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Senior E-Commerce Manager
Estee Lauder
Shanghai, , China
Job Details - this job has expired, please see similar jobs below
Description
BRAND SITE
Brand site traffic planning
• Lead annual SEM media planning (by brand, by search engine by month etc.)
• Lead SEM implementation including setup on budget management process, operation working process and team setup
• Monitor and review on Brand Site traffic
Technology Operations
• Execute current brand site enhancement plan and coordinate with global team on operational problems
NEW INITIATIVES/PROJECTS
• Build China omni-channel roadmap
• Lead other projects which is in line with global ecommerce strategy such as Light App, etc.
BRAND ONLINE STRATEGY AND IMPLEMENTATION
Achieve brand online P&L:
• Achieve brand net sales and net operating profit target (both absolute and percentage) in each platform
• Improve OPEX spending efficiency and ROI
Business Analysis & Reporting:
• Analysis of sales, site performance, email / SMS campaigns and other marketing programs
• Ongoing analysis of key business metrics including classification and key item sales, site traffic, conversion analysis, email database growth and behavior, marketing programs such as search, content, and email marketing programs (segmentation) and performance to maximize sales
• Work closely with all corporate departments to provide a clear understanding of online marketing programs and promotions and all other all key issues
Improve acquisition traffic, conversion rate and retention rate
• Constantly audit and design a better user journey for different ecommerce platform
• Develop a better marketing story telling strategy to clearly differentiate with mass brands
• Direct and implement offline and online marketing programs such as online brand advertising campaigns, paid search, affiliate marketing, emails, etc to drive high ROI traffic
• Develop a complete consumer lifecycle retention eCRM programs including segmentation, communication, touch point and frequency and related offering strategy
• Manage sample inventory and online marketing offerings as it relates to samples at checkout, unique promo box offers or outside partner sampling programs
• Responsible for keeping track and updating monthly marketing calendars, sending correspondence with updates to vendors or internal team
• Create reports to analyze marketing results (monthly ad-tracking reports, email results, etc.)
• Track and analyze competitive beauty e-retailer landscape. Stay aware of e-communication trend and programs as they relate to the prestige beauty arena.
• Day to day contact for eCommerce vendors (i.e. design, search, email)
Qualifications
Strong business background with overall P&L management experience
Good marketing and trade marketing skill in MNCs
Brand eCommerce management experience as a plus
Strong analytical capability
Excellent communications skills in English and Chinese, written and oral
Experience in luxury and prestige industry related brand a plus
Excellent interpersonal skills with strong adaptability into a dynamic environment
Preferred to be creative with entrepreneurship spirit and can work independently
Bachelor degree above in relevant major
Open-minded and willing to learning