Lee Kum Kee Europe
Digital Marketing Manager
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About Lee Kum Kee
Lee Kum Kee is one of the world's most iconic Asian sauce brands and the inventor of Oyster Sauce. Beloved by Michelin-starred chefs and home cooks alike, the brand brings the most original Asian flavours to households across Europe. Lee Kum Kee Europe covers the UK and key European markets including Germany, the Netherlands, France, and Poland, with ambitious growth plans across both retail and D2C channels.
Position Summary
The Digital Marketing Manager is the digital lead within LKK Europe, owning the end-to-end digital strategy, channel investment, and team execution for one of the most distinctive FMCG brands in the category.
You will define how LKK Europe shows up digitally across paid, owned, and earned channels; lead a team; manage a significant multi-market budget; and drive commercial outcomes across D2C, eCommerce, and brand-building platforms. You will be expected to set the strategic direction on social, influencer, media buying, paid partnerships, and emerging technologies including AI-driven marketing applications.
This role sits at the intersection of brand ambition and performance rigour. You will translate the brand's cultural positioning into bold, effective digital programmes while maintaining the accountability of a performance marketer. You will report to the Head of Brand & Digital and work closely with Category, Sales, and PR stakeholders across the zone.
Key Responsibilities
Strategic Leadership & Direction
- Own and evolve the LKK Europe digital marketing strategy, setting a 12-18 month roadmap aligned to brand and commercial objectives across UK and key European markets.
- Define channel mix strategy across paid social, organic social, influencer, programmatic, search, D2C, and emerging platforms, with clear investment rationale and KPIs for each.
- Identify and act on emerging digital trends, platform innovations, and AI-powered marketing tools that give LKK a competitive edge; champion test-and-learn culture across the team.
- Provide strategic guidance on influencer and creator marketing, shaping the approach from macro partnerships to always-on creator programmes across the UK& EU zone.
- Contribute to broader marketing planning cycles, bringing digital expertise to integrated campaign development and go-to-market strategies.
Team Management & Stakeholder Engagement
- Lead, coach, and develop the Digital team, fostering a high-performance, curious, and collaborative culture.
- Set clear priorities, manage workloads across concurrent campaigns and markets, and build team capability in next-generation digital skills including AI tools, automation, and data fluency.
- Act as the digital centre of excellence for the Europe zone, advising internal stakeholders on platform best practices, audience strategy, and channel effectiveness.
- Build and maintain strong working relationships with regional and global counterparts, aligning European digital strategy with wider LKK brand standards.
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Budget Ownership & Performance
- Own the European digital marketing budget, managing planning, allocation, optimisation, and accountability across all channels and markets.
- Set robust KPI frameworks for all digital activity, including paid media (ROAS, CPA, CPM), D2C and eCommerce (CLV, conversion rate, repeat purchase), and social/influencer (reach, engagement, share of voice).
- Lead campaign performance reviews, translating data and insights into clear strategic recommendations for senior stakeholders and leadership.
- Partner with sales teams to ensure digital investment delivers measurable business value and is tied to category and revenue growth goals.
Paid Media & Partnerships
- Direct the planning, buying, and optimisation of paid media campaigns across Meta, Google, TikTok, YouTube, programmatic DSPs, and relevant EU market platforms.
- Lead commercial negotiations and relationship management with paid media agencies, technology platforms, and media partners across the zone.
- Develop and oversee paid partnership strategies including co-branded content, retail media, affiliate, and branded content collaborations with key platform and publisher partners.
- Ensure creative briefing, trafficking, and performance reporting standards are maintained across all agency and partner relationships.
Social, Influencer & Content Channels
- Set the social media strategy and editorial direction across LKK Europe's brand channels including Instagram, Facebook, TikTok, YouTube, and WeChat/Douyin.
- Own the influencer marketing programme end-to-end, from tiering strategy and talent selection to contracting, brief alignment, content review, and post-campaign measurement.
- Build community management standards and engagement frameworks that deepen consumer relationships and convert audiences into advocates.
D2C, eCommerce & CRM
- Lead digital strategy for LKK's D2C and eCommerce channels, working cross-functionally to drive trial, conversion, and customer retention.
- Oversee CRM strategy and execution across email, subscription, and loyalty channels, with a focus on building long-term consumer relationships and lifetime value.
- Partner with Sales teams to ensure alignment between DTC activity and broader retail distribution strategy, including Amazon and other marketplace channels.
- Champion a data-driven approach to audience segmentation, personalisation, and lifecycle marketing across all digital touchpoints.
AI & Innovation
- Drive the adoption of AI-powered tools across digital marketing workflows, including content creation, campaign optimisation, audience targeting, and performance reporting.
- Stay at the forefront of marketing technology developments, assessing new platforms and tools for strategic fit and trialling relevant solutions with the team.
- Develop a practical framework for responsible and brand-safe use of AI in content and marketing operations.
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Selection Criteria
Essential
- Minimum 6-8 years of digital marketing experience, with at least 2 years in a team leadership or management role.
- Proven track record of owning and managing significant digital marketing budgets (six-figure minimum) with demonstrable commercial impact.
- Deep expertise across the full digital channel ecosystem: paid social, paid search, programmatic, influencer, D2C, CRM, and social media.
- Experience defining and leading multi-market digital strategies, ideally within FMCG, food and beverage, or consumer goods.
- Strong commercial acumen with the ability to connect digital activity to business KPIs and speak credibly to senior leadership.
- Hands-on proficiency with Google Analytics (GA4), Meta Ads Manager, Google Ads, and eCommerce platforms such as Shopify.
- Experience managing and critically evaluating multiple agency relationships across media, creative, and technology.
- Fluent English (written and spoken); Mandarin or Cantonese is a strong requirement given the brand's heritage and regional scope.
- Demonstrable experience with or strong working knowledge of AI tools in a marketing context (e.g. generative content, predictive targeting, automation).
Desirable
- Experience with Chinese digital platforms including WeChat, Douyin, Xiaohongshu, or equivalent (not a must have, but great to have).
- Additional European language skills (German, French, Dutch, or Polish).
- Background in or exposure to D2C brand-building or direct-to-consumer growth marketing.
- Experience in running influencer programmes at scale across multiple markets.
- Familiarity with retail media platforms and marketplace advertising (Amazon, social commerce, etc.).
Personal Profile
- A strategic thinker who can also roll up their sleeves; equally comfortable in a briefing room or a campaign dashboard.
- Strong communicator who can distil complex digital strategy into clear narratives for non-digital stakeholders and senior leadership.
- Energised by fast-moving, multi-market complexity and able to prioritise ruthlessly without dropping quality.
- Genuine curiosity about culture, food, and the intersection of brand storytelling and digital performance.
- A talent developer who leads with empathy and sets high standards for the team.
- Has an authentic appreciation for Chinese culture, cuisine, and the stories behind the LKK brand.
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