Role Summary
The North Face China is looking for a dedicated Executive, Paid Traffic to support the execution and optimization of paid RTB and media on Tmall and Douyin.
In this role, you will assist in driving e-commerce growth by contributing to paid traffic efficiency, including core metrics such as ROI, new customer rate, and audience asset growth. You will also help monitor overall traffic performance to support efficient customer acquisition and use data analytics tools to generate insights that improve paid media performance.
Key Responsibilities
- Paid Traffic Monitoring: Assist in planning and optimizing daily paid RTB and media campaigns on Tmall and Douyin, helping to achieve paid media efficiency targets (ROI, new customer rate, audience asset growth, etc.). Coordinate the end-to-end lifecycle of paid ad creatives, aligning asset specifications with platform requirements for iterative creative optimization. Use platforms such as Alibaba Data Bank, Douyin Yuntu, and other analytics tools to perform analysis and derive insights.
- Competitive Analysis： Conduct regular monitoring of competitors' paid media activities on Tmall, Douyin, covering bidding strategies, ad creatives, landing page experiences, and promotion rhythms. Deliver actionable insights to inform internal campaign adjustments.
- Cross-Functional Collaboration: Work closely with EC Operations, Digital Marketing, and EC Planning teams to understand key business and product priorities, connect on-platform and off-platform paid media efforts, and ultimately drive business growth.
- Agency & Platform Communication: Actively and timely collaborate with our paid agency as well as platform representatives (e.g., Alimama, Douyin Key Account Manager) to align on daily execution, new ads products, and performance improvement opportunities.
Qualifications & Requirements
- Experience: Minimum 2 years of hands-on experience in paid media advertising on Tmall and Douyin.
- Tmall experience is mandatory.
- Douyin experience is highly preferred.
- Industry Background: Must have experience in apparel/fashion companies. Outdoor or sports industry experience is a plus.
- Analytical Skills Ability to interpret data from Data Bank, Yuntu, etc., and translate insights into actionable recommendations.
- Language: Good written English skills for internal reporting.
- Personal Attributes: Proactive, detail-oriented, data-driven, comfortable working with agencies and external partners in a fast-paced e-commerce environment.
- Education: Bachelor’s degree or above in Marketing, Advertising, Data Analytics, or a related field.