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; 3. Familiar with creative formats, ad delivery mechanisms, and user psychology on platforms such as Facebook, TikTok, and Google; 4. Strong copywriting skills with the ability to craft high-conversion ad slogans, short video scripts, and landing page copy; 5. Solid understanding of short video and social media ad creatives; skilled in video scriptwriting, storyboard design, and editing logic; 6. Data-driven mindset, with the ability to optimize creatives based on advertising performance data to enhance ad effectiveness.
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.
媒介策略制定 1. 根据品牌目标及市场洞察，制定当地的年度/季度/月度媒介投放计划（涵盖社交媒体、程序化广告、传统媒体等）。 2.分析市场媒介策略，提出差异化执行方案。 媒体资源管理 1. 对接本地媒体渠道（如Meta、Google、TikTok Ads、本地广告代理商等），完成资源采购、谈判及效果优化。 2. 管理媒体投放预算，确保ROI最大化。 数据监测与优化 1. 跟踪广告投放数据（曝光量、CTR、转化率等），定期输出分析报告并调整投放策略。 2. 运用A/B测试等方法优化广告素材与投放渠道组合。 跨团队协作 1. 与市场、创意、运营团队紧密配合，确保媒介策略与品牌传播目标一致。 Media Strategy Development 1. Develop annual/quarterly/monthly media buying plans based on brand objectives and market insights, covering social media, programmatic advertising, and traditional media. 2. Analyze market media strategies and propose differentiated execution approaches. Media Resource Management 1. Liaise with local media channels (e.g., Meta, Google, TikTok Ads, local advertising agencies) to manage media procurement, negotiation, and performance optimization. 2. Manage media buying budgets and ensure maximum ROI. Data Monitoring & Optimization 1. Track advertising performance metrics (impressions, CTR, conversion rates, etc.), generate regular analysis reports, and refine media strategies accordingly. 2. Use A/B testing and other methods to optimize ad creatives and media mix. Cross-Functional Collaboration 1. Work closely with marketing, creative, and operations teams to ensure media strategies align with brand communication goals.
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.
视频内容策划 1. 根据品牌调性与营销目标，策划符合当地市场偏好的视频创意方案（包括短视频、广告片、直播内容等）。 2. 结合本地文化、热点趋势及平台特性（如TikTok、Instagram Reels、YouTube），设计高互动性视频脚本。 视频制作与剪辑 1. 协同团队完成视频拍摄、剪辑及后期制作（涵盖创意剪辑、特效、字幕、音效等）。 2. 确保视频内容质量高、节奏感强，并符合品牌视觉规范。 本地化创意落地 1. 针对当地用户偏好，优化视频语言风格、视觉元素及叙事方式，提升内容共鸣度。 2. 参与本地化创意脑暴，提出创新性视频传播形式（如挑战赛、UGC互动等）。 数据分析与优化 1. 监测视频内容表现（如完播率、互动率、转化率等），基于数据反馈持续优化创意策略。 Video Content Planning 1. Develop creative video concepts aligned with brand tone and marketing objectives, tailored to local market preferences (including short videos, commercials, livestream content, etc.). 2. Design highly engaging video scripts that incorporate local culture, trending topics, and platform characteristics (e.g., TikTok, Instagram Reels, YouTube). Video Production & Editing 1. Collaborate with the team to execute video shooting, editing, and post-production (including creative editing, visual effects, subtitles, and sound design). 2. Ensure video content is high-quality, rhythmically engaging, and aligned with brand visual guidelines. Localized Creative Execution 1. Optimize video language style, visual elements, and storytelling techniques based on local user preferences to enhance resonance and relatability. 2. Participate in localized creative brainstorming and propose innovative video formats (e.g., challenges, UGC interactions). Data Analysis & Optimization 1. Monitor video performance metrics (e.g., completion rate, engagement rate, conversion rate), and continuously refine creative strategies based on data-driven insights.
广告投放策略&管理 1. 负责某一个主流效果广告平台（如Google、Facebook、TikTok等）的日常运营与管理，包括账户搭建、关键词选取、营销活动定位、用户分层和筛选、出价优化、消耗节奏等，不断提升广告投放的质量与效果； 2. 定期对本渠道的广告投放策略进行复盘与优化，根据市场动态、用户行为变化及投放数据反馈，及时调整策略方向，保障广告投放始终保持高效； 广告创意策划与优化 1. 协同设计部门，策划富有吸引力与转化力的广告创意，包括广告文案、图片、视频等素材的构思与制作指导，确保广告内容能够有效吸引用户关注并激发其行动； 2. 基于 A/B 测试等方法，对广告创意进行持续优化，通过分析不同创意版本的投放数据，挖掘用户喜好与行为规律，不断迭代创意内容，提高广告的点击率、转化率等关键指标； 数据分析与效果评估 1. 实时收集、整理与分析广告投放数据，包括曝光量、点击量、转化率、成本等关键指标，深入洞察广告投放效果及用户行为路径； 2. 定期出具详细、专业的广告投放效果评估报告，通过数据可视化呈现投放成果，精准定位问题与机会点，并提出针对性的优化建议与解决方案，为广告投放决策提供有力的数据支持； 3. 运用数据分析手段，对用户进行细分与画像，深入了解不同用户群体的特征与需求，实现广告的精准定向投放，提升广告投放的精准度与投资回报率。 Advertising Strategy & Management 1. Responsible for the daily operation and management of a major performance advertising platform (e.g., Google, Facebook, TikTok), including account setup, campaign targeting, user segmentation and filtering, bid optimization, and pacing—continuously improving the quality and effectiveness of ad campaigns. 2. Regularly review and optimize advertising strategies for the assigned platform. Adjust strategic direction in a timely manner based on market dynamics, user behavior changes, and performance feedback to ensure continued efficiency and effectiveness. Ad Creative Planning & Optimization 1. Collaborate with the design team to plan compelling and conversion-driven ad creatives, including ad copy, images, videos, etc. Guide the production process to ensure the content effectively captures user attention and drives action. 2. Continuously optimize creative content using methods such as A/B testing. Analyze performance data of different creative versions to identify user preferences and behavior patterns, iterating to improve key metrics such as CTR and conversion rate. Data Analysis & Performance Evaluation 1. Collect, organize, and analyze real-time advertising data, including impressions, clicks, conversion rates, cost metrics, etc., to gain deep insights into campaign performance and user behavior. 2. Produce detailed and professional performance reports regularly, using data visualization to clearly present results. Identify issues and opportunities, and propose actionable optimization recommendations and solutions to support informed decision-making. 3. Leverage data analysis to segment users and build user profiles, gaining a thorough understanding of different audience groups’ characteristics and needs. This enables highly targeted advertising and improved return on investment.