数字营销负责人

该职位来源于猎聘 岗位职责： E-commerce &

• Online Sales Ownership 电商及线上销售 1 Take end-to-end leadership of DTC business performance across all digital platforms, set annual sales, conversion, AOV & traffic quality targets, track full-cycle target delivery and drive performance improvement. 全盘统筹各线上 DTC 渠道经营成果，制定年度销售、转化、客单价、流量质量核心指标，全周期追踪指标达成并推动业绩持续提升。 2 Lead the formulation of annual & seasonal global-aligned digital operation calendar (new product launches, seasonal theme campaigns, limited drops, platform promotions), unify schedule standards and coordinate all relevant stakeholders for consistent rollout. 牵头制定对齐全球与中国业务目标的年度 / 季度线上运营排期（新品上市、季度主题活动、限量发售、平台大促），统一排期标准，统筹全部协作方落地执行。 3 Oversee cross-team synergy to guarantee end-to-end operation readiness including inventory planning, store merchandising, content asset preparation, onsite experience iteration and full data tracking system construction. 统筹跨部门协同，保障货品规划、店铺商品运营、营销素材储备、站内体验迭代、全链路数据追踪体系等全环节运营前置就绪。 4 Optimize the end-to-end consumer journey across platforms to improve conversion and retention (UX, landing pages, PDPs, checkout flow, CRM touchpoints). 优化全平台用户完整消费路径，提升转化与用户复购留存，涵盖页面交互、落地页、商品详情页、下单结算流程、客户运营触点。 Digital Marketing Strategy &
• Execution 数字营销策略制定与落地 5 Define and roll out China integrated digital marketing plan across owned, paid, and earned channels with aligned brand objectives: brand awareness, traffic acquisition, conversion, membership growth, and brand desirability. 围绕品牌目标搭建并落地中国全域数字营销方案，覆盖自有渠道、付费投放、口碑种草渠道，提升品牌曝光、引流获客、销售转化、会员规模与品牌吸引力。 6 Lead platform-specific marketing activation roadmap including but not limited to: 统筹各平台专属营销落地动作，包括但不限于：

• WeChat: social calendar, growth and engagement initiatives, membership/CRM and “private traffic” activation, drops and any other campaigns related. 微信：社媒运营排期、用户增长与社群活动、会员，私域及客户关系管理、产品发售及各类主题营销活动。
• RED: social planning capability with content and community-driven activation to support discovery, consideration, and conversion. 小红书：内容及社群营销规划，通过种草内容实现用户种草、意向培育至下单转化全链路运营。
• Official Website: brand positioning and trading campaigns aligned with China e-commerce behaviors and business priorities. 贴合国内线上消费习惯与业务重点，打造品牌形象营销及线上销售活动。 7 Manage content and creative production requirements (copy, visuals, video, KOL/KOC assets when applicable) ensuring brand consistency and local relevance. 统筹图文、短视频、达人合作等创意物料产出需求，保障品牌视觉及文案统一且贴合本土市场调性。 Marketplace Roadmap Strategy &
  • Execution 第三方电商平台规划与落地 8 Define and lead the roll-out plan for China digital marketplaces, including JD, Tmall, Douyin and other relevant platforms, in line with the China BU strategy and global DTC guidelines. 结合中国业务战略与全球电商规范，制定并牵头推进天猫、京东、抖音等国内电商平台中长期发展规划。 9 Assess current marketplace performance, operating models, and contractual frameworks to identify opportunities, risks, and make yearly strategic plan. 评估现有各平台经营数据、运营模式、合作合约，挖掘增长机会、识别业务风险，并指定年度战略计划。 10 Build the business case and roadmap for digital marketplace, and coordinate cross-functionally with China BU, Global DTC, Finance, Legal, IT/Operations, and external partners to drive for digital marketplace excellence and sustainable growth. 撰写电商平台业务可行性方案与发展路线图，协同中国业务部、全球电商团队、财务、法务、IT 运营及外部合作方，推动各线上平台高质量、可持续增长。 11 Ensure that all digital marketplaces are fully aligned with brand positioning, pricing strategy, consumer experience standards, and performance targets. 保障全平台运营严格匹配品牌定位、定价体系、用户体验标准及业绩考核指标。 12 Oversee the digital marketplace strategy, monitoring performance and implementing continuous optimization actions. 统筹各电商平台整体运营策略，实时监控经营数据并持续迭代优化方案。 Budget Ownership &
  • Performance Management 预算管控与业绩管理 13 Own the annual and quarterly digital marketing budget dedicated to DTC China; plan investments by channel, track spend, and optimize based on ROI and business impact. 全权负责中国电商年度、季度数字营销预算，分渠道规划投放、监控费用消耗，依据投产比与业务收益持续优化投放结构。 14 Establish a performance management cadence (weekly/monthly) with KPI dashboards and clear action plans, sharing insights and recommendations with key stakeholders.

搭建周度 / 月度业绩复盘机制，输出关键指标看板与落地行动计划，与团队同步数据洞察及优化建议。 Analytics, Reporting &

• Optimization 数据分析、报表输出与持续优化 15 Monitor and analyze performance using digital analytics and platform data; translate insights into continuous optimization actions (audiences, creatives, landing pages, funnel steps).

依托线上数据分析工具与平台后台数据监控经营表现，将数据洞察转化为人群、创意、落地页、转化漏斗等维度的优化动作。 16 Produce recurring reports and presentations on business performance, campaign outcomes, and pipeline opportunities.

定期输出经营报表与汇报材料，复盘整体业绩、活动成效及潜在业务增长机会。 Cross-functional &

• Partner Management 跨部门及合作方管理 17 Work in strong synergy with China BU, Global DTC, Brand/Marketing, Product, Customer Care, and external partners/agencies to ensure consistent execution and results.

深度协同中国业务部、全球电商、品牌市场、产品、客诉团队及外部服务商，保障营销动作统一落地并达成业绩。 18 Coordinate with technology/operations stakeholders when needed to enable platform improvements and efficient execution. (Scope may include liaising with internal technical counterparts on China DTC initiatives.)

按需对接技术、运营相关负责人，推进平台功能迭代、提升运营效率；工作范畴含对接内部技术团队落地中国电商专项项目。 岗位要求： Experience 从业经验 1 5 years experience managing digital marketing agency portfolios or small operation teams, capable of resource allocation and vendor performance management. 5年及以上数字营销服务商团队 / 内部运营小组管理经验，擅长资源分配与服务商绩效管控。 2 Solid experience in digital marketing and e-commerce in China, ideally within premium/sports/outdoor/lifestyle brands. 具备成熟的中国数字营销与电商实操经验，高端运动、户外、生活方式类品牌从业背景优先。 3 Demonstrated track record of managing platform-based DTC growth and campaign execution in a performance-driven environment.

拥有以业绩结果为导向的电商平台增长操盘、全案营销落地成功履历。 Technical &

• Professional Skills 专业技能 4 Strong understanding of China digital ecosystem and key platforms, including WeChat Mini Program and RED, etc.

精通中国线上生态及核心平台玩法，熟悉微信小程序、小红书等渠道运营逻辑。 5 Strong analytical mindset; ability to translate data into actions; confident with reporting and presentations.

具备优秀数据思维，可基于数据制定落地优化方案，擅长数据整理与商务汇报。 6 Full lifecycle budget management capability, able to independently formulate channel investment framework and optimize marketing input guided by ROI & business revenue. 全周期预算统筹能力，可独立制定渠道投放分配框架，以投产比、营收收益为导向优化营销投入。 7 Excellent project management (PMO experience) and stakeholder management; ability to coordinate multiple workstreams and partners.

优秀项目统筹与多方协同能力，可同步推进多条业务线、对接多方合作主体。 Soft skills 综合软实力 8 Entrepreneurial attitude, problem-solving, strong ownership and accountability. Can work under pressure. 具备开拓思维、主动解决问题意识，责任心强、工作结果导向。能在高压下工作。 9 Outstanding cross-cultural & cross-stakeholder communication and alignment capability, able to collaborate smoothly with global headquarters and domestic cross-functional teams. 出色的跨文化、多方协同沟通对齐能力，可顺畅对接全球总部及国内各职能部门。 10 Strong multi-tasking capability to prioritize multiple parallel strategic projects under tight deadlines. 优秀多任务统筹能力，可在紧凑周期内合理排期推进多条并行战略项目。 Languages 语言能力 11 Fluent English as working language;

英语流利，可作为日常工作语言；