达能中国

·       Job Overview:

We are seeking a CEM Manager to lead Aptaclub’s private domain operations in WeCom. To build and manage an innovated and high-impact consumer engagement model to drive business growth- scalable NU conversion through tailored services, engagement, and WOM initiatives.

·       Key Objectives:

Recruit and retain users through targeted campaigns.

Deliver professional parenting advice to reinforce brand authority.

Design interactive community activities to boost engagement and advocacy.

Collaborate with agencies to execute campaigns and track ROI.

Continuously optimize strategies using data insights and user feedback.

·       This role will drive user recruitment, deliver expert early-stage parenting services, foster brand preference & NU Conversion through community engagement, and amplify word-of-mouth (WOM) & fusion growth. Performance tracking & optimization and budget planning.

·       The ideal candidate will combine strategic thinking, good insight on mums’ parenting journey, resilience, and hands-on execution to elevate brand value and convert new customers.

·       To be successful in this position, you should have solid experience with digital engagement and strong project management. You also need to have ability to simplify complex ideas into actionable plans, turn data into compelling presentations, ensuring key actions move from idea to impact smoothly with internal & external alignment.

Job Qualification:

1.            Proven experience in private community operations, preferably in WeChat ecosystems.

2.            Expertise in user-centric engagement strategies, content creation, and viral marketing.

3.            Strong project management skills to lead agencies and cross-functional teams.

4.            Data-driven mindset with ability to analyze metrics and optimize campaigns.

5.            Excellent copywriting and content curation skills for community engagement.

6.            Strategic thinking with agility to overcome challenges and drive breakthroughs.

7.            Deep understanding of parenting/early stage mum (preferred).

Knowledge & experience:

Knowledge & Experience

• Bachelor’s degree in Marketing, Business, or related fields.
• 3+ years in community operations, social CRM with successful case or performance(FMCG/parenting industry preferred).
• Proficiency in WeChat ecosystem tools (e.g., Mini Programs, Groups, KOC management).
• Experience designing viral referral programs and WOM campaigns.
• Fluency in English and Mandarin, independent presentation ability.

Attitude:

• Take responsibility & risk to show the way forward
• Act with speed, agility & pragmatism
• Inspire & be the vision
• Commit to create breakthrough result

Specific Knowledge

• Good insight/needs on mums’ parenting journey
• Solid experience with community operation and private domain service & campaign design.
• Rich and diversified tagging & data empowered experience of WeCom
• Strong collaboration & management skills with operation agency

General skills

• Good Spoken and Written English and Mandarin
• Strong Communication & Presentation Skills
• Logical Thinking
• Agile and flexibility 

Areas of responsiblities:

1.      Aptaclub WeCom operation strategy:

·         Deep dive understanding of business & consumer needs

Formulate engagement & business strategy plan in WeCom with clear tactics & measurement to enhance brand image, brand preference & choice and WOM.

1.      Aptaclub WeCom engagement operation & management

2.1  User Recruitment & Retention:

·         Develop strategies to grow and retain the private community scale.

·         Optimize onboarding journeys for new users.

2.2 Content & Engagement:

·         Curate expert-led parenting service and content

·         Oversee operation content infrastructure & copy writing quality.

·         Design interactive activities (e.g., Q&A sessions, challenges) to boost engagement & NU conversion

2.3 WOM & Viral Growth:

·         Build KOC/KOL networks and incentive mechanisms to drive advocacy.

·         Implement referral programs to maximize organic reach.

3. Data & Optimization:

·        Track metrics (e.g., bonding, conversion rates, ROI) and refine strategies.

·        Provide actionable insights to improve user experience and campaign performance.

·        Tech empower to drive operation efficiency (e.g. tagging, MA, dialog analysis, AI tool) 

4. Agency Management:

·       Lead external partners to align execution with brand goals.

·       Ensure timely delivery of high-quality assets and campaigns.

5.Budget Control and Management

·         Full year A&P budget planning

·         Monthly budget submission, apply adjustments according to annual budget plan

·         Monthly claiming submission, finalize claiming on time with sufficient supporting document

·         Tracking and control, ensure ROI ratio within budget