- Being the expert of EC platform content logic, consumer profiles and behaviors. Strategically plan the evolving digital content key format, capitalize on the public domain traffic pool offered by TMall platform to pinpoint a diverse group of existing & potential Nike shoppers to drive organic traffic growth, member growth, and ultimately, demand growth
- Manage a detailed span-a-year commercial livestreaming calendar to maintain the growth momentum of Tmall FS at specific timings
- Explore new opportunities and lead digital marketing pioneering in Ali ecosystem that drives platform growth sustainably
- Lead livestreaming planning, programming and optimizations to ensure the LS support NDDC business team on major seasonal/yearly commercial campaigns and achieve demand target. Meanwhile, empower LS to further boost consumer engagement and demand based on operational and analytical learning
- Upgrade TMall short-form video (SFV) creation to drive up the diversity and entertainment of SFVs to influence consumers' purchasing decision, hence better cost efficiency and larger bargaining power over the future development of SFV creation
- Bring in new TMall initiatives/IP collaboration opportunities to enhance product marketing capabilities. Be sharp and accurate on product positioning, targeted audience groups and being the piolet of exploring new channels in TMall to build up key product awareness. Test and learn new initiatives that align with Nike's strategies, seasonal brand direction and annual objectives
- Plan and conduct marketing campaigns, platform moments and 365 programs to ensure optimal integrated marketing plans are translated into consumer-oriented content in TMall major content channels
- Manage a shared platform calendar to keep it updated, well-organized under BA architecture. Provide support to CDMD DBM teams to publish content and deep dive learnings and feedback to DBM teams
- Co-create with Brand Media and Performance Media teams to build seamless journey from paid channel to store. Optimize private domain landing efficiency in primarily LS and SFV channels
- Co-work with Social teams on product marketing journey from product seeding to conversion. Explore smooth & innovative opportunities between social media to TMall for platform only moments
- Lead and conduct TMall FS livestream programming, engagement design and evaluation to constantly iterate the cadence & details of our livestreaming
- Work on SFV publishes that align with platform tonality, consumer trend, social trending topics and heavily invested products
- Ensure effective measurement works are conducted, in order to get continuous learning for optimizing content
- Dynamically work with internal operation teams to enable an efficient and smooth process on content publishing, on-site journey setting, test & learns, etc. that ensure all the launches on time with no delay
- Be precise and meticulous on budget control & allocation, and make appropriate investment to deliver impactful KPI performance
- Communicate proactively with platform key contact points (Tmall Xiaoer, or brand service, in particular) to obtain industry data, learnings and insights, which are expected to be reflected timely in on-going plans and executions
- Manage daily communication with third party vendors and key external partners; oversee the service quality and conduct regular evaluations on performance
- 6 to 10 years of proven digital experience in Ali marketing, e-commerce marketing, livestreaming, product marketing, precise marketing, or media planning
- Experience as the lead of integrated marketing projects and pronounced understanding of the underlying logic, algorithms, and trends of EC platforms
- Deep understanding of Nike products, sport/outdoor trend in social, EC platform and consumer behavior is preferred
- Significant experience in read and react capabilities in a fast-paced environment highly reliant upon mature collaboration and integration of key stakeholders; willing to work under a flexible working mode
- A growth mindset with strong capability in strategic thinking, teamwork, problem solving, working in a matrix environment, and handling adversities and pressures deftly
- Excellent knowledge of data analysis and ability to summarize insights that allow you to extract accurate business findings and practicable insights from ambiguous consumer & platform data
- Excellent project management experience, strong presentation skills and extraordinary capability to influence, lead and drive prioritized initiatives
- Great writing and verbal communication skills, plus superior professionalism
- Strong teamwork and entrepreneurship mindset is preferred
- Bachelor's Degree or above
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Senior Professional - Shanghai, 中国 - Nike
描述
Become a Part of the NIKE, Inc. Team
NIKE, Inc. does more than outfit the world's best athletes. It is a place to explore potential, obliterate boundaries and push out the edges of what can be. The company looks for people who can grow, think, dream and create. Its culture thrives by embracing diversity and rewarding imagination. The brand seeks achievers, leaders and visionaries. At NIKE, Inc. it's about each person bringing skills and passion to a challenging and constantly evolving game.
NIKE, Inc.'s storytellers, Marketing and Communication sets the brand tone. A creative force of specialists tell Nike's stories of innovation and sport through advertising, brand strategy, digital engagement and product presentation. Using channels ranging from retail stores to social media, Marketing & Communication teams connect the science and art of Nike innovations to the hearts and minds of athletes around the world.
This role sits in Digital Platform Marketing (DPM) team from Digital, CDM (Consumer Direct Marketing), Marketing.
In DPM we own platform strategy and operations, serving platform 365, and develop the evolution of platform marketing and digital capabilities. Platforms cover TMall, , Nike App and Nike WeChat. We deliver balance of consumer, member, brand & commerce growth. The position is hiring for TMall Nike Flagship Store (FS).
Job Description
You will facilitate Nike FS long-term development under the general framework of TMall overall strategy formulated by TMall Lead. You will support TMall Lead to develop digital content key format strategy for short-form video (SFV) and livestreaming (LS) to meet evolving TMall trends, enabling new operational model and support store business through agile optimizations based on data analysis & insights. You will also pioneer new initiatives that leverage Ali/TMall resources and capabilities in this dynamic and complicated E-commerce environment.
As a Nike flagship store marketing lead, you should hold a consumer-first & biz-conscious mindset and conduct marketing initiatives most efficiently, while fully exploiting supporting resources.
As a digital expert, you will drive consumer-centric plans and journeys to showcase Nike's offerings in unique ways to drive inspiration to enhance user visits and retention in the Ali ecosystem.
E-commerce Marketing & Evolution
Product Marketing & Content Creation
Operational Excellence
Requirements
NIKE, Inc. is a growth company that looks for team members to grow with it. Nike offers a generous total rewards package, casual work environment, a diverse and inclusive culture, and an electric atmosphere for professional development. No matter the location, or the role, every Nike employee shares one galvanizing mission: To bring inspiration and innovation to every athlete* in the world.
NIKE, Inc. is committed to employing a diverse workforce. Qualified applicants will receive consideration without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, gender expression, veteran status, or disability.
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