ABOUT THE JOB AND YOU
Drive the development of KA channel O2O recruitment strategies based on consumer/shopper insights, optimizing touchpoints and content formats to enhance customer acquisition efficiency. The role focuses on identifying high-impact investment opportunities in the O2O journey, designing tailored solutions for diverse KA client types, and ensuring alignment with Danone ELN’s brand values and compliance standards.
1. Consumer/Shopper Insight-Driven Strategy Development
- Analyze consumer behavior data (AIPL framework) to identify critical touchpoints in the O2O journey for infant formula products, prioritizing investments in high-impact areas.
- Design structured frameworks to evaluate touchpoint effectiveness (e.g., app engagement, in-store interactions, social media).
2. O2O Content & Format Optimization
- Develop high-efficiency information delivery formats (e.g., micro-videos, interactive content, personalized recommendations) across KA channel platforms (Tmall, JD, WeChat, etc.).
- Collaborate with cross-functional teams (Marketing, NTM, KAM, Customer, etc) to ensure seamless integration of content into O2O workflows.
3. KA-Specific Recruitment Solutions
- Create customized O2O recruitment strategies for different KA customer segments (e.g., Morden Trade, NKMBS, RKMBS, etc), aligning with their operational models and customer profiles.
- Monitor and iterate strategies based on A/B testing results, ensuring rapid adjustments to maximize conversion rates.
