Role Overview
We are looking for a Web & Paid Marketing Manager to own the RGCB seller-facing website and lead digital acquisition via SEO and paid media. Your primary goal is to drive high-quality cross-border seller leads to our Rocket Growth business through website optimization, search, and performance campaigns.
You will own the end-to-end web funnel (traffic → leads) and partner closely with sales/BD, operations, and central marketing. Experience with SCRM and marketing automation is a strong plus, but not mandatory.
Key Responsibilities
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Web Ownership & Conversion (Core)
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Own the strategy, roadmap, and performance of the RGCB seller website(s) (e.g.,
gs.coupang.cn and
related domains).
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Lead content and UX for key pages, and work with internal tech teams and external agencies to ship new pages/modules, landing pages, and experiments.
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Define and optimize SSR and lead-gen flows to improve conversion rate.
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Set up and maintain web analytics & tracking (e.g., GA4, GTM) to understand traffic sources, behavior, and funnel performance.
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SEO & Organic Acquisition (Core)
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Develop and execute the SEO strategy for attracting cross-border sellers.
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Conduct keyword research and build content / landing page plans.
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Optimize on-page SEO and collaborate on technical SEO with web devs.
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Monitor rankings, organic traffic, and conversions, and regularly report on SEO performance and next actions.
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B2B Paid Marketing & Performance (Core)
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Plan, launch, and optimize B2B performance campaigns (e.g., Baidu, 360, Bytedance, Tencent, etc.) to acquire qualified seller leads.
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Own media planning, budgeting, and channel mix, aligned with RGCB seller acquisition goals.
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Partner with agencies or internal teams to manage campaign setup, creatives, landing pages, and tracking.
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Analyze campaign performance (CPC, CTR, CPL, lead quality, downstream conversion) and continuously improve ROI through testing.
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Design and run A/B tests (ad copy, creatives, audiences, bidding strategy, landing page variants).
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SCRM & Marketing Automation (Nice to have)
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Collaborate with SCRM owner to ensure clean lead capture and routing from web and paid channels.
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Help define or refine lead source, campaign tagging, and basic scoring rules so campaign performance can be tracked in SCRM.
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Support the design of nurturing flows and content creation (email/WeChat follow-ups, event follow-ups) to improve lead-to-opportunity conversion.
Basic Qualifications
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Bachelor’s degree in Marketing, Business, Communications, or related field.
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5–8 years of experience in digital marketing / performance marketing / growth, with a strong focus on web + SEO + paid.
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Proven track record of owning or heavily managing B2B websites.
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Hands-on experience with SEO.
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Solid experience running B2B paid campaigns (search, display, native, or social) with clear performance targets.
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Comfortable with web analytics tools (e.g., GA4) and tag management (e.g., GTM) to track performance and build reports.
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Strong analytical and problem-solving skills, able to translate data into insights and actions.
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Excellent project management and stakeholder communication, including working with agencies and cross-functional teams.
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Business-level Chinese and English (written and spoken).
Preferred / Bonus Qualifications
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Experience in B2B marketing and cross-border ecommerce.
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Experience collaborating with or managing SCRM/CRM (e.g., Salesforce, WeChat SCRM, HubSpot) for lead routing and reporting.
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Familiarity with WeChat ecosystem (official account, mini-program, WeCom) and its role in B2B lead gen and nurturing.
Recruitment Process and Others
Recruitment Process
- Application Review - Phone Interview - Onsite (or Virtual Onsite) Interview – Offer
- The exact nature of the recruitment process may vary according to the specific job and may be changed due to scheduling or other circumstances.
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Interview schedules and the results will be informed to the applicant via the e-mail address submitted at the application stage.
Details to Consider
- This job posting may be closed prior to the stated end date for application if all openings are filled.
- Coupang has the right to rescind an offer of employment if a candidate is found to have submitted false information as part of the application process.
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Those eligible for employment protection (recipients of veteran’s benefits, the disabled, etc.) may receive preferential treatment for employment in accordance with applicable laws.
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