星巴克
manager, Marketing(J102502)
manager, Marketing(J102502)
发布于 大约 16 小时前中层管理(经理/总监)
上海市
高级经验
全职员工
仅现场办公
学历未注明
市场营销与传播
数据驱动
产品创新
预算管理
英语
创意策划
KOL/KOC
FMCG
Tmall
JD
AI 估算 · 25k–40k
跨国企业品牌经理，5年以上经验，上海，月薪中高位，竞争力强。
职位详情
关于这个职位
作为星巴克市场营销经理，你将负责核心KA客户的全渠道营销策划与执行，包括定制化产品创新、数字化营销（电商/社交平台）以及线下活动推广，驱动品牌在重点零售渠道的增长
岗位需要兼顾策略制定与落地执行，与销售、品牌、电商等多团队紧密协作
最低要求
◆ 5+ years FMCG industry working experience.
◆ Solid background in customer marketing and digital marketing, if not skillful in both, at least solid in one and have some proven experience on the other one and willing to learn and master quickly.
◆ Creative thinking with sharp consumer insight, adept at brainstorming viral content ideas matching brand positioning and young consumer preference.
◆ Very strong mindset of collaboration and partnership to cooperate with cross-function teams and stakeholders.
◆ The working approach of proactivity, efficiency and clarity to drive results.
◆ Good written and oral English skills with capability of global communication.
◆ Deliver performance through the lens of Starbucks Mission & Values - Craft, Results, Courage, Belonging, Joy.
工作职责
工作职责:
Key Accountabilities
Responsibilities and essential job functions include but are not limited to the following:
Customer marketing
◆ 1.Develop customized annual customer marketing plan & seasonal promotion calendar for core KA retailers, align with brand campaign rhythm, design exclusive bundle, limited SKU and in-store promotion mechanics to lift category turnover and shelf productivity
◆ 2.Cooperate closely with account sales team to analyze retailer's business data, shopper insight and category performance; propose store layout, endcap placement and off-shelf display solutions to win premium shelf resource from retailers
◆ 3.Manage customer-specific A&P trade budget, track promotion input-output & ROI, optimize trade spend allocation, submit monthly cost performance report and rolling forecast for category sales
◆ 4.Coordinate with Brand & Digital team to unify in-store POS material, offline sampling, retail media & in-store live streaming content, ensure all customer activation strictly follows global brand guideline
◆ 5.Lead new product launch landing at key retail channels, design KA-exclusive launch promotion toolkit, train sales & retailer merchandiser for on-site execution, track NP penetration rate across target stores
◆ 6.Collect feedback from retail partners & terminal shoppers, summarize channel pain points & market opportunities, feed actionable insight back to Brand and central marketing for product & campaign iteration
Digital Marketing
◆ 1.Take full ownership of all digital marketing channels including Tmall/JD/Douyin e-commerce, Xiaohongshu, social media platform, private domain & mini-program operation; develop online content calendar and KOL/KOC seeding plan.
◆ 2.Manage paid media investment such as feed advertisement, short-video delivery and live-streaming operation, optimize traffic cost and improve online GMV & conversion rate.
◆ 3.Track core digital data including exposure, click, lead and transaction volume, complete regular data report and optimize digital strategy based on data insight.
◆ 4.Cooperate with Brand & Omnichannel Marketing team to implement brand digital campaigns, land brand-themed online activities and maintain unified brand tone across all digital touchpoints.
Marketing
◆ 1.Execute integrated offline & omnichannel marketing campaigns aligned with brand annual strategy, including in-store promotion, endcap display planning, roadshow activation, festival campaign and distributor incentive program to drive off-line turnover.
◆ 2.Manage traditional media & out-of-home communication, PR events and product launch conferences; cooperate with sales team to formulate periodic channel promotion policies and track in-store sales performance.
◆ 3.Allocate offline marketing budget reasonably, monitor campaign ROI, summarize post-event analysis and optimize subsequent promotion plans continuously.
◆ 4.Translate brand core positioning into executable offline marketing tactics, ensure all on-ground activities comply with brand guideline and brand image standards.
Customized Product Innovation
◆ 1.Lead end‑to‑end customized product development exclusively for key strategic accounts, directly mining key account demands, shopper preferences to define tailored product concepts, formulations and packaging solutions.
◆ 2.Independently design customized product portfolios, limited‑edition SKUs to match key accounts' unique positioning and business objectives.
◆ 3.Drive customized product commercialization process end‑to‑end, including concept validation, sample testing, production coordination, pricing strategy setting and go‑to‑market planning.
◆ 4.Own the full lifecycle management of key‑account‑customized products, from pre‑launch negotiation with key clients, launch execution to post‑launch sales tracking, to ensure differentiated product competitiveness and exclusive partnership value.
◆ 5.Continuously iterate customized products based on key account sales feedback and market performance to strengthen long‑term strategic partnership and drive incremental revenue from key customers.
AI 洞察
优缺点分析
优点
- 星巴克作为全球知名品牌，平台大、资源丰富，能接触前沿的营销实践和数字化工具
- 岗位涵盖客户营销、数字营销、产品创新多个模块，技能积累全面，职业发展空间广
- 上海作为国际化都市，市场机会多，且星巴克提供有竞争力的薪酬福利
- 工作强度高，需要同时管理多个KA客户和项目，对多任务处理和抗压能力要求高
- 既要懂传统线下渠道又要精通数字化，需要持续学习新平台和新玩法
- 跨部门协调频繁，需处理复杂的内外部利益关系，沟通成本较大
- 适合5年以上FMCG或零售行业营销经验，具备客户营销和数字营销双栖能力，热爱快节奏、追求创意与结果的市场人
缺点 / 挑战
暂无明显挑战项
角色解读
- 可向市场营销总监或品牌总监发展，负责更广泛的品类或渠道
- 也可深化客户营销或数字化方向，成为专家型人才，如电商负责人或客户营销负责人
- 在星巴克内部可跨部门轮岗，如品牌、产品创新、销售等，拓展综合管理能力
- 制定核心KA客户的年度营销计划及促销日历，设计独家捆绑、限量SKU和店内促销机制，提升品类销售
- 全权负责天猫、京东、抖音等电商及社交平台数字化营销，管理付费媒体投放和KOL/KOC内容种草
- 领导定制化产品开发项目，从概念到上市全流程管理，推动与关键客户的独家合作与增量收入
- 扎实的客户营销和数字营销双重背景，至少精通其一并愿意快速学习另一领域
- 敏锐的消费者洞察力和创意能力，能产出符合品牌定位和年轻偏好的爆款内容
- 极强的跨部门协作和利益相关者管理能力，擅长推动结果
- 良好的英语书面和口语能力，能够进行全球沟通
申请策略
- 面试前研究星巴克近年在中国市场的营销动作，特别是与KA客户的合作案例，体现对业务的理解
- 准备好英文自我介绍和案例讲述，因为岗位要求全球沟通能力
- 重点突出客户营销和数字营销的具体案例，特别是KA客户合作、电商运营、新品上市等成功经历
- 量化成果，如渠道销售额增长、ROI提升、新品渗透率等数据
- 体现创意能力，附上你主导的爆款内容或营销活动案例
- 强调跨部门协作和项目管理经验，展示领导力和推动力
- 如果数字营销经验不足，建议补充天猫、抖音等平台的运营知识，可以考取相关认证
- 练习数据分析能力，熟练使用Excel、SQL或BI工具，能独立输出数据报告
面试指南
- STAR法则：情境(Situation)、任务(Task)、行动(Action)、结果(Result)，突出量化成果
- C模型：消费者(Consumer)、竞争(Competitor)、品牌(Brand)分析，展示系统性思考
- 数据驱动：回答中引用具体数据指标（如GMV、ROI、转化率），体现分析能力
- 请分享一个你为KA客户制定的年度营销计划，并说明如何衡量效果？
- 你如何在数字营销和传统营销之间分配预算？请举例说明
- 描述一次你推动跨部门合作完成复杂项目的经历，遇到什么挑战？如何解决？
- 请分析星巴克目前在中国的核心KA渠道，并提出一个创新营销建议
- 你如何紧跟消费者趋势？请分享一个最近发现的年轻消费洞察
匹配度报告
69
综合匹配度
星巴克市场经理，薪资优厚、技能全面，但工作节奏快、压力较大。
适合人群
该职位最适合追求高薪资、稳定职业平台和全面技能成长的求职者，对工作生活平衡要求不高。
最强匹配
薪资福利匹配
最弱匹配
工作生活匹配
薪资福利85
成长发展80
工作生活50
使命价值60
薪资福利匹配
85较高
星巴克作为上市跨国企业，薪资福利在行业内具有竞争力，该岗位要求较高，薪资应处于市场偏高水平，稳定性强。
薪资信号偏高 (25K-40K/月)
成长发展匹配
80较高
岗位职责涵盖客户营销、数字营销、产品创新，技能成长全面；虽未明确提及晋升路径，但星巴克内部发展机会较好，可横向拓展。
技术前沿主流现代技术
技术栈电商、社交平台、数据驱动、KOL、直播
业务类型profit_center
工作生活匹配
50较低
工作地点在上海徐汇区，市区核心地段，但岗位要求高、涉及多项目并行，可能加班较多，未提及弹性办公。
工作模式未明确
办公地点市区核心地段
加班情况未提及（无法判断）
使命价值匹配
60中等
FMCG行业成熟稳定，星巴克品牌影响力大，工作能带来成就感，但社会影响力中等，创新程度属于积极采用新技术。
行业发展稳定成熟行业
社会影响中性/一般
创新程度积极采用新技术
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