Lane Crawford is an internationally renowned luxury department store with over 175 years of success, delivering an exceptional and eclectic product curation with dynamic Asian spirit and values. As our Assistant Social & Direct-to-Customer (DTC) Manager, you will play a pivotal role in the creation and execution of integrated, omni‑channel marketing strategies that drive brand awareness, increase in‑store and online traffic, boost customer engagement, and capture prospective customer data via DTC communications and social media.
The Assistant Social & DTC Manager will support the development of a comprehensive annual activity calendar and detailed 360° programme plans that define target segments, objectives, concepts, online and offline touchpoints, key messages, engagement mechanics, calls to action, DTC communications, social media approach, and an optimal above‑the‑line media mix, while setting clear program targets and budgets.
The Role
Develop and manage Direct-to-Customer (DTC) campaigns (email, SMS/MMS, Whats App, app notifications via Emarsys) to drive traffic, conversions and revenue, including trigger/remarketing flows and lifecycle messaging.
Optimize campaigns through analysis, A/B and MVT testing, KPI tracking, and adherence to industry best practices; report on performance and revenue impact.
Plan and execute organic social strategies (Instagram, We Chat, Weibo, RED/Xiaohongshu, Facebook) — content planning, scheduling, community management and KPI reporting to boost awareness, engagement and traffic.
Collaborate with content, creative, paid social and influencer partners to produce audience‑relevant content and align organic/paid strategies for maximum impact.
Contribute to integrated communications planning and omnichannel programs with CRM (HK) — define segments, key dates, messaging and CTAs; ensure timely approvals and alignment with marketing objectives.
Manage communications calendar and budget, coordinate with internal teams and external agencies, support event delivery and ensure brand compliance.
Track, measure and share insights across online, marketing and customer‑facing teams to synchronize messaging, improve customer experience and inform business decisions.
Oversee financial management of programs: execute within approved budgets, monitor campaign expenses, analyze results, and prepare timely reports, proposals and post‑mortems.
The Ideal Candidate
Bachelor’s degree in Marketing/Communications/Business (or related) with 4–6+ years in DTC communications and social media—preferably in luxury fashion/retail.
Proven track record building and executing integrated DTC and social media strategies to drive brand awareness, engagement and sales; strong analytical and campaign performance optimization skills, including budget management and financial analysis.
Deep knowledge of social platforms (Instagram, We Chat, Weibo, RED/Xiaohongshu, etc.) and emerging channels; hands‑on experience in content strategy, community management and traffic acquisition.
Excellent written and verbal English and Chinese; strong stakeholder management, cross‑functional teamwork and customer‑centric orientation focused on Asian luxury consumers.
Strong project management, prioritization, attention to detail, and commitment to delivering high‑quality creative and digital work aligned with digital marketing best practices.
Benefits
At Lane Crawford you work hard and play hard while we take care of your wellbeing. Your annual holiday leave is supplemented by special leave for birthday and work anniversaries, time off to celebrate key holidays and Summer Fridays. Our enhanced medical, dental, pension benefits and life insurance give you peace of mind. And it’s true, that all our permanent staff can enjoy staff discount and visit our legendary staff sales! You can develop your skills and knowledge on the job supported by curated learning experiences at The Academy, and have the opportunity to work with, and be exposed to, a team of internationally minded professionals who will support and stretch your career development. We offer staff wellness programmes to nurture mind, body and spirit in our head office and stores. We treasure opportunities to come together, whether it’s at an office Happy Hour, networking in the \"Gin Den\" or our Talk of The Town Staff Parties.
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