- Location
- Shanghai, China
- Workplace
- Onsite
- Type
- Full-time
- Department
- Marketing
- Seniority
- Entry
- Closing date
- Today
- Source
- Workday
Description
Lead the end-to-end PREMIUM ECOM strategy and execution for HOKA’s consumer-facing digital touchpoints across Tmall, JD.com, Douyin, WeChat Mini Programs, and other key platforms. OWNER of brand consistency in ECOM territory with brand marketing team. Ensure all ecommerce marketing deliveries are consistent with brand. Through product learning, business understanding, internal stakeholders & cross functional team cooperation, and external vendors/agencies managing. Improve engagement and conversion through compelling omnichannel content, Assets will be used in ECOM product description, ECOM performance marketing touch points (short video & photos), and Douyin short video for Douyin ECOM flagship store account. Support manager to execute eCom marketing strategies to provide assets needs to brand marketing team or ECOM online marketing team scope includes Head Quarter assets or Social KOL. That will drive customer acquisition and retention through multi-touch points that captures our compelling value proposition Manage ecommerce investment on assets creation part if needed Provide support to brand, that ecom as an asset’s hub.
55% In-Store Content Strategy & Production
• Develop platform-specific content plans for Tmall, JD, Douyin, and WeChat Mini Programs, aligning with seasonal campaigns, product launches, and brand initiatives.
• Oversee creation of all consumer-facing assets, including:
◦ Digital Advertising: Digital platform performance marketing creatives, including social media ads (WeChat, RED, Douyin, Alipay), with both video or photo. And on-site ads including paid display or paid search and other AI tools.
◦ On-Site Content: Homepage, category pages, product detail pages (PDPs), banners, and landing pages.
◦ Product Visuals: Master images, infographics, and other details to inspire consumer like comparison charts.
◦ Video Content: Product tech demo videos, lifestyle short videos, for all channel including Douyin Blue V account videos, and user-generated content (UGC) amplification.
• Created contents based on brand marketing assets if needed, with collaboration with agencies and in-house teams (design, video, copywriting) to ensure all contents communicated through stores and products are well and right with HOKA signature. And in line with brand and product GTM strategy
10% Platform Optimization & Performance
• Keep improving contents of each touch point to improve click rate, conversion rate, ROI and bring high quality traffic to store.
• Analyze platform analytics (Tmall databank, Douyin Creator Center) to upgrade content strategies based on brand GTM strategy and user behavior data.
• Co-work with ECOM operation team to optimize brand marketing contents by new AD functionality to improve CPM/CPC results.
10% Cross-Functional Collaboration
• Partner with E-commerce Operations to synchronize content with inventory, promotions, and sales goals.
• Align with Brand Marketing to translate global campaigns into locally resonant digital executions in ECOM sites.
• Work with brand marketing CRM Teams to upgrade omnichannel wechat miniprogram.
10% Innovation & Trend Adoption
• Monitor competitor and industry trends to keep HOKA at the forefront of digital innovation. To fulfill premium ecom strategy
• Pilot emerging content formats (e.g., Douyin interactive filters, VR try-ons, mini-dramas) to enhance engagement.
10% Agency management
• Manage core channel agency Baozun team to deliver qualified contents and layouts, on-time, actively.
• Manage Douyin channel agency to deliver qualified short video contents
5% Routine
- Assist Manager to deliver ECOM preseason plan for online marketing.
- Ecom content marketing channel performance review, conversion analysis.
- Support marketing team for campaign review
