senior social media manager china

extreme cashmere builds an ongoing collection, a knitted wardrobe that grows edition by edition without being tied to seasons or trends. these editions are for everyone; our clothes are made for bodies. we create long-lasting garments that surprise with shape, color and detail. luxury, for us, is the feeling of something done exactly right, essential and transformative in ways that are hard to explain and easy to feel.

we are looking for a senior social media manager to own our brand presence in china, running xiaohongshu (red) and wechat, including our mini program, from our amsterdam headquarter.

the role

china is not a blank page for us. the brand already has a real footprint in the market, a customer base that knows us and channels that are live. we have now set up our own chinese entity, with a first physical presence in shanghai on the way, and it is time to scale.

you own how extreme cashmere speaks to the chinese audience: the content we publish, the campaigns we land, the voice we use and the community we grow around the brand. you report into the creative director and work side by side with her on every campaign, translating the brand universe into content that feels native to china without ever losing what makes it ours. you sit in amsterdam, close to the creative studio, and you are the bridge between it and the market.

our sales agencies in china carry the commercial and conversion kpis. you carry the upper and mid funnel: awareness, desire, consideration and community. you and the agencies work as one funnel, and it is on you to make sure the brand story we build at the top is the one that converts further down.

what you'll do

xiaohongshu (red)

own our red presence end to end: channel strategy, content calendar, notes, formats and tone of voice. take an account that is already live and grow it into a destination chinese customers follow because the content is genuinely good, not because it is pushed. stay on top of how the platform behaves, what the search behaviour of our category looks like, and where the brand can credibly show up.

wechat official account and mini program

run the wechat ecosystem as our owned brand home in china. programme the official account, plan and write the editorial, and own the brand content, storytelling and campaign surfaces inside the mini program in close coordination with the partners who run the commercial side of it. build the crm and community touchpoints that turn a first purchase into a relationship.

brand campaigns with the creative director

take the global brand campaigns developed with the creative director and land them in china: adapting concepts, sequencing the rollout across channels and commissioning the local content the market needs. work the other way round too, feeding market insight and china-first ideas back into the creative process early enough to shape the work rather than decorate it.

influencers, creators and community

our local creative agencies lead the influencer and creator programme, from everyday customer voices who talk about the brand to established names with large followings. your job is to co-create it with them rather than approve it: shape the concepts together, agree which voices genuinely fit a quiet luxury brand, write the briefs alongside them and hold the creative bar. stay close enough to the work to own the outcome, and keep the community conversation alive between campaigns.

working with our sales agencies

our agency partners own the commercial and conversion kpis. you own the funnel above them and you make the handover work: shared calendars, aligned campaign timings, consistent assets, one brand voice. brief them clearly, challenge them where the brand is at stake, and keep a clean line between brand building and commercial activation without ever letting the two drift apart.

content, production and localisation

make sure we always have the right content for the market. plan and brief local shoots and creators, art direct within the brand's visual language, and manage local production partners and freelancers. own copy and cultural adaptation, including the moments where the right answer is not to translate at all.

insight and reporting

build a clear reporting rhythm on the metrics that belong to you: reach, follower and community growth, engagement quality, saves and shares, search presence, content performance and assisted traffic. track what the market is doing around us, report to the creative director and leadership, and use what you learn to decide what we do next.

who you are

• 5+ years in social media, content or brand marketing for the chinese market, within fashion, luxury or premium lifestyle brands

• native mandarin and a native understanding of the chinese market, its platforms, its humour and its taste, with fluent english for daily work with an international team

• deep, hands-on xiaohongshu (red) expertise: you have built and grown a brand account yourself and you know what makes a note work

• strong wechat experience across official account and mini program, including editorial programming and crm and community touchpoints

• a track record of scaling a brand channel, taking an existing presence and growing it into real reach and community

• experience working alongside sales agencies, distributors or tp partners, with a clear sense of where brand building ends and commercial activation begins

• experience co-creating influencer and creator programmes with local creative agencies, and briefing creators and production partners directly

• a great eye for luxury aesthetics, with the judgment to protect brand integrity while still making content that performs

• comfortable with upper and mid funnel measurement, and able to explain what the numbers mean rather than just report them

• happy working from amsterdam across time zones, in close daily contact with the market and our partners in china

• hands-on, proactive and comfortable with the pace of a scale-up

what we offer

• full ownership of the brand's voice in china at the moment the market is being scaled

• a close working relationship with the creative director and a direct hand in how the campaigns are made, not only how they are published

• a beautiful product with a strong brand identity and loyal customer base

• a collaborative, international team in amsterdam