美团Keeta-广告投放专家

1. 梳理多渠道获客流程：针对市场用户，结合各国家情况与渠道特性，制定和优化多渠道的获客业务流程。 2. 广告数据分析与优化：负责广告数据、创意表现、ROI等指标的整理、监控与分析，持续优化广告效果。 3. 跨部门协作：与产品、设计团队协作，推动项目落地，建立完善的量化评估体系，确保项目生命周期内的高效统筹与执行。

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.

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.