Manager - Marketing
部門 : 顧客業務部 參考編號 : SCBB CFD A1-I / 0722
主要職責 (HK Market)
Develop and drive overall digital strategy across platforms for HK market, manage implementation and performance of overall digital and social media strategy.
Work closely with the project teams to develop digital marketing strategies to generate fans increment and hello membership recruitment.
Perform marketing and digital analysis, report and generate insights to identify business opportunity in category and support business decisions.
Oversee, analyze, and optimize digital marketing campaign, including O2O game, social paid, SEO / SEM, media buy, retargeting, influencers collaboration, etc.
Develop a roadmap and a plan for enhancing the digital solution for CRM activities to build ongoing engagement with the customers through the online cross platforms.
Day-to-day management and coordination for HK projects’ social media (Facebook, IG & WeChat) on content direction, monthly calendar, and data report.
Contribute ideas and solutions for social content creation, including digital, social, web, video, photo, story, gif creative and more with latest HK market trend and topic.
Manage the touchpoints (App, website, mini program) for better performance, initiate the enhancement plan with internal and external teams, including new function development, UI & UX design, UAT, regular content maintenance.
Optimize the touchpoint performance through cost effective tactics of omni-channel platforms to drive increasing traffic and conversion.
Set goals, target KPIs and report on program success to management, partnering closely with analytics and technology teams for data tracking and report on findings.
Research & report on competitors’ marketing efforts as well as changes in the digital ecosystem / platforms and consumer behavior.
Always be on the lookout for exemplary contents and activations which we can base to build our next initiatives
Centralize digital marketing strategy and analysis for HL mainland projects, provide the measurable and practical plan for digital marketing’s optimization and synergy.
Initiate digital campaigns on group level, line up media resource and make sure HL mainland projects execute and launch smoothly;
and achieve the target of brand awareness and sales conversion.
Social media management for HL mainland projects on content direction, data analysis, market trend and competitor analysis, inc.
WeChat, XHS, DouYin and Weibo
Complete the frontend user experience of membership system and setup the guideline about the digital journey, promotion materials and customer enquiries for HL mainland projects to follow
Explore mainland digital partnerships for HL mainland projects, including social media platforms, social listening tools, online retail service, payment gateway, etc
Monitor KPIs setting and achievement for HL mainland projects and provide the optimization’s suggestion according to the demand by stakeholders.
Coaching and upskilling projects’ marketing teams to improve digital capabilities
Minimum of 8-10 years of experience in digital marketing, social media and digital product’s development.
Experience in shopping mall industry is a plus.
Experience in mainland China social media projects is a plus.
Solid experience and tactics of performance marketing, conversion and online customer acquisition.
Knowledge in touchpoint (website / mobile app) development, eg. UI & UX design, UAT, deployment.
Proven experience in content management for social media, app & website, SEO / SEM and other performance campaigns.
Hands-on experience with analytics tools (e.g. Google Analytics, Appsflyer, Firebase, etc) to track the KPIs and ROI of the activities.
Well understanding the latest social media trends, for both HK and mainland China market.
Proven digital marketing initiative and experience with successful campaigns.
Strong communication skills and multitask handling with diverse stakeholders for different projects