Manager, Marketing Automation - DFS9112140 in Hong Kong at DFS

Date Posted: 3/14/2018

Job Snapshot

Job Description

The candidate who is hired for the position will play a vital role in ideating and developing multi-channel automated or event based campaigns that will drive new customer acquisition and nurturing initiatives primarily on Wechat (for PRC customers) and on Email (non PRC customers).

The role will report into the Manager, Marketing Automation and work closely with peers in other centers of excellence such as CRM, Retail Marketing and Brand Marketing.

The ideal candidate is an enthusiastic individual, who is fluent in English and Mandarin, has previously executed marketing campaigns on Wechat and is ambitious about furthering a career in Digital Marketing.

Key Responsibilities:
Campaign Planning

• Collaborate with different stakeholders such as Brand Marketing teams, CRM and Promotions Managers to plan and drive end – to – end integrated programs on Email, SMS and Wechat
•Receive the campaign brief
•Understand which customers does the campaign target and strategize how the campaign message should be distributed to different customers at different stages of their customer journey
•Brainstorm how the message should be packaged on and delivered on Wechat to different customer segments
•Brief the Editorial teams and develop the assets with in-house creative teams and 3rd party vendors
• Conduct data analysis and segmentation to identify ideal prospects and efficient nurture streams
• Create automated and event based messages (sequences of actions on multiple channels such as Email, SMS and Wechat) based on the target group and behavioral data.
• Research industry benchmarks for successful automations and optimize our campaigns accordingly

Campaign set up and execution:

• Build and deploy the campaign on Wechat (and sometimes on SMS and Email)
• Work with the Wechat agency and 3rd party vendor to build HTML 5 pages and messages tailored to different followers
• Partner with administrator or any extensions to improve workflows
• Conduct A/B testing for optimization

Campaign Reporting and Insights:
• Understand the effectiveness of campaigns by reviewing data from multiple sources including the Marketing Automation system, Wechat agency, CRM/Salforce, and any other sources as necessary
• Collate and present the insights to key stakeholders on a monthly basis

• Implement and continuously improve processes related to CRM campaigns on Wechat
• Ensure alignment with different centers of excellence on the marketing floor, through effective communication and coaching
• Must be able to think out of the box to innovate various messages for different target audiences
• Partner with in-house and third party resources to manage projects from concept, development to final delivery
• Effectively prioritize marketing requests based on company and marketing goals and manage expectations with different requesters
• Liaise with IT or 3rd Party vendors on improvement projects associated with the implementation of new functionalities within the area of responsibility

Key Requirements:
• Experience and understanding of Wechat
• A keen interest and understanding of Wechat campaign best practices in the retail and travel industry.
• Understanding of the China market and specially Wechat
• Ability to execute consumer marketing and CRM campaigns on Wechat
• Fluent in written and spoken simplified Chinese
• Excellent written and verbal English communication skills including experience with MS Office: PowerPoint, Word, and Excel
• Excellent attention to detail is essential.
• Good at time management and deadline management
• Self-starter with the ability to work independently as well as collaboratively within a cross-functional team.
• Willing and able to adjust to changing demands and shifting priorities; grace under fire a must with the ability to multi-task in a fast-paced environment.
• Excellent business writing, editing and proof-reading skills.


• Experience running a CRM/Loyalty program on Wechat, data binding and running targeted or segmented campaigns on Wechat
• Experience using Marketing Automation softwares as Marketo, Salesforce Marketing Cloud, Adobe Marketing Cloud or Webpower
• Experience building dashboard, analyzing data through Wechat and driving actionable insights
• Ability to drive API integration between different softwares/platforms
• 1+ years of experience coordinating and managing projects
• Strong relationship building skills, demonstrated consultative approach and influencing skills
• Understanding of global CAN-SPAM requirements, email design best practices, and inbox deliverability.
• Proficient in HTML and/or AMP script