1. Media Strategy & Planning

• Support the development of paid media plans for Tmall, JD, and Douyin, aligned with sales and marketing objectives.

• Integrate media investment with consumer operation goals, ensuring strategies cover acquisition, activation, retention, and reactivation.

2. Campaign Execution & Optimization

• Manage campaign execution through Tmall Wujie and Brand ads, JD Jingzhuntong, and Douyin Qianchuan

• Monitor daily performance, ensure assets meet platform requirements, and optimize for peak EC events (e.g., 6.18, D11, D12).

• Adjust targeting, bidding, and creatives to maximize conversion and efficiency.

3. Consumer Operation & Audience Management

• Segment consumers by lifecycle and purchase behavior, designing tailored strategies for each group.

• Leverage Data Bank, Strategy Center, Shufang, and Douyin Yuntu to build personas, track journeys, and refine targeting.

• Continuously optimize audience strategies based on real-time results.

• Coordinate with outside media (e.g., display, search, and social channels) to ensure integration with EC campaigns, driving traffic and awareness from broader touchpoints.

• Ensure media strategies are designed with a one consumer journey mindset, connecting touchpoints across EC, outside media, and brand channels for a closed-loop experience.

4. Data Analysis & Reporting

• Track and analyze KPIs including CTR, GMV contribution, ROI, and engagement.

• Integrate EC and media data to produce comprehensive reports and actionable insights.

• Benchmark competitors and identify EC growth opportunities.

5. Budget & ROI Management

• Assist in managing EC paid media budgets, ensuring accurate pacing and transparent reporting.

• Evaluate ROI by channel and campaign, recommending improvements.

6. Collaboration & Innovation

• Work with EC and marketing teams to ensure paid media campaigns support both brand equity and sales.

• Partner with agencies and platforms to explore new ad formats, tools, and data-driven solutions.

• Maintain close communication with Alibaba Alimama team and platform account managers (小二) to align on strategy, resources, and campaign execution.

• Bachelor’s degree in marketing, Communications, Business, or a related field.

• 4+ years of experience in ISV and paid media, with a focus on EC channels.

• Strong knowledge of advertising tools: Tmall Wujie, JD Jingzhuntong, Douyin Qianchuan.

• Proficiency in data analysis tools: Data Bank, Strategy Center, JD Shufang, Douyin Yuntu.

• Consumer operation mindset, with proven ability to design lifecycle-based strategies. and Strong analytical skills and ability to translate insights into actionable plans.

• Proficiency in Excel and PowerPoint; knowledge of BI tools or SQL is a plus.

• Strong communication and project management skills; comfortable working cross-functionally.

• Fluent in Chinese and English (written and spoken).