Channel Operations Lead – Instant Retail Channel Operations

Job Description

Head of Meituan Waimai Channel Strategy and Growth | Meituan

The Tone:
This is a full-time role at Meituan, likely based in one of China’s major cities where Xiaoxiang Supermarket operates (e.g., Beijing, Shanghai, Shenzhen, Guangzhou). Meituan’s Xiaoxiang Supermarket is a self-operated retail business, functioning as a “30-minute express delivery supermarket” for communities. It combines an app with local service stations to provide fresh food, groceries, and daily necessities with quick delivery. This role is crucial for driving the market presence and expansion of Xiaoxiang Supermarket on the Meituan Waimai platform, directly contributing to Meituan’s instant retail strategy and consumer experience goals.

The TL;DR
• Role: Full Time
• Type: Full-time
• Location: In-person – China
• Team: Manages an external delivery operations team.
• Mission: Drive the channel strategy and growth for Xiaoxiang Supermarket on the Meituan Waimai platform, ensuring market penetration and operational efficiency.
• Tech Stack: AI tools

What You’ll Actually Do
• Channels Strategy: Define annual and quarterly operating strategies for the Meituan Waimai channel, breaking down order volume and GMV targets across cities, stores, and timelines.
• Market Expansion: Manage the expansion rhythm across cities, establishing entry priorities and ramp-up goals based on the deployment of front-end warehouses.
• Budget & ROI: Allocate and adjust channel marketing budgets (ads, subsidies, activities), establish an evaluation system for advertising effectiveness, and manage overall channel ROI and customer acquisition costs.
• Platform Relations: Engage with the Meituan Waimai platform team (brand managers, resource operations) to secure platform activity slots, major promotion positions, and new store traffic support.
• Operations System: Build a scalable, reusable operation system for multiple stores, including SOPs for store operations, activities, complaint management, and data warning dashboards.
• Team Leadership: Lead and manage the external delivery operations team, clarifying roles, fostering collaboration, and developing team capabilities to support business growth.

The Must-Haves
• Background: Bachelor’s degree or higher. Over 5 years of channel operations experience in external delivery, instant retail, or local life services.
• Experience: Proven experience in operating external delivery for chain brands or managing multiple stores in bulk. Deep familiarity with Meituan Waimai platform rules and traffic logic, including ranking weights, advertising products, and activity mechanisms. Data-driven approach with strong funnel analysis (exposure → store entry → order placement) and ROI management skills.
• Skills: Demonstrated ability to build channel operation systems from scratch (0-1) and achieve results through cross-departmental collaboration. Habitual use of AI tools, with the ability to lead teams in using AI for efficiency gains (e.g., batch copywriting, advertising diagnosis, data insights). Results-oriented with resilience and adaptability to the rapid growth of innovative businesses.
• Bonus: Existing resources or a background within the platform ecosystem is preferred.