Senior Campaign Strategy Specialist

bilibili group; Singapore; On-site; SGD 45,000 - 65,000; Full time

Job summary

Bilibili is seeking a Campaign Operations Specialist to develop and execute international campaign strategies that address growth, engagement, retention, and creator ecosystem development across overseas markets.

You will collaborate with Product, Content, Marketing, Data, and regional teams to plan localized campaigns, design incentive structures, and monitor performance to drive measurable business impact.

Qualifications

• Bachelor’s degree or above with 2+ years in campaign/operations or strategy.
• Experience with international products or overseas markets is preferred.

Responsibilities

• Develop insights into international business goals and design campaign strategies across growth, engagement, retention, and ecosystem development.
• Design mechanisms for target audiences and markets, including themes, rules, incentives, journeys, and launch timelines.
• Plan and execute localized online campaigns reflecting overseas users’ cultural preferences and behaviors.
• Manage full campaign lifecycle: requirements, proposals, alignment, scheduling, execution, risk control, optimization.
• Collaborate with Product, Content, Creator Operations, Marketing, Design, Data, Engineering, and regional teams.
• Establish performance tracking and review frameworks; analyze metrics and build reusable playbooks.
• Monitor global trends in video communities and creator ecosystems to provide input for international ops.

Skills

Business sense

Campaign operations

Data analysis

Project management

English communication

Overseas youth culture

Structured thinking

Education

Bachelor’s degree or above

Job description

Bilibili is a dynamic platform that focuses on the international business landscape, aiming to foster user growth, engagement, and a vibrant creator ecosystem.

About the Role

The role involves developing and executing campaign strategies that address key business challenges while ensuring alignment with Bilibili’s international goals.

Responsibilities

• Develop a deep understanding of Bilibili’s international business goals, and design campaign strategies that address key business challenges across user growth, engagement, retention, conversion, content consumption, and creator ecosystem development.
• Design effective campaign mechanisms for different target audiences, markets, user segments, and content categories, including campaign themes, participation rules, incentive structures, user journeys, resource planning, and launch timelines.
• Plan and execute localized online campaigns that reflect overseas users’ cultural preferences, content interests, and platform behaviors, driving user participation and brand influence.
• Manage the full campaign lifecycle, including business requirement analysis, proposal development, cross-functional alignment, scheduling, execution, risk control, performance tracking, and post-campaign optimization.
• Work closely with Product, Content, Creator Operations, Marketing, Design, Data, Engineering, and regional teams to ensure smooth campaign delivery and measurable business impact.
• Establish campaign performance tracking and review frameworks, analyze user behavior and key metrics, identify opportunities for improvement, and build reusable campaign operation playbooks.
• Monitor global trends in video communities, youth culture, ACG, gaming, anime, fandom, social media, and creator ecosystems to provide creative and strategic input for international operations.

Qualifications

• Bachelor’s degree or above, with 2+ years of experience in campaign operations, user operations, content operations, growth operations, or strategy operations. Experience with international products or overseas markets is preferred.

Required Skills

• Strong business sense and problem-solving ability, with the capability to translate business objectives into actionable campaign strategies.
• Solid understanding of campaign operations, including how to design suitable mechanisms, incentive models, and participation flows for different user groups.
• Strong data analysis and post-campaign review capabilities, with the ability to evaluate campaign performance, identify issues, and propose optimization plans.
• Excellent project management and cross-functional collaboration skills, with strong ownership and the ability to drive projects forward in a complex, fast-paced environment.
• Strong English communication skills, including the ability to communicate, write proposals, and collaborate with cross-regional teams in English.
• Interest in and understanding of overseas youth culture, video communities, ACG, gaming, anime, virtual idols, fandom culture, and creator ecosystems.
• Structured thinking, strong execution, high sense of responsibility, and the ability to manage multiple projects simultaneously.

Preferred Skills

• Experience in overseas market operations, localization operations, community operations, or creator operations.
• Familiarity with user behaviors and cultural trends in Southeast Asia, North America, Europe, Japan, Korea, or other international markets.
• Proven experience in large-scale online campaigns, content competitions, creator campaigns, user growth campaigns, or brand collaboration campaigns.
• A frequent Bilibili user with a strong understanding of Bilibili’s community culture, content ecosystem, and user interaction patterns.

Pay range and compensation package

Compensation details will be discussed during the interview process.

Equal Opportunity Statement

Bilibili is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.