美团Keeta-内容创意专家（Content Creative Expert）
任职要求
1. 本科及以上学历，美术、视觉设计、广告传媒等相关专业优先
2. 2年以上文案策划、广告创意或数字营销相关经验
3. 有当地语言内容创作经验者优先
4. 熟悉当地社交媒体生态及内容传播规律
5. 具备成功的内容传播案例（需提供作品集）
6. 当地母语沟通能力（必备）。商务英语沟通能力。
7. 文案创作能力：出色的当地写作能力，能创作地道、有感染力的本地化内容。掌握不同风格文案的写作技巧（幽默、情感、促销等）
8. 创意策划能力：擅长捕捉当地流行文化元素，能将品牌信息转化为吸引用户的创意表达。具备优秀的创意提案和故事讲述能力
9. 本地化洞察：深入了解当地文化、社会热点及用户心理。熟悉当地网络流行语和社交媒体语言风格
10. 跨团队协作：能与传播、设计、视频、运营团队高效配合。适应快节奏工作环境，能同时处理多个项目
1. Bachelor’s degree or above, preferably in Art, Visual Design, Advertising, Media, or related fields.
2. At least 2 years of experience in copywriting, advertising creativity, or digital marketing.
3. Experience in content creation in the local language is a strong plus.
4. Familiar with the local social media ecosystem and content distribution patterns.
5. Proven track record of successful content campaigns (portfolio required).
6. Native proficiency in the local language (required). Business-level English communication skills.
7. Copywriting Skills:
8. Excellent writing skills in the local language, with the ability to craft authentic and compelling localized content.
9. Proficient in writing various styles of copy, including humorous, emotional, and promotional content.
10. Creative Strategy: Skilled at capturing elements of local pop culture and transforming brand messages into creative expressions that resonate with users.
11. Strong ability to pitch creative ideas and tell engaging stories.
12. Localization Insight:Deep understanding of local culture, social trends, and user psychology.
13. Familiar with internet slang and the communication style commonly used on local social media platforms.
14. Cross-Functional Collaboration:Able to work efficiently with communications, design, video, and operations teams.
15. Comfortable working in a fast-paced environment and managing multiple projects simultaneously.工作职责
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.
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.
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. 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.