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General Manager, China


TheSoul Publishing is one of the world’s most popular online media companies. We produce entertaining, positive and original content — including videos, articles, animation, and music — for our 1,5 billion followers on social media channels, such as 5-Minute Crafts, Bright Side and 123 GO!. Behind the scenes, there is our team of 2,500+ creative minds working remotely from 70 countries and in 5 offices. Join us and take a leap into the world of creativity!

We were named "Digital Studio of the Year" at the recent 2021 Digiday Video & TV Awards and continue to garner recognition from the Webby, Shorty, and Streamy awards. With a highly-creative team of 2,900 spread across 80 countries, we continue to expand to match the rapid growth and success of the company.

As General Manager, China, you will be responsible for growing our fan base and revenue in China. You will be expanding on our relationships with Platforms like Doujin, Bilibili, Weixin, Haokan, etc. as well as advertising agencies and brands.

TheSoul Publishing has over 100 channels and more than a billion subscribers across the world's largest social media platforms. Plush, food, apparel, DIY, digital, books are just some of the possible product verticals. We are already live on all major platforms in China and generate over 100 million views monthly.

We are looking for a motivated self-starter, strategist, and hands-on leader who is comfortable working remotely and has extensive project management software experience. The ideal candidate has excellent communication skills, is able to deliver results in an ambiguous environment and drive the necessary initiatives across multiple levels of organization. We require an extensive network with platforms, agencies and brands as well as a proven track of success and delivery of results from the start.

This role is part of a growing organization with significant upward potential as we expand our operations in China. Some of social media’s largest and most loved licenses are waiting for you. While you'll be leading and growing our existing operations in China, TheSoul Publishing has extensive resources and manpower available to assist.

Location: China


  • In cooperation with VP Operations & Brand Partnerships and VP Platform Partnerships, create a growth strategy for the Chinese market.

  • The role involves P/L responsibility with a strong focus on driving revenue via increase in CPM through platform relations and brand deals.

  • Model financial expectations against our product categories and plans.

  • Benchmarking (incl. Qualitative and Quantitative Benchmarking, Industry and Brand Retail Estimates, Success Metrics).

  • Support our China partnerships lead in expanding our platform relationships across major Chinese social media platforms. Ensure we are up to date on the performance of our content and explore new opportunities to grow revenue

  • Establish and build relationships across brands and agencies in China. Sell our inventory, with a focus on China (and you can sell global inventory to local brands and agencies as well)

  • Collaborate with internal studios, legal affairs, brand partnerships to shape and manage the product content for the Chinese market

  • Source, evaluate, negotiate and close new business opportunities from start to finish.

  • Once proof of concept is established, build and manage a small team of sales and platform relationship managers

  • Analyze data and trends to develop solutions to reach clients’ core audiences through custom video content and media-driven opportunities.

Required skills and experience:

  • Proven track record driving revenue via relationships in social media platforms and/or agencies and/or brand direct.

  • Strong track record driving revenue through discovering, prospecting, creating new business, and growing and retaining existing business.

  • 6+ years of experience as a leader in the social media/content industry.

  • Very strong relationships with social media platforms and/or agencies and/or brand direct.

  • Management experience - successfully built and managed small to mid-sized teams (5+ ppl).

  • In-depth knowledge of digital media, formats, platform distribution, and their competitive landscape.

  • Familiarity with the creator economy landscape and ability to negotiate terms.

  • Proven ability to source, evaluate, negotiate and close new business opportunities from start to finish.

  • Highly organized and detail-oriented.

  • Outstanding networking skills.

  • Strong negotiation skills and an ability to persuade at all levels of an agency or client.

  • Communicate with & build rapport with an entirely remote team.

  • Strong virtual & in-person presentation skills.

  • Self-reflective manager with the desire to grow.

  • Chinese language skills are required

  • English language skills are required

We offer:

  • Dynamic and professional media-publishing environment.

  • Offices worldwide.

  • Amazing production and coordinating teams to support any commercial activities.

  • Competitive salary + commission.

  • Employment contract.

  • Medical insurance.

  • Paid vacation per year.

  • Business trips within China and around the world (once it is safe and responsible to do so).

Interested? If yes, please send your CV in English to Edyta Bujak at and please don't forget to write the vacancy's name in the subject line.

We appreciate your interest in our roles and the company. Your CV will be reviewed carefully by our team, and if we are ready to move forward with your application, one of our recruiters will contact you and explain the next steps.

TheSoul Publishing is an equal opportunity employer, and we are committed to creating an inclusive environment for all employees. We celebrate diversity and we do not discriminate based upon race, colour, religion, gender, gender identity, national origin, citizenship, age, disability, sexual orientation, marital status, or any other characteristic protected by law. We care about the privacy of our candidates and all the data you provide to us is maintained in a secure manner and kept confidential.

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