美团Keeta-广告创意策划专家（Ad Creative Planning Expert）
任职要求
1. 本科及以上学历，市场营销、广告传媒、视觉设计、新闻传播等相关专业优先；
2. 2年以上广告创意策划、增长运营、品牌营销等相关经验，有投放型广告创意经验者优先；
3. 熟悉Facebook、TikTok、Google等广告平台的创意玩法、投放逻辑、用户心理；
4. 具备文案策划能力，能撰写高转化率的广告Slogan、短视频脚本、落地页文案等；
5. 对短视频、社交媒体广告创意有较强的理解，具备视频脚本策划、分镜设计、剪辑思维；
6. 具备数据思维，能结合广告投放数据优化创意，提升广告表现；
1. Bachelor’s degree or above, preferably in Marketing, Advertising, Visual Design, Journalism, or related fields;
2. Over 2 years of experience in advertising creative planning, growth operations, or brand marketing; experience in performance advertising creatives is a plus…工作职责
1. 负责社交媒体广告、信息流广告、搜索广告等投放渠道的创意策略制定与执行，提升广告CTR、CVR和ROI； 2. 结合用户心理、行业趋势、市场热点，策划高转化率的广告创意，包括短视频、图文、互动广告、H5等形式； 3. 深入分析优秀案例，研究不同投放渠道（Facebook、Google、TikTok等）的创意趋势，持续优化广告内容； 4. 参与A/B测试，分析创意数据表现，根据投放数据反馈优化广告文案、视觉、视频剪辑等关键要素； 5. 协同设计、投放、数据分析团队，推进创意测试迭代，制定不同用户群体的精准创意方案； 6. 研究并应用AI生成内容（AIGC）工具，提高创意生产效率，探索新型广告表达方式； 7. 关注国际创意趋势，结合业务需求，制定全球化创意策略。 1. Develop and execute creative strategies for various advertising channels, including social media ads, native ads, and search ads, to improve CTR, CVR, and ROI. 2. Create high-conversion ad creatives—such as short videos, image-text formats, interactive ads, and H5 pages—based on user psychology, industry trends, and market hot topics. 3. Analyze successful cases in-depth and research creative trends across platforms (e.g., Facebook, Google, TikTok) to continuously optimize ad content. 4. Participate in A/B testing, analyze creative performance data, and optimize key elements such as copywriting, visuals, and video editing based on feedback. 5. Collaborate with design, media buying, and data analytics teams to drive creative testing and iteration, and craft tailored creative strategies for different user segments. 6. Research and apply AI-generated content (AIGC) tools to enhance creative production efficiency and explore new forms of advertising expression. 7. Stay up to date with global creative trends and develop globally aligned creative strategies in response to business needs.
1. 营销策划与执行：负责平台站内营销活动/大促的策略输出、创意策划和落地执行，包括但不限于节日节点。根据目标用户群体、营销主题与市场需求，设计站内+站外创意活动方案，提升平台新客获取和老客留存，推动平台交易增长。 2. 跨部门协调与合作：与市场、产品等团队紧密合作，组织跨部门会议，推动活动进展与关键节点的按时落地。 3. 数据分析与优化：跟踪活动的效果，分析流量、转化、补贴等数据，及时优化营销策略。基于数据结果提出优化方案，确保活动持续提升平台效益。 4. 活动Communication：设计传播策略和传播节奏，通过站内渠道和站外媒体推广活动内容，确保物料符合主题氛围并激发用户参与兴趣。 1. Marketing Planning & Execution: Responsible for the strategy, creative planning, and execution of on-platform marketing activities and major promotions, including but not limited to holiday campaigns. Design on-platform and off-platform creative activity plans based on target user groups, marketing themes, and market demand to enhance user acquisition, retention, and drive platform transaction growth. 2. Cross-Department Coordination & Collaboration: Work closely with teams such as Marketing, Product, and others. Organize cross-department meetings to drive the progress of activities and ensure key milestones are met on time. 3. Data Analysis & Optimization: Track and analyze the effectiveness of campaigns, including metrics such as traffic, conversion, and subsidies. Continuously optimize marketing strategies based on data insights and propose improvement plans to ensure sustained platform benefits. 4. Campaign Communication: Design communication strategies and timing for campaign promotion through on-platform channels and external media. Ensure that marketing materials align with the campaign theme and generate user interest and participation.
1.数据分析：对Keeta投放增长进行数据分析，重点关注用户增长和留存等关键指标，提供数据驱动的洞察和决策建议。 2.指标体系构建：构建和迭代增长指标体系和目标管理机制，开发数据可视化系统，为业务增长提供洞察和分析支持。 3.业务协作：与产品、战略、市场和研发等部门紧密合作，实施项目并提升整体业务表现。 4.决策验证：设计A/B测试和因果推断模型，验证业务优化和决策结论，提供高效的分析方法。 5.异动归因分析：分解和诊断业务增长的驱动因素，调查数据异常，并开发自动归因工具。 6.工具与方法开发：总结和提炼增长分析方法论，开发数据效率工具。
1、Design multi-objective optimization strategies adapting to business phases (e.g., prioritizing fulfillment experience with cost constraints in early stages) to enhance rider efficiency and maintain SLA competitiveness.根据不同业务发展阶段进行多目标优化设计，如初期以履约体验为核心目标、成本为约束条件，持续提升骑手工作效率与保证SLA具备市场竞争力 2、Lead Middle East fulfillment solutions by developing country-specific strategies based on local SLAs, validating through experiments, and scaling successful models across regions.主导中东地区履约解决方案设计，针对不同国家市场环境及SLA需求制定差异化策略，通过实验设计验证方案有效性，关注标准 化能力建设，推动成功模式跨区域推广 3、Manage timeliness metrics including rider assessment systems and load balancing, designing incentive rules to ensure cost-effective, user-perceivable delivery performance.负责时效类指标管理，包括骑手考核体系搭建与负载均衡优化，重点设计时效考核奖惩规则以确保成本约束下时效类指标具备市场竞争力，且用户有感知 4、Optimize rider app interactions by translating complex strategies into actionable guidance, reducing cognitive load through intuitive interfaces.设计骑手端交互展示策略，将复杂策略指令转化为骑手执行的行为指引，通过App界面优化持续降低骑手理解成本与操作门槛
Diagnose and resolve supply-demand imbalances, identify key strategies, validate effectiveness with cross-functional teams, and scale solutions across cities.负责供需失衡场景的问题诊断与拆解，识别可影响的关键策略，联动商分、产研等团队验证策略有效性，并跟进在更多城市的规模复用 Collaborate on cost-effective localized campaign designs, build global efficiency metrics, monitor configurations, and identify underperforming cities.协同产品设计钱效更高且符合各城市运营情况的新活动形式，建设适用于各国的活动效率评价体系，监控各国/城活动配置效率，并定位问题城市提供 Develop systematic surge-order capabilities for merchants/regions, establish quality evaluation frameworks, and optimize experience with minimal scale loss.构建商家及区域维度的系统爆单能力，建设适用于各国的爆单质量评价体系，在最小化规模损失的前提下保障体验最优 Build rider scheduling tools with platform monitoring, design shift strategies for peak hours, and ensure stable delivery performance under timeliness constraints.建设骑手排班可选、平台可监控的产品能力，设计有效排班策略并协同前线落地，对分时段（尤其是压力时段）的体验稳定性负责，以骑手时效指标为约束条件。