Position Summary:

The Chief Content Officer (CCO) oversees all content generation, both in-house and with external content partners, across multiple IPs to drive B2B licensing sales, retail sales, user engagement, retention and growth. This individual is an expert in all things related to content, IP asset development, fan engagement, marketing, social media analytics and other meaningful measurement. The position collaborates with various division of Alfilo Brands, such as IP Acquisition, Marketing, Business Development, Retail Operation, and all of our museum partners to help define both the IP trends and themes, narratives and the content.

Responsibilities:

? Strategy Development

? Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which strategies work for our brand/IP and our business;

? Content Generation

? Ultimately, the job of the CCO is to act as a storyteller/publisher, leading the development of content generation in all forms (inclusive narratives, images, prints & patterns, animation, video and audio etc) to drive current licensing business and new business. Existing business include our current five business sectors - Promotional Licensing, Digital/Learning Licensing, Merchandise Licensing, Direct to Retail Licensing and Location Based Event Licensing. New business include experience-based themed retail (主题沉浸式零售) and cultural tourism (文旅) etc.

? Ensure all company content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, mobile, video, print and in-person and online and physical retail stores;

? Ensure all Alfilo and Museums and Galleries Collection content is on-brand and updated, including trends and themes;

? Work with technical team to implement CRM;

? Conduct ongoing usability tests to gauge content effectiveness;

? Gather data and handle analytics (or supervise those who do) and make recommendations based on those results;

? Integration of content activities within traditional marketing campaigns;

? Establishing work flow for requesting, creating, editing, publishing, and retiring content;

? Supervising the maintenance of content inventories and matrices;

? Team Collaboration

? Lead and build an in-house team of content curators charged with assisting the creation of content from all museum partners;

? Lead and create a global network of content creators to deliver unique and original content in partnership with our signature content partners;

? Develop standards, procedure and best practices for content creation, approval, distribution, maintenance, content retrieval and content repurposing;

? Develop a content calendar throughout the company, and defining the owners in each vertical to particular persona groups;

Success Criteria:

The CCO is measured on the continual improvement of customer acquisition (both B2B clients, i.e. licensees and B2C level, ie.e consumers and fans) nurturing and retention through storytelling, as well as the increase in new prospects into the enterprise through the consistent development and deployment of content to each persona group.

Success criteria include:

? An increase in defined customer engagement metrics (measured by licensing royalty, retail sales of our stores, number of fans, users taking the desired action…i.e. views, sharing, click-throughs, click and buy, etc.)

? Positive brand recognition and consistency across chosen published channels.

? Corporate website and social media traffic growth.

? Conversion metrics definition and growth.

? Social media positive sentiment metrics.

? Increases in key search engine keyword rankings; including Google Trend and Baidu Trend.

? Identifying up-sell and cross-sell opportunities through content analysis, and deploying content assets for higher conversion rates.

? Primary criteria for success are customer and employee affinity.

? Success is measured around lifetime customer value, customer satisfaction, and employee advocacy.

Experience and Education Required:

1. Bachelor's degree in English Literature, Journalism, Public Relations or related communications field.

2. MBA in marketing a plus.

3. 10-15 years of experience as a respected leader in multichannel content creation (publishing, journalism, etc.).

4. Experience with creating compelling messages for different target demographics.

5. Expertise in major business software applications (Microsoft Office 360, SharePoint, etc.).

6. HR-related experience including hiring, managing, performance reviews, compensation packages, etc. required.

7. English is a MUST and multilingual abilities a major plus.

Skills Required:

The CCO requires a combination marketing and publishing mindset, with the most important aspect being to think influencer first. In essence, the CCO is the corporate storyteller that must be empathetic toward the pain points of the and the desires and passions of the cultural and art fans in both China and overseas.

Specific skills required include:

? You Are A Strategic Thinker

? Capable of formulating corporate strategies and able to implement these strategies in the organization.

? Clear articulation of the business goal behind the creation of a piece (or series) of content.

? The ability to think like an storyteller, intuitively understanding what the audience needs to know and how they want to consume it.

? You Are Resourceful

? Trained in how to tell a story using words, images, or audio, and an understanding of how to create content that draws an audience (it is critical that the CCO retain an “outsider’s perspective” much like that of a journalist.)

? Fluency in web analytics tools (Google Analytics), social media marketing applications including Weibo, WeChat and popular social media outside China, namely Twitter, Facebook and Instagram (HootSuite, Tweetdeck, etc.) and leading social media monitoring platforms (Radian6, etc.).

? Skill at both long-form content creation and real-time (immediate) content creation and distribution strategies and tactics.

? Experience creating a resource or library of content organized indicating SEO, translations and version control.

? Skillful in creating presentation (Keynote etc).

? A passion for new technology tools (aka, using the tools you preach about) and usage of those tools within your own blogs and social media outreach. Social DNA a plus!

? You Are a Team Player with People Skills

? The ability to lead and inspire large teams of creative personnel and content creators to achieve company's stated goals.

? Leadership skills required to define and manage a set of goals involving diverse contributors and content types.

? Project management skills to manage editorial schedules and deadlines within corporate and ongoing campaigns. Ability to work in a 24 hour project cycle-utilizing teams or contractors in other countries.

? Great powers of persuasion.

? Excellent negotiator and mediator.

? Other Merits

? Comfortable with acting as the company's spokesman and advocate via media appearances, interviews, sales calls, trade shows, etc.

? A willingness to embrace change and to adapt strategies on the fly.

? Language Skills

? Outstanding command of Chinese and English language.

上班地址：哈尔滨路160号A栋208室