美团Keeta-用户运营专家-端内流量/工具（User Operations Manager -In-App Traffic/Tools)
任职要求
教育背景：本科及以上学历；理工科，商科等相关专业优先；海内外名校毕业优先 工作经验： 1. 5年以上互联网平台流量运营、内容分发、增长产品等相关经验 2. 有电商、O2O或本地生活平台背景者优先验 3. 有海外互联网产品从业经验优先 4. 熟悉站内运营资源管理逻辑，对用户增长链路有系统理解 专业技能： 1. 熟练使用数据分析工具，具备良好的数据敏感度； 2. 具备流量分发策略、内容效率评估、AB实验设计等实操经验； 3. 具备较强的跨团队协作和项目推动能力，结果导向，执行力强 Educational Background 1. Bachelor’s degree or higher; preference for degrees in engineering, business, or related fields. Graduates from top-tier universities (domestic or international) are preferred. Work Experience 1. Over 5 years of experience in traffic operation, content distribution, growth product management, or related areas in internet platforms. 2. Experience in e-commerce, O2O, or local services platforms is a plus. 3. Overseas experience in internet product roles is preferred. 4. Familiar with in-platform resource management logic and has a systematic understanding of user growth funnels. Professional Skills 1. Proficient in using data analysis tools, with strong data sensitivity. 2. Hands-on experience in traffic distribution strategies, content efficiency evaluation, and A/B testing design. 3. Strong cross-functional collaboration and project management skills, results-oriented with excellent execution capability.
工作职责
流量资源位运营 1. 负责站内各类流量资源位（如 Banner、金刚位、feeds流等）的整体策略制定与日常运营； 2. 协同产品、内容、设计等团队，推动资源位内容策划与落地，提升曝光效率与点击转化； 3. 通过AB实验、点击率分析等手段，持续优化资源使用效率，实现流量ROI最大化。 自有流量工具探索与运营 1. 搭建并运营裂变、助力、推荐等多样化自增长工具，提升平台自有流量获取能力； 2. 制定不同用户场景下的触达链路和激励机制，驱动用户参与转发、邀请等行为； 3. 分析工具使用数据，识别增长瓶颈，持续迭代产品功能与运营策略 数据分析与效果评估 1. 建立流量分发与转化效果的核心指标体系，进行实时监控与效果归因分析； 2. 定期输出策略执行效果、关键资源位表现、用户行为趋势等分析报告； 3. 基于数据洞察，提出流量调度优化建议，并形成标准化策略沉淀 Traffic Resource Management 1. Responsible for the overall strategy and daily operation of various in-platform traffic resources (e.g., banners, prime positions, feed streams, etc.). 2. Collaborate with product, content, design, and other teams to drive content planning and execution for resource positions, improving exposure efficiency and click-through conversion. 3. Continuously optimize resource usage efficiency and maximize traffic ROI through methods such as A/B testing and click-through rate analysis. Self-Owned Traffic Tools Exploration and Operation 1. Build and operate a variety of self-growth tools such as viral growth, incentives, and recommendations to enhance the platform's ability to acquire its own traffic. 2. Develop user engagement pathways and incentive mechanisms for different user scenarios, driving actions such as sharing, inviting, and forwarding. 3. Analyze tool usage data to identify growth bottlenecks and continuously iterate on product features and operational strategies. Data Analysis and Performance Evaluation 1. Establish a core metrics system for traffic distribution and conversion performance, conducting real-time monitoring and attribution analysis. 2. Regularly produce analysis reports on strategy execution, key resource position performance, and user behavior trends. 3. Provide traffic scheduling optimization recommendations based on data insights, and standardize strategies for continuous improvement.
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.
用户行为数据监控与分析 1. 搭建并维护用户转化和留存核心指标体系，覆盖拉新、首单、复购、留存等关键阶段； 2. 实时监控用户行为、补贴工具使用、活动转化路径等数据，识别运营策略中的机会与风险点 补贴策略制定与运营支持 1. 基于用户生命周期与分层模型，制定针对新客、沉默用户、流失用户等群体的差异化补贴策略（如新客立减、满减、返现券等）； 2. 联动产品与B端运营团队配置最优激励方案，设计人群×工具的组合策略，提升激活率与留存转化率。积极协助产研部门优化投放工具和数据基建，提高效果广告的投放效率 策略效果复盘与优化闭环 1. 跟踪每项补贴/激励策略执行结果，输出效果归因、路径分析与ROI评估； 2. 基于复盘结果持续优化激励策略组合，形成标准化的策略评估模型与策略沉淀； 3. 定期输出月/周分析报告，为用户运营策略提供数据支持与优化方向 User Behavior Data Monitoring and Analysis 1. Build and maintain a core metrics system for user conversion and retention, covering key stages such as user acquisition, first orders, repurchase, and retention. 2. Monitor user behavior, subsidy tool usage, activity conversion paths, etc., in real-time to identify opportunities and risks in operational strategies. Subsidy Strategy Development and Operational Support 1. Based on user lifecycle and segmentation models, develop differentiated subsidy strategies for new users, dormant users, churned users, etc. (e.g., new customer discounts, coupons, cashback vouchers, etc.). 2. Collaborate with the product and B2B operations teams to configure optimal incentive plans, design crowd × tool combination strategies, and improve activation and retention conversion rates. Actively assist the product and research team in optimizing delivery tools and data infrastructure to improve the effectiveness of paid advertising. Strategy Review and Optimization 1. Track the execution results of each subsidy/incentive strategy, providing effect attribution, path analysis, and ROI evaluation. 2. Continuously optimize incentive strategy combinations based on review results, forming standardized strategy evaluation models and strategy documentation. 3. Regularly produce monthly/weekly analysis reports to provide data support and optimization directions for user operations strategies.
1.根据业务需求及运营方向，结合节日节气及本地营销热点，策划并落地香港地区的全年各类营销活动； 2.独立完成营销活动的方案策划、素材设计、供给招商与落地执行等全链路运营工作； 3.负责营销活动的效果跟踪和分析迭代，及时调整活动运营策略，保障核心指标达成； 4.探索适配本地市场的创新活动玩法，推动相关营销产品工具的功能更新与迭代； 5.高效协同市场、B端、配送、产品等部门，推进营销活动的效果增长与运营效率提升。
1.根据业务需求及运营方向，结合节日节气及本地营销热点，策划并落地全年各类营销活动； 2.独立完成营销活动的方案策划、素材设计、供给招商与落地执行等全链路运营工作； 3.负责营销活动的效果跟踪和分析迭代，及时调整活动运营策略，保障核心指标达成； 4.探索适配本地市场的创新活动玩法，推动相关营销产品工具的功能更新与迭代； 5.高效协同市场、B端、配送、产品等部门，推进营销活动的效果增长与运营效率提升。