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品牌几何

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上海 | 【麦肯广告 】策略副总监

Job Description

Understand the environmental context for a marketing challenge or opportunity including marketplace dynamics and competitive alternatives. Develop deep understanding of the target audience, whether B2B buyer, consumer or channel partner.

Including: needs, environment, rational and emotional mindset, attitudes, business and purchasing dynamics, channels of purchase, etc. Effectively communicate these insights to the integrated agency marketing team to inform marketing strategy and program design.

Market POVs

Strategic Recommendations

Positioning Author the “story” to be communicated via marketing: develops the messaging framework and key messages to motivate the desired behavior in a target audience.

Messaging frameworks

Target Personas

Creative Briefs and/or Content Briefs

General advocacy for the target throughout the strategic and creative development cycle Be an advocate and “truth-teller”: Help facilitate the creative, interactive and campaign development process by acting as a resource for internal teams and a conscience for the target audience. Manage primary and secondary research efforts related to the development of insights.

Primary research brief/RFP; vendor evaluation and overall project management including review/collaboration on screeners, questionnaires, reports, etc.

Secondary research collection, review and synthesis.

Please Note: The above description is a core responsibility description only and is not meant to be all inclusive. Job responsibilities are subject to change at any time.

Conclusions and recommendations based on research. Understand and champion program best practices within key segments, such as channel marketing, vertical marketing and relationship marketing in general. Collaborate with agency integrated marketing team to develop marketing strategy based on insights and best practices.

Program definition

Relationship marketing contact strategies

Program elements/tactics

Measurement/optimization strategy

Partner with account service to set the strategic direction and prioritize the investments for the account.

Strengthen the agency’s client relationships by earning the respect and trust of both internal and client teams.

Requirements

1、BA or BS

2、Minimum 8 years experience in a related marketing function (public relations, advertising, marketing).

3、Demonstrable capabilities in the areas of research, analysis, and messaging development.

4、Firm grasp of the marketing discipline in general and business-to-business marketing specifically.

5、Experience with B2B technology marketing, IT channel marketing, and ERP software marketing highly desired.

6、Solid understanding of technology and technology marketing.

7、Advanced business writing and oral communication skills.

8、Proficiency with Microsoft Office applications, especially PowerPoint.

9、Commonwealth//McCann (CW) is McCann Worldgroup’s bespoke global team supporting the Chevrolet brand.

The CW team is the central team supporting all General Motors markets across the world, operating out of central hubs in Detroit (North America & Global), Sao Paolo (South America) and Singapore (all International (GMI) markets outside North & South America, China and Russia. The Singapore operation supports 4 hubs in Bangkok (SEA & Japan), Delhi (India), Dubai (Middle-East & North African operations), and Johannesburg (Sub-Saharan Africa).

Working with Carat and MRM, as media and CRM agencies of record, CW is the brand agency partner for Chevrolet. These are exciting times for Chevrolet and CW: the GMI team is charged with growing International sales aggressively to help General Motors achieve its goal of making Chevrolet a Top 10 global brand by 2022. As a top ‘global brand’, it competes for attention with brands not only in its own sector, but also iconic brands such as Apple, Nike, Coca-Cola … and the quality of the creative work is increasingly expected to compete with these iconic brands.

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