This role sits in Digital Platform Marketing (DPM) team from Digital, CDM (Consumer Direct Marketing), Marketing.

　　In DPM we own platform strategy and operations, serving platform 365, and develop the evolution of platform marketing and digital capabilities. Platforms cover TMall, Nike.com, Nike App and Nike WeChat. We deliver balance of consumer, member, brand & commerce growth. The position is hiring for TMall Nike Flagship Store (FS).

　　Job Description

　　You will facilitate Nike FS long-term development under the general framework of TMall overall strategy formulated by TMall Lead. You will support TMall Lead to develop digital content key format strategy for short-form video (SFV) and livestreaming (LS) to meet evolving TMall trends, enabling new operational model and support store business through agile optimizations based on data analysis & insights. You will also pioneer new initiatives that leverage Ali/TMall resources and capabilities in this dynamic and complicated E-commerce environment.

　　As a Nike flagship store marketing lead, you should hold a consumer-first & biz-conscious mindset and conduct marketing initiatives most efficiently, while fully exploiting supporting resources.

　　As a digital expert, you will drive consumer-centric plans and journeys to showcase Nike's offerings in unique ways to drive inspiration to enhance user visits and retention in the Ali ecosystem.

　　E-commerce Marketing & Evolution

　　Being the expert of EC platform content logic, consumer profiles and behaviors. Strategically plan the evolving digital content key format, capitalize on the public domain traffic pool offered by TMall platform to pinpoint a diverse group of existing & potential Nike shoppers to drive organic traffic growth, member growth, and ultimately, demand growth

　　Manage a detailed span-a-year commercial livestreaming calendar to maintain the growth momentum of Tmall FS at specific timings

　　Explore new opportunities and lead digital marketing pioneering in Ali ecosystem that drives platform growth sustainably

　　Product Marketing & Content Creation

　　Lead livestreaming planning, programming and optimizations to ensure the LS support NDDC business team on major seasonal/yearly commercial campaigns and achieve demand target. Meanwhile, empower LS to further boost consumer engagement and demand based on operational and analytical learning

　　Upgrade TMall short-form video (SFV) creation to drive up the diversity and entertainment of SFVs to influence consumers’ purchasing decision, hence better cost efficiency and larger bargaining power over the future development of SFV creation

　　Bring in new TMall initiatives/IP collaboration opportunities to enhance product marketing capabilities. Be sharp and accurate on product positioning, targeted audience groups and being the piolet of exploring new channels in TMall to build up key product awareness. Test and learn new initiatives that align with Nike’s strategies, seasonal brand direction and annual objectives

　　Plan and conduct marketing campaigns, platform moments and 365 programs to ensure optimal integrated marketing plans are translated into consumer-oriented content in TMall major content channels

　　Manage a shared platform calendar to keep it updated, well-organized under BA architecture. Provide support to CDMD DBM teams to publish content and deep dive learnings and feedback to DBM teams

　　Co-create with Brand Media and Performance Media teams to build seamless journey from paid channel to store. Optimize private domain landing efficiency in primarily LS and SFV channels

　　Co-work with Social teams on product marketing journey from product seeding to conversion. Explore smooth & innovative opportunities between social media to TMall for platform only moments

　　Operational Excellence

　　Lead and conduct TMall FS livestream programming, engagement design and evaluation to constantly iterate the cadence & details of our livestreaming

　　Work on SFV publishes that align with platform tonality, consumer trend, social trending topics and heavily invested products

　　Ensure effective measurement works are conducted, in order to get continuous learning for optimizing content

　　Dynamically work with internal operation teams to enable an efficient and smooth process on content publishing, on-site journey setting, test & learns, etc. that ensure all the launches on time with no delay

　　Be precise and meticulous on budget control & allocation, and make appropriate investment to deliver impactful KPI performance

　　Communicate proactively with platform key contact points (Tmall Xiaoer, or brand service, in particular) to obtain industry data, learnings and insights, which are expected to be reflected timely in on-going plans and executions

　　Manage daily communication with third party vendors and key external partners; oversee the service quality and conduct regular evaluations on performance

　　Requirements

　　6 to 10 years of proven digital experience in Ali marketing, e-commerce marketing, livestreaming, product marketing, precise marketing, or media planning

　　Experience as the lead of integrated marketing projects and pronounced understanding of the underlying logic, algorithms, and trends of EC platforms

　　Deep understanding of Nike products, sport/outdoor trend in social, EC platform and consumer behavior is preferred

　　Significant experience in read and react capabilities in a fast-paced environment highly reliant upon mature collaboration and integration of key stakeholders; willing to work under a flexible working mode

　　A growth mindset with strong capability in strategic thinking, teamwork, problem solving, working in a matrix environment, and handling adversities and pressures deftly

　　Excellent knowledge of data analysis and ability to summarize insights that allow you to extract accurate business findings and practicable insights from ambiguous consumer & platform data

　　Excellent project management experience, strong presentation skills and extraordinary capability to influence, lead and drive prioritized initiatives

　　Great writing and verbal communication skills, plus superior professionalism

　　Strong teamwork and entrepreneurship mindset is preferred

　　Bachelor’s Degree or above

　　NIKE, Inc. is committed to employing a diverse workforce. Qualified applicants will receive consideration without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, gender expression, protected veteran status, or disability. NIKE is committed to working with and providing reasonable accommodation to individuals with disabilities. If, because of a medical condition or disability, you need a reasonable accommodation for any part of the employment process, please call +1 503-671-4156 and let us know the nature of your request, your location and your contact information.