Assistant Manager, Digital Media China - DFS9112887 in Hong Kong at DFS

Date Posted: 9/9/2020

Job Snapshot

Job Description

Manage acquisition campaigns on paid, owned and earned digital channels to exceed KPIs and ROI. Assist in general digital marketing efforts. You will also design, execute and analyze acquisition and retention initiatives, remarketing strategies, and promotional strategies on digital advertising channels for web, mobile, apps, etc.

Key Responsibilities:
Define Campaign Strategy
• Become a reliable expert on our customers, travel retail, marketing and competitive trends in China and globally
• Create and manage digital performance & marketing campaign strategy, including Global SEM, retargeting, social media, Live Streaming, KOL collaboration, WeChat E-shop & Mini programs and track campaign performance with various KPIs including social engagement, O2O conversion, etc
• Assist in planning and executing to the vision and strategies that support Company goals; provide ideas, themes and messaging to reach/surpass projected KPI's
• Evaluate, prioritize and lead decisions regarding new content, partnership, and other tactical opportunities based on expected performance and financial viability
• Assure campaign strategies and tactics will be engaging and effective in digital channels while maintaining brand integrity
• Generate the strategy on Audience Segmentation by leveraging current analytics tool (Adobe, GA and DoubleClick) Monitor, Analyze & Communicate Insights
• Proven SEM experience and success managing PPC campaigns across Baidu, Sogo, 360, Google, etc
• Well-versed in performance marketing, conversion, and online customer acquisition with experience on website analytics tools, e.g, Google Analytics
• Strong analytical skills and experience generating SEM reports, up-to-date with the latest trends and best practices in search engine marketing
• Continuously monitor campaign performance and communicate marketing activities and actionable insights with other business units, field teams and departments on a regular basis to ensure integration and support for programs and initiatives. Ensures that established processes are communicated, understood and followed by key stakeholders (PR, Creative, Editorial, Category Merchandising, CRM, E-commerce)
• Analyze relevant data and generate reports/presentations that provide actionable insights and identify growth opportunities in driving traffic to DFS official WeChat, mini-programs, Website and physical stores, increasing brand awareness and generating sales
• Conduct campaign A/B testing strategies for content and copy. Evaluate results to optimize campaign performance across multiple areas (Creative, Editorial, Merchandising, Marketing, etc.)
• Manage ad-hoc campaign execution, reporting requests and reporting solutions Manage Vendors
• Manage campaigns and media buy, digital retainer vendors to ensure tracking, reporting and analytics are functioning optimally
• Manage SEM/SEO agency to deliver day to day performance tracking, reporting and analytics
• Assist in the development of the department budget; manage project budgets through the life of projects keeping them on budget Key Competencies
• Communicative: Strong communicator and PPT skills that clearly outline actionable insights
• Result-oriented: Use and understand key metrics to drive decisions
• Detailed Oriented: Provide accurate interpretation and consistent reporting out of data
• Organized: Strong project management, organizational and prioritization skills
• Collaborative: Must be able to work cross-functionally with diverse nationalities
• Flexible: Ability to drive and lead change and work in a fast paced environment
• Self-starter: Must be able to work independently and have a hands-on mentality
• Analytical: Ability to drive meaningful actions from large data sets

Key Requirements:

• At least 5 years of developing, executing and optimizing digital marketing campaigns and media plans with complex budget responsibilities
• At least 3 years of experience managing cross-functional relationships with internal and external partners (merchants, vendors, etc.)
• Strong knowledge on China social media platforms (WeChat, Weibo, Douyin, etc) and solid experience on social media advertising, content management and KOL relationship with passion on the most updated digital media trend, e.g., Live Streaming
• Bachelor or equivalent required
• Experience in working in a fast-moving entrepreneurial environment with competing deadlines and priorities
• Demonstrated ability to think strategically about complex issues, leading to thoughtful recommendations, action plans, and campaigns that drive high ROI
• Strong presentation, interpersonal skills with an ability to communicate insights across different disciplines and levels of management
• Strategic vision, passion and practice leading digital initiatives that drive integrated, multichannel campaigns and promotions to stores
• Proximity marketing (Beacons, geo-fencing) and retail marketing in-store campaign management experience a plus
• Mobile marketing experience a plus
• Native Chinese PRC language skills a plus
• Proven project management skill and experience is a plus