Sr Customer Mktng Specialist

The specialist will partner with ESM global customer marketing, strategic marketing managers, product marketing managers, channel managers, sales teams, the Events Manager, and external agencies to localize customer marketing assets, campaigns, and event experiences for product launches and ongoing horizontal or vertical customer marketing initiatives.

This position is based in Shanghai and will report to the Senior Director, Corporate Marketing.

• Support global Strategic Marketing and Customer Marketing leads by regionalizing and executing marketing plans for Greater China, ensuring campaigns, assets, messaging, and customer engagement activities reflect local culture, language, market dynamics, and channel best practices while remaining aligned to global strategy and marketing-generated pipeline (MGP) goals.
• Execute experiential programs for large-scale customer-facing hosted events and trade shows in both live and virtual settings across Greater China, in partnership with Customer Marketing, Strategic Marketing, and the Events Manager. This includes project management, sourcing, contract negotiation, booth experience execution, budget management, timeline oversight, vendor and agency management, registration, and meeting logistics.
• Adapt event campaign themes, presentations, event promotion plans, customer communications, and post-event follow-up strategies to ensure regional relevance and consistency with globally defined objectives.
• Regionalize and execute account-based marketing (ABM) campaigns, including segmentation inputs, local positioning and messaging adaptation, creative localization, campaign book implementation, content coordination, customer journey alignment, asset production, content approval, and campaign deployment across paid, earned, shared, and owned (PESO) channels to generate marketing-generated pipeline (MGP).
• Manage the local execution of the corporate brand campaign and lead the local corporate branding strategy
• Analyze the competitive landscape, customer insights, and local market dynamics to inform strategic marketing plans for Greater China.
• Serve as the Greater China voice of market in planning discussions, providing local customer, competitive, cultural, language, and channel insights to inform global plan development without shifting strategic plan ownership from Strategic Marketing and Customer Marketing leads.
• Provide regional customer insight and content recommendations to support Customer Marketing-led content strategy, helping adapt messaging and assets that guide prospects from top-of-the-funnel awareness through to bottom-of-the-funnel conversion.
• Support and regionalize New Product Introduction (NPI) plans developed by Strategic Marketing and Customer Marketing leads in accordance with launch requirements.
• Execute and optimize customer nurture campaigns that engage prospects throughout the buyer journey, increase conversion rates, and support overall pipeline growth.
• Create and deliver sales enablement materials that empower the sales team to engage customers effectively and drive revenue across the business.
• Partner with business leads, offering management, sales excellence, regional commercial teams, and external agencies to implement integrated programs supporting key solutions, products, and services.
• Drive a digital-first marketing approach with emphasis on web, marketing automation, digital content marketing, demand generation, and Greater China-relevant digital channels.
• Use data to guide marketing strategy, including ROI, campaign effectiveness, marketing channel optimization, customer insights, lead quality, and pipeline contribution.
• Leverage data and analysis to assess the impact and performance of marketing tactics and conduct A/B testing to identify best practices.
• Manage and execute customer marketing budgets effectively, ensuring optimal allocation of resources across campaigns, events and programs to maximize impact and ROI.
• Ensure all localized materials follow brand governance, messaging standards, legal requirements, and regional market considerations.
• Travel up to 40%.

Must Have

• Minimum of five years of experience developing and executing B2B customer marketing programs, including at least two years of event planning experience.
• Proficiency in Microsoft 365.
• Strong understanding of the Greater China market, including customer engagement approaches, localization requirements, and relevant digital marketing channels.
• Fluency in Chinese and strong English skills, both written and verbal.
• Excellent communication and interpersonal skills.
• Outstanding project management skills.
• Ability to collaborate effectively across global, regional, and local teams.