Responsibilities

• Own the end-to-end monetization strategy for campaign commercial initiatives, turning campaign traffic and merchant demand into scalable revenue opportunities.
• Drive planning and execution for key non-IP monetization programs, including ShopAds package strategy, BAP expansion, and new campaign monetization pilots, from concept design through launch and post-campaign review.
• Build a clear standalone monetization target framework, including revenue goals, ROI measurement, attribution logic, operating cadence, and scale-up criteria.
• Partner with Product and business teams to improve monetization capabilities, increasing package flexibility, merchant applicability, operational efficiency, and overall adoption.
• Define merchant segmentation, value proposition, and GTM approach for monetization programs, and work with commercial and industry teams to improve merchant recruitment, conversion, and retention.
• Establish structured budget governance and spend-efficiency management, including weekly tracking, monthly review, and performance diagnostics across investment, return, and commercial impact.
• Conduct deep-dive analyses on monetization performance, merchant behavior, package uptake, campaign efficiency, and revenue contribution; translate findings into actionable recommendations.
• Build repeatable playbooks, SOPs, and reporting mechanisms, so campaign monetization can scale beyond one-off initiatives and become a durable growth engine.
• Coordinate cross-functional stakeholders across Campaigns, Commercial, Product, Marketing, Finance, and Data teams to ensure strong execution quality, risk control, and decision transparency.
• Support annual and quarterly planning by shaping monetization roadmap, resourcing needs, success metrics, and business cases for future investments.