This role sits in Digital Platform Marketing (DPM) team from Digital Marketing under Nike marketing.

In DPM we own platform strategy and operations, serving platform 365, and developing the evolution of platform marketing and digital capabilities. Platforms cover Nike Direct platforms including T-mall, Nike.com, Nike App. We deliver balance of consumer, member, brand & commerce growth. The position is hired for Tmall Nike Flagship Store.  

Job Description

You will be responsible for Tmall Nike FS store long-term strategy and support store business thru agile optimizations based on data & insight. You will also be the pioneer for Tmall flagship store marketing evolutions, develop new digital muscles that leverage Ali/Tmall resources and capabilities in this dynamic and complicated E -commerce environment.

As Flagship store lead, you will make sure marketing initiatives go live with consumer-first, brand-right, biz-conscious mindsets and through efficient process and supporting resources.

As a digital expert, you will drive consumer-centric plans and journeys to showcase Nike's offerings in unique ways to drive Brand distinction, inspiration for visit and retain in Ali ecosystem.

Brand and CFOP Elevation

• Elevate CFOP campaign landing in Tmall with a strong sense of marketing standard and platform capabilities to ensure optimal integrated marketing plans are translated into consumer-oriented content in Tmall major content channels. Build Nike FS store the most premium destination for shop sports through constant evolving and optimization of brand standard and consumer centric content.
• Bring in new collaboration opportunities and build up the capability to enhance consumer experience. Be sharp and accurate on brand positioning and consumer profile. Test and learn new initiatives in Ali that aligns with Nike strategies, branding and key objectives.
• Co-work with Media and performance media to build seamless journey from paid channel to store, understand media traffic profile and optimize private domain landing efficiency in primarily LS and SFV channel.
• Co-work with Social media team on CFOP journey, from product seeding to conversion, explore smooth and innovative opportunities between social media to Tmall.

EC Platform Expertise

• Being the expert of EC platform content channel logic, consumer profiles, behaviors and Nike products and optimize content efficiency accordingly.
• Explore new opportunities and lead digital marketing pioneering in Ali ecosystem that drives organic traffic growth, member growth and ultimately demand growth.

Operational Excellence

• Lead and execute Tmall store livestream programming, engagement design and evaluations that aligns with Nike brand standard and CFOP focus. Work on SFV platform strategies that aligns with platform, consumer trend, social trendy topics and high investment products.
• Ensure effective measurement plans for continuous learning and optimized content/engagement performance
• Dynamically work with internal x-functional operation teams to ensure an efficient and smooth process on content publishing, on-site journey settings, test & learns, etc. that ensure all the launches on time with no delay.
• Active communication with Platform key stakeholders such as biz team and marketing insight to obtain industry data, learnings, insights and reflects timely on on-going plans and executions.
• Budget control and ensure appropriate investment driving impactful KPI performance
• Manage daily communication with third party vendors and key external partners. Oversee the service quality and conduct regular evaluations on performance.

Requirements

• 6+ years of proven digital experience in Ali marketing, e-commerce marketing, product marketing, precise marketing, media planning, social or CRM
• Experience as a leader of direct reports/integrated marketing projects and proven understanding of E-commerce platform’s logic, algorithm and trend.
• Significant experience in read and react capabilities in a fast-paced environment reliant upon successful collaboration and integration of key stakeholders. Willing to work under a flexible working mode.
• A growth mindset with strong capability in strategic thinking, teamwork, problem solving skills, working in a matrix environment, and demonstrated ability to handle adversities and pressures
• Excellent knowledge of data and insight that could generate accurate business findings and actionable insights from ambiguous consumer & platform data.
• Excellent project management experience, strong presentation skills and strong capability to influence,   lead and  drive prioritized initiatives
• Great written and verbal communication skills, plus superior professionalism
• Deep understanding of Nike products, sport/outdoor trend in social, EC platform and consumer behavior is preferred.
• Bachelor’s Degree or equivalent