Job Positioning

Responsible for formulating end-to-end user growth strategies and executing marketing promotions for the OTA platform (covering businesses such as hotels, flights, travel vacations, and local attractions/activities). By leveraging integrated marketing, user operations, data-driven approaches, and other methods, the role aims to acquire new users, reactivate and retain existing users. Meanwhile, it involves building a high-efficiency marketing team to support the expansion of the platform's business scale and market share, aligning with the core characteristics of the OTA industry: "high-frequency user acquisition + low-frequency conversion" and "cross-scenario synergy".

Core Responsibilities

1. User Growth Strategy Planning & Execution

2. Develop omni-channel user growth strategies (user acquisition, activation, retention, conversion) centered on OTA core businesses (hotels/flights/vacations, etc.). Break down growth targets (e.g., number of new users, MAU/DAU, conversion rate) and drive cross-departmental (product, operations, technology) execution.

3. Lead the expansion and optimization of low-cost user acquisition channels, including but not limited to online channels (SEM, in-feed ads, content marketing, KOL collaborations, community fission) , offline channels (scenario-based marketing at airports/railway stations, partner alliances) , and OTA industry-specific channels (joint user acquisition with hotels/airlines, membership system integration) .

4. Monitor growth data (CAC, LTV, channel conversion efficiency) , iterate strategies through A/B testing, continuously reduce customer acquisition costs, and improve the ROI of user growth.

5. Marketing Promotion & Brand Marketing

6. Design scenario-based marketing campaigns for the OTA industry (e.g., "holiday travel season", "off-peak travel promotions", "member-exclusive benefit days") . Develop communication content based on user travel needs (business/leisure/family trips) and collaborate with internal and external resources (e.g., local tourism bureaus, airlines, hotel brands) to expand campaign influence.

7. Take charge of brand visibility and user mindset building. Convey the core brand values (e.g., "cost-effectiveness", "service guarantee", "full-scenario coverage") through industry exhibitions (e.g., ITB, CTF) , public relations events, and content matrices (travel guides, trip handbooks) to enhance the platform's market recognition in the OTA sector.

8. Analyze competitors' (e.g., Ctrip, Fliggy, Booking) market strategies and promotional activities, and develop differentiated response plans to ensure the platform's market competitiveness.

9. User Operations & Retention System Development

10. Lead OTA user segmentation operations. Design differentiated operation strategies for new users (first-order discounts, onboarding guidance) , active users (personalized recommendations, cross-selling) , and inactive users (re-engagement campaigns, exclusive benefits) to improve user repurchase rate and retention rate.

11. Optimize the membership system and benefit design (e.g., point redemption, tiered privileges, dedicated customer service) . Enhance user stickiness by combining high-frequency OTA scenarios (e.g., flight rescheduling, hotel extension) and drive the conversion of regular users to paid members.

12. Collect user feedback and collaborate with the product team to optimize platform functions (e.g., search experience, booking process, after-sales service) , improve the end-to-end user experience, and reduce user churn rate.

13. Team Management & Cross-Departmental Collaboration

14. Build and manage the user growth & marketing team (including growth specialists, marketing planners, new media operators, etc.) . Clarify team division of labor and goals, develop assessment mechanisms (KPI/OKR) , and improve the team's professional capabilities and execution.

15. Collaborate closely with product, technology, finance, and business departments to drive the implementation of growth requirements (e.g., marketing tool development, data dashboard construction) . Coordinate resources to ensure the smooth execution of marketing campaigns and growth projects.
16. Regularly produce user growth & marketing work reports (including data review, strategy iteration suggestions) , report progress to senior management, and provide data support for business decisions.

Job Requirements

1. Education & Experience

2. Bachelor's degree or above, with priority given to majors such as Marketing, E-Commerce, and Tourism Management.

3. Over 5 years of experience in user growth/marketing promotion in the OTA industry (or tourism, mobility, local lifestyle platforms) , including at least 2 years of team management experience. Successful cases of building a growth system from scratch or driving core business growth (e.g., 50%+ annual growth in new users for a business line, 30%+ reduction in customer acquisition costs) are required.

4. Professional Competencies

5. Profound understanding of user growth logic and market practices in the OTA industry. Familiar with user acquisition scenarios and conversion paths of businesses such as hotels, flights, and vacations, and able to design targeted strategies based on industry characteristics.

6. Solid data analysis skills, proficient in using data tools (e.g., Excel, SQL, BI tools) to analyze user behavior data, identify growth opportunities from data, and drive strategy optimization.

7. Excellent marketing planning and execution capabilities, able to independently manage large-scale marketing campaigns. Priority will be given to candidates with experience in integrating cross-industry resources (e.g., airlines, hotels, tourism bureaus, KOLs) .

8. Soft Skills

9. Strong goal orientation and result-driven mindset, able to quickly respond to market changes in the highly competitive OTA sector and drive the achievement of growth targets.

10. Excellent communication, coordination, and cross-departmental collaboration skills, capable of effectively integrating internal and external resources to solve difficulties in project advancement.
11. Innovative thinking, sensitive to new trends in the OTA industry (e.g., AI intelligent recommendations, metaverse tourism, sustainable travel marketing) , and able to explore new growth opportunities.

Core Preferred Qualifications

• Experience in user growth/marketing management at leading OTA platforms (e.g., Ctrip, Fliggy, Meituan Travel, ) .
• Experience in leading successful low-cost user acquisition projects (e.g., community fission, content marketing) or driving membership system upgrades with significant repurchase growth.
• Familiar with overseas OTA market (e.g., Europe, America, Southeast Asia) practices and have experience in cross-border user growth.