KEY DELIVERABLES (Define/outline primary responsibilities)
61 Plan, execute and monitor the 1-Year Sales and Marketing Plan and Marketing Calendar for direct to consumer operations in owned touch points of China Market.
61 Deliver consumer campaigns and activities on owned touch points to drive consumer activation, purchase conversion and brand loyalty, grow consumer asset value. Collaboration with other consumer marketing team is expected, incl. comms team, new retail team, brand team, etc.
61 Manage brand owned KOCs, supporting brand social strategy implementation.
61 Deliver brand and consumer experience according to brand experience guideline.
61 Budget planning and stewardship on responsible operation of owned platform.
61 Develop and steward metrics of consumer operation, include but not limited to the effectiveness of responsible touch points operation, consumer campaign and consumer offer/programs. Track and analyze performance regularly and make improvements based on data insights.
61 Provide market data, observations & trends, consumer insights to help facilitating strategy development and adjustment
61 Ensure all activities conform to the expectations set forth in the BPIMS Framework
61 Consumer Asset Value generated from owned touchpoints or consumer programs.
61 # active consumers / # purchase / # repurchase / # advocator.
61 $ KOC referral / # KOC impression & engagement.
61 Cost per Activation/Acquisition/Purchase (where applicable to the touch point).
61 MBU Consumer Marketing Team
61 JV partner
61 Innovation and business transformation team (Digital)
61 Advertising agencies and service providers
61 Digital Marketing, consumer operation experience and martec knowledge
61 Marketing plan development and execution
61 Brand management
61 Social strategy
61 Industry and consumer understanding
61 Strategic thinking
61 Data analytics
61 Collaboration
61 3rd party vendor management