Digital Product Commercial Specialist

Job Summary

The China Digital Platform Development Team is responsible for supporting the Club in developing China's digital strategy roadmap, building China customer base via the ecosystem formation and delivering the end-to-end digital experience for customers. The Digital Product Commercial Specialise will report to   Digital Product Operation Manager and will drive member engagement and business growth through integrated digital operations that seamlessly connect online activities with offline experiences. This role focuses on executing revenue-generating campaigns, managing event digital strategies, and building vibrant user communities across digital platforms. 

Major Tasks

• Develop and execute daily online user-based campaigns with compelling offerings to drive digital users’ engagement.
• Plan and implement digital engagement strategies for major offline events, creating seamless online-to-offline (O2O) experiences. Develop and Implement community engagement initiatives to drive user interaction.
• Establish and maintain active user communities across appropriate digital platforms, fostering engagement and brand loyalty.
• Collaborate with various business departments including Racing, F&B, Retail, and Marketing to align event strategies and offerings
• Manage the end-to-end operation of digital aspects for events, including pre-event promotion, during-event engagement, and post-event follow-up.
• Optimize conversion funnels and user pathways for commercial offerings across digital platforms
• Monitor and analyse digital platform performance and ROI for all commercial activities and events, providing regular performance reports.

Experience

• A bachelor's degree or higher in Business Administration, Marketing, Communications, Economics, or related fields is required

• Minimum 5 years of experience in digital event operations, community management, O2O campaign management, or commercial digital role

• Proven track record in managing successful member-based campaigns and building engaged online communities

• Experience in managing large-scale event digital operations and community engagement activities

• Strong background in performance measurement and ROI analysis for digital campaigns

• Knowledge of the Chinese digital landscape and digital platform member engagement strategies

• Experience working with cross-functional teams in a complex organizational environment

• Digital campaign management tools and platforms

• Community management systems and social media platforms

• CRM and membership system operation

• Project management tools (Jira, Asana, Trello)

• A/B testing and optimization methodologies

• Basic knowledge of O2O solutions and integration

• Data analytics tools (Analytics platform, WeChat Analytics)