate, and execute high-impact field marketing campaigns (e.g., food festivals, campus orientation activations, cultural sponsorships, and pop-ups) to fuel user growth.
Oversee the end-to-end operational execution of field events-including budget allocation, permitting, vendor management, on-site logistics, and post-campaign ROI assessments.
3. Strategic Partnerships & Community Co-Marketing
Initiate and negotiate impactful co-marketing partnerships with local lifestyle businesses, Asian grocers, student organizations, and community hubs to drive mutual acquisition.
Collaborate closely with the BD team to design joint marketing programs for key merchant partners, strengthening merchant stickiness and expanding organic footfall.
4. Local Media, PR & Influencer Relations
Build and maintain relationships with local Chinese-language media and influential food/lifestyle creators across RED (小红书), Instagram, and WeChat to drive local buzz.
Uphold brand guidelines and narrative consistency across all regional marketing touchpoints, reinforcing HungryPanda's reputation as the go-to Asian food platform.
5. Data Analysis & ROI Optimization
Continuously measure, analyze, and optimize campaign metrics (CAC, conversion, retention, and ROI), using data-driven insights to refine marketing efficiency.
Qualifications & Requirements
Bachelor's degree in Marketing, Communications, Business, or a related field; 2-4+ years of progressive experience in local/field marketing, with at least 1+ year leading projects or managing teams.
Prior marketing experience in on-demand delivery, online food platforms, quick-commerce, or local lifestyle tech is strongly preferred.
Deep understanding of the Greater New York Area's Chinese and Asian communities, university dynamics, and dining habits; established local network is an asset.
Strong project management and problem-solving skills; resilient, highly organized, and thriving in a fast-paced, dynamic environment.
Strong analytical acumen with proficiency in Excel/Google Sheets; able to extract actionable insights from campaign performance metrics.
Bilingual fluency in English and Mandarin (professional working proficiency in both written and spoken communications is required).
Must have valid, unrestricted work authorization in the United States.
What We Offer
Direct ownership of local growth initiatives in our flagship US market, offering high visibility and rapid career development within a global tech scale-up.
An entrepreneurial culture with flat hierarchy, empowering you to pilot new campaigns rapidly and make a direct impact on business metrics.
A vibrant, multicultural workplace surrounded by passionate foodies and mission-driven teammates.
Competitive base salary aligned with NYC industry standards, performance-based bonus, comprehensive health coverage (Medical/Dental/Vision), PTO, and exclusive meal perks.
