长沙招聘

The Role

The Digital Marketing Manager, China, based in Shanghai, China, works with the Regional Marketing and Online Commercial teams to develop and execute the country’s digital marketing strategy with a focus on direct-conversion and revenue-driven activities and initiatives (including but not limited to paid media - SEM, Insite Traffic drivers on Aesop China e-Commerce platforms, Customer Relationship Marketing program with appropriate recency, frequency and monetary (segmentation & communication mix), content and digital marketing tactics for livestreaming) with a thorough understanding of the customer that is digital-first, the digital landscape, ecosystem and new platforms in China. The Digital Manager plays a critical role in ensuring a highly effective planning and execution of the conversion-driven digital marketing activities across the consumer journey remains relevant and resonating.

The Digital Marketing Manager will work closely with Brand Marketing Manager, China to plan and develop digital marketing programs to support the country business and marketing objectives – where Brand Marketing focused on the top funnel (Brand Awareness, Social Media Management, Follower Recruitment & Engagement, PR and Brand Advocates Management and Event planning & execution). He/she is highly strategic and effective in managing and executing the platform activities including content planning, retention and loyalty of followers, paid media strategy and tactical campaign executions. He/she is aligned to the Aesop brand and ensures brand values and marketing principles and communications programs start from within Aesop to achieve strong brand understanding and advocacy.

Key Activities

Marketing Strategy

• Determine key priorities for China’s digital and commercial platforms, sets marketing objectives and plans for the conversion driven digital activities, which include content planning, creation and management, follower/ customer retention & loyalty activities (CRM), paid media strategy and new platforms’ content development and expansion that drives direct revenue and commercial opportunities (aligned to business objectives and online commercial KPIs)
• Develops digital activation and plans follower retention, recognition and loyalty, CRM initiatives, paid media and tactical campaigns, and is responsible for managing the execution of all plans together with agency partner
• Determines communication channels and programs planning and drive asset creation that are best suited to achieve objectives
• Work with teams in planning and ensuring the customer journey from Awareness (acquisition), Interest up to Conversion and Loyalty are best suited to Aesop’s needs.
• Key connection point with our customers and staff to collect information and feedback; collects intelligence, data and insight from platforms to share with key stakeholders
• Utilises and test insights in direct revenue marketing plans and activation
  
  

Paid Media and Baidu SEM Management

• Work closely with agency and digital team on managing paid media strategy on digital and social platforms and achieve optimal ROI and set objectives with set budget
• Manage high quality direct acquisition programs, campaigns, and activities across the business’s online platforms
• Optimise targeting and segmentation through analysis in order to deliver reports to the broader marketing team and the business on the performance of marketing campaigns and programs as well as conducting forecasting and estimations on the profitability of those campaigns
• Review and evaluate paid media strategy with agency and Marketing Manager to make recommendations to optimize and improve performance
• Work with regional and global teams to provide necessary results, measurement and analytics
• Manage and track paid media budget for relevant platforms.
  
  

CRM

• Define the CRM journey objectives, set KPI’s and related touch points.
• Work with teams on identifying the content and other marketing material needs across platforms.
• Lead and manage CRM related initiatives including assets and engagements.
• Reviews CRM activities and campaigns for insight and improvement
• Post campaign data and intelligence reporting and communication
  
  

Digital Platforms and Commerce

• Work with teams on identifying the content and other marketing material needs across platforms.
• Maintain and build direct revenue-driving activities together with agency partner
• Guide agency on paid media spending related to live-streaming collaborations on platforms to achieve KPI and high ROI
• Prepare assets and conduct briefing for Livestreaming engagement and collaboration
• Manage budget spending for all paid media and livestream collaborations
• Manage the day to day of customer retention and loyalty relationships and plans together with agency
• Reporting including results, performance, budget and other necessary records
  
  

Operational Marketing

• Facilitate cross-functional team’s communication and collaboration.
• Work closely with digital team to achieve country objectives including revenue target
• Manage digital marketing budgets and prepares all relevant planning, tracking and reporting
• Works closely with digital and customer service teams and contributes to the development of communication processes and where appropriate FAQ’s etc
  
  

Country Marketing Metrics

• Works with the regional insights team and communicates post activity and/or campaign analysis as required.
• Reviews metrics and communicates with all partners and provides observations and insights to regional and HO teams.
• Reviews activation calendar accordingly and provides action plan activities to region and HO
  
  

Required Skills

• Minimum of 8-10 years of experience working in digital marketing, customer marketing with a focus on paid-media (SEO, SEM, PPC, Display) and CRM roles in China and managing platforms including Little Red Book, Weibo, WeChat, Baidu SEM and Tmall. Experience in working in digital marketing/ social media marketing agency preferred.
• In-depth knowledge of digital and social platforms (WeChat, Weibo), China eCommerce platforms, social CRM management, digital ecosystem and landscape, livestreaming and media campaign lifecycle; familiar and comfortable with digital marketing and social media measurement metrics
• Awareness of the digital landscape and excited by developments in digital – always checking out the latest advancement and the next new thing
• Experienced in working and managing digital marketing agency to manage content planning, asset creation, formulating and executing strategy, evaluating results and form recommendations
• Creative thinker with great attention to detail and good creative judgement
• Strong interpersonal, communication and presentation skills
• Multi-linguistic - Simplified Chinese (read & write as native), English primarily to communicate with global and regional teams as well as to create plans and report
• Able to work cross-functionally and collaboratively with stakeholder management skills
• Proactive personality, independent worker, self-starter, frequently initiate and can proactively present ideas, suggestions and problem-solving
• Strong analytical mind with high communication and negotiation skills, strategic thinking and ability to explain logically
• Strong financial acumen, competent to work with and manage budget.
• Must be able to use full function of Microsoft office software including, excel, word, power point and office.

Be a Maverick! 敢闯就不一样！
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作为全球美容化妆品行业的领军者，雅芳（avon）连续10年荣登全球百佳品牌榜，年销售收入超过110亿美元，向全球100多个国家和地区的顾客提供优质的产品和服务，连续多年被美国《财富杂志》(fortune)评为“最受推崇的公司之一”。在2012年瑞士达沃斯世界经济论坛上发布的全球企业声誉调查报告中，雅芳与其他24家公司凭借***的企业声誉荣登该榜，成为***一家入选该榜的美容化妆品企业。 2011年，凭借在高科技领域的积极创新，雅芳被美国《福布斯》（forbes）评为“最具创新力企业”之一。
雅芳于上世纪九十年代初进入中国市场，位于广州从化的生产基地投资逾8000万美元，销售渠道及物流网络遍布全国，为中国广大消费者提供包括护肤用品、彩妆产品、香芬产品、个人护理品、保健食品在内的各类优质产品及服务。
雅芳的诞生，雅芳的成长，雅芳的进步有赖于员工杰出的贡献，我们期待您的加入！