(Assistant) Manager, International Community Marketing (ICM)&Services;
Reports to:
Element Fresh Marketing Manager
Primary success drivers
 Clear understanding of Element Fresh brand values& stories and company culture
 Deep knowledge of Shanghai& Beijing (focus markets) F&B industry and trends; understanding and international and local English media
 Drive community engagement through digital and other media; engage brand in events etc.
 Represent the international audience within the company
Deliverables/Metrics:
(measurement definitions to be agreed annually w/management)
 Effective English-language (social) media presence
 Accelerated growth of Element Fresh eCommerce
 Build international guest traffic for in-house visits
 Strong brand presence at priority events
Responsibilities:
 Develop understanding of Element Fresh brand & marketing
 Segment international community in Shanghai and international tourism audience; build understanding of priority segments: preferences, behaviors, decision drivers
 Identify relevant media, build plan and relationships
 Activate/set up Element Fresh-owned English language social platforms; generate WoM on… Facebook, Twitter, TripAdvisor, FourSquare etc.; BonApp, SmartSH, etc.
 Provide direction into next generation Element Fresh website, WeChat account and potentially App; co-lead
Write English language copy, editorials, customer communication; obtain appropriate approvals
 Build ICM network with international managers in our restaurant team; place approved content; provide on timely basis usable/forwardable content to restaurant ICM Network
 Prioritze and manage customer events
 Give inputs to festival matrix -western holiday part
 Explore, propose, and conduct community events to engage westerners
 Support CRM team (friends customer loyalty program) in program evolution and communication to international members
Skill Requirements:
a. Technical skills
 Communication!!!
 Social media planning & activation
 Engaging writing (long-form and crisp copy)
 Event management (will have support from operations team)
 Consumer research
Skill Requirements:
b. Personal skills
 Interest in people!!
 Curiosity and trends awareness
 Results driven, strong sense of accountability
 Strong inter-personal and communication skills
 Integrity and team-spirit