影石Brand Manager
任职要求
- 4+ years experience working in brand management, marketing, and/or agency experience, overseas experience preferred; - Strong expertise in brand positioning, storytelling, and campaign management across multiple channels; - Experience in co-marketing or partnership campaigns, with a knack for identifying and nurturing strategic collaborations; - Exceptional written and verbal communication skills. Ability to present and advocate for the brand at the executive level, and effectively communicate complex ideas; - Experience working with internal creative teams and agencies is valued;
工作职责
- Brand Strategy Development: Own the end-to-end development and execution of the brand strategy, including long-term positioning, messaging, and market differentiation. Ensure alignment with business goals and evolving consumer trends. Uphold and evolve brand guidelines to ensure consistency and integrity across all marketing materials. - Brand Campaign Management: Oversee the development, execution, and optimization of multi-channel brand campaigns to build brand awareness and drive engagement. - Co-Marketing Initiatives: Identify and collaborate with external brands on co-marketing campaigns to expand reach, enhance brand equity, and drive mutual growth. - Brand Performance: Track and analyze brand performance through key metrics (brand awareness, sentiment, loyalty, etc.) and provide actionable insights to optimize brand campaigns and initiatives.
Job Description:Trip.com is seeking a talented and creative Brand Marketing Manager to enhance our global brand presence. We are looking for a strategic thinker with a passion for travel and a proven ability to create compelling brand narratives based in Shanghai. If you have a strong background in brand marketing and are ready to take on new challenges, we want to hear from you.Key Strategic Brand Management:1.Implement global brand strategy that relates to local insight and business goals and drive brand awareness, engagement, and desirability for the Trip.com brand.2.Develop an in-depth understanding of global market, project related markets, business, target audience, competitive scenes, and latest trends for continuous evolution of brand strategy for the Trip.com brand.3.Implement global brand guidelines to ensure brand consistency and integrity across all marketing channels and touchpoints.4.Develop guideline for specific long-term branding project in line with brand guideline, and manage across all marketing channels and touchpoints. Foster synergy with internal teams and represents global brand team. Brand Marketing Campaign Management1.Collaborate with internal teams and external agencies to produce creative content that resonates with our target audience.2.Design and implement high-impact, multi-channel marketing campaigns, leveraging both traditional and digital media.3.Negotiate effectively with media partners to secure the best rates and placements for advertising campaigns.4.Utilize data-driven insights to optimize marketing efforts and drive brand growth.5.Stay ahead of industry trends, competitor activities, and consumer behavior to inform strategic decisions.6.Manage marketing budgets efficiently, ensuring maximum ROI.Brand Partnership Marketing Management1.Identify brand partnership opportunities with internal and alliance travel partners leveraging Trip.com branding resources to drive business incremental. 2.Develop partnership methodology and SOP in the interest of different travel partners and internal stakeholders.3.Negotiate with internal and external stakeholders for maximized business performance.4.Implement partnership project with efficiency, quality and optimization.
- Brand Strategy Development: Own the end-to-end development and execution of the brand strategy, including long-term positioning, messaging, and market differentiation. Ensure alignment with business goals and evolving consumer trends. Uphold and evolve brand guidelines to ensure consistency and integrity across all marketing materials. - Brand Campaign Management: Oversee the development, execution, and optimization of multi-channel brand campaigns to build brand awareness and drive engagement. - Creative Direction: Collaborate with internal and external creative teams to ensure all content and collateral align with the brand's identity and messaging - Content Oversight: Manage in-house and external content teams, ensuring all content meets high creative standards and complies with brand guidelines. Evaluate content performance and provide guidance to optimize creative output. - Brand Performance: Track and analyze brand performance through key metrics (brand awareness, sentiment, loyalty, etc.) and provide actionable insights to optimize brand campaigns and initiatives. - Budget Management: Oversee the brand budget, ensuring that all brand activities are delivered on time, within budget, and aligned with strategic objectives. - Mentorship & Leadership: Set clear objectives, lead and mentor team members, providing guidance on brand best practices and creative development.
1) Hong Kong Brand Marketing Management (40%) i. Stay ahead of industry trends, competitive scenes and consumer behavior of HK local market to shape brand strategy with clear business objective and marketing objective. ii. Implement seasonal branding initiatives by leading agency partners in creative development and media planning, ensuring high quality delivery on time and within budget. iii. Monitor media and business performance, and timely optimize campaign plan. iv. Collaborate closely with cross-functional teams and regional stakeholders to foster synergy and ensure alignment with local and business strategy. 2) Global Creative Assets Management (40%) i. Develop global brand motif system, global creative assets (KV/Video) and assets toolkits, by collaborating with internal design team and external agency partners. ii. Adapt creative assets to branding channels (i.e. TVC, OOH, airport jet bridges, etc.), from artwork design, production, to quality check. 3) Global Brand Guardianship (20%) i. Optimize and advocate global brand guidelines on a regular basis to ensure practical usage and adaptation, maintaining an impactful and mass-premium brand image. ii. Implement evaluation/approval framework for brand architecture and co-branding partnership, to enhance brand reputation and master brand alignment. iii. Implement brand review and approval process to safeguard identity, tone of voice, and messaging consistency globally.
• You will work with global teams to develop campaign/creative briefs (lots of them) to support our internal partners and service teams, while ensuring that our tactics continue to drive our brand and product forward • You will work closely with Tencent and TJ sports, in leading and co-creating China campaign programs that focus our team’s calories on the things that matter most, ensuring we establish the same product focused, unapologetically global, long-lasting, meaningful experience that resonates with players in China • You will pay close attention to everything happening within our community, and partner with our internal insights team to drive marketing research, leveling up the team’s collective knowledge of our player and market • You will connect product truth, player insights, esports and community knowledge to make most informed marketing strategy/tactic that enhances player-facing experience • You will partner with cross-discipline marketing teams and service partners to execute global campaign tactics • You will be the ultimate brand shepherd between global marketing and local publishing partners