NIO

竞价运营经理

NIO  •  Onsite  •  18 days ago
Expired
AI can make mistakes so check important info. Chat history is never stored.

Job Description

竞价运营经理上海社招全职用户与服务 - 市场与传播本科及以上7-10 年职位描述1. 竞价内容策略与策划
- 深入分析潜在用户在不同购车阶段(认知、对比、决策)的兴趣行为与内容偏好,挖掘高价值关键词背后的真实需求,以此作为内容策划的底层逻辑。
2. 竞价内容体系搭建
- 围绕各媒体内容差异性,搭建蔚来重点车型的竞价内容体系,策划高点击率的搜索广告标题与描述、信息流视频脚本及图文素材,确保内容既符合平台调性,又能精准触达目标人群的购车痛点。在重点节点中策划亮点活动,清晰传递蔚来在产品和补能体系中的核心优势。主导竞价落地页的内容架构、文案撰写与视觉呈现逻辑,确保信息层级清晰、卖点突出、转化路径顺畅。
3. 数据分析与复盘
- 优化竞价投放ROI, 建立数据监控体系,每日追踪消耗、展现、点击、留资及试驾成本。定期输出竞品分析报告,针对大盘波动(如竞品降价、新车发布)快速响应,制定防御或进攻性调整方案。
4. 跨部门协作
- 与蔚来传播、区域公司、用户运营团队及品牌市场团队紧密配合,确保竞价内容与区域线下活动、官方品牌声量形成联动,提升获客效率。职位要求1、5年以上效果广告投放经验,必须具备汽车行业(主机厂或头部经销商集团)竞价投放经验。拥有豪华品牌/新能源车型投放经验者优先。
2、熟悉和精通腾讯广告、巨量引擎等后台操作;熟悉主流归因工具;具备极强的Excel数据处理能力和PPT策略呈现能力。
3、对新能源汽车市场格局有深刻理解,熟悉主流竞品的产品定位、核心卖点及用户口碑,能够快速捕捉竞品动态并制定内容应对策略。
4、不聚焦纯投放,更懂内容。具备优秀的文案撰写能力与落地页逻辑架构能力,能够判断什么样的标题、什么样的视觉呈现对高端电动车用户更具说服力。
5、 强结果导向意识,对ROI负责。在面对激烈的价格战或舆情时,能保持冷静判断,迅速调整策略。
加分项:
- 有从0到1搭建新车型竞价内容体系的经历;
- 熟悉蔚来BaaS电池租用政策的用户沟通话术;
- 有头部广告代理公司服务车企账号的经验;
- 具备视频脚本策划能力或基础的数据分析工具(如SQL、Tableau)使用能力。 投递
NIO

About NIO

NIO is a pioneer and a leading company in the premium smart electric vehicle market. Founded in November 2014, NIO’s mission is to shape a sustainable and brighter future together. NIO aims to build a community starting with smart electric vehicles to share joy and grow together with users.

NIO designs, develops, jointly manufactures and sells premium smart electric vehicles, driving innovations in next-generation technologies in autonomous driving, digital technologies, electric powertrains and batteries. NIO differentiates itself through its continuous technological breakthroughs and innovations, such as its industry-leading battery swapping technologies, Battery as a Service, or BaaS, as well as its proprietary autonomous driving technologies and Autonomous Driving as a Service, or ADaaS.

NIO’s models for sale include the all-new smart electric flagship SUV ES8, the smart electric flagship coupe SUV EC7, the smart electric mid-large SUV ES7, the smart electric flagship sedan ET7, the all-new smart electric all-round SUV ES6, the all-new smart electric coupe SUV EC6, the smart electric mid-sized sedan ET5, and the smart electric tourer ET5T.

Industry
Unknown
Company Size
5,001-10,000 employees
Headquarters
Jiading, CN
Year Founded
Unknown
Website
nio.com
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