Executive, Paid Traffic (TNF)

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.

Principal Accountabilities:
Under close supervision:* Provide direct support to higher level online marketing specialists in the execution of the marketing plans* Analyze customer and Web traffic data to develop recommendations for marketing campaigns* May have responsibility for smaller scale projects in marketing communications, market research, and advertising

Knowledge & Skill Requirements:
* Bachelor’s degree in Marketing or related field *Equivalent years of experience in a substantially similar industry may be considered in lieu of a degree to be determined by the nature of the specific job and the hiring manager’s criteria* One year of related experience preferred* Strong written and oral communication skills* Proficient PC skills

Knowledge & Application:
* Good knowledge of single specialist area achieved through prior study or previous experience* Applies knowledge of the principles and practices in a recognized professional field requiring extensive academic preparation * Applies knowledge of standardized rules, procedures, and operations within own area* Determines a course of action based on guidelines

Problem Solving:
* Encounters fairly similar problems which require some fact finding, clarification, and basic analysis * Most solutions will be found within normal operating processes and policies* Selects the best solution based on a set of defined procedures or precedence * Occasionally, requires basic problem solving techniques to define problems and use previous experience to identify

Interaction:
* Exchanges standard/basic technical or nontechnical information with colleagues and immediate superiors and/or customers * May be a required to interpret or clarify technical information to aid understanding* Audience is generally knowledgeable about the subject matter* Conveys straightforward information to non-divergent audiences

Impact:
* Impact is limited to short-term team performance* Supports the achievement of goals through own personal effort * Responsible for planning own work, assessing own progress, and adjusting efforts to meet goals

Accountability:
* Accountable for meeting own targets which impact the immediate work area* Accountable for meeting own targets which are often considered financially immeasurable* Work is reviewed periodically* Is aware of wider profitability issues

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