工作职责:
Main Purpose and Job Scope
The role takes in charge of Starbucks RTD communication, drive integrated initiatives across different digital channels, especially in Tiktok, Redbook, traditional EC and cross closed business loop.
With the capability of digital communication integrated with marketing and e-Commerce, Starbucks RTD digital marketing will further play a role to drive digital experience, continuously drive customer engagement in an ecosystem. This role is to play continuously driving digital marketing annual planning & execution, digital brand building, consumer digital engagement, closely work with partnership by fully leveraging digital channels to drive both brand building and business closed-loop.
？ Tiktok platform: Digital annual calendar content, video, livestreaming, KOL, KOC
？ Digital cross media channel integration for digital communication
？ Business partnership to synergy brand building and business together
？ Meaningful KPI and monitoring system to align both partnership brand building and business request
Key Accountabilities
Responsibilities and essential job functions include but are not limited to the following:
Digital Marketing & e Commerce
- Develop and implement annual digital marketing calendar to support and grow digital business to meet and exceed AOP targets
- Take charge of digital platforms, familiar with cross digital platforms ecosystem, plan product management, new product launch, digital activations, GWP & product stories, platform & consumer data analysis, promotion tactic development & implementation, and financial statement supporting works.
- Leverage digital brand communication and digital media to drive digital media efficiency, no matter paid media or in-site, out-side seeding.
- Communicate and influence with Partnership’s digital sales team, trade marketing to make sure the brand walking in the forefront and get benefit from platform resources.
Thought leadership
? Provide thought leadership in developing and operating Starbucks digital communication and business to explore the boundary
? Make strong data-drive recommendation to help communication media efficiency and business forward: Leverage and analyze “data” from social listening, web/campaign tracking, competitive monitoring, media and other partners to explore deep-insights of consumers, to inform market strategy, predict future lead behavior, and to more precisely reach core consumers in right context via programmatic buying
任职资格:
Requirements
? Passionate and savvy in brand building, digital world and coffee industry
? Proven experience in launching and managing digital products / platforms in China. End-to-end marketing / operation leadership experience is a plus.
? Negotiation and partner management skills
? Self-motivated, results driven, strong learning agility and attention to details
? Strong analytical skills and business acumen
? Excellent English and Chinese both in oral and written