Job Purpose
● This role will be responsible for both Ecommerce paid media and Tmall live stream operation.
● As for paid media, this AM will oversee traffic acquirement on the channels including Tmall/JD and other new explorative marketplace to support Levi’s E-Commerce growth in China.
● This role will assist line manager to build the strategy for e-Commerce digitalization solution with data enable tool like databank and strategy center.
● This position will work on the digital media budget allocation to make sure bringing the efficient ROI with lower CPC of investment.
● The role will manage TP on day-to-day operation of paid media and ensure delivering the excellent result on media execution.
● In additional, this AM will be responsible of Tmall live stream operation to bring additional store traffic & sales revenue to Tmall store and support Tmall business growth.
● This role will assist line manager to build Tmall live stream strategy, aligned with brand/platform position and business objectives.
● This position will lead end-to-end operation with cost control to improve the operation efficiency and maximize traffic & sales incrementality to Tmall store.
● The role will manage external partner on day-to-day operation of live stream and ensure delivering the excellent result on execution.
Scope
[Media Buy Operation]
● Work closely with internal stakeholders (ec operation, merchant & content & marketing)– as well as external partners (TP, Alimama, Digital agencies etc.) on yearly/quarterly/monthly/promo period paid media plan based on EC business target.
● Be responsible for analyzing the traffic/CPC/ROI performance of paid media and oversee paid media daily operation, including the advertising stimulus on brand zone, super recommendation, paid search & AI under brand guidance.
● Work out the best investment portfolio for paid media budget allocation and deliver the ROI result.
[Tmall Live Stream Operation]
● Cooperate with internal stakeholders (Tmall operation, ec merchant & ec content) – as well as external partners (TP, Tmall etc.) on yearly/quarterly/monthly/ promo period live stream plan based Tmall store objective.
● Be responsible for Tmall live stream daily operation, incl. optimizing live stream hours, host’s selling skill, promoted products as well as benefit & operation mechanism.
● Fully leverage platform resource and market best practice to work out the Tmall live stream best-in-class operation model.
[Data Insights]
● Closely work with Tmall data ISV related partner to strength agency’s Tmall ISV output and develop working framework & process to ensure “execution excellence” for both paid media & Tmall live stream
● Work out the actionable insight, design the consumer analysis and segmentation to identify target audience strategy and create effective media & Tmall live stream strategy with measurable KPI.
● Proactively explore competitor & market trend as benchmark and sensitive to market/platform movements.
[Partnership]
● Closely collaborate with 3rd party stakeholders like TP/DP agency, Alimama, ISV & other agency to timely explore the new innovative approach on Tmall/JD and other marketplace.
● Build long term relationship with 3rhd party by commercial/objective/strategy sharing, execution monitoring and timely review for operation optimization.