SEM (Search Engine Marketing) Product Manager

About the Role

Key Responsibilities

• Own the product roadmap for the early stages of our UGC ecosystem, focusing on empowering creators and enhancing the user experience.
• Conduct in-depth user research, market analysis, and competitive benchmarking to identify key opportunities and pain points for both content creators and consumers.
• Translate user needs, business goals, and technical capabilities into clear, concise product requirements, user stories, and acceptance criteria.
• Collaborate closely with engineering, design, and content operations teams throughout the product development lifecycle, from ideation to launch and iteration.
• Design and optimize features that streamline the creator onboarding process, content creation tools, and content submission workflows.
• Develop and iterate on mechanisms that help creators understand their audience, track performance, and grow their influence on the platform.
• Identify and address friction points that hinder creator retention and content output, focusing on building a positive and supportive creator environment.
• Enhance the user experience for discovering, consuming, and interacting with UGC content.
• Develop features that foster user engagement with UGC, including commenting, sharing, following creators, and personalized content feeds.
• Optimize content distribution and recommendation algorithms to ensure relevant and high-quality UGC reaches the right users.
• Define and monitor key product metrics (KPIs) related to UGC growth, creator activity, and user engagement.
• Utilize data analytics to evaluate product performance, identify areas for improvement, and inform future product decisions.
• Conduct A/B testing and other experimentation methods to validate hypotheses and optimize features.

Requirements

• Bachelor's degree or higher in a relevant field (e.g., Computer Science, Engineering, Business, Design).
• 3+ years of product management experience in the internet industry, with a strong focus on UGC products or community platforms.
• Demonstrated experience in the early-stage (0-1 or 1-N) development and optimization of product features, ideally for creator-facing tools or user engagement within a community context.
• Strong understanding of content ecosystems, creator motivations, and user behavior in a social or community setting.
• Proven ability to translate complex user needs and business requirements into clear, actionable product specifications.
• Product vision and strategy skills, with the ability to think strategically about product direction.
• Deep user empathy and passion for solving user problems.
• Data-driven decision-making skills, proficient in using data analytics to inform product decisions.
• Technical acumen to understand technical complexities and communicate effectively with engineering teams.
• Excellent project management and collaboration skills to lead cross-functional teams.
• Exceptional written and verbal communication skills.
• Fluent in both Chinese and English (verbal, reading, and writing).

Nice to Have

• Experience with news, local content, or short-form video platforms.
• Familiarity with creator economy trends and best practices.
• Experience working in a fast-paced, agile development environment.

Qualifications

• Bachelor's degree or higher in a relevant field.

Benefits & Perks

• Health, dental, and vision care for you and your family.
• Top-tier 401(K) plan with company matching.
• Paid time off and paid holidays.
• Paid parental leave.
• FSA and commuter benefits programs.
• Team activity budget.