Digital Marketing Manager

Job Description

Overview

In order to enhance digital innovation and leadership in the luxury industry, we are looking for an expereienced digital marketing talent to develop and implement interactive initiatives and to keep elevating customer digital expereience. This position sits within an integrated digital marketing & eCom team to further accelerate Tiffany digital & business expansion while providing best in class Omni-channel experience to consumers.

Responsibilities

• Develop China digital & social marketing plan and manage digital budget to keep in line with brand strategy, including but not limited to digital paid media, owned social platforms (WeChat Weibo & Red), SEO/SEM strategy, social influencer planning, etc.
• Working closely with eCom team to achieve business targets and develop best-in-class digital experience & services to luxury consumers.
• Initiate China digital marketing campaigns calendar and supervise the campaign implementation:
  • Execute digital campaigns based on marketing calendar to support branding, commercial programs and always-on initiatives. Work closely with agency on creative ideas, content creative on social media, implementation, evaluation.
  • Media planning & negotiations with media agency.
  • Exercise cost control.
  • Creative allocations and communicate detailed material requisition.
  • Work with Marketing & PR on copy development and translation.
  • Provide post campaign analysis in timely basis with insight on best performing platform including impression, click-through rate, and deeper analysis if possible.
• Lead Social Media innovation to recruit new followers while enhance existing follower’s loyalty:
  • Manage digital agencies, KOLs and key influencers on social platform to generate new ideas, high quality content, and interactive format to keep No.1 in IWOM to become the digital leadership and innovator.
  • Execute a social media calendar and develop/translate copy and identify creative assets in collaboration with agency and global team. Integrate social media content planning with eCom initiatives to both recruit & retain consumers.
  • Monitor daily on feedbacks for each post. Alert management if any post required immediate response.
  • Maintain KOLs list to continuously build brand desirability on social platform.
  • Work with agency in retrieving analysis on brand buzz benchmarking with competitors.
  • Support CRM team on social CRM initiatives and manage agencies to provide tech support and data analysis.
• Work with media agency to develop SEO/SEM strategy for local market, and responsible for data analysis and keywords analysis.
• Optimize Tiffany SEM investment as an always-on platform to both sustain brand exposure at leading position & support business from conversion perspective.
• Manage China official website and other campaign sites to ensure synergy and business expansion.
  • Work closely with global and regional team at a timely base to share local plans.
  • Review content calendar and suggest localized contents and translation if needed.
  • Feedbacks on user experience.
  • Work closely with Marketing and PR teams to achieve consistency in translation.
  • Provide assistance to CRM team on customer enquiries through the website, owned social platform when needed.
• Manage agencies to provide digital marketing trends and innovations, consumer online behavior and insight report, as well as competitors' activities reports

Qualifications

• Bachelor Degree or above
• 8+ years of solid digital marketing experience, at least 5 years+ in luxury, beauty or FMCG industry.
• Strong digital planning and management skills, highly organized and detail oriented.
• Strategic thinking and out of the box thinking.
• Good commercial & consumer sense that drives business.
• Good creative sense on what works on digital & social media.
• Deep understanding and insight on digital dynamic in China market.
• Proactive, enthusiastic, committed with a "can-do" attitude.
• Good analytical skill and team work spirit.
• Fluent in written and spoken English are must.
• Very good at presentation and communication.