美团Keeta-活动运营专家（Marketing Campaign Manager）
任职要求
1. 本科及以上学历；商科、市场营销等相关专业优先；海内外名校毕业优先 2. 有5年以上电商、O2O或外卖行业平台营销活动经验 3. 有海外互联网从业经验优先 4. 有丰富的用户分群、场景设计、玩法创新与跨部门协作经验； 5. 熟悉营销玩法、用户心理机制、资源配置策略，有极强的创新意识与节奏感 6. 熟练掌握SQL、Python、高阶分析技能（如透视、VLOOKUP、数据建模） 7. 理解用户分层、消费场景和品类策略，具备较强用户洞察与策划能力； 8. 优秀的跨团队沟通与协作能力，有完整项目管理和节奏把控经验； 9. 有较强的创新意识与快速迭代能力，能够基于数据推动活动策略优化。 1. Bachelor’s degree or above; majors in Business, Marketing, or related fields preferred; graduates from top domestic or international universities are a plus. 2. Over 5 years of experience in marketing campaigns within e-commerce, O2O, or food delivery platform industries. 3. Overseas internet industry experience is preferred. 4. Extensive experience in user segmentation, scenario-based design, campaign innovation, and cross-functional collaboration. 5. Strong understanding of marketing mechanics, user psychology, and resource allocation strategies, with a strong sense of innovation and execution rhythm. 6. Proficient in SQL, Python, and advanced analytical skills (e.g., pivot tables, VLOOKUP, data modeling). 7. Solid grasp of user stratification, consumption scenarios, and category strategy, with strong user insight and planning capabilities. 8. Excellent cross-team communication and collaboration skills; proven track record in project management and timeline control. 9. Strong innovation mindset and fast iteration capability; able to drive campaign strategy optimization through data.
工作职责
营销活动策略制定与闭环落地 1. 负责端内活动场景策划（如秒杀频道、领券中心、大促会场），制定主题、目标、玩法策略； 2. 支持商家侧活动策略制定与效果监控，推动站内资源、商户资源与玩法工具高效联动； 3. 全流程负责活动的策划、执行、数据评估与优化 用户增长场景深挖与新增长点探索 1. 通过数据分析洞察细分人群、品类机会、订单场景，结合用户消费路径挖掘潜在增长空间； 2. 打造品类专场、场景型会场（如“夜宵场景”、“下午茶场景”等）以满足多样化消费需求，提升GTV与用户粘性。 营销工具创新与产品推动 1. 探索适配本地消费习惯的新型外卖玩法（如动态满返、分享立减、随机立省等）； 2. 推动营销工具（如券包系统、秒杀引擎、权益中心等）在功能和体验上的持续优化； 3. 快速迭代、至少每周更新玩法机制或测试策略组合，结合数据反哺产品侧优化方向 Marketing Campaign Strategy and Full-Cycle Execution 1. Responsible for in-app campaign scenario planning (e.g., flash sale channel, coupon center, mega sale pages), including theme definition, goal setting, and mechanism design. 2. Support merchant-side campaign strategy development and performance monitoring, driving efficient synergy among platform resources, merchant participation, and promotional tools. 3. Own the end-to-end process of campaign planning, execution, performance evaluation, and optimization. User Growth Exploration and New Growth Opportunities 1. Identify segmented user groups, category opportunities, and order scenarios through data analysis; uncover potential growth opportunities along the user consumption journey. 2. Design category-focused and scenario-based campaign pages (e.g., “Late-night cravings,” “Afternoon tea moments”) to fulfill diverse consumer needs and improve GTV and user stickiness. Marketing Tool Innovation and Product Enhancement 1. Explore new food delivery mechanics tailored to local consumer behavior (e.g., dynamic cash back, instant sharing discounts, surprise savings). 2. Drive continuous improvement in marketing tools (e.g., coupon bundle systems, flash sale engines, perks centers) in terms of functionality and user experience. 3. Ensure rapid iteration—update gameplay mechanisms or test strategy combinations at least weekly—and use performance data to feed into product-side optimizations.
1. 营销活动策略：基于当地用户洞察，节点/热点特征，挖掘外卖业务增长机会点，制定外卖C端平台营销活动策略与整合营销日历（月度），包含大促活动、节日营销、裂变活动、KOL联动等。 2. 营销活动运营：纵向包含营销活动主题创意、营销玩法设计、页面搭建执行、补贴供给招商策略牵引等；横向协同公共关系&品牌传播策略、商家供给策略、各部门补贴策略。为流量曝光、交易增长、补贴效率结果负责。 3. 本地化运营：结合当地文化热点、用户习惯及节日节点（如狂欢节、黑五），设计符合本地偏好的活动内容。 4. 挖掘营销增长机会点：在外卖消费场景和本地特色人群圈层中，联动KA、合作机构等各类资源，策划联合营销活动。 5. 数据复盘与迭代：监控活动数据，实时调整策略以提升参与率和转化率。针对活动效果，持续进行数据复盘，沉淀有效方法论。 6. 营销玩法创新：根据业务方向及重点策略，结合现有营销能力现状，能持续思考、优化产品能力，协同产品搭建与之匹配的完整产品功能，助力提升营销活动产出效率。探索适配本地市场的外卖营销创新玩法，协同产品，推动相关营销产品工具的功能更新与迭代。 7. 整合营销BP与协同： 以Business Partner身份，整合各部门平台营销活动需求，制定营销计划。 1. Marketing Campaign Strategy； Based on local user insights, key event/hotspot characteristics, identify growth opportunities for the food delivery business, and develop marketing campaign strategies and integrated marketing calendars (monthly) for the C-end platform. This includes major promotional events, holiday marketing, viral campaigns, KOL collaborations, etc. 2. Marketing Campaign Operations： Vertically, the role includes creative theme development, marketing playbook design, page setup execution, and subsidy supply and merchant strategy guidance. Horizontally, collaborate with branding strategies, merchant supply strategies, and department-specific subsidy strategies. Responsible for traffic exposure, transaction growth, and subsidy efficiency outcomes. 3. Localization Operations： Design activities tailored to local preferences, considering cultural hotspots, user habits, and holiday events (e.g., Carnival, Black Friday). 4. Identifying Marketing Growth Opportunities：In the context of food delivery consumption and local community segments, leverage resources from key accounts (KA), partners, and organizations to plan joint marketing activities. 5. Data Review and Iteration：Monitor campaign data, adjust strategies in real-time to improve participation and conversion rates. Continuously review campaign performance and refine methodologies. 6. Innovative Marketing Tactics：Based on business direction and key strategies, continuously optimize product capabilities. Collaborate with the product team to build matching features that improve marketing campaign output efficiency. Explore innovative food delivery marketing tactics suited for local markets, collaborate with the product team to drive functional updates and iterations of marketing tools. 7. Integrated Marketing BP & Collaboration：As a Business Partner, integrate marketing requirements from various departments, and develop marketing plans.
内容策划与执行 1. 负责地区社交媒体平台（如Instagram、Facebook、TikTok、Twitter、YouTube等）的内容策划、创作及发布，确保内容符合品牌调性并吸引目标用户。 2. 结合本地文化、热点和趋势，制定高互动性的内容策略，提升品牌曝光和用户参与度。 社交媒体运营 1. 管理并优化公司社交媒体账号，定期分析数据并调整运营策略。 2. 与粉丝互动，维护品牌形象，及时回应用户评论及私信，提升用户粘性。 活动策划推广与KOL管理 1. 策划并执行线上社媒营销活动（如挑战赛、直播、KOL合作等），推动用户增长和转化。 2. 建立外部合作伙伴（如KOL/KOC、代理商）资源体系，提升公域传播效率。 数据分析与优化 1. 监测社交媒体数据（如流量、互动率、转化率等），定期输出分析报告并提出优化建议。 Content Planning & Execution 1. Responsible for content planning, creation, and publishing across regional social media platforms (e.g., Instagram, Facebook, TikTok, Twitter, YouTube), ensuring alignment with brand tone and appeal to the target audience. 2. Develop highly engaging content strategies based on local culture, trends, and hot topics to boost brand exposure and user engagement. Social Media Operations 1. Manage and optimize official social media accounts; regularly analyze performance data and adjust operational strategies accordingly. 2. Interact with followers to maintain a strong brand presence, promptly respond to comments and messages, and increase user stickiness. Campaign Promotion & KOL Management 1. Plan and execute online social media marketing campaigns (e.g., challenges, livestreams, KOL collaborations) to drive user growth and conversion. 2. Build and manage a network of external partners (e.g., KOLs/KOCs, agencies) to enhance public channel communication effectiveness. Data Analysis & Optimization 1. Monitor key social media metrics (e.g., traffic, engagement rate, conversion rate), regularly produce performance reports, and propose actionable optimization strategies.
创意文案创作 1. 负责当地市场各类营销文案的创意撰写，包括但不限于社交媒体文案、广告文案、活动文案、视频脚本等 2. 根据品牌调性及营销目标，创作符合当地用户偏好的创意内容 本地化内容优化 1. 将品牌核心信息转化为符合当地文化语境和语言习惯的创意表达 2. 结合当地热点、流行语和用户习惯，持续优化文案效果 跨平台内容策划 1. 针对不同平台特性（如Instagram、TikTok、WhatsApp等）制定差异化的文案策略 2. 参与内容创意脑暴，提供创新性的传播思路 数据分析与优化 1. 跟踪文案传播效果，通过数据分析持续优化文案策略 2. 定期输出文案效果报告，提出改进建议 Creative Copywriting 1. Responsible for crafting creative marketing copy for the local market, including but not limited to social media posts, advertising copy, campaign content, and video scripts. 2. Develop creative content that aligns with brand tone and marketing objectives while catering to local user preferences. Localized Content Optimization 1. Translate core brand messages into creative expressions that fit the local cultural context and language nuances. 2. Continuously optimize copy effectiveness by incorporating local trends, popular expressions, and user habits. Cross-Platform Content Planning 1. Develop differentiated copy strategies tailored to the characteristics of various platforms (e.g., Instagram, TikTok, WhatsApp). 2. Participate in creative brainstorming sessions and contribute innovative ideas for communication strategies. Data Analysis & Optimization 1. Track copy performance and continuously refine strategies through data analysis. 2. Regularly produce performance reports and provide actionable recommendations for improvement.
1.Lead merchant-side analysis for food delivery business, supporting frontline operations in business understanding, marketing campaigns, product experience optimization, merchant research, and strategy formulation to enhance operational efficiency. 2.Identify business needs and build scalable indicator systems for scenarios including performance analysis, business monitoring, and team management. Design and maintain data dashboards and data products to improve data accessibility for cross-functional teams. 3.Conduct deep-dive analysis using advanced analytics tools/methods to uncover actionable insights, identify growth opportunities, and address critical business challenges to drive optimization. 4.Deliver thematic studies to provide data-driven recommendations for executive decision-making, product roadmaps, and business strategies. 5.Collaborate with cross-functional teams (Operations, Product, Engineering, Algorithms) to execute data-driven strategies and ensure measurable business impact. 1.负责外卖业务商家侧分析，支持前线的业务理解、营销活动、产品体验、商家研究、策略制定等，提升整体运营效率； 2.洞察业务需求，建设在经营分析、业务监控、团队管理等不同场景下的指标体系，搭建和维护数据看板，建设数据产品，提升前后线团队的数据使用效率和便捷性； 3.深入理解业务，运用数据分析工具和方法，挖掘数据背后信息，产生业务洞察，发现机会点，回答业务的关键问题，驱动业务优化迭代； 4.通过专题分析，对具体业务问题进入深入分析，为公司运营决策、产品方向、业务策略提供专业意见和信息输入； 5.与前线、运营、产品、算法、技术等团队协同合作，推进策略的落地执行，为业务结果负责。