Sr. Digital Performance media Specialist

Position

MISSION STATEMENT

By efficiently and precisely leveraging advertising and traffic resources within the WeChat ecosystem (including Moment ads, Channels, Official Accounts, Search, Mini Programs, and WeChat Stores) and beyond (such as Tencent Advertising Network, external KOL collaborations, cross-platform acquisition, etc.), this position should support the brand to orchestrate a seamless customer journey—from awareness and engagement to conversion and retention—maximizing exposure, conversion rates, and ROI for WeChat Stores.

MAIN RESPONSABILITIES

• Advertising Strategy Development & Goal Alignment (15%)

1.Define clear paid performance KPIs based on overall store sales targets, campaign calendars, and product focus

2.Collaborate with operations, product, and content to formulate monthly and KCP advertising plans

• Precision Audience Segmentation & Targeting (15%)

1.Implement tiered targeting strategies within WeChat Ads Manager, tailoring creatives, bidding rules, and landing experiences for each segment

2.Continuously refine audience performance through retargeting and lookalike expansion to maximize conversion efficiency

• Ad Creation, Creative Testing & Optimization (10%)

1.Efficiently set up campaigns across WeChat ad placements (e.g., Moments, Channels, Search) while ensuring compliance with platform policies

2.Lead A/B testing of ad creatives (static images, short videos, landing pages) and rapidly iterate based on CTR, CVR, and downstream conversion metrics

• Data Analysis, Performance Review (20%)

1.Monitor core KPIs daily and deliver weekly performance reports to identify issues and uncover growth opportunities

2.Collaborate closely with Operations & Design & CRM to close the loop across the full customer journey: from traffic acquisition → engagement → conversion → repurchase

• Cross-Channel Budget Allocation & Traffic Management (20%)

1.Allocate the total advertising budget across WeChat ecosystem ad placements (e.g., Moments, Channels, Search, and Official Accounts) based on the store’s overall GMV targets, historical ROI performance, and creative effectiveness

2.Coordinate with external channels to avoid traffic conflicts and achieve efficient cross-platform synergy across the entire marketing ecosystem.

3.Dynamically monitor budget spend and ROI, and promptly reallocate budgets in response to KCP, competitor activities, or market fluctuations.

• Cross-Functional Collaboration & Communication (20%)

1.Close alignment with Marketing: Proactively sync on the marketing calendar, brand campaign timelines, and content asset plans to ensure advertising strategies are fully aligned with brand messaging, key value propositions, and visual identity.

2.Efficient coordination with Finance: Clearly breaking down monthly/annual advertising budget requirements and ensuring timely, accurate submission of purchase orders.

QUALIFICATION, EXPERIENCE & SKILLS REQUIRED :

Education:

Bachelor or above

Languages:           

Fluent in both Chinese and English 

Professional experience & know how:

• Hands-on experience in digital advertising, with required practical experience on WeChat Ads (MP/WeChat Mini Shop), including placements such as Moments, Channels (Video Accounts), and Search
• Proficient in ad platform operations and capable of independently managing the full campaign lifecycle—from strategy planning and setup to optimization and performance analysis
• Highly data-driven with strong analytical skills; proficient in Microsoft/SENSORS and able to conduct basic attribution analysis.
• Excellent communication and cross-functional collaboration skills; able to effectively coordinate with Marketing, Operations, Design, and other internal teams
• Results-oriented with strong resilience under pressure