MAIN OBJECTIVE OF THIS POSITION
– MUFE plan to sustain TMALL platform growth in next year to boost E-business.
– The brief is to recruit an EC KA Manager – Tmall who is responsible for Tmall business plan, including in-site paid media support to drive direct traffic of Tmall platforms, plays key role to ensure traffic acquisition by optimizing in-site paid media, delivering a strong ROI to fuel business growth.
– Support new E-tailor development opportunities through data analysis of data bank, CRM etc.
– Liaise with marketing team to ensure consistent message delivery on e-commerce platforms.
– Cooperate with Tmall platform and TP to achieve Topline and Profit target
MAIN RESPONSIBILITIES OF THIS POSITION
Define and get alignment on TAO platform communication and media strategy
– Support to develop SWOT analysis with thorough and continuous competitor monitoring
– Develop TAO platform communication strategy and get alignment
– Support EC Head to define TAO platform media strategy with optimization including own, paid and earned media
– Ensure high standard and up-to-date brand content management on TAO platform
Lead communication calendar & execution with close cooperation among cross functions
– Develop annual Tmall animation calendar leveraging new product launch calendar
– Lead superior execution to maximize both media effectiveness and cost efficiency
– Work closely with PR to grasp more meaningful partnership/influencer opportunities
– Enhance marketing communication quality on TAO platform where requires more contents, higher frequency and shorter lead time
– Always keep eyes on innovated ways both content and media wise
– Build good relationship with agencies to enable win-win cooperation
Manage Tmall operation with clear KPI setting and tracking to achieve sales target
– Define clear and meaningful KPIs
– Closely monitor execution and quickly adjust if need cause correction
Data and Business Insights Output
– Collect and refine competitive intelligence to feed valuable inputs, and turn it into action points to benefit the holistic brand/business
– Collaborate with CRM team to recruit new members and activate existing members, as well as leveraging “private domain traffic” opportunity
MAIN KPIs OF THIS POSITION
Tmall Platform Strategy Development
– Clear strategy aligned with the manager
– Seamless cooperation with related functions and timely delivery
Communication & Media & Sales Execution
– Clear KPI setting and timely tracking with clear report for all related sub-functions
– Manage sell-in forecast with discipline, after inventory and sell-out weekly tracking
– Cross team feedback
– Timely and accurate report with insightful implications
– Agency/TP/Platform management for effective outcome
– Constant delivery of top class brand contents
– CRM KPI strategy and execution
Leadership and People Management
– Integrated deliverables across internal teams
– Seamless cooperation with other function team members
– Coordinate and help manage TP employees to improve efficiency
PRINCIPAL COMPETENCIES, SKILLS AND BACKGROUND
– Bachelor degree and above
– 5 years+ experience in related position, including communication, media, PR & EC
– Integrated marketing communication mindset and solid skills
– Strategic thinking
– Drive for results
– Strong leadership and people management skills
– Creative & stay updated to the trend
– Skillful in data analysis and insight generating
– Good sense of beauty industry
– Strong communication & interpersonal skills
– Attitude of “can do”/”make it happen”
– Fluent in English both for spoken and written
– Can NOT be agency dominant background
KEY CONTACTS AND RELATIONS
Internal：
– Product Marketing
– Trade Marketing
– CRM
– Academy
– Sales
– Group media team
External：
– Taobao Partner
– Marketing related agencies
– Media
– Blogger/Influencer
