E-Marketing
Mars
E-Marketing
Mars
Global confectionery, food, and petcare company
Job Description:
事业部：皇家宠物
支持渠道：猫超&天猫国际
Responsibilities:
1. Membership Program Operations
- Responsible for the day to da operations and iteration of the membership programs for Tmall Supermarket and Tmall Global, including the planning and implementation of membership tiers, benefits, points, and growth-value mechanisms.
- Develop full-funnel strategies for member acquisition, activation, retention, and win back, with accountability for core metrics such as membership scale, activity, and repurchase rate.
- Integrate multiple membership systems (88VIP, Brand Pavilion membership, Tmall Global Pet Club store membership, etc.) to design benefit bundles and co-marketing initiatives, driving member ARPU and penetration.
2. User Lifecycle Operations
- Build and operate user segmentation models (new / active / dormant / churned users), develop differentiated operational strategies, and take ownership of repurchase rate, conversion rate, and retention rate.
- Lead audience package strategies: conduct audience insights, targeting, and remarketing based on platform data tools (RTB advertising) to improve campaign efficiency.
- Drive user asset accumulation: encourage users to join membership programs and follow merchant livestream accounts, building brand-owned channels for repeatable user reach.
3. Marketing Planning & Execution
- Coordinate user-facing campaigns for Tmall Supermarket / Tmall Global during major promotional events (3.8 Festival, 618, Double 11, CNY Festival, etc.) and day-to-day marketing activities, including member-exclusive pricing, bonus gifts, and win-back packages for existing customers.
- Collaborate with category teams, brand partners, and platform account managers to co-create marketing plans and secure platform resources (off-site partnerships, membership channels, cart marketing, push notifications, SMS, and other touchpoint resources).
- Deliver campaign review reports and build reusable user marketing SOPs and case libraries.
4. Data-Driven Operations & Collaboration
- Establish user and membership data reporting systems, regularly deliver business analysis, and use data to identify problems and validate strategies.
- Work with operations, TP teams, and customer service teams to drive the optimization and implementation of membership product features, user
Requirements:
1. 3 years FMCG experience, Pet/Infant/Cosmetic will be preferred.
2. Be capable of e-commerce marketing management, Tmall related experience is preferred.
3. Strong business sense on traffic, consumers, products, trends, etc.
4. Skillful agency management and platform negotiation capability.
5. Strategic thinking and learning agilities.
6. Be proactive and driving for result.
Mars makes confectionery, food, and petcare products and also operates pet health services through networks like Banfield, VCA, BluePearl, and Royal Canin. Its products are marketed under familiar brands such as M&M’s, Snickers, Milky Way, Skittles, Dove, Orbit, Pedigree, Royal Canin, Whiskas, and Cocoavia, sold globally to consumers and pet owners. The company differs from competitors by combining a broad, diversified portfolio with a global, family-owned structure guided by the Mars Principles (Quality, Responsibility, Mutuality, Efficiency, Freedom), which drives its operations and partnerships. Mars aims to help communities prosper and to grow its business while improving social and environmental outcomes, using its scale to support responsible practices across the world.
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