Senior Campaign Strategy Specialist

About the role

Bilibili is looking for a Senior Campaign Strategy Specialist to develop and execute campaign strategies that address key business challenges while aligning with Bilibili's international goals. The role covers user growth, engagement, retention, conversion, content consumption and creator ecosystem development.

Key responsibilities

• Design campaign strategies and mechanisms for different audiences, markets, user segments and content categories, including themes, participation rules, incentives, user journeys, resource planning and launch timelines.
• Plan and run localized online campaigns that match overseas users' cultural preferences and platform behaviors.
• Manage the full campaign lifecycle: requirements analysis, proposal, cross-functional alignment, scheduling, execution, risk control, performance tracking and post-campaign optimization.
• Work with Product, Content, Creator Operations, Marketing, Design, Data, Engineering and regional teams.
• Set up performance tracking and review frameworks, analyze user behavior and metrics, and build reusable campaign operation playbooks.
• Monitor global trends in video communities, youth culture, ACG, gaming, anime, fandom and creator ecosystems to support international operations.

Required profile

• Bachelor's degree or above, with 2+ years of experience in campaign, user, content, growth or strategy operations; international product or overseas market experience preferred.
• Strong business sense and problem-solving ability, able to turn business objectives into actionable campaign strategies.
• Excellent English communication, writing and cross-regional collaboration skills.
• Interest in overseas youth culture, ACG, gaming, anime, virtual idols, fandom and creator ecosystems.
• Preferred: experience in overseas, localization, community or creator operations, familiarity with Southeast Asia, North America, Europe, Japan and Korea, and proven experience in large-scale online campaigns, content competitions, creator campaigns, user growth campaigns or brand collaborations.

Required skills

• Understanding of campaign operations: designing mechanisms, incentive models and participation flows.
• Data analysis and post-campaign review, with optimization recommendations.
• Project management and cross-functional collaboration.