岗位职责: Scope of Job: This role is responsible for developing comprehensive media strategies that align with the overall marketing goals. It involves in-depth market research to understand the target audience, competitors, and industry trends. The manager oversees the media planning process, determining the most suitable media channels, and allocating budgets effectively. This role also needs to negotiate with media agency or vendors to secure the best possible rates and placements. Additionally, continuous monitoring and evaluation of media campaigns are essential to measure performance and make necessary adjustments to optimize results, ensuring maximum return on investment for the company's media expenditures. I. Job Overview The Media Manager will play a crucial role in planning and executing media strategies for LEGOLAND Shanghai Resort. This position is responsible for developing comprehensive media plans and overseeing media buying activities to ensure maximum brand exposure and audience engagement. II. Key Responsibilities A. Media Planning 1. Market Research and Analysis o Conduct in - depth research on the target market, including demographics, consumer behavior, media consumption habits, and competitor analysis within the theme park and entertainment industry. o Identify key trends and insights that will inform media planning decisions. 2. Strategy Development o Develop annual and long - term media plans that align with the business objectives of the new Disneyland, such as attendance goals, brand awareness, and seasonal promotions. o Define target audiences for different marketing campaigns and determine the most effective media channels to reach them. o Set key performance indicators (KPIs) for media campaigns, including reach, frequency, engagement, and conversion metrics. 3. Media Mix Determination o Select and recommend the optimal mix of traditional media (television, radio, print, OOH etc) and digital media (social media, online display, video streaming, search engine marketing etc) based on campaign goals and target audience analysis. o Determine the appropriate budget allocation across different media channels. B. Media Buying 1. Vendor Negotiation and Contracting o Identify and evaluate potential media vendors, including advertising agencies, media owners, and digital platforms. o Negotiate favorable terms, pricing, and added - value opportunities with media vendors to maximize the return on investment (ROI) for media buys. o Review and execute media contracts, ensuring compliance with legal and company policies. 2. Campaign Execution o Place media buys according to the approved media plan, ensuring timely delivery and proper implementation of advertising campaigns. o Coordinate with internal creative teams and external vendors to ensure that ad creatives are ready and meet brand guidelines and media specifications. o Monitor campaign performance in real - time and make necessary adjustments to optimize results, such as reallocating budgets between media channels or modifying ad schedules. 3. Budget Management o Manage the media budget for all campaigns, tracking expenses against allocated funds and providing regular budget reports. o Identify cost - saving opportunities without sacrificing campaign effectiveness, such as negotiating volume discounts or exploring alternative media buys. C. Performance Evaluation and Reporting 1. Data Analysis o Collect and analyze data from various media platforms, including audience analytics, campaign metrics, and conversion data. o Use data - driven insights to evaluate the success of media campaigns and identify areas for improvement. 2. Reporting o Prepare regular and ad - hoc reports for senior management, detailing media plan performance, ROI, and key learnings from campaigns. o Present findings and recommendations in a clear and concise manner, enabling data - based decision - making for future media strategies. D. Collaboration and Coordination 1. Cross - Functional Teamwork o Work closely with s, public relations, digital, and creative teams to ensure seamless integration of media plans with overall marketing initiatives. o Provide media - related expertise and support to other departments as needed for special events, product launches, and promotional activities. 2. External Partnerships o Act as the main point of contact for media partners, maintaining strong relationships and facilitating effective communication. o Stay updated on emerging media trends and technologies through industry events, networking, and professional development, and share relevant insights with internal and external stakeholders. 任职要求: A. Education 61 A bachelor's degree in marketing, advertising, communications, or a related field. An advanced degree is preferred. B. Experience 61 A minimum of 8 years of experience in media planning and buying, preferably within the entertainment, tourism, or hospitality industries. 61 Proven track record of successfully planning and executing large - scale media campaigns with demonstrated ROI. C. Skills 61 In - depth knowledge of traditional and digital media channels, including their respective strengths, weaknesses, and audience demographics. 61 Strong negotiation and contract management skills. 61 Excellent analytical and data - interpretation abilities, with proficiency in media analytics tools and software. 61 Exceptional communication and presentation skills, both written and verbal. 61 Ability to work under tight deadlines and manage multiple projects simultaneously. 61 Strategic thinking and the ability to translate business goals into effective media strategies. 61 Fluency in both English and Mandarin is required. 61 Health & Safety 健康与安全 Managers/supervisors are responsible for all aspects of Health, Safety & Security within their team, in line with the Group Policy (HS001). In particular, they must ensure that risk assessments have been carried out, that safe working procedures are in place for all work activities and that all employees in their teams are aware of the Group Health, Safety and Security Policy and their obligations under it. They must ensure that safe working practices are monitored and that risk assessments and procedures are reviewed regularly. Where incidents do occur, they must ensure that they are investigated appropriately and that where necessary, corrective action is taken to ensure that such incidents are not repeated.
