Purpose & Overall Relevance for the Organization
This role is responsible for translating Retail’s omni-channel priorities into scalable operating models and execution mechanisms and enabling Own Retail stores to win across key online consumer touchpoints. With RED as a key discovery and traffic source, and Enterprise WeChat (EW) as the core owned engagement platform, the role will support the execution of how stores attract consumers, convert interest into owned relationships, and turn those relationships into repeat engagement, store conversion and long-term business value. The role combines strategic understanding with hands-on operating model design and execution governance, including growth targets, account and content planning, campaign-led operating mechanisms, user life-cycle management, performance governance, digital tool enablement, etc.

Key Responsibilities
Retail Omni-Channel Strategy & Operating Model
•    Support the development of Retail omni-channel priorities and translate them into scalable store operating models that connect social platform discovery, store engagement, private-domain conversion and consumer retention.
•    Clarify and optimize the role of RED, EW, mini program store and other retail digital touchpoints within the end-to-end store consumer journey.
•    Translate strategic priorities into scalable store operating models, execution playbooks, training materials / toolkits / best practices, governance mechanisms and performance review routines across RED / EW operations.
•    Identify growth opportunities from consumer behavior, platform dynamics, store feedback and business performance, and convert them into practical initiatives for pilot to massive rollout.
•    Integrate with CRM including EW/CRM lifecycle, CRM coupon, member/EW recruitment, shopping behaviors, FO Member linkage with landlord, enabling strong execution of HQ EW/CRM strategy at store level.

EW Private-Domain Operation (Consumer Engagement)
•    Translate consumer-centric private-domain operation priorities into practical operating models to expand user base and build relevant lifecycle-based consumer engagement.
•    Develop communication tactics and operating models around brand campaigns, product launches, and consumer lifecycle stages to support activation, conversion, repurchase and maximize user LTV.
•    Build and maintain content libraries and message assets that enable stores to engage consumers with relevant products, campaigns, and membership communication.
•    Develop and evolve EW service standards, community operation guidelines, and communication templates to improve service consistency and consumer experience.
•    Identify AI use cases and coordinate implementation to improve store productivity, consumer understanding, and personalized engagement.
•    Manage EW tools and mini program store operations to optimize user experience of both store staff and consumers, including daily maintenance, issue management, functional evolvement.
•    Establish EW performance management, monitor daily operation data, identify execution gaps and develop optimization actions based on analysis.
•    Provide regular training and guidance to stores to improve private-domain operation capability, service quality and conversion effectiveness.
•    Act as the integration bridge between Enterprise WeChat (EW) and the group CRM platform, positioning EW as the compliant private-domain front-end for store-client engagement, with bidirectional sync of member identity, transaction behavior and interaction data to power lifecycle CRM and off-store conversion.

RED KOS Growth (Social Marketing)
•    Support KOS growth target setting and translate growth ambition into account development strategy and content planning principles for different store formats while aligning with brand communication strategy.
•    Build and manage the content production mechanism around brand campaigns, product launches and retail activation moments, ensuring stores have clear topics, assets, cadence and quality standards to deliver one brand message.
•    Support the design of KOS performance management and incentive framework, monitor account and content performance, and drive continuous optimization.
•    Support KOS investment planning and monitor execution effectiveness for priority stores and campaigns, balancing reach, engagement, lead generation and conversion potential.
•    Deliver regular RED operation training to help stores improve content quality, platform understanding and traffic acquisition capability.
•    Manage day-to-day KOS account operations, including account certification, maintenance, issue follow-up and platform coordination.
•    Monitor platform policy updates & trends and translate key implications into timely store guidance, and lead stores to adjust KOS operating strategies.

Cross-Functional Omni-Channel Business Support
•    Partner with Retail Operations, Brand Marketing, Buying, CRM, Tech, Legal, Finance, regional teams and vendors to support store omni-channel business priorities.
•    Prepare business updates, performance reviews, project recaps and action recommendations for team review and management communication.

Key Relationships
•    Retail Operations
•    Brand Marketing
•    Retail Buying
•    CRM
•    Tech
•    Legal
•    Finance
•    External vendors and platform partners

KPIs
•    Omni-channel business impact, i.e. sales generated from EW.
•    Private-domain performance, including user asset growth & quality, service quality, conversion quality & efficiency
•    KOS growth performance, including account follower growth, views & engagement quality, traffic investment efficiency and lead generation potential.
•    Store capability and execution quality, including SOP adoption, account operation discipline especially content adherence to brand standards, tool usage, campaign execution and issue closure.

Knowledge, Skills and Abilities
•    Strong understanding of China’s consumer digital ecosystem, especially RED / WeChat and stay close to the platform trends.
•    Solid experience in omni-channel retail, social commerce, private-domain operation, CRM, membership operation, consumer lifecycle management, segmentation and tagging.
•    Ability to translate business priorities into practical operating models, SOPs, training materials and performance governance, etc.
•    Experience in supporting investment planning and tracking business impact while achieving growth targets.
•    Strong data, business analysis skills and logical thinking, with the ability to monitor performance, identify growth opportunities, diagnose execution gaps and define clear optimization actions.
•    Strong project management and stakeholder management capability, with experience leading cross-functional initiatives and driving HQ-to-store rollout.
•    Good understanding of digital tools, AI-enabled operation use cases and platform operations; able to work with Tech and vendors to improve store productivity and consumer engagement.
•    Strong communication and storytelling capability, with experience developing management-ready reports, training content and store-facing communication materials.
•    Humble, curious and eager to learn, with genuine passion for the territories and a strong drive to create meaningful impact on consumers, stores, and the brand.

Requisite Education and Experience / Minimum Qualifications
•    Bachelor’s degree or above in business, marketing, or related fields.
•    3-5 years of experience in retail industry with at least 3 years in CRM, private domain operation, digital consumer engagement, social commerce, or omni-channel business.
•    Experience in Enterprise WeChat or RED is mandatory.
•    Experience in retail project management, HQ-to-store rollout, frontline enablement or multi-stakeholder operation projects is preferred.
•    Strong written and verbal communication and interpersonal skills.
•    Fluent Mandarin and professional English communication skills.