Brief introduction of this position:

The candidate shall deeply understand the technical selling points, design language, and user scenarios of automotive products, and transform them into content language that KOLs can naturally express and users are willing to share. candidate shall drive scaled content distribution across media platforms.

Key tasks:

1. Closely collaborate with Product, PR, and Sales teams to ensure content communication direction remains aligned with product launch rhythm and brand identity.
2. Coordinate with 3rd party creative agencies and media to integrate internal and external resources and improve content production efficiency.
3. Engage in deep content co-creation with KOLs based on product understanding, help KOLs/media find the natural intersection between the product and their own persona.
4. Review KOL scripts and final videos from three quality dimensions: content logic, product information accuracy, and platform tone, ensuring brand/product messages are accurately delivered.
5. Plan scenario-based content topics that allow product selling points to be perceived in real user contexts, rather than merely presented through spec comparisons.
6. Understand vehicle positioning and core selling points (e.g.,  design, EE architecture, driving dynamics) and translate them into language that KOLs and users can perceive.
7. Lead the content packaging of product selling points, producing content briefs tailored to different platforms (Douyin / Xiaohongshu / Bilibili / WeChat Channels).
8. Continuously expand and evaluate automotive vertical and cross-industry KOLs, establishing a tiered KOL pool with fine-grained tagging based on product fit, content capability, and follower profile.
9. Make sure all content go live in timely manner, guarantee the performance of all released content.

Qualification and skills:

• Bachelor’s degree or above, preferably in Marketing, Advertising, Journalism, Communication, or Automotive Engineering.
• 2+ years of experience in automotive content marketing / KOL marketing, with proven track record in successful new vehicle launch communication campaigns. (Not a must for fresh graduate)
• Understanding of technical product language such as ADAS, E/E architecture, chassis tuning, and translate it into mass communication language.
• Strong internet sensitivity, with the ability to precisely capture the intersection between “meme culture” and brand tone, avoiding forced product placement.
• Strong self-motivation with the ability to deliver efficiently under multiple concurrent tasks.
• Working proficiency in English or German is a plus (due to the need to consult overseas technical resources).