China E-commerce Manager

Key Objectives & Responsibilities:

• Key focuses of the role will include:
• China Ecommerce Eco System - Understand China digital and eCommerce eco system and make recommendations on how to improve Merlin’s operation and channel effectiveness
• Digital Business –Support the preparation of business cases for local social media platform opportunities (i.e. local facebook). Provide feedback on key learnings, main insights and local trends on digital marketing. Deliver owned direct channel business target through SKU management, platform & consumer data analysis, promotion tactic development & implementation, and financial statement supporting works.
• Digital Social Content & Engagement – Collaborate with Marketing team to develop digital/social content strategy. Understand target consumer insight. Develop and implement annual digital marketing calendar to support and grow owned digital channels and deliver financial target.. Contribute to building, creating and maintaining a high level of engagement as well as a follower base for local social media platforms in alignment with objectives and plans defined by regional Marketing Director
• Digital Campaign Journey & Efficiency. Optimisation – Drive conversion of the audience in line with agreed targets and direction. Consistently test & learn to improve conversion and drive online revenue. Focus on customer experience through an understanding of Chinese consumer trends and behaviors Interpret results of social media & digital marketing efficiency and campaign effectiveness. Monitor performance of digital marketing campaigns, and assess against goals (ROI and KPIs)
• New Digital/Social Platforms Development - Dive into WeChat new functions and other young platforms to find and develop opportunities to connect with consumer and establish campaign/collaboration or build tools to meet business/brand objectives. Propose new digital solutions to Marketing Director to improve brand image / market access / market penetration / voice of customer / etc. accordingly
• Social listening & KOL Management – Drive meaningful social listening approach with agency support, come up with KOL influence model to consistently improve social WOM.
• Yield Management – ensure that all relevant products (including upsells / cross sells) are live and optimised to deliver maximum yield, where possible. Test & learn opportunities to increase basket size and drive online revenue.
• Local Functionality Optimisation – in line with global direction. Provide feedback for Merlin brands to improve and utilise latest functionality to drive experience & conversion.
• Agency management – work with relevant development agencies under guidance of central team to ensure that all relevant developments are made on time and within budget.
• Branding - Maintain consistent brand image online and offline collaborate with attraction’s local Marketing teams. Assist in the development of clear guidelines and monitoring compliance to ensure brand consistency for online exposures.

Skills, Experience & Qualifications:

Essential:

• Experience in China ecommerce/social role.
• Excellent communications skills and stakeholder management.
• Budget management and KPI reporting.
• Agency and team management experience.
• Confident problem-solver able to work under pressure, when required, and a hands on can-do mentality.
• Proven experience using WeChat, Weibo and Fliggy social platforms
• An understanding of Chinese social media trends and ecommerce
• Understanding of local China payment methods such as WeChat Pay
• An excellent command of copy writing and communication skills in Chinese
• Experience using Baidu Analytics and Baidu webmasters tools

Recommended:

• Leisure / entertainment experience.

上班地址：南京西路2-68号新世界10楼