摘要: DEPARTMENT DESCRIPTION The Commercial Dept is a key revenue generator for the club and an area in which the club is ** significant investments for future growth. The Commercial area encompasses; ...
DEPARTMENT DESCRIPTION
The Commercial Dept is a key revenue generator for the club and an area in which the club is ** significant investments for future growth. The Commercial area encompasses; Marketing and Brand Development, Retail in all its forms, Partnership sales and servicing, Digital Media and Event Planning and Execution.
JOB PURPOSE
Significant investment has been made in Arsenal’s Chinese digital architecture including official Chinese website, social media, SNS website, EDM and etc that will allow Arsenal to maximize reach and engagement to its fan base in China.
The Digital Operation Manager is a new role with a purpose to drive acquisition, conversion, retention and engagement of Arsenal followers across the range of digital platforms and optimize brand building. The successful candidate will manage the relationship with digital portals, develop and execute digital marketing strategies and work collaboratively with internal Business marketing leads to execute campaigns.
The ideal candidate for the role will be an ambitious digital marketing expert, with rich experience managing digital marketing campaigns in a consumer focused environment and good relationship with digital portals and media. The successful candidate will work closely with the China commercial team to turn marketing objectives into measurable digital KPIs to assist the business in reaching its growth objectives.
RESOURCES MANAGEMENT
Reports to:International Business Development Director, China and Asia
Main focus: manage and grow China digital architecture
KEY RESPONSIBILITIES
Assist line manager todevelop, execute and own the digital marketing strategies across China digital architecture, delivering against key business objectives.
Create, implement, report and analyze annual digital marketing plans and manage key digital media partner relationships to maintain and grow the optimal digital architecture across multiple media devices to maximize reach, traffic and registrations whilst ensuring meaningful and quantifiable fan recruitment, engagement and advocacy performance. Monitor digital performance against Targets/KPI and report these internally.
Work closely with Arsenal Media Group and London based Chinese journalist to create and implement day to daycontent plan. These may include using Club assets including players, coaches, legends, youth team or ladies team when available or remotely via the Club Day system.Ensure content plan and messaging remains in line with Club values.
Work closely with China Fans Engagement Team to build and manage relationship with China supporters clubs to create an engaged and proactive network of supporters via digital campaigns.
Work closely with London based and China Membership Team to create local membership proposition and drive subscription through local digital marketing plan.
Work closely with London based Retail team and China partner to enhance China retail performance through local digital marketing program.
Assist line manager to provide on-ground support to first-team tour plans including event logistics and marketing support.
Manage, in a cost effective manner, digital agencyor suppliers on a retainer or project led basis.
Manage market research to enhance customer insight and effectiveness of digital campaigns.
Keep abreast of industry best practice, new techniques and competitor activity in relation to digital.
MAIN JOB REQUIREMENTS AND PERSON SPECIFICATION
Education/Qualifications/Training:
Educated to degree level or equivalent
Specific Experience:
Proven track record in high profile international digital agency or digital brand department on the MNC clients side in a consumer focused environment.
Minimum of 3 to 5 years’ proven experience of successful planning and implementation of integrated digital marketing campaigns
Strong experience briefing and managing agencies and suppliers
Sports industry background an advantage
Football fan an advantage
Abilities/Skills/Knowledge:
Fluent in English/Mandarin (both written and oral), excellent communication skills.
Ability to ideate, plan and execute innovative digital initiatives on a limited budget, driving meaningful connection with fans in a large user base
Ability to plan and carry out marketing research.
Demonstrated ability to measure success with analytics
Hard working, enthusiastic and a self starter. Ability to work within a team and autonomous environment
Excellent analytical, reporting and presentation skills.
Strong content/design and good writing/ proofreading skills.
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