Head of Marketing, US

COL Group is a global digital content company at the forefront of technological innovation. With over 20 years in the digital culture industry, we tap into a vast IP portfolio and harness AI-driven innovation to accelerate content transformation, unlocking the full potential of IP across diverse formats. Founded in 2000, COL Group has become one of the pioneers of digital content in China, with presence across multiple countries in the world.

FlareFlow, a COL product, is one of the world's fastest-growing and most sought-after microdrama platforms, backed by our global content powerhouse. Launched in April 2025, FlareFlow has already surpassed 15 million downloads across 177 markets within just six months. Combining a deep content library, AI-driven storytelling, and industrial-scale production, the platform delivers addictive short-form dramas that are reshaping the future of global entertainment.

Ranked among the Top 5 Entertainment Apps across the U.S., Germany, Australia, and Canada on both iOS and Google Play, FlareFlow continues to accelerate its growth trajectory with user spend increasing by over 500% since launch.

Job Description

As Head of Marketing, US, you will own the full end-to-end marketing strategy and execution for FlareFlow across the United States, leading both Growth Marketing (user acquisition, scaling, ROI) and Brand Marketing (positioning, awareness, loyalty) for our microdrama product. You will shape FlareFlow’s market presence in the U.S. short-form content landscape, drive sustainable user growth, and build a distinctive, scalable brand that resonates with American audiences.

This is a senior leadership role that sits at the intersection of content, performance, and brand, reporting to global leadership and owning the U.S. marketing P&L. You will serve as the senior marketing representative of COL Group and FlareFlow in the US market, aligning cross-functional teams and external partners to deliver market-leading growth and brand equity.

Responsibilities

• Own and execute FlareFlow’s complete U.S. marketing strategy covering growth, brand, content marketing, CRM, and audience engagement.
• Define marketing OKRs, KPIs, budgets, and roadmap aligned with U.S. user growth, retention, monetization, and brand equity goals.
• Lead, build, and develop the U.S. marketing team (performance, creative, brand, social) as the business scales.

2. Growth Marketing (User Acquisition & Scaling)

• Drive high-ROI, scalable user acquisition across Meta, Google, TikTok, programmatic, OTT, influencer, and performance channels.
• A/B test creatives, audiences, ad formats, and landing pages; use data to scale top performers and cut underperformers.
• Partner with product and data teams to improve LTV, CAC, DAU/MAU, retention, and completion rates.

3. Brand Marketing & Positioning

• Establish FlareFlow as a premier microdrama destination in the U.S. market with clear brand positioning, tone, and identity.
• Lead brand campaigns, PR, thought leadership, and audience insights to drive awareness and preference.
• Build brand assets: tagline, visual identity, brand guidelines, and go-to-market messaging for the U.S.

4. Content & Audience Marketing

• Develop content marketing, social media, and CRM strategies to engage microdrama fans and build community.
• Leverage show IP, creator collaborations, trends, and viral moments to drive organic reach and sharing.
• Understand U.S. microdrama audience behavior: preferences, consumption habits, content trends, and competitive landscape.

5. Partnerships & Cross-Functional Alignment

• Collaborate with the U.S. Partnerships team to align marketing with media/tech platform deals (Google, Meta, TikTok, mainstream media companies).
• Work with global content, product, monetization, and data teams to localize features, messaging, and campaigns for the U.S. market.
• Track competitive marketing tactics in the U.S. short-form / streaming / microdrama space and identify opportunities.

Qualifications

• 10+ years of marketing leadership experience in U.S. tech, streaming, short-form content, social, or digital entertainment.
• Track record of building and scaling a consumer app/entertainment product in the U.S. from growth to brand.
• Deep expertise in both Growth Marketing (UA, performance, ROI) and Brand Marketing (positioning, campaigns, creative).
• Hands-on experience with major U.S. channels: Meta, Google, TikTok, influencers, programmatic, OTT, social, CRM.
• Deep understanding of the U.S. microdrama / short-form content landscape and audience dynamics.
• Excellent leadership, cross-functional collaboration, and executive communication skills.
• Data-driven, creative, and able to thrive in a fast-paced, high-growth global environment.
• Strong cross-functional collaboration skills and experience working with global teams and senior stakeholders.

Nice to Have (But Not Required)

• Experience marketing short-form dramas, webnovels, interactive content, or streaming platforms in the U.S.
• Experience building and leading a U.S. marketing team from scratch.
• Background in creative strategy, brand building, or performance marketing for entertainment apps.
• Existing network in U.S. media, ad tech, influencer, or entertainment marketing.

What's in for you

• Own the entire U.S. marketing strategy for a fast-growing global microdrama platform.
• Build a consumer brand from the ground up in the large U.S. market.
• Combine growth and brand to shape a new content category in America.
• High ownership, high impact, and significant upside as FlareFlow scales in the U.S.

COL Group is an Equal Opportunity Employer. We provide an inclusive work environment that celebrates diversity and all qualified candidates receive consideration for employment without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.

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