<table class="MsoNormalTable" style="width:670.0px;border-collapse:collapse" border="0" cellspacing="0" cellpadding="0"> <tbody> <tr style="height:26.8pt"> <td style="width:502.25pt;padding:0.0cm 5.4pt 0.0cm 5.4pt" colspan="2" valign="top"> Title: MANAGER CHANNEL CONTENT <img src="data:image/png;base64,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" width="506" height="3"> </td> </tr> <tr style="height:105.55pt"> <td style="width:189.7pt;padding:0.0cm 5.4pt 0.0cm 5.4pt" valign="top"> Position Line of Business: Department: Digital E-Marketing Location (City): Shanghai Job Grade: M4 </td> <td style="width:312.55pt;padding:0.0cm 5.4pt 0.0cm 5.4pt" valign="top"> 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,. </td> </tr> <tr style="height:39.4pt"> <td style="width:502.25pt;padding:0.0cm 5.4pt 0.0cm 5.4pt" colspan="2" valign="top"> 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. </td> </tr> </tbody> </table> <table class="MsoNormalTable" style="width:670.0px;border-collapse:collapse" border="0" cellspacing="0" cellpadding="0"> <tbody> <tr style="height:27.0pt"> <td style="width:502.25pt;padding:0.0cm 5.4pt 0.0cm 5.4pt" valign="top"> KEY RESPONSIBILITIES 1. Multi-Platform KOL Seeding Strategy & E-Commerce Integration <ul style="list-style-type:square;margin-top:0.0cm;margin-bottom:3.0pt"> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">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).</li> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif"> 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.</li> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">Map the consumer journey from KOL content exposure to add-to-cart and purchase, identifying friction points and optimization opportunities.</li> </ul> 2. Platform Tool Proficiency & Paid Amplification <ul style="list-style-type:square;margin-top:0.0cm;margin-bottom:3.0pt"> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">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.</li> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif"> RED FS/UD – plan and execute feed-based promotion to scale high-performing creator posts.</li> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif"> Taobao Super Short Video (FS)– integrate seed content into Taobao’s video stream, optimize for view-to-purchase conversion, and manage bid strategies.</li> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">Set clear investment allocation across these tools per campaign objective (awareness, traffic, or conversion), and continuously adjust based on real-time performance data.</li> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">Conduct A/B tests on creative formats, targeting packs, and bidding models to improve CPM, CPC, and CVR.</li> </ul> 3. Performance Analytics & Long-Term Lift Measurement <ul style="list-style-type:square;margin-top:0.0cm;margin-bottom:3.0pt"> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">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.</li> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">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.</li> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">· Create automated dashboards that consolidate data from platform backends (RED, Douyin, Taobao) and e-commerce GMV systems for weekly reporting and strategic pivots.</li> </ul> 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). <ul style="list-style-type:square;margin-top:0.0cm;margin-bottom:3.0pt"> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">Brief creators with dual objectives: produce platform-native, engaging content and embed clear purchase guidance (e.g., search keywords, product tags, live-room hooks).</li> </ul> 5. Tool Strategy & Budget Optimization <ul style="list-style-type:square;margin-top:0.0cm;margin-bottom:3.0pt"> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">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).</li> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">Manage monthly KOL seeding +content media budgets, reallocating funds dynamically between platforms/tools based on marginal ROI.</li> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">Run post-mortem analysis on every major campaign to distill learnings into actionable SOPs for tool selection, bid ranges, and audience lookalike modeling.</li> </ul> 6. Cross-Functional Collaboration <ul style="list-style-type:square;margin-top:0.0cm;margin-bottom:3.0pt"> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">Partner with Planning , commercial ,performance media teams to ensure seamless landing page experience.</li> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">Work with data analytic, commercial teams to refine attribution models – differentiating direct conversion from assisted conversion and long-term value.</li> <li style="margin:0.0cm 0.0cm 3.0pt 0.0px;font-size:12.0pt;font-family:Arial, sans-serif">Share regular intelligence on platform policy changes (e.g., algorithm updates, new ad products) with broader marketing team.</li> </ul> </td> </tr> <tr style="height:261.0pt"> <td style="width:502.25pt;padding:0.0cm 5.4pt 0.0cm 5.4pt" valign="top"> KNOWLEDGE, SKILLS, AND ABILITIES <ul style="margin-bottom:0.0cm;margin-top:0.0px"> <li style="margin:0.0cm 0.0cm 0.0cm 0.0px;font-size:10.0pt;font-family:'Times New Roman', serif">Background in Sports ,beauty, FMCG, or lifestyle categories with high repeat purchase cycles</li> <li style="margin:0.0cm 0.0cm 0.0cm 0.0px;font-size:10.0pt;font-family:'Times New Roman', serif">Across RED, Douyin, and Taobao ecosystem. Proven track record of managing seeding projects that directly drive product awareness and UV store .</li> <li style="margin:0.0cm 0.0cm 0.0cm 0.0px;font-size:10.0pt;font-family:'Times New Roman', serif">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.</li> <li style="margin:0.0cm 0.0cm 0.0cm 0.0px;font-size:10.0pt;font-family:'Times New Roman', serif">· 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.</li> <li style="margin:0.0cm 0.0cm 0.0cm 0.0px;font-size:10.0pt;font-family:'Times New Roman', serif">· Analytical & Statistical Rigor: Proficient in cohort analysis, retention tracking.</li> <li style="margin:0.0cm 0.0cm 0.0cm 0.0px;font-size:10.0pt;font-family:'Times New Roman', serif">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.</li> <li style="margin:0.0cm 0.0cm 0.0cm 0.0px;font-size:10.0pt;font-family:'Times New Roman', serif">Communication & Negotiation: Fluent in Chinese and English; </li> <li style="margin:0.0cm 0.0cm 0.0cm 0.0px;font-size:10.0pt;font-family:'Times New Roman', serif">Proficient in Microsoft 365 (Outlook, Excel, Word, PowerPoint, Teams)</li> </ul> </td> </tr> </tbody> </table> ·

Manager Channel Content Production (Shanghai, SH, CN) @ adidas

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