He or she is the strategic leader and owner of douyin platform for HOKA ecom business. Who must have strong understanding of douyin ecosystem and capability to lead 20+ headcounts douyin agency team, to deliver high growth by addressing un-met customer needs, seizing market opportunities to define exceptional digital and even omni-channel solutions.
The role is responsible for the douyin sales planning, product offering and target achievement, lead agency cross function team setup and management, including business development, livestream operation, customer services. And assist the brand to manage media channel P&L, foresee how to maximize online performance in an innovative way. Which includes capability of issue identification, resolving plan set up and execution, tasks management with internal and agencies, and communication with merchant, marketing and external customers and vendors.
40% Media Channel E-commerce Strategy & Execution
• OTB SALES PLAN: based on strong understanding of Douyin consumer, sports industry and brand development, work with Product & Merch team to work out sales plan for relevant season and break down to each quarter and month with priorities, key campaign initiative and product offering.
• PRESEASON PLAN: Develop & Lead the go-to-market (GTM) plan before every season, based on sales plan during order book period, which includes performance marketing & KOL investment mix, product assortment architecture, pricing tactic, and priorities of cross-function agency team and ecom online marketing team. And assist line manger to adjust and refine according to the current business situation.
• MONTHLY SALES PLAN: Own and Drive the comprehensive business plan, including monthly sales target break down, product discount and margin, and channel margin with OPEX and performance marketing allocation and mix. Ensuring all investment is aligned with overall brand objectives.
• PROACTIVE MARKET ANALYSIS: Utilize deep knowledge of Douyin trends, competitor activities, and consumer insights to identify growth opportunities and potential risks, adapting plans dynamically for sustained competitive advantage.
30% SALES ACHIEVEMENT, OPERATION & EXECUTION
• SALES: Drive & Exceed ambitious sales targets through strategic oversight of daily/weekly/monthly plans, encompassing product launches, promotional calendars, live commerce excellence, and traffic conversion optimization.
• PERFORMANCE MARKETING: Lead to manage Douyin platform online marketing, budget allocation & control by week by day, and continuous optimization of all paid marketing efforts (e.g., Dou+, Feeds, Search) to maximize efficiency and scale, based product assortment, campaign and platform resource.
• PLATFORM PARTNERSHIP: Proactively negotiate and secure high-value platform resources, promotional slots, marketing support, and co-branded opportunities to accelerate growth.
• EXECUTION EXCELENCE: Execute and follow up preseason plan with DouPartner agency, provide solid execution livestream performance, good image good rhythm.
• Evaluate execution and KPIs, provide insightful review of each key initiative with solid feedback after brand campaign and platform event with detailed numbers from operation and product wise.
• Seize, test and leverage platform new tool or resource prepensely to improve operation excellence. Inspect online store daily, learn from other brands and cooperate content teams to optimize product assortment, livestream, and marketing investment.
• Set up clear KPI on customer service and monitor by month.
20% Cross-Functional Leadership
• DP TEAM: Douyin operation agency management, which includes agency team organization and clear responsibility of each role and agency pitch. Well manage the performance and improve the agencies’ understanding & working efficiency. Based on key douyin e-commerce KPIs, implement rigorous daily monitoring (storefront, listings, content, service quality) and drive continuous optimization initiatives based on performance data and competitive benchmarking.
• ECOM TEAM:
o Strong alignment and communication skill with Assistant Online Marketing Manager, especially for content creation angle and livestream quality.
o Ready for douyin team build up with capability of strategic direction, mentorship, and day-to-day management (including operations, content, live commerce) and potentially direct reports.
• CROSS-FUNCTIONAL COLLABORATION:
o Merchandising: Provide clear, data-backed product forecasts, sales performance analysis (by SKU/category), and market needs to inform buying and allocation decisions.
o Brand & Creative: Ensure brand consistency while optimizing creative assets for Douyin platform performance and trends.
o Finance: Partner closely on budgeting, forecasting, cost control, and financial reporting accuracy.
10% BUDGET / P&L MANAGEMENT & ROUTINE.
• P&L OWNERSHIP: Manage the Douyin-specific marketing and operational budget, ensuring optimal allocation and efficient spend to maximize ROI. Implement robust tracking and forecasting mechanisms.
• Cooperate with DP to assist line manager to control ecom P&L to meet the target, regular reporting on OPEX and marketing fee performance against plan on monthly, quarterly and yearly basis.
• In charge of regular reporting by with different department and DP agency. Leverage deep data analysis to identify bottlenecks, optimize marketing spend efficiency, improve content & livestream effectiveness, and enhance overall store performance. Foster a culture of testing and data-led decision making.