In charge for Brand Digital strategy and its implementation in key strategic areas for Brand: Digital media, Content, Social media, Influencers, Ecommerce. Manage matrixly 2 Online Brand managers (in charge for Ecommerce) and 2 Social brand managers (Social, Content, Influencers) and work closely with Media agency and in-house traders on execution of all brand digital media.
Strategic leadership of all digital touchpoints of the Brand:
- Define digital strategy, touchpoints prioritization, enable a strategic shift from product to customer centricity within the strategy
- Build CJM and oversee the data strategy for the brand within the CJM
- Support Brand definition, consumer segmentation and brand territories definition in local digital environment.
- Oversee a strategic approach and KPIs for all digital and online business touchpoints: DTC, eCom clients, IMC campaigns, social media (owned and earned) and enable digital team to implement the strategy
- Establish and maintain relationships with key stakeholders inside the Company (Marketing, CDO, Sales), digital agencies, SMM and media partners
- Maintain understanding of the latest digital opportunity and trends in consumer interaction and inspire the teams with those possibilities
- Integrate Onmi-channel consumer care (Online Community Moderators from BA’s team) in all digital touchpoints of the Brand
Focus on digital media it’s execution, performance and analytics:
- Sets guidelines and benchmarks on media investments
- Control digital media split (OLV, Display, Social, Paid Search), performance and engagement
- Strategize and optimize Digital elements of IMC strategy
- Build and control the data flow and data strategy for media (use audience segments, categories intersection, Media-Sales ratios, rules of engagement, transactional data)
- Lead communication between In-House trading desk team, Brand managers and media agency
Focus on Direct and Indirect E-Commerce acceleration, support team members in charge for Ecommerce:
- Expand the e-commerce by defining local strategies for Direct and Indirect eCommerce business modes. Define the sub-channel ecommerce strategy for the Brands and each Brand Axe with Online Brand Managers
- Drives relationship with partners and Ecommerce team to ensure synergies between the brand’s own digital activities and those of the retailers
- Ensure appropriate content strategy for each category on DtoC ecommerce and ensure its tracking with DtoC Manager
- Support E-Commerce by providing adapted content and ensuring best asset management by Online Brand Managers through Opera PIM\DAM system
- Support E-Commerce by providing adapted content and ensuring best asset management by Online Brand Managers through Opera PIM\DAM system
Critical competencies:
- Leadership & Cooperation: lead the projects, influence all needed stakeholders in cooperative way
- Strategy and vision
- Strong Digital skills & Knowledge: ability to develop effective media mix and digital creative execution to drive sales online
- Solid and strong E-Commerce experience with corresponding technical competencies: managing direct eCommerce and sales. Understanding of e-toolkit to win online: traffic acquisition tools, conversion and web analytics tools, brand content and UGC, fulfillment process optimization
- Understanding and experience CRM: data acquisition and management principles understanding
- Personal maturity: with good self-management, and ability to manage and influence people
- Entrepreneurial spirit: be able to have strong judgment and propose new ideas, decisions to hack the growth
- Fluent English