Traveler's Digital & Communication Manager- GTR
Cartier
Hong Kong, HK, HK
4天前

POSITION SUMMARY

The Traveler’s Digital & Communication manager will be involved with the development and Go To Market plan targeting travelers, to best drive brand awareness and desirability, optimize consumer journey and engagement, drive traffic online and offline to achieve brand’s business goals.

Working closely with internal and external partners, she / he brings storytelling, products, and services to life across the digital portfolio and drive the development of capabilities and features that result in a luxury Cartier digital experience for travelers.

He / She acts as an advisor for targeted markets and regions to grow and develop their travelers’ marketing strategy, led by a solid expertise in Media.

He / she works hand in hand with the Digital Team based in China and Hong Kong.

He / she will work with the Traveler’s Digital & Communication Associate Director alongside third party agencies in developing the Digital roadmap relevant to the Traveler’s industry.

He / she has solid background and experiences on Chinese travelers. (But is not limited to)

KEY RESPONSIBILITES

COMMUNICATION (MEDIA) STRATEGY

  • Fully understand the clients’ insights, brand vision, positioning and business target to design effective communication strategies.
  • Plan, Develop, and organize marketing campaigns, contributing to Cartier branding build up.
  • Deep analysis on key social platform (Weibo / Wechat / Douyin / Red / Insta / Facebook / LinkedIn to deliver innovative idea and strategy, in order to improve visibility and performance.
  • Craft programs for Chinese travelers : oversee and implement executions across digital platforms including Wechat, Search, Vertical media channels, KOLs and other emerging social media platforms to drive business, brand awareness, client recruitment & retention whilst delivering memorable experiences on the platform.
  • CARTIER DIGITAL & SOCIAL TRAVEL ECOSYSTEM

  • Manage the development of the Cartier ecosystem of communication crafted for Chinese travelers (Wechat Mini program).
  • Help to socialize the story telling approach applied to travelers, ensuring consistency, efficiency and virality.
  • Implement a robust working process across all parties involved.
  • Build and engage an international community of key markets stakeholders around traveler platforms, content and digital services.
  • Manage performance KPIs and ensure follow up.
  • DIGITAL & E-BUSINESS ROADMAP WITH THIRD PARTY

  • Design and implement the Digital & E business roadmap with 3rd party to integrate the e-business & services into our wider traveler digital ecosystem.
  • Develop the Ecommerce offer, work with partners to raise their level to the threshold for online commercial partnerships approval.
  • Furthermore, work with existing e-com partner to enhance the Cartier presence, performance, and services available.

  • Audit the Airport digital platform capabilities with Cartier Markets and design solutions to bridge and develop e-business and services solutions for Cartier and its partners.
  • MARKETING PERFORMANCE STRATEGY

  • Develop a robust Performance marketing framework in line with key business metrics.
  • Own the media, social and content budget and collaborate with Digital & Communication Associate director and Client Marketing Manager to deliver the right budget and KPIs.
  • Responsible for setting measurable KPIs for engagement, conversion, and retention rate across all platforms.
  • PLANNING AND IMPLEMENTATION OF CORPORATE CAMPAIGNS

  • Work in partnership with the Marketing Planning team to implement efficient B2B campaigns which would form part of the overall Corporate Communication plan.
  • Advise on the content adaptation requirements.
  • Set performance KPIs and ensure follow up for related corporate campaigns.
  • GENERAL MANAGEMENT & OTHER RESPONIBILITES

  • Management of a small team to deliver on objectives through an environment built on innovation and collaboration.
  • Foster a culture of innovation & collaboration internally and across all Cartier markets / region.
  • Build a solid network of partners internally and externally.
  • Collaborate and provide expert advice on strategic marketing documentations when necessary.
  • Partner with Cartier HQ to define and build the 3 years marketing plan and its resources.
  • REQUIREMENTS AND PROFESSIONAL SKILLS

  • 10+ years relevant experience in a strategic planning or marketing position.
  • Chinese Client expertise Expert in China Social ecosystem (Tencent, Ali .).
  • Client-focused mindset with experience in managing integrated marketing solutions.
  • Ability to deliver innovative customer experience.
  • Ability to manage and lead with strategic mindset.
  • Data-driven with strong business acumen.
  • Strong business communications skills in English and Chinese, both written and oral, strong command of Mandarin.
  • Able to work with agility and good problem-solving skills and can work independently.
  • Bachelor’s degree or above in relevant field.
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