Director, MGM Essentials 美高梅生活方式总监

1. 01

   ESSENTIALS BUSINESS STRATEGY & OPERATION MANAGEMENT零售业务战略与经营管理 • Formulate medium and long-term development strategies and annual business plans for the Group’s retail merchandise business, define revenue targets, gross margin structure and channel layout, and drive implementation and execution. • 制定集团零售商品业务的中长期发展战略与年度经营计划，明确收入目标、毛利结构与渠道布局，并推动落地执行；

• Build and continuously optimize the Online-Merge-Offline (OMO) retail operation system, management rules and business workflows • 搭建并持续优化线上线下融合（OMO）的零售运营体系、管理制度与业务流程；

• Monitor industry trends, competitor dynamics and consumer data, deliver regular business analysis reports, and dynamically adjust merchandise and channel strategies. • 跟踪行业趋势、竞品动态与消费数据，定期输出经营分析报告，动态调整商品与渠道策略。

2. 02

   HOTEL PRODUCT & MERCHANDISE DESIGN AND R&D产品及周边衍生品设计与研发 • Lead product line planning, design and R&D for the Group’s private-label portfolio, covering core categories such as in-room amenities, fragrance & body care products, textiles and home linens. • 主导集团自有品牌产品线的规划与设计研发，涵盖客房备品、洗护香氛、织物家纺等核心品类；

• Plan and develop hotel-themed merchandise and derivatives, including LEO IP cultural & creative goods, art derivatives, limited-edition collections, festival gift boxes and custom products. • 策划并开发酒店主题周边与衍生品，包括LEO IP文创商品、艺术衍生品、限定系列、节庆礼盒及定制款产品；

• Manage the full lifecycle from concept design, sample confirmation, supplier negotiation, production quality control to shelf launch, to guarantee product quality, cost and lead time. • 管理从概念设计、打样确认、供应商谈判、生产质控到上架销售的完整链路，确保商品品质、成本与交期；

• Establish commodity quality standards, intellectual property protection and compliance management systems. • 建立商品质量标准、知识产权保护与合规管理体系。

3. 03

   E-COMMERCE PLATFORM DEVELOPMENT & OMNICHANNEL OPERATIONS电商平台开发与全渠道运营 • Lead store setup and daily operation management for e-commerce channels including Tmall Flagship Store and JD Flagship Store; formulate merchandise assortment, pricing and marketing strategies for each platform. • 主导天猫旗舰店、京东旗舰店等电商渠道的店铺开拓与日常运营管理，制定各平台的货品、价格与营销策略；

• Plan and expand the full-spectrum e-commerce matrix across the market, including Douyin, Xiaohongshu, WeChat (Video Account Shop, Mini Program Mall), Youzan and cross-border e-commerce platforms. • 规划并开拓目前市场上涉及到的全渠道电商矩阵，包括抖音、小红书、微信（视频号小店、小程序商城）、有赞及跨境电商平台等；

• Coordinate major platform shopping festivals (Double 11, 618, New Year Shopping Festival, etc.), in-store live streaming, influencer distribution and private-domain member operations to deliver GMV and ROI targets. • 统筹平台大促（双 11、618、年货节等）、店铺直播、达人分销与私域会员运营，达成 GMV 与 ROI 目标；

• Manage e-commerce teams and outsourced operation service providers (TP/DP), monitor core store performance metrics and drive continuous optimization and iteration. • 管理电商团队及代运营服务商（TP/DP），监控店铺核心经营指标并持续优化迭代。

4. 04

   SOCIAL MEDIA MATRIX DEPLOYMENT & CONTENT STRATEGY社交媒体矩阵铺排与内容策略 • Develop the overall social media matrix strategy for the Group’s retail business, clarifying platform positioning, content tone and account architecture. • 制定集团零售业务的社交媒体矩阵整体战略，明确各平台的定位、内容调性与账号矩阵结构；

• Lead brand storytelling, content and integrated campaign development across paid, owned and earned media; direct public relations, media and KOL partnerships. • 主导品牌故事、内容与整合营销战役（付费媒体、自有媒体与赢得媒体）；统筹公关传播、媒体与 KOL 合作与传播；

• Coordinate content planning, influencer collaboration and paid media placement across Xiaohongshu, Douyin, WeChat, Weibo, Bilibili and other platforms to build brand awareness. • 统筹小红书、抖音、微信、微博、B 站等平台的内容策划、达人合作与流量投放，打造品牌声量；

• Establish standard workflows for content production and distribution, forming a closed loop from content seeding, user engagement to e-commerce conversion. • 建立内容生产与传播的标准流程，实现从内容种草、用户互动到电商转化的完整闭环；

• Track social media performance metrics (impressions, engagement, conversion) and continuously optimize content strategy and media efficiency. • 监控社媒数据表现（曝光、互动、转化），持续优化内容策略与投放效率。

5. 05

   IP DEVELOPMENT, BRAND CO-BRANDING & ART COLLABORATION IP 打造、品牌联名与艺术合作 • Dig deep into MGM’s brand assets and storytelling heritage, incubate proprietary retail IP characters and product lines, and build an extensible IP merchandise ecosystem. • 深入挖掘美高梅品牌资产与故事基因，孵化自有零售 IP 形象及产品线，构建可延展的 IP 商品体系；

• Plan and execute cross-border collaborations with various brands, artists and co-brand partners, covering artists, designer brands, trendy IPs, luxury houses, cultural institutions and intangible heritage craftsmanship. • 策划并落地与不同品牌、艺术家及联名产品品牌的跨界合作，合作方向涵盖艺术家、设计师品牌、潮流 IP、奢侈品牌、文化机构及非遗工艺等；

• Oversee end-to-end co-brand project management, including partnership negotiation, IP licensing agreements, joint design & development, co-marketing launch and post-campaign review. • 统筹联名项目全流程，包括合作洽谈、IP 授权协议、联合设计开发、联名营销推广及上市复盘；

• Generate topics and brand exposure through co-brand initiatives, elevate brand premium and create market-leading blockbuster products. • 通过联名合作制造话题与声量，提升品牌溢价能力，打造具有市场影响力的现象级产品。

6. 06

   AESTHETIC DIRECTION & VISUAL STANDARD GOVERNANCE艺术审美与视觉标准管理 • Oversee the overall aesthetic tone of retail merchandise, packaging, physical store spaces, online store pages and marketing collaterals, ensuring full alignment with MGM’s luxury brand positioning. • 把控零售商品、产品包装、店铺空间、线上店铺页面及营销物料的整体美学调性，确保与美高梅奢华品牌定位高度一致；

• Partner with artists, design studios and curators to enhance product design competitiveness and collectible value • 与艺术家、设计工作室及策展人合作，提升产品的设计竞争力与收藏价值；

• Lead the artistic direction for product photography, visual merchandising and window display to deliver an immersive premium retail experience. • 主导产品摄影、视觉陈列与橱窗美陈的艺术方向，营造沉浸式高端零售体验。

• Lead the artistic direction for product photography, visual merchandising and window display to deliver an immersive premium retail experience.

7. 07

   INTRA-GROUP HOTEL COLLABORATION & EMPOWERMENT集团旗下酒店联动与赋能 • Collaborate with MGM hotels across the Group to co-develop retail products; formulate a unified Group Product List and merchandise development standards. • 联动美高梅集团旗下各酒店共同开发零售产品，制定集团统一的产品清单（Product List）与商品开发标准；

• Adopt a hybrid development model of “Group standard products + hotel-exclusive products” by integrating local characteristics, cultural elements and guest profile differences of individual properties. • 结合各酒店的地域特色、文化元素与客群差异，推动“集团标准品 + 单店专属品”的组合开发模式；

• Provide end-to-end empowerment for all hotels, including merchandise development, assortment guidance, supply chain support, visual merchandising training and marketing assets. • 为各家酒店提供商品开发、选品指导、供应链支持、陈列培训与营销素材等全链路赋能；

• Establish a Group retail coordination mechanism to connect inventory, channels and member resources, drive retail revenue growth at each property and amplify overall brand exposure. • 建立集团零售协同机制，打通库存、渠道与会员资源，带动各家酒店零售收入增长并提升品牌整体曝光；

• Organize regular retail business reviews and experience sharing sessions across hotels to document replicable standardized methodologies. • 定期组织酒店零售业务复盘与经验分享，沉淀可复制的标准化方法论。

8. 08

   PHYSICAL RETAIL SPACE & CHANNEL EXPANSION线下零售空间与渠道拓展 • Optimize product assortment, visual merchandising and customer flow in on-site hotel retail spaces (boutiques, concept stores, pop-up stores and lobby display zones). • 优化酒店内零售空间（精品店、概念店、快闪店、大堂展售区）的选品、陈列与顾客动线；

• 拓展外部销售渠道，包括高端百货、买手店、机场免税店、艺术品商店及艺术博览会等。

• Expand external sales channels, including high-end department stores, designer boutiques, airport duty-free shops, art galleries and art fairs.

9. 09

   TEAM MANAGEMENT & CROSS-FUNCTIONAL COLLABORATION团队管理与跨部门协作 • Build and manage teams covering merchandise development, e-commerce operations, social media matrix, co-branding and visual merchandising; establish talent development and performance incentive frameworks. • 组建并管理商品开发、电商运营、社媒矩阵、联名合作与视觉陈列团队，建立人才培养与绩效激励机制；

• Collaborate efficiently with Branding、Marketing and Communications, membership、E-commerce, Operations, Finance, Legal and Group Headquarters to ensure smooth delivery of all initiatives. • 与品牌、市场传讯部、会员部、电商部、运营部、财务部、法务部及集团总部高效协同，保障各项业务顺利推进 • Represent the Group to build and maintain strategic partnerships with external brands, e-commerce platforms, suppliers and art institutions. • 代表集团与外部品牌方、电商平台、供应商及艺术机构建立并维护战略合作关系。

10. 10

    BUDGET & PERFORMANCE MANAGEMENT预算与绩效管理 • Prepare and administer the annual budget for the retail business, strictly control merchandise costs and operating expenses to achieve profit targets. • 编制并管理零售业务年度预算，严控商品成本与运营费用，确保利润目标达成；

• Build a data-driven business analytics system, report business progress to Group management on a regular basis and propose decision-making recommendations. • 建立数据化经营分析体系，定期向集团管理层汇报业务进展并提出决策建议。

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1. 01

   EDUCATION 教育背景 • Bachelor's degree or above in Business Administration, Marketing, Hospitality Management、Visual Communication or a related discipline; MBA or a master's degree is preferred. 工商管理、市场营销、酒店管理、视觉传达相关专业本科及以上学历；MBA 或硕士学历者优先；

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2. 02

   EXPERIENCE 工作经验 • Minimum 10 years of progressive experience in hospitality marketing or commercial roles, including at least 5 years at Director level or above within an international luxury or upper-upscale hotel group, at least 3 years experience at global leading vacation or lifestyle group； Or have at least 3 years of brand management experience in luxury goods or streetwear brands. 至少 10 年酒店业市场或商务岗位的渐进式经验，其中至少 5 年在国际奢华或高端酒店集团担任总监级及以上职位；在全球领先度假或生活方式品牌等任职满3年；或奢侈品、潮牌品牌管理满3年。

• Deep understanding of the Greater China and wider APAC demand landscape - Corporate, MICE, Leisure, Luxury Travel, OTA - with an established network of key accounts, travel advisors and consortia. 深入了解大中华区及亚太整体需求格局（企业、会议奖励旅游、散客、奢华旅行与 OTA），并已建立关键客户、旅行顾问与旅行联盟的关系网络；

• Pre-opening, rebranding or new-market-entry experience. 具备筹开、品牌焕新或新市场进入经验。

• Be proactive in identifying leads and convert them into promotional opportunities. 积极的审视市场形势，并具有挖掘宣传机遇的洞察力。

• Ability to comply reports as required using appropriate computer software. 具有良好的计算机软件应用的能力，能够处理和制作各种类型的报告文件。

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3. 03

   PROFESSIONAL KNOWLEDGE & SKILLS 专业知识与技能 • Fluency in digital and social marketing, e-commerce, CRM / loyalty and marketing automation, with the ability to read data and turn it into commercial decisions. 精通数字与社交营销、电商、CRM / 会员体系与营销自动化，能够读懂数据并将其转化为商业决策；

• Demonstrated ability to build and protect a luxury brand: brand standards, storytelling, public relations, crisis communications and consistent premium positioning. 具备建设并维护奢华品牌的实绩，涵盖品牌标准、故事叙述、公关传播、危机沟通与一致的高端定位；

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4. 04

   LEADERSHIP & COMPETENCIES 领导力与综合能力 • Strong leadership and talent development capability: able to lead multi-cultural, multi-market teams, coach talent and drive engagement and retention. 具备出色的领导力与人才培养能力，能够领导跨文化、跨市场团队，辅导人才并提升敬业度与留任率；

• Excellent stakeholder management and influencing skills across corporate functions and external partners within a matrixed environment. 在矩阵式环境中具备出色的影响力，能够协调职能部门与外部合作伙伴；

• Strong commercial acumen, negotiation and decision-making skills; able to set priorities and make trade-offs that meet financial goals under pressure and tight deadlines. 具备敏锐的商业判断力、谈判与决策能力，能在压力与紧迫时限下设定优先级并做出符合财务目标的取舍；

• High integrity, resilience and a growth mindset, with genuine passion for luxury service culture and guest experience. 正直诚信、具备抗压韧性与成长型思维，并对奢华服务文化与宾客体验抱有真实热情；

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5. 05

   LANGUAGE & MOBILITY 语言与出差 • Excellent written and verbal communication skills in both English and Mandarin (Putonghua); 优秀的中英文（普通话）书面与口头沟通能力；

• Willing and able to travel regularly (approximately 30%-40%) and to collaborate with operation teams; good mobility across regions. 能够接受经常性出差（约 30%–40%），并与各个运营部门协作；接受跨区域调配。

招聘部门：市场营销部

岗位类别：酒店企业管理

工作地点：深圳市