Manager Channel Content Production

Title : MANAGER CHANNEL CONTENT Position Line of Business: Department: Digital E-Marketing Location (City): Shanghai Job Grade: M4 Working Relationship Direct Reporting Line: Director content production Personnel Managed (Y/N): Key Interfaces (Relationships with other dept/groups): External: Entertainment Contacts, PR/Production Agencies, Internal: Digital (Campaign, Planning, Commercial etc,.) Brand comms, adidas BUs , Brand Comms,etc,. PURPOSE & OVERALL RELEVANCE FOR THE ORGANISATION Channel content Manager who not only drives impactful content creator collaborations but also connects seeding efforts directly to e-commerce conversion. Channel content manager will own the full funnel — from platform-native content seeding to traffic diversion into Taobao/Tmall/JD/DY, and from real-time FS/UD optimization to long-term cohort analysis of traffic /consumer. You will be the expert who turns influencer content into a measurable, scalable acquisition engine. KEY RESPONSIBILITIES 1. Multi-Platform KOL Seeding Strategy & E-Commerce Integration • Design and execute integrated seeding projects across RED, Douyin, and Taobao in-app, ensuring each platform’s content style and user behavior are leveraged to drive qualified traffic to e-commerce stores (Tmall/JD/DY). • Develop platform-specific diversion tactics: e.g., RED KOL note + 红猫 → Tmall , Douyin KOL short video → product window / live room, Tmall in-app KOL content → direct purchase funnel. • Map the consumer journey from KOL content exposure to add-to-cart and purchase, identifying friction points and optimization opportunities. 2. Platform Tool Proficiency & Paid Amplification • Own the operational use and strategy for key content media tools, including but not limited to:Red Cat (RED 聚光平台 / 红猫 ) – manage keyword bidding, note heat boosting, and audience targeting to amplify organic seed content. • RED FS/UD – plan and execute feed-based promotion to scale high-performing creator posts. • Taobao Super Short Video (FS) – integrate seed content into Taobao ’ s video stream, optimize for view-to-purchase conversion, and manage bid strategies. • Set clear investment allocation across these tools per campaign objective (awareness, traffic, or conversion), and continuously adjust based on real-time performance data. • Conduct A/B tests on creative formats, targeting packs, and bidding models to improve CPM, CPC, and CVR. 3. Performance Analytics & Long-Term Lift Measurement • Define and track full-funnel KPIs.Up-funnel: KOL View, engagement rate, CPV, search lift on platform; Mid-funnel: click-to-store traffic, add-to-cart rate, product detail page PV; Down-funnel: GMV, ROI, new customer acquisition cost. • Evaluate post-project long-term effects: Build cohort analysis to measure returning audience performance over 7/30/90 days – repurchase rate, average order value, lifetime value uplift. Use de-duplicated 5R/AIPL models (or similar frameworks) to quantify how seeding contributes to brand equity and future conversion pools. • · Create automated dashboards that consolidate data from platform backends (RED, Douyin, Taobao) and e-commerce GMV systems for weekly reporting and strategic pivots. 4. KOL Selection & Content Briefing with Conversion in Mind . KOLs not only on creativity and engagement but also on their historical ability to drive e-commerce traffic (e.g., conversion rate, comment-to-store click ratio). • Brief creators with dual objectives: produce platform-native, engaging content and embed clear purchase guidance (e.g., search keywords, product tags, live-room hooks). 5. Tool Strategy & Budget Optimization • Build a unified playbook that integrates Red UD, FS, and Super Short Video – specifying when to use each tool, alone or in combination, based on project stage (pre-heat, peak, retargeting). • Manage monthly KOL seeding + content media budgets, reallocating funds dynamically between platforms/tools based on marginal ROI. • Run post-mortem analysis on every major campaign to distill learnings into actionable SOPs for tool selection, bid ranges, and audience lookalike modeling. 6. Cross-Functional Collaboration • Partner with Planning , commercial ,performance media teams to ensure seamless landing page experience. • Work with data analytic, commercial teams to refine attribution models – differentiating direct conversion from assisted conversion and long-term value. • Share regular intelligence on platform policy changes (e.g., algorithm updates, new ad products) with broader marketing team. KNOWLEDGE, SKILLS, AND ABILITIES • Background in Sports ,beauty, FMCG, or lifestyle categories with high repeat purchase cycles • Across RED, Douyin, and Taobao ecosystem. Proven track record of managing seeding projects that directly drive product awareness and UV store . • Platform Tool Mastery: Hands-on experience with Red Cat ( 聚光 ), RED FS ( 粉丝通 / 信息流 ), and Taobao Super Short Video (FS) – including project setup, bid management, audience segmentation, and performance optimization. • · Traffic & Diversion Acumen: Deep understanding of how organic seed content and paid amplification work together to divert users from social platforms to e-commerce stores, and how to measure each touchpoint’s contribution. • · Analytical & Statistical Rigor: Proficient in cohort analysis, retention tracking. • Post-Project Evaluation: Experience in assessing long-term effect of consumer, not just immediate ROI but also repurchase frequency, brand search lift, and category share gain over time. • Communication & Negotiation: Fluent in Chinese and English; • Proficient in Microsoft 365 (Outlook, Excel, Word, PowerPoint, Teams) ·