锦鲤求职岗位描述
主要工作职责
一、邮件营销策略
1. 根据业务需求方提供的Communication Brief，了解营销目标、目标受众、核心信息及推广节奏，并制定相应的邮件营销策略和执行方案。
2. 根据不同营销目标，规划邮件内容主题、发送节奏、受众分层、触达路径、CTA设计及后续培育策略。
3. 为产品推广、促销活动、线上研讨会、线下会议、内容资源及品牌传播等项目提供邮件渠道建议。
4. 与产品市场、区域市场、销售及设计团队合作，确保邮件内容、受众和推广节奏与整体营销目标保持一致。
二、邮件制作与营销自动化
1. 使用 HTML 和 CSS 独立完成营销邮件的开发、编辑、测试及上线。
2. 使用Salesforce Marketing Cloud（SFMC）完成邮件创建、测试、发送及日常维护。
3. 使用AMPscript 实现邮件个性化和动态内容。
4. 使用 SFMCJourney Builder 搭建和维护drip campaign，比如, 线索培育、客户跟进及再营销流程。
5. 对邮件在不同设备和邮箱客户端中的显示效果进行测试，确保邮件的响应式布局、链接、动态内容及退订功能正常运行。
三、目标受众筛选与细分
1. 根据营销目标、客户属性、区域、行业、兴趣、客户生命周期及历史互动行为筛选目标受众。
2. 使用 SFMC SQL Query及相关数据工具进行复杂的受众提取、数据清理、去重及细分。
3. 根据邮件打开、点击、注册、下载、回复、购买及其他行为建立不同的受众群组。
4. 管理排除人群、退订用户、无效邮箱及发送频率控制，确保邮件发送符合数据合规和客户体验要求。
四、邮件效果监控与优化
1. 监控邮件活动的送达率、打开率、点击率、退订率、客户回复及线索数量等核心指标。
2. 将活动表现与历史数据、benchmark及不同受众群体的表现进行比较。
3. 分析主题行、发件人、内容结构、CTA、邮件形式、发送时间及受众细分对活动表现的影响。
4. 通过 A/B 测试持续优化主题行、邮件内容、CTA、发送时间及受众策略。
5. 及时向相关业务团队和利益相关方提供活动反馈、问题诊断及后续优化建议。
五、报告与数据洞察
1. 完成邮件营销及数字广告渠道的日常、月度和专项活动报告。
2. 根据数据分析结果提出下一步行动计划，包括受众调整、内容优化、发送节奏调整及线索跟进建议。
3. 向相关团队清晰展示活动表现、关键发现、成功经验及改进机会。
六、客户回复及线索管理
1. 在公邮中统一管理和整理营销邮件产生的客户回复。
2. 根据客户回复内容进行分类，包括咨询、报价需求、技术问题、合作意向、退订请求及其他反馈。
3. 识别具有潜在商业价值的客户回复，并按照既定标准将其分类为营销线索。
4. 将符合条件的线索及时上传至CRM，并分配或转交给相应的销售或业务团队。
七、百度广告投放与优化
1. 根据业务目标、产品优先级及历史表现制定百度广告预算分配方案。
2. 负责百度搜索广告及其他相关广告形式的账户搭建、广告制作、上线及日常维护。
3. 开展关键词研究，建立合理的账户、计划、单元和关键词结构。
4.优化广告标题、描述及其他广告文案，确保内容与用户搜索意图及落地页保持一致。
5. 持续监控广告花费、曝光、点击率、平均点击成本、转化量、转化率及获客成本等指标。
6. 根据投放表现优化关键词、匹配方式、否定关键词、出价、预算、广告文案、地域、时段及受众设置。
7. 定期分析搜索词报告，识别无效流量、高价值关键词及新的商业意图词。
9. 与相关团队合作优化落地页及转化路径，提升广告带来的线索和业务转化。
任职要求
1. 本科及以上学历，市场营销、数字营销或相关专业优先。
2. 具备邮件营销、数字营销、营销自动化或效果广告相关工作经验。
3. 熟悉Salesforce Marketing Cloud，包括Email Studio、JourneyBuilder、Content Builder 和 Data Extension。
4. 熟悉 HTML 和 CSS，能够独立制作和修改响应式营销邮件。
5. 熟悉 SQL，能够完成基础的数据查询、目标受众筛选、数据清理和受众细分。
6. 具备百度搜索推广或其他搜索广告平台的实际操作经验。
7. 具备较强的数据分析能力，能够从营销数据中发现问题并提出具体的优化方案。
8. 熟练使用Excel，能够进行数据整理、匹配、清理、透视分析及基础报表制作。
9. 英语可作为工作语言。
Media Manager – Email Marketing & Baidu Ads
Key Responsibilities
1. Email Marketing Strategy
* Review communication briefs to understand campaign goals, target audiences, key messages, and timelines, and develop corresponding email strategies and execution plans.
* Plan email subject lines, sending cadence, audience segmentation, customer journeys, CTAs, and follow-up nurturing strategies.
* Provide email channel recommendations for product campaigns, promotions, webinars, events, content programs, and brand communications.
* Collaborate with product marketing, regional marketing, sales, and design teams to ensure alignment with overall campaign objectives.
2. Email Development and Marketing Automation
* Develop, edit, test, and deploy responsive marketingemails using HTML and CSS.
* Build and manage email campaigns in Salesforce Marketing Cloud, including testing, deployment, and maintenance.
* Use AMPscript to enable personalization and dynamic content.
* Build and maintain drip campaigns in SFMC Journey Builder, including lead nurturing, customer follow-up, and re-engagement journeys.
* Conduct email QA across devices and email clients to ensure layouts, links, dynamic content, and unsubscribe functions work properly.
3. Audience Selection and Segmentation
* Select target audiences based on campaign goals, customer attributes, geography, industry, interests, lifecycle stage, and engagement history.
* Use SFMC SQL Query and related tools for audience extraction, data cleaning, deduplication, and segmentation.
* Build audience segments based on opens, clicks, registrations, downloads, replies, purchases, and other behaviors.
* Manage exclusions, unsubscribed contacts, invalid email addresses, and frequency controls to support compliance and customer experience.
4. Performance Monitoring and Optimization
* Monitor key email metrics, including delivery rate, open rate, click-through rate, unsubscribe rate, customer replies, and lead volume.
* Compare campaign results with historical performance, and benchmarks.
* Analyze the impact of subject lines, senders, content structure, CTAs, formats, send times, and segmentation.
* Conduct A/B tests and continuously optimize email content, CTAs, timing, and audience strategies.
* Provide stakeholders with campaign feedback, performance diagnosis, and actionable recommendations.
5. Reporting and Insights
* Prepare regular, monthly, and campaign-specific reports for email marketing and digital advertising.
* Translate performance data into clear next steps, including audience refinement, content optimization, cadence adjustments, and lead follow-up recommendations.
* Present campaign results, key insights, successful practices, and improvement opportunities to relevant teams.
6. Customer Reply and Lead Management
* Manage and organize customer replies generated from marketing email.
* Categorize replies, including inquiries, quotation requests, technical questions, partnership interest, unsubscribe requests, and other feedback.
* Identify commercially valuable replies and classify them as marketing leads based on defined criteria.
* Upload qualified leads to CRM and assign or route them to the appropriate sales or business teams.
7. Baidu Ads Management and Optimization
* Allocate Baidu Ads budgets based on business goals, product priorities, and historical performance.
* Build, launch, and maintain Baidu Search campaigns and other relevant advertising campaigns.
* Conduct keyword research and develop effective account, campaign, ad group, and keyword structures.
* Optimize ad headlines, descriptions, and other copy to align with search intent and landing pages.
* Monitor spend, impressions, CTR, CPC, conversions, conversion rate, and CPA.
* Optimize keywords, match types, negative keywords, bids, budgets, ad copy, geography, scheduling, and audience settings.
* Review search term reports to identify irrelevant traffic, high-value keywords, and new commercial-intent opportunities.
* Work with relevant teams to improve landing pages and conversion journeys.
Qualifications
* Bachelor’s degree or above in Marketing, Digital Marketing, or a related field.
* Relevant experience in email marketing, digital marketing, marketing automation, or performance advertising.
* Proficiency in Salesforce Marketing Cloud, including Email Studio, Journey Builder, Content Builder, and Data Extensions.
* Proficiency in HTML and CSS, with the ability to independently build and edit responsive emails.
* Working knowledge of SQL for audience queries, data cleaning, and segmentation.
* Hands-on experience with Baidu Search Ads or other search advertising platforms.
* Strong analytical skills and the ability to identify issues and recommend practical optimizations.
* Proficiency in Excel, including data cleaning, matching, pivot tables, and basic reporting.
* Strong English communication skills and the ability to use English as a working language.