About This Role
This role focuses on managing performance media for a brand's Tmall store, aiming to enhance traffic quality, conversion efficiency, and return on investment. It involves close collaboration with e-commerce sales and operations teams to drive growth for key categories, new products, and core offerings.
Responsibilities
- Operate the full-link performance media for the brand's Tmall store, developing投放 strategies, budget planning, and optimization plans to continuously improve traffic quality, conversion efficiency, and ROI.
- Collaborate closely with e-commerce sales and operations teams, combining product planning, business goals, and consumer strategies, to drive growth for key categories, new products, and core products through in-site media, audience operations, and integrated marketing resources, supporting sales target achievement.
- Deeply undertake brand marketing and platform marketing projects, combining new product launches, platform IP, 618/Double 11 and other key marketing nodes, and collaborate with relevant teams to formulate in-site marketing and投放 plans to maximize the contribution of marketing activities to in-site traffic and sales.
- Combine Tmall platform's audience operation tools, marketing resources, and media capabilities, and work closely with the CRM team to develop consumer growth strategies, promote new customer acquisition, member penetration, and high-value audience operations, improving the quality of in-site audience assets and long-term business contribution.
- Establish投放 and business analysis mechanisms, regularly output core indicator analysis such as traffic, conversion, ROI, GMV, and new customer contribution, identify growth opportunities and promote optimization implementation; manage TP and relevant partners, and continuously optimize the in-site marketing and投放 system.
Requirements
- Bachelor's degree or above, with 5-8 years or more of experience in brand e-commerce marketing, e-commerce operations, or performance advertising.
- Deep understanding of Tmall platform's operation logic, traffic distribution mechanism, and consumer conversion path, especially the consumer decision-making path for high-priced goods within Tmall from brand awareness, search to transaction; and possess mature practical experience in Tmall in-site performance advertising, capable of independently formulating投放 strategies and continuously optimizing投放 efficiency.
- Strong data analysis capabilities and business acumen, able to identify problems, formulate strategies, and drive business growth through core indicators such as traffic, conversion rate, ROI, GMV, and new customer contribution.
- Strong cross-departmental collaboration skills, able to work closely with sales, operations, CRM, EC Marketing, TP, and platform teams to effectively convert marketing activities into traffic growth and sales results. And able to establish unified growth goals among brands, sales, operations, and partners and promote their implementation.
