EC KA Manager - Tmall

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