美团Keeta-媒介策略专家（Media Strategy Manager）
任职要求
1. 本科及以上学历，有国际化学习经验者优先，具备当地母语沟通能力、英语商务沟通能力 2. 3年以上媒介策划、数字广告投放或媒体采购经验，有当地市场经验者优先。 3. 熟悉当地主流广告平台（如Meta Ads、Google Ads、TikTok for Business）及程序化广告投放（DSP）。 4. 具备与媒体代理商、KOL机构合作的经验。 5. 媒介工具能力：熟练使用广告投放工具（如Meta Business Suite、Google Ads、DV360等）及数据分析工具（如Google Analytics、Looker Studio）。了解第三方监测工具（如AppsFlyer、Adjust）者加分。 6. 数据分析能力：能通过数据拆解媒介效果，提出优化建议，具备基础SQL或数据处理能力者优先。 7. 本地化洞察：熟悉当地媒体环境（如头部电视台、门户网站、网红生态）及用户媒介消费习惯。 1. Bachelor’s degree or above; international academic experience is a plus. Proficient in local native language and capable of business communication in English. 2. 3+ years of experience in media planning, digital advertising, or media buying, preferably with local market experience. 3. Familiar with major local advertising platforms (e.g., Meta Ads, Google Ads, TikTok for Business) and programmatic advertising (DSP). 4. Experience working with media agencies and KOL/influencer marketing partners. 5. Media Tools Proficiency: Skilled in ad management platforms (e.g., Meta Business Suite, Google Ads, DV360) and data analysis tools (e.g., Google Analytics, Looker Studio). Familiarity with third-party tracking tools (e.g., AppsFlyer, Adjust) is a plus. 6. Analytical Skills: Able to break down media performance using data and provide actionable optimization insights. Basic knowledge of SQL or data processing is preferred. 7. Local Insight: Strong understanding of the local media landscape (e.g., leading TV channels, news portals, influencer ecosystem) and consumer media consumption behavior.
工作职责
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.
品牌策略制定与品牌资产管理 1. 在全球品牌框架下，做好当地外卖品牌策略与资产管理，制定品牌心智策略 2. 基于品牌策略，制定外卖品牌合作资源玩法（含IP、赞助等） 传播策划与媒介策略 1. 制定公司级全年品牌传播日历，提升品牌心智影响力。协同平台活动，基于热点/节点分级，做好年度/季度/月度的品- 牌传播事件策略规划与执行（包含线上/线下市场活动） 2. 为品牌传播制定触达策略（含线上线下媒介打法），制定品牌联合投放机制 3. 作为传播BP，整合各方传播需求，对利于品牌心智成长的产品/活动爆点进行内容生成与传播执行 效果评估与费效管理 1. 做好传播效果监测，做好活动层面、品牌心智层面的效果评估并持续迭代打法。 2. 统筹品牌预算管理并且分配本部分内预算。 Brand Strategy Development & Brand Asset Management 1. Develop localized food delivery brand strategies and manage brand assets within the global brand framework; define and implement brand positioning strategies. 2. Based on brand strategy, design brand partnership models, including IP collaborations and sponsorships. Communication Planning & Media Strategy 1. Develop an annual brand communication calendar to enhance brand awareness and perception. Collaborate with platform campaigns to plan and execute brand communication initiatives (online/offline) on an annual, quarterly, and monthly basis, leveraging key moments and local trends. 2. Design reach and media strategies for brand communication, including both online and offline channels; establish co-branded media investment mechanisms. 3. Act as a communication business partner (BP), integrating cross-functional communication needs and leading content creation and campaign execution for product or event highlights that can enhance brand perception. Performance Evaluation & Cost Efficiency Management 1. Monitor communication performance, evaluate outcomes on both campaign-level and brand-mindshare level, and iterate strategies accordingly. 2. Oversee brand budget planning and allocation within this functional area to ensure efficiency and effectiveness.
1. 在全球品牌框架下，做好品牌策略与资产管理，确保产出本地化而有吸引力的设计和创意； 2. 基于品牌策略，制定品牌合作资源玩法（含IP、赞助等） 3. 制定公司级全年品牌传播日历。做好年度/季度/月度的品牌传播事件策略规划与执行（包含线上/线下市场活动） 4. 为品牌传播制定媒介策略和投放机制，并且为品牌心智负责。 5. 负责本地的社交媒体和达人运营 1. Develop brand strategy and manage brand assets within the global brand framework, ensuring the delivery of localized and compelling designs and creatives; 2. Based on the brand strategy, design partnership resource models, including IP collaborations and sponsorships; 3. Develop the company’s annual brand communication calendar and lead the planning and execution of brand communication events on a yearly, quarterly, and monthly basis (including both online and offline marketing campaigns); 4. Define media strategies and execution mechanisms for brand communication, taking ownership of brand awareness and positioning; 5. Oversee local social media operations and influencer (KOL) engagement.
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