美团Marketing Campaign Manager

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.

1、制定活动框架：明确活动目标和时间线，建立核心主题，设定总体目标和预算，分解具体目标，并将职责分配给跨职能团队； 2、市场与竞争分析：持续监控市场趋势和动态，从卖家和买家中获取洞察，同时借鉴其他国家或地区的最佳实践，建立信息库并发掘新的增长机会； 3、生成洞察：整合内部数据、市场研究以及来自卖家和买家的反馈，挖掘可执行的洞察，以解锁新的增长机会或提升运营效率； 4、促进跨职能协作：作为知识中心，与业务发展团队、创作者团队及其他团队（包括产品经理）合作，设计并执行一致且有影响力的活动。 1.Develop Campaign Framework: Identify campaign objectives and timeline, establish a central theme, set overarching goals and budget, break down targets, and allocate responsibilities to cross-functional teams; 2.Market and Competitor Analysis: Monitor market trends and activities, gather insights from sellers and buyers, and draw on best practices from other countries or regions to build an information repository and identify new growth opportunities; 3.Generate Insights: Integrate internal data, market research, and feedback from sellers and buyers to uncover actionable insights that can unlock new growth opportunities or enhance operational efficiency; 4.Foster Cross-Functional Collaboration: Serve as a knowledge hub, partnering with Business Development teams, the Creator team, and others (including Product Managers) to design and execute cohesive, impactful campaigns.

Possess a keen understanding of campaign objectives, target audiences, execution and promotion channels, manage and coordinate integrated campaigns to achieve diverse business outcomes. 1. Integrated Campaign Strategy & Execution • Manage campaign lifecycle for AWS GCR, from planning to activation, ensuring alignment with business priorities, sales motions, and target industries/audiences. • Design and execute full-funnel, omnichannel campaigns (digital, events, ABM) that drive demand, pipeline growth, and customer adoption of AWS services. • Collaborate with Industry Marketing (IPMM), Product Marketing (PMM), and Segment Marketing to develop campaign messaging, campaign assets and activation plans tailored to buyer personas. • Secure stakeholder alignment, lock budgets, and ensure execution rigor. • Define and drive the delivery of regular reporting of campaign results at each stage of the buyer journey and demand pipeline. Maintain regular measurement of the ROI of campaigns. • Track program results, measure program success, and report metrics to stakeholders and other marketing team member. 2. Cross-Functional Collaboration & Operational Excellence • Serve as the primary liaison between IMC, Digital Channels, Sales, and Partner Teams to ensure seamless campaign execution. • Manage budget allocation, resource scheduling, and creative development for campaigns and flagship events. • Drive post-campaign analysis, reporting on KPIs (MQL/SQL conversion, influenced revenue) and performance insights.

Responsibilities: - Develop and manage the online digital marketing strategy for different types of campaigns including product launches, promotional campaigns, brand awareness campaigns, etc. - Implement digital campaigns across a variety of digital media platforms, leveraging Integrated Marketing Communications (IMC) resources including websites, PR, brand social media, advertising, email marketing, influencer marketing, etc. - Improve ongoing campaigns based on performance data. Measure and report on the performance of all digital marketing campaigns and assess against goals (ROI and KPIs). - Communicate with video production and design teams to ensure the smooth delivery of all digital marketing assets, tailoring the creativity for different marketing channels. - Collaborate with internal teams to create effective landing pages and optimize the user experience. - Evaluate end-to-end customer experience across multiple channels and customer touchpoints. - Utilize strong analytical abilities to evaluate customer experience and campaign performance across multiple channels. - Identify trends and insights, optimizing campaign execution and performance based on those insights.