上海 | 【Starbucks】Digital Marketing Manager

Digital Marketing Manager

Job Summary and Mission

This job contributes to Starbucks success by creating the leading edge digital experience for Starbucks in the new digital era with fast changing and unique local digital media landscape; continuously driving customer engagement in an ecosystem between online and offline, and our brand equity by fully leveraging the digital ecosystem, both internal and external.

Internal (including but not limited to): Starbucks Mobile APP, Tmall flagship store, WeChat social gifting, mobile delivery services, Wechat/Weibo account


External (including but not limited to): Mobile, social, ecommerce, search, youth platform etc.

Summary of Key Responsibilities

Responsibilities and essential job functions include but are not limited to the following:

1、Digital experience, product marketing

Ÿ2、Work closely with the in-house digital product team to understand target customer behaviors and collaborate on product experience development

3、ŸPlan, execute and track digital campaigns/digital marketing initiatives to grow customer attachment to our digital products, build brand love, and to drive traffic, customer engagement as well as sales offline and online

4、ŸDevelop targeted marketing campaigns and customer incentives to drive best Return on Investment. Define, track, interpret and deliver success metrics

Ÿ5、Develop and implement annual digital marketing calendar to support and grow owned digital products to meet and exceed AOP targets

Ÿ6、Manage digital marketing budget and able to prioritize initiatives to meet business/brand objectives.

7、Organizational leadership on marketing activities and routine internal/external collaboration

Ÿ8、Drive the integration of digital marketing into the brand and business process

− Work closely with cross functional teams, particularly Field, Operations and marketing & category teams to integrate digital marketing into the comprehensive company marketing calendar and build complementary skills and leverage

− Work closely with external partners – media, creative agency, social media, production, tech, data etc

Required Knowledge, Skills and Abilities

Ÿ1、Passionate and savvy in digital world and coffee retail industry

Ÿ2、Extensive experience in digital product / platform operation and brand marketing functions

3、Proven experience in launching, managing and execution digital products / platforms in China with end-to-end marketing / operation management and execution experience

4、Self-motivated, results driven, strong learning agility and attention to details

5、Great story telling capability and experience interfacing effectively with different levels of management, as well as internal and external stakeholders

6、Strong analytical skills and business acumen

Ÿ7、Excellent English and Chinese both in oral and written


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