JOB SUMMARY 岗位摘要 The Digital Manager is responsible for leading the digital strategy and implementation for LEGOLAND Shenzhen Resort. This includes developing and overseeing the resort's website, mobile app, mini-program and other ecommerce platforms, digital marketing campaigns, and overall digital guest experience. The Digital Manager will work closely with cross-functional teams to drive digital innovation and ensure a cohesive, best-in-class digital presence that supports the resort's business goals and enhances the guest experience. 数字营销经理负责指导深圳乐高乐园的数字化战略实施。这包括开发和管理度假区的 网站、移动用户端、小程序和其他电子商务平台、数字营销活动的落地以及提升线上 客户整体体验。数字营销经理将与跨职能团队密切合作，推动数字化创新，打造一流 度假区的数字化形象，以支持度假区完成业务目标并促使游客来度假区二次体验。 Job Responsibility 岗位职责 Develop and execute the resort's comprehensive digital strategy, aligning with overall business objectives. 制定并执行度假区的数字营销战略，与整体业务目标保持一致 Ecommerce Platform Development – Work with IT team and relevant development partners to develop LLSZR web, mini-program, APP and set up webstore in new emerging ecommerce platforms, like Fliggy/JD/Tiktot etc. Also make sure to deliver specific development on time and within budget and to ensure best digital guest experience for target audience and meet global guidelines. 电子商务平台开发网站 — 与 IT 团队和相关开发合作伙伴合作， 开发深圳乐高乐园度 假区官方网站、小程序和 APP，以及在新兴社交/电子商务平台建立网点，如飞猪/京东 /抖音等。 在预算内按时交付特定开发，为核心用户提供最佳的数字宾客之旅，并且符 合全球方向。 Content Development - Work with other marketing team (eg. Brand team) and appropriate partners (including Retail, F&B, LLV, Operations/events) to develop and deliver fully optimized content for website, app, WeChat mini program and other ecommerce platforms, which is relevant and integrated with local marketing campaigns. Also make sure to create strong and appealing visual design suitable for digital and mobile which are compliant with brand guideline and delivers our core message of value proposition. 内容开发 - 与其他营销团队（如品牌部）和业务相关合作伙伴（包括零售、餐饮、 LLV、 运营/事件活动）合作，为网站、 APP、微信小程序和其他电子商务平台开发和提供充 分优化的内容，这些内容与当地营销活动相关并整合。Love your work. Work your magic. Content Management – Manage the CMS to ensure that all relevant digital & mobile platforms including, website, APP and WeChat mini program, are kept up to date, relevant and optimized. 内容管理 - 管理 CMS，确保所有相关的数字和移动平台（包括网站、 APP 和微信小程 序） 是与时俱进的， 并且持续优化。 Tracking & Merchandising – Ensure that all relevant products are set up in the system and that content is tagged appropriately so that they can be tracked, as required. 跟踪和销售– 确保各大平台上架了所有相关产品，并对内容进行了适当的埋点和标签 分类，以便根据需要对其进行跟踪。 Yield Management – Ensure that all relevant products (including Up-sells / Cross sells) are live and optimized to deliver maximum yield. 收益管理– 确保所有相关产品（包括增销/交叉销售）都是实时的，并进行了优化，以 确保最大的收益。 Testing/Post implementation monitor – Continually monitor the site and check that it is working efficiently and that any proposed changes are tested prior to ‘go live’ to ensure optimized solutions. 测试/实施后监控– 持续监控站点，并检查其是否有效工作，以及是否在上线之前对任 何提议的更改进行了测试，以确保最优化的解决方案。 Customer Journey (CJ)/User Experience (UX) Optimization – In line with global direction and agreed targets, constantly improve, and maintain CJ and UX at its best quality to drive traffic and keep the most conversion at LLSZ platforms. 客户旅程/用户体验优化– 与集团战略方向和商定的目标保持一致，不断改进和确保客 户旅程和用户体验的质量，以推动流量并帮助深圳乐高乐园度假区平台实现最大转化 率。 Digital Advertising/SEO/SEM – Take lead on digital performance marketing across key search engines, major portals and platforms and make sure our strong presence in key channels with accurate and dynamic information. Also constantly look for cost efficient way of advertising toward target audience through digital and mobile. 数字营销广告/SEO/SEM– 在关键搜索引擎、主要门户网站和平台上率先进行数字化营 销，并确保我们在关键渠道中拥有准确、动态的信息。同时也不断寻找通过数字和手 机向目标受众投放成本低但效益高的广告方式。 Analytics/Reporting – Ongoing Analytics and reporting on the performance of website, APP, and other digital and mobile channels including advertising execution if any. Propose improvements where relevant.Love your work. Work your magic. 分析/报告– 对网站、 APP 和其他数字以及移动渠道（包括广告执行（如有））的性能 进行持续分析和报告，并提出相关的改进建议。 New Digital/Social Commerce Platforms Development – Explore opportunities in emerging social commerce platforms, such as Douyin/Little Red to connect with consumer and establish webstore/live streaming studio/digital campaign/live streaming/collaboration or build tools to meet business/brand objectives. Using platforms’ algorithm and streaming mechanism to maximize brand exposure and conversion rate. 新的数字/社交平台开发– 探索新兴社交商务平台， 比如抖音/小红书等，以更精准地触 达消费人群， 在平台上建立网店/直播间/策划数字营销活动/建立合作，以实现业务/品 牌目标。 利用平台地算法和投流机制最大化品牌的曝光率和转换率。 Stay up-to-date with digital industry trends and best practices, and implement innovative solutions. Propose new digital solutions to improve brand image / market access / market penetration / voice of customer / etc. accordingly. 紧跟数字营销行业趋势和最佳案例， 提出新的数字解决方案，以提高品牌形象/市场准 入/市场渗透率/客户口碑等。

Key Skills 关键技能 More than 8 years of experience from similar job in managing and developing websites, APP, WeChat ecosystem ideally within Theme Park, hotel or resorts. Good at project management and organizing material. 在主题乐园、酒店或度假村管理和开发网站、应用程序、微信生态圈， 等拥有 8 年以 上类似工作经验。善于项目管理和组织材料。 A comprehensive understanding of China digital eco system and consumer behavior; Experience in HK digital market is a plus. 全面了解中国数字生态系统和消费行为; 有香港市场的相关数字营销经验是加分项 Experience social commerce platforms’ algorithm and streaming mechanisms, such as Douyin, Little Red etc. 了解社交商务平台的算法机制和投流机制，如抖音和小红书 Understanding of mainland and overseas payment methods such as WeChat Pay/Ali Pay/PayPal/Credit card. 了解内地和境外的支付方式，如微信支付/阿里支付/PayPal/Credit Card General knowledge and experience with CRM(Customer Relations Management) platforms and CDP (customer data platform).Love your work. Work your magic. 具有 CRM 平台（客户关系管理平台） 和 CDP 的一般知识和经验 Excellent design and visual interpretation and creativity in digital and mobile area 在数字和移动领域有出色的设计、视觉诠释和创意想法 Proven track record of leading successful digital initiatives and driving measurable results 在领导成功的数字化计划和推动可衡量的成果方面有着成功的案例 Overall understanding & experience on usability and online Pricing A/B testing tools (Baidu Optimize or others) 对可用性和在线价格 A/B 测试工具（百度优化或其他）有全面的了解和经验 Strong user of Microsoft Office Products, (Adobe preferred if possible) 熟练使用微软办公软件（尽可能首选 Adobe） Fluent in Mandarin and English, Verbal and Written 流利的普通话和英语，包括口语和书面 Education Background 教育背景 A bachelor’s degree in (Digital) Marketing, Communications, Business, or other related fields preferred. （数字）营销、传播、商业或其他相关领域的学士学位优先 Other Job Requirements 其他要求 Requires a valid driver’s license and passport. Requires travel domestically and internationally. 有效的驾照和护照，需要在国内和国际出差。 Desired Characteristics: Self-motivated, Inter-personal & proactive to build positive relationships and linkages to other departments within LLSZ and global peer groups,。 期望特征：有上进心并积极主动地与深圳乐高乐园度假区内的其他部门和全球同行建 立积极的关系、联系 Commercial drive, ability to combine technical competencies and consumer insights to deliver unique UX; Confident problem-solver able to work under pressure, when required, and a hands-on can-do mentality. 商业驱动力，具备结合技术能力和消费者洞察力以支撑独特的用户体验的能力；具备 抗压能力、决策能力及实操能力。