携程
Global Brand Marketing Manager，Offline experience & partnerships(MJ035910)
Global Brand Marketing Manager，Offline experience & partnerships(MJ035910)
发布于 大约 14 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
项目管理
品牌营销
英语流利
创意策划
跨部门协调
空间设计
线下活动
合作营销
快闪活动
AI 估算 · 25k–45k
资深品牌营销经理岗位，携程平台优势，要求英语和综合能力，薪资竞争力中等偏上。
职位详情
关于这个职位
该职位是携程全球品牌营销经理，专注于线下品牌体验和联合营销活动
你将负责全球户外广告、快闪活动、长期品牌空间设计以及整合合作营销活动，需具备6年以上品牌营销经验和流利英语，带领团队打造有影响力的品牌体验
最低要求
Proficient in written and verbal English communication skills is a MUST.
A minimum of 6+ years of experience in brand marketing with a strong and demonstrable focus on offline brand building, experiential marketing, and OOH.
Proven track record of independently leading large-scale OOH campaigns and complex offline events from concept through execution.
Hands-on experience in brand space design and long-term installations, with an understanding of spatial storytelling and physical brand environments.
Solid experience managing integrated co-branding or partnership campaigns, with the ability to orchestrate multi-channel deliverables and navigate partner dynamics with confidence.
Have sharp and creative eyes, pay close attention to detail, and able to review, evaluate, identify, and guide the best-in-class brand marketing programs and brand related materials.
Problem-solver and highly self-motivated, able to navigate in complexity and deliver results with ownership.
工作职责
Out-of-Home (OOH) advertising:
Lead the planning, production, and execution of brand global OOH campaigns, including billboards, transit media, large-format displays, DOOH, and beyond
Partner with creative teams and external agencies to develop visually compelling, on-brand OOH assets
Develop guidelines for the OOH project in line with brand guidelines, and manage across all marketing channels and touchpoints. Foster synergy with internal teams and represents global brand teams.
Offline Events & Experiential Marketing:
Conceptualize, plan, and execute brand pop-up events, experiential activations, and consumer-facing offline campaigns from end to end
Oversee all operational aspects including venue sourcing, vendor management, logistics, staffing, budgeting, and on-site execution
Ensure every event touchpoint authentically reflects brand identity and delivers a memorable consumer experience
Long-Term Brand Installations & Space Design:
Drive the strategy and execution of long-term brand installations and permanent or semi-permanent brand spaces
Collaborate with interior designers, architects, and creative partners to shape offline space interior design that embodies the brand's visual and experiential language
Establish and maintain operational standards for ongoing brand spaces, ensuring consistent quality and brand integrity over time
Co-Branding Campaigns (Integrated):
Own integrated co-branding campaigns end to end — from early-stage partner alignment and campaign concept development through to full execution across both online and offline channels
Serve as the primary internal lead and partner-facing point of contact throughout the co-branding lifecycle, ensuring seamless collaboration, clear communication, and aligned creative direction
Develop integrated campaign frameworks that coherently connect digital activations, social content, OOH, events, and physical experiences under one unified brand narrative
Balance and uphold both brand guidelines and partner expectations, ensuring co-branded storytelling feels authentic and impactful across every touchpoint
Coordinate cross-functional internal teams (creative, digital, PR, retail, commercial) and external partner teams to deliver co-branding initiatives on time and at the highest standard
Operations & Project Management:
Own end-to-end project management across all offline initiatives and co-branding campaigns — timelines, budgets, stakeholder alignment, and post-campaign reporting
Build and maintain a strong network of trusted vendors, production houses, fabricators, event agencies, and creative suppliers
Develop scalable processes and operational playbooks to improve efficiency across recurring programs
优先资格
Background in working with or within global or regional brands is preferred.
AI 洞察
优缺点分析
优点
- 携程作为旅游行业龙头，提供全球视野和丰富资源，职业发展平台广阔
- 职位核心是品牌体验创新，工作内容创意性强，有机会塑造全球品牌形象
- 涉及多种线下活动类型（OOH、快闪、空间设计），技能积累全面
- 有机会经常国际旅行，与全球团队合作，开阔视野
- 对细节和创意要求极高，需平衡品牌一致性与合作伙伴需求
- 线下活动执行涉及复杂供应商管理，需强大的协调和应变能力
- 适合具有丰富线下营销经验、热爱创意和活动执行、善于跨部门协作并在快节奏环境中保持高效的专业人士
缺点 / 挑战
- 需要同时管理多个大型项目，工作强度和压力较大
角色解读
- 可晋升为全球品牌总监或市场营销副总裁，领导更大规模的品牌战略
- 在旅游和科技行业积累品牌建设经验，未来可转向其他行业的品牌领导岗位
- 通过管理大型跨品牌合作，拓宽行业人脉和商业洞察，成为品牌营销专家
- 负责全球户外广告（OOH）的策划、制作与执行，包括广告牌、交通媒体等
- 主导线下快闪活动、体验式营销和消费者互动活动，统筹场地、供应商等全流程
- 推动长期品牌空间设计和安装项目，与设计师合作打造品牌实体体验
- 负责联合品牌营销活动的整体规划与执行，协调线上线下多渠道资源
- 扎实的品牌营销经验，尤其线下品牌建设和OOH领域
- 强大的项目管理能力，能独立管理复杂活动的时间、预算和利益相关方
- 出色的创意眼光和细节把控，能够指导高质量的品牌材料和活动
- 流利的英语沟通能力（书面和口头），能够在全球环境中协作
申请策略
- 在求职信中表达对旅游和品牌体验的热情，以及如何通过线下活动提升品牌影响力
- 了解携程Trip.com的品牌定位和近期营销活动，展示对公司业务的理解
- 重点突出过往主导的大型线下活动或OOH项目案例，量化成果（如参与人数、媒体曝光等）
- 强调英语能力和国际化经验，展示与全球团队或品牌合作的成功案例
- 突出项目管理技能，包括预算控制、时间线管理和供应商协调的具体经验
- 如果涉及空间设计或长期安装项目，务必详细描述相关经验
- 如果有不足，可补充学习品牌空间设计或数字户外广告（DOOH）的基础知识
- 提升合作谈判和跨文化沟通能力，以应对复杂的合作伙伴关系
面试指南
- 使用STAR法则（情境-任务-行动-结果）结构化回答行为问题
- 对于创意问题，先阐述策略思考，再给出具体执行细节，并强调结果衡量
- 表达对品牌一致性的重视，并展示在多方协调中保持创意与商业平衡的能力
- 请描述一个你主导的大型线下活动案例，包括策划、执行和效果
- 如何处理品牌方与合作伙伴之间的期望冲突？请举例
- 你如何评估一个OOH广告的成功？用什么指标？
- 描述一个你遇到的复杂项目挑战，以及如何解决的
- 为什么你想加入携程？你能为我们的品牌带来什么独特价值？
职位点评
69
综合评分
大平台、创意型品牌营销岗位，发展机会好，但工作强度大且缺乏弹性工作安排。
更适合这类人
适合追求职业成长、创意挑战和国际化机会的资深品牌营销人才，能接受较高的工作强度和出差。
表现最好
成长发展
相对薄弱
工作生活
薪资福利75
成长发展80
工作生活50
使命价值70
薪资福利
75中等
薪资水平在市场中上，携程作为上市公司提供稳定福利，但JD未明确薪资范围，需面议。
薪资信号面议 (25K-45K/月)
成长发展
80较高
职位涉及前沿品牌营销模式，成长机会多，有国际化视野，但未提及具体培训或晋升通道。
技术前沿非技术岗（不适用）
成长机会Be part of a dynamic and innovative team、Opportunity to shape and define the global brand strategy、Collaborative and inclusive work environment with opportunities for professional growth and development、Regular international travel
业务类型ambiguous
工作生活
50较低
上海办公，未提及远程或弹性工作，需经常国际旅行，可能影响工作生活平衡。
工作模式仅现场办公
办公地点未明确
加班情况未提及（无法判断）
使命价值
70中等
旅游行业复苏，品牌影响力大，但职位本身社会使命感一般。
行业发展高速增长赛道
社会影响中性/一般
使命信号help us inspire travelers around the world
创新程度积极采用新技术
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