Manager Channel Content Production

Overview

Manager Channel Content Production Jobs in Shanghai, Shanghai, China at adidas

Title: Manager Channel Content Production

Company: adidas

Location: Shanghai, Shanghai, China

Title: MANAGER CHANNEL CONTENT

Position

Line Of Business

Department: Digital E-Marketing

Location (City): Shanghai

Job Grade: M4

Working Relationship

Direct Reporting Line: Director content production

Personnel Managed (Y/N)

Key Interfaces (Relationships with other dept/groups):

External: Entertainment Contacts, PR/Production Agencies,

Internal: Digital (Campaign, Planning, Commercial etc,.)

Brand comms, adidas BUs , Brand Comms,etc,.

PURPOSE & OVERALL RELEVANCE FOR THE ORGANISATION

Channel content Manager who not only drives impactful content creator collaborations but also connects seeding efforts directly to e-commerce conversion.

Channel content manager will own the full funnel — from platform-native content seeding to traffic diversion into Taobao/Tmall/JD/DY, and from real-time FS/UD optimization to long-term cohort analysis of traffic /consumer. You will be the expert who turns influencer content into a measurable, scalable acquisition engine.

Key Responsibilities

• Multi-Platform KOL Seeding Strategy & E-Commerce Integration
• Design and execute integrated seeding projects across RED, Douyin, and Taobao in-app, ensuring each platform’s content style and user behavior are leveraged to drive qualified traffic to e-commerce stores (Tmall/JD/DY).
• Develop platform-specific diversion tactics: e.g., RED KOL note + 红猫 → Tmall , Douyin KOL short video → product window / live room, Tmall in-app KOL content → direct purchase funnel.
• Map the consumer journey from KOL content exposure to add-to-cart and purchase, identifying friction points and optimization opportunities.
• Platform Tool Proficiency & Paid Amplification
• Own the operational use and strategy for key content media tools, including but not limited to:Red Cat (RED聚光平台/红猫) – manage keyword bidding, note heat boosting, and audience targeting to amplify organic seed content.
• RED FS/UD – plan and execute feed-based promotion to scale high-performing creator posts.
• Taobao Super Short Video (FS)– integrate seed content into Taobao’s video stream, optimize for view-to-purchase conversion, and manage bid strategies.
• Set clear investment allocation across these tools per campaign objective (awareness, traffic, or conversion), and continuously adjust based on real-time performance data.
• Conduct A/B tests on creative formats, targeting packs, and bidding models to improve CPM, CPC, and CVR.
• Performance Analytics & Long-Term Lift Measurement
• Define and track full-funnel KPIs.Up-funnel: KOL View, engagement rate, CPV, search lift on platform; Mid-funnel: click-to-store traffic, add-to-cart rate, product detail page PV; Down-funnel: GMV, ROI, new customer acquisition cost.
• Evaluate post-project long-term effects: Build cohort analysis to measure returning audience performance over 7/30/90 days – repurchase rate, average order value, lifetime value uplift. Use de-duplicated 5R/AIPL models (or similar frameworks) to quantify how seeding contributes to brand equity and future conversion pools.
• Create automated dashboards that consolidate data from platform backends (RED, Douyin, Taobao) and e-commerce GMV systems for weekly reporting and strategic pivots.
• KOL Selection & Content Briefing with Conversion in Mind. KOLs not only on creativity and engagement but also on their historical ability to drive e-commerce traffic (e.g., conversion rate, comment-to-store click ratio).
• Brief creators with dual objectives: produce platform-native, engaging content and embed clear purchase guidance (e.g., search keywords, product tags, live-room hooks).
• Tool Strategy & Budget Optimization
• Build a unified playbook that integrates Red UD, FS, and Super Short Video – specifying when to use each tool, alone or in combination, based on project stage (pre-heat, peak, retargeting).
• Manage monthly KOL seeding +content media budgets, reallocating funds dynamically between platforms/tools based on marginal ROI.
• Run post-mortem analysis on every major campaign to distill learnings into actionable SOPs for tool selection, bid ranges, and audience lookalike modeling.
• Cross-Functional Collaboration
• Partner with Planning , commercial ,performance media teams to ensure seamless landing page experience.
• Work with data analytic, commercial teams to refine attribution models – differentiating direct conversion from assisted conversion and long-term value.
• Share regular intelligence on platform policy changes (e.g., algorithm updates, new ad products) with broader marketing team.

Knowledge, Skills, And Abilities

• Background in Sports ,beauty, FMCG, or lifestyle categories with high repeat purchase cycles
• Across RED, Douyin, and Taobao ecosystem. Proven track record of managing seeding projects that directly drive product awareness and UV store .
• Platform Tool Mastery: Hands-on experience with Red Cat (聚光), RED FS (粉丝通/信息流), and Taobao Super Short Video (FS) – including project setup, bid management, audience segmentation, and performance optimization.
• Traffic & Diversion Acumen: Deep understanding of how organic seed content and paid amplification work together to divert users from social platforms to e-commerce stores, and how to measure each touchpoint’s contribution.
• Analytical & Statistical Rigor: Proficient in cohort analysis, retention tracking.
• Post-Project Evaluation: Experience in assessing long-term effect of consumer, not just immediate ROI but also repurchase frequency, brand search lift, and category share gain over time.
• Communication & Negotiation: Fluent in Chinese and English;
• Proficient in Microsoft 365 (Outlook, Excel, Word, PowerPoint, Teams)

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an equal opportunity employer.