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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.
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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)
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