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JOB SUMMARY
The position is responsible for defining marketing strategy & promotion calendar in WeChat F&B mini program ecosystem, and managing the newly launched platform to engage users and convert to repeat guests. Under F&B Marketing, the position will collaborate with operations team, consumer insight team, field digital marketing, PR, brand team & properties to assist and implement marketing initiatives. A successful candidate should be a skilled expert in the areas of fast thinking, digital & e-commerce experience and cross-team collaborations and communications.
CANDIDATE PROFILE
Education and Experience
• At least 3 years in digital or e-commerce areas
• University degree and above
• User driven mindset and holistic approach
• A problem solver and self-motivator with good judgment
• Strong knowledge of WeChat ecosystem & mini programs
• Deep understanding of China market as well as mobile & internet trends
• A team player with excellent communications and organizational skills
• Flexible and able to adjust to change quickly
• Fluent in English and Chinese
• Previous experiences in a digital agency or in hospitality industry is preferred but not necessary
CORE WORK ACTIVITIES
• Responsible for WeChat F&B mini program day-to-day operations, following marketing strategies & executing promotion calendar, including above-property content selecting, auditing.
• Daily coordination. On behalf of F&B marketing team, communicate with properties sourcing marketing materials (e.g. photos, promotion brief), manage creative agency to deliver artwork in line with brand standard within the project timeline/marketing calendar.
• Assist in campaigns/promotions initiated by F&B marketing team, including participating hotels’ recruitment, data consolidation & properties’ communication.
• Drive user engagement via story-telling and rich offerings of contents to targeted guests at the proper timing.
• Define WeChat F&B mini program promotion opportunities, follow marketing calendar and partner with properties’ F&B, Marketing Communications team to drive traffic to the newly launched mini program & covert to revenue.
• Monitor mini program sales performance daily, consolidate data & compile reports for executive team’s review on a monthly basis.
• Optimize work flow efficiency and effectiveness, ensure consistent strategic direction and execute plans on time and on budget.
• Together with consumer insights team, analyze data to inform strategic directions, drive decisions, and ultimately tell a compelling story.
• Identify and recommend areas of opportunity, best practices, recommendations for improvements and implementation of initiatives.