Rapha's vision is to make cycling the most important sport in the world because we believe in the transformative power of cycling. We've earned a global reputation for crafting the world's finest cycling apparel, for telling stories that elevate the sport through compelling content and for connecting our global community of cyclists through inspiring rides and events. 

As we continue to grow our presence in China, we're looking for a China Marketing Manager to lead our local marketing strategy and build a vibrant, culturally relevant brand presence in this key market.

The Role:

As Rapha's China Marketing Manager, you'll be accountable for driving sustainable brand growth across digital and offline channels in China. You'll manage our local agency partner, lead the development of platform-specific content strategies, and ensure Rapha's brand DNA resonates authentically within Chinese cycling culture. This role requires a blend of brand and commercial acumen, cultural insight, and the ability to bridge global brand standards with local market needs.

Key Responsibilities:

• Develop and execute integrated marketing plans for China, translating global campaigns for local relevance while creating bespoke content that speaks to Chinese culture and consumer behaviours.

• Lead go-to-market planning and execution for the China region, liaising with colleagues across brand marketing, ecommerce, wholesale, retail, and community to ensure brilliant 360° campaign delivery and brand consistency across all touchpoints.

• Collaborate with global Brand and Content teams to adapt creative assets, messaging, and product stories for the Chinese market while maintaining Rapha's distinctive tone and aesthetic.

• Own the strategic role of WeChat within Rapha’s China brand ecosystem, partnering with the global Digital team to shape platform strategy, governance, and brand experience across content, community, and commerce.

• Partner with the Ecommerce and Operations Manager to translate brand demand into commercial performance, ensuring brand storytelling and campaign priorities are effectively represented across trading platforms.

• Recruit, lead, and develop a Social Media Lead responsible for day-to-day content and community management across key social platforms including WeChat, Little Red Book (Xiaohongshu), and Bilibili.

• Manage and direct our local agency partner (Domestiques), setting clear objectives, ensuring alignment with brand standards, and driving performance across all customer touchpoints.

• Build strong relationships with KOLs and media to maximise brand visibility and earned media impact.

• Partner with the Shanghai Clubhouse team to drive brand awareness and consideration across the local metro, leading the amplification of hero brand and community activations, including the annual Women’s 100 and Festive 500.

• Own performance reporting for China marketing, providing insights and recommendations to senior leadership on growth opportunities and market dynamics.

• Monitor market trends, competitive activity, and cultural moments within Chinese cycling and premium lifestyle sectors, identifying opportunities for brand growth and relevance.

• Ensure all marketing activities comply with local regulations and platform requirements while upholding Rapha's brand integrity.

About You:

Candidates may possess the following skills. We're open to a wide variety of backgrounds and skill sets which may fulfill the requirements in a similar way.

• Proven experience in Marketing Strategy and implemental management within premium retail, sports apparel, or lifestyle brands in the China market.

• Deep understanding of China's digital ecosystem including TMall, JD, WeChat, Little Red Book, and Bilibili, with demonstrated success driving brand and commercial performance through these platforms.

• Strong agency management skills with the ability to brief, direct, and extract the best work from external partners.

• Excellent stakeholder management and communication skills, with the ability to influence both locally and across global teams.

• Cultural fluency in both Western brand positioning and Chinese consumer behaviour, with the ability to adapt global content while maintaining brand authenticity

• Commercial mindset with strong analytical skills and the ability to translate data into actionable insights and strategies

• Experience recruiting and developing marketing talent, with the ability to build and inspire high-performing teams

• Fluency in Mandarin and English (written and spoken) is essential

• A passion for cycling and understanding of Rapha's brand ethos is highly desirable

Working at Rapha

We are willing to continue investing in employee development and building an extraordinary workplace culture, providing the following benefits:

• Five insurances and one housing fund

• Monthly and annual performance bonus plans

• 50% off on employee clothing (additional discounts for friends and family)

• Annual clothing allowance

• Team riding day

• Annual employee insurance & health check-up