[MARKETING] Digital Marketing Manager, Brand Experience and Demand Generation

The Digital Marketing Manager (Brand Experience & Demand Generation) plays a critical role at the intersection of Brand, Media, and Digital Commerce. This position is responsible for driving high-quality consumer demand and shaping the digital brand experience across key touchpoints, ensuring that awareness and consideration efforts translate into measurable business impact.

Acting as a strategic bridge between Brand Marketing, eCommerce, and Media teams, this role focuses on building and activating upper- and mid-funnel strategies that generate qualified traffic and accelerate the path to purchase. The position owns paid media strategy, website experience (TCL.com), and CRM-driven lifecycle marketing to ensure a cohesive and effective consumer journey from discovery through purchase intent.

The successful candidate brings a strong understanding of how modern digital marketing ecosystems operate, with the ability to translate brand and commercial objectives into integrated campaigns, content strategies, and data-driven optimizations that deliver results.

This role is ideal for a marketing professional who is equally comfortable managing media investments and performance metrics as they are shaping digital experiences, content strategies, and consumer journeys.

• Develop and execute upper- and mid-funnel paid media strategies across Video, Social, Display, and Native channels to drive qualified traffic and build consumer consideration.
• Design and implement innovative media approaches that shorten the path from product discovery to purchase, accelerating the "see-to-buy" cycle.
• Build and refine audience segmentation strategies to effectively engage consumers early in the decision-making process and nurture future conversion.
• Own media execution, including budget allocation, performance optimization, and traffic quality, ensuring efficient use of investment aligned with business priorities.

• Own TCL.com as the central hub for brand storytelling, product education, and consumer engagement-not just as a transactional platform.
• Design and optimize end-to-end user journeys that drive engagement and increase purchase intent through intuitive navigation and compelling content.
• Lead SEO and organic growth initiatives by improving site structure and developing high-quality content (e.g., product pages, guides, editorial content) aligned with consumer research behavior.
• Implement traffic routing strategies that align with business goals, optimizing pathways to retail partners or direct purchase flows as needed.

• Develop and manage CRM and email marketing strategies to capture and nurture upper-funnel demand into qualified purchase intent.
• Drive first-party data acquisition through targeted campaigns and on-site lead capture strategies, strengthening direct consumer engagement channels.
• Optimize lifecycle communications to improve engagement, retention, and readiness to convert.

• Analyze performance across channels with a holistic view, focusing on traffic quality, engagement, and contribution to downstream conversion-not just last-click sales.
• Develop and refine attribution approaches to better understand the impact of upper- and mid-funnel efforts on total business performance (DTC and retail).
• Translate data insights into actionable recommendations to continuously optimize media mix, content strategy, and user experience.

• Define and track key performance indicators including traffic growth, engagement, SEO visibility, media efficiency, and CRM database expansion.
• Drive measurable improvements in qualified traffic, purchase intent signals, and marketing efficiency through disciplined execution and optimization.
• Promote a data-driven, test-and-learn culture to continuously refine strategies and maximize return on marketing investment.

These duties are directly related to essential operations, safety, trust, and compliance obligations within our organization. Please note that job duties may evolve based on business needs and additional responsibilities may be assigned as necessary to maintain operational efficiency and security. 

• This is an on-site position based in Irvine, CA. Regular in-person attendance is an essential function of the role.
• Frequent use of typical office equipments such as keyboard, screens, and monitors. Extended periods of sitting, standing, and moving around the office.
• Occasional travel may be required to support business needs. 

• 5–10 years of experience in digital marketing, paid media, demand generation, or related roles.
• Proven ability to manage and optimize multi-channel paid media campaigns with a focus on upper- and mid-funnel performance.
• Strong understanding of digital consumer journeys, including content strategy, SEO, and lifecycle marketing.
• Hands-on experience with analytics tools and the ability to translate data into actionable insights and business recommendations.
• Excellent communication skills with the ability to collaborate across brand, eCommerce, and analytics teams.

• Experience managing or optimizing brand websites and content hubs.
• Familiarity with CRM platforms and email marketing tools.
• Exposure to multi-channel retail environments (DTC + retail partners).
• Strong analytical mindset with experience in attribution modeling or marketing mix analysis.
• Background in consumer electronics, retail, or high-consideration purchase categories.

Candidates must be legally authorized to work in the United States at the time of hire. TCL North America does not currently sponsor employment visas for this position.