Our client is a Global Consumer Electronics brand and they're looking for a Channel Marketing Lead in their Shanghai office. The ideal candidate should possess expertise in channel marketing and O2O strategies, with a background in consumer electronics or FMCG industries.
Develop Offline Market Promotion Strategies
Based on the company's overall strategy, design and implement promotional campaigns for offline regional markets to boost performance through precise marketing and creative activities. Examples include:
- Holiday Promotions
: Launch themed campaigns tied to major holidays (e.g., Chinese New Year, Double 11) with limited-time discounts, purchase-with-gift offers, or experiential activities to attract foot traffic. - Localized Marketing
: Tailor promotions to regional characteristics, such as city landmark check-in campaigns or co-branded promotions with local culture. - VIP Member Activities
: Introduce exclusive benefits for VIP members (e.g., points redemption, exclusive discount days) to enhance user loyalty and repeat purchases.
Support Distributors in Building Distribution Networks and Retail Channel Partnerships
Assist offline distributors in optimizing market distribution networks, designing product promotion plans, and establishing retail channel stores to enhance brand coverage and sales efficiency. Examples include:
- Distribution Network Optimization
: Use data analysis to identify high-potential regions and develop distributor incentive programs (e.g., sales rebates, regional exclusivity). - Retail Store Partnerships
: Provide standardized store design, product display guidelines, and promotional support to ensure consistent brand image and improved consumer experience.
Drive O2O New Retail Market Expansion
Design and implement O2O (Online-to-Offline) new retail strategies based on market demand and platform policies to promote online-offline integration and boost company performance. Examples include:
- Online-to-Offline Traffic
: Promote offline experiential activities through social media and e-commerce platforms, such as online ordering with offline pickup discounts. - Data-Driven Marketing
: Leverage consumer behavior data to design personalized recommendations and targeted promotions, improving O2O conversion rates. - New Retail Pilot
: Launch smart retail stores in key cities, incorporating AR/VR technology or smart devices to enhance the shopping experience.
Organize Internal and External Product and Sales Training
Support various business units (MUs) in conducting product knowledge and sales skills training to enhance team expertise. Examples include:
- Internal Training
: Organize sessions for sales teams to learn product highlights, competitor analysis, and sales techniques to improve conversion rates. - External Training
: Provide distributors and channel partners with training on brand storytelling, product use cases, and market promotion strategies to build partnership confidence.
Key Qualifications:
To excel in this role, candidates must possess the following skills and experience:
Education and Experience
- Bachelor's degree or above, preferably in marketing, business administration, or a related field.
- Over 8 years of marketing planning experience, including at least 3 years in team management, with experience in multi-regional chain store operations.
Planning and Creative Skills
- Strong strategic understanding and logical thinking, with the ability to quickly identify market trends and capitalize on marketing opportunities.
- Highly creative, adept at designing eye-catching promotional campaigns, with a keen insight into offline market trends.
Consumer Insight and Execution
- Deep understanding of consumer behavior, skilled at identifying issues from multiple perspectives and proposing solutions.
- Excellent copywriting skills, capable of transforming creative ideas into compelling marketing content and executing plans efficiently.
Cross-Department Collaboration and Project Management
- Proficient in cross-departmental communication, with strong coordination skills to effectively integrate internal and external resources.
- Experienced in project management, capable of independently overseeing the planning and execution of large-scale marketing campaigns.