岗位职责:
Scope of Job:
Develop and grow social media presence and secure fans recruitment and high engagement among followers. Responsible for the planning and implementation of marketing activities of social media platform, close communication and cooperation across departments, improving consumers' social and O2O brand experience, and supporting the Digital EC team to achieve brand social EC performance. Directs and oversees the work of the social media staff and other external resources for the execution of social always on and social campaign activities for the park. Coordinates efforts with other Merlin attractions domestic and in the region. Interfaces and strategizes with LEGO China to ensure Social Media coordination around LEGO Brand in China.
Key Objectives
61 Maximize social media exposure via managing always on social media own accounts (include but not limited to Wechat, Weibo, Wechat Video, Tiktok, Little Red Book etc.) and execute social campaign activities and events
61 Set up and manage social media platforms. Grow number of followers on social medias and ongoing strengthen engagement level to secure maximum reach
61 Ensure a social sentiment tracking and management system with potential social issue monitoring, Q&A and social crisis management to deal with potential issues 24/7
61 Meet Awareness and Visit Intension and traffic driving KPIs achievement for supporting the Social EC performance achieving
Main Responsibilities
1. Responsible for social media campaign strategy, always on content strategy and execution of plans. Establish and maintain the voice for all social media initiatives and maintain an active and engaging brand presence; work with agency to create and post multimedia content, and facilitate dialogue across multiple social media platforms. Work closely with Digital manager, Guest Excellence team and Operations (Guest Services) on communication to consumers via mail, social media or direct guest contact.
2. Responsible for the planning and implementation of the brand's social marketing activities - improving the consumer experience of social digital marketing activities (including but not limited to the overall planning of social online to offline activities, social media content dissemination, short video KOL and material output).
3. Build platform and relationships to Influencers to extend reach; Drive meaningful social listening approach with agency support, come up with KOL influence model to consistently improve social WOM. Set up social Q&A and crisis management process and system to deal with potential issues 24/7.
4. Manage social media agency and ensure agency delivers in accordance to contract and agreed plans; Measure, report, and analyze key performance indicators across all media platforms to identify trends and anomalies.
5. Responsible for joint strategic marketing activities with social platforms and authorized brands, including social co-branding and joint campaigns; Responsible for the planning and implementation of online platform's key IP and occasion activities during the social EC promotion period, including but not limited to the development and implementation of activity themes, assets, and social content in social communication channels.
6. Communicate and cooperate closely with social platforms counterparts, social EC sales and operation teams, T-mall Partners, and other relevant departments, implement efficiently, deliver brand image, improve consumers' brand experience in social EC channels, and help EC channels achieving sales target.
7. Responsible for managing the social media marketing budget, setting reasonable KPIs (traffic, interaction, etc.), implementing the whole cycle of the activity with high quality, and achieving ROI expectations.
8. Establish reporting processes for weekly and monthly recaps for all divisions to inform on activities and coverage.
9. Develop the organizational structure, roles and responsibilities for the social media marketing group. Provides program oversight, coordination and management of employees in the group. Is responsible for hiring, training, development, performance management, team building, and other people management activities.
10. Assure Brand compliance particular on social media.
You are responsible for implementing Merlin’s HSS Policy, management system and related standards.
Within the area of management responsibility, you must:
85 Show clear leadership and commitment to HSS; this includes setting a good personal example.
85 Develop plans that are consistent with the HSS strategy to carry out risk assessments and meet relevant standards, legal requirements and Merlin’s HSS targets and objectives.
85 Take the necessary practical steps to implement the HSS management system, including:
88 Providing suitable resources and training
88 Defining specific roles and responsibilities
88 Explaining HSS issues effectively
88 Establishing operational controls
88 Managing contractors effectively
88 Organising emergency response arrangements
85 Implement measures to monitor HSS performance and, where necessary, take corrective action. This includes audits, performance monitoring, and reporting / investigating incidents.
85 Ensure that HSS decisions are consistent with Merlin’s HSS Policy.
85 Consider HSS issues in business decisions and explain their importance.
85 Support promotional campaigns and educational plans.
85 Recognise and reward employees who show positive HSS behaviour and achieve HSS objectives.
85 Discuss HSS issues regularly.
85 Encourage employees to suggest measures to improve HSS performance, and follow these up.
85 Ensure that employees who blatantly or repeatedly violate HSS standards, procedures and rules are disciplined appropriately.
85 Challenge unsafe conditions or actions and work with those involved to agree the necessary safety improvements.
85 Provide ready access to skilled HSS professionals and / or accurate HSS advice.
任职要求:
Job Requirements
1. Experience Background: 3 - 5 years of relevant experience in social media, with preference given to those in the tourism and entertainment industries. Experience in event management is required.
2. Platform Skills：Proficient in operating mainstream social media advertising platforms, familiar with new platforms, and capable of setting up campaign tracking.
3. Collaboration and Communication: Able to collaborate and communicate effectively across different levels and teams.
4. Event Management: Responsible for the entire event process, including strategy formulation, implementation, optimization, and budget management.
5. Strategy and Reporting: Develop strategy proposals based on goals and analyze data for reporting.
6. Innovation and Industry Insights: Keep an eye on the industry and propose innovative ideas for implementation.
7. Basic Competencies: Proficient in using work management platforms and able to distill complex information. A relevant degree or equivalent work experience is required. Good communication and presentation skills in English, both written and verbal.
8. Special Requirements: Able to write and execute plans, lead teams, be familiar with the entertainment industry and publicity processes, and master basic office software.