An International Olympic Committee is looking for a specialist to fill the position of a Mobile Marketing Manager.
Mission
Lead the development and implementation of the Olympic mobile marketing strategy to build engagement with people on mobile and wearable devices.
Drive continuous improvement of consolidated Mobile proposition (IOC, OCOG, TOPs, RHBs, e-commerce) in support of sustainable user engagement and acquisition during GT and F2F.
Main responsibilities
Define the Olympic mobile marketing strategy with a focus on growing engagement that leads to acquisition through mobile and wearable device activities.
Implement the strategy working in partnership with the broader marketing team to ensure activities support priority objectives and brand positioning.
Lead the mobile attribution and tracking systems set-up, implementation and refinement in partnership with Digital Data & Analytics (DDnA) team and Programmatic Media Manager to collectively identify areas of growth based on high value audience segments.
In partnership with Business Intelligence, Brand Marketing Strategy and Product teams, drive continuous improvement of the Olympic mobile value proposition by providing data based UX, UI and Content optimisation suggestions in support of team’s annual KPIs (incl. App installs, Sign-ups, daily / monthly active users).
Partner with the Business Services and Product teams to integrate and market offerings of OCOGs, TOPs and RHBs for Olympic Games editions into the single mobile product during GT.
Work with the Engagement Marketing Senior Manager and Engagement Marketing Manager to develop and implement mobile marketing plans for Tokyo 2020 Olympic Games with a focus on acquiring users through gamification (FanZone) and mobile personalisation.
Maintain the daily operating relationship with external agency partners and platforms, including oversight of mobile marketing media plan development, timely delivery, real-time optimisation and standardised performance reporting integrated into the Olympic measurement and analysis framework.
Work in close collaboration with the Search Marketing Manager and the product team to optimise organic visibility in App stores.
Develop the mobile marketing expertise as an integral part of the Olympic marketing capabilities & offering to empower “mobile first” thinking and approach to engagement programs.
Build strong working relationships with key internal partners including:
Product team: UX and UI optimisation
Content team: mobile app content and experiences
DDnA: mobile tracking, attribution and insights / trends mapping
Business services: TOPs/OCOGs integration into mobile offering
Partner with Brand Marketing to define the required branding and brand expression elements (i.e. optimised logo treatments, app stores preview images and descriptions, mobile ad templates etc.), used in mobile marketing programs.
Partner with the Digital Partnerships and Product teams to lead the relationships with the key mobile distribution and marketing partners (Apple, Google, Samsung, etc.)
Identify and lead relationship with external media, creative and mobile marketing partners to plan and execute best-in-class mobile marketing campaigns.
Support relationship with relevant Olympic stakeholders (global sponsors, rights holding broadcasters, national Olympic committees, international federations and organising committees of the Olympic Games) looking to partner in the mobile or connected device space, or looking to leverage IOC insight and expertise.
Work with DDnA team to develop mobile engagement and acquisition performance tracking as a part of existing measurement framework and reporting dashboards.
Support leadership updates on mobile growth and engagement.
Develop regular reviews with DE&M teams to educate and shape understanding of the mobile trends, marketing best practices and engagement tactics.
Lead the daily management, reconciliation and tracking of mobile marketing budget witihin Engagement marketing.
Maintain contractual spend assessment and participate in regular finance reivew process for all mobile marketing partner(-s).
Develop annual budget scenarios for mobile marketing based on target projections.
Training, language and IT competences
Undergraduate degree in marketing, UX, business or a related field.
Min 6 years of experience working in global brand, leading mobile software company or mobile marketing/media agency with direct experience growing and nurturing engagement on mobile platforms.
Experience setting mobile marketing KPIs and introducing a measurement structure to report on growth progress against the KPI considering ongoing digital measurement tools and integrating third-party data for a complete assessment.
Strong experience developing a mobile value proposition and collaborating with Product teams on optimising the UX/UI, run A/B and personalisation tests.
Detail oriented with experience working alongside many types of teams in order to deliver against KPIs, with people in multiple locations, interacting directly with internal and external clients.
Confident mentoring, educating and guiding people unfamiliar with the role of mobile marketing to the benefit of the individuals and the overall work.
Confident working in and across a matrixed organisation structure to deliver successfully.
Excellent understanding of current mobile marketing and technological trends with a specific focus on how media, sports and entertainment brands are building and maintaining mobile app userbase and increase ROI for mobile marketing.
Excellent written and communication skills with the ability to thrive in a fast paced, team-oriented environment.
Strong first-hand experience leading growth through change and partnering with teams to deliver.
Strong first-hand experience gathering and applying insights to decision-making including audience insights, country or regional insights and marketplace growth trends.
Strong problem-solving abilities.
Results-focused approach with a track record of success.
Strong presentation skills.
Fluency in English or French, with excellent command of the other language.
Willingness and ability to respectfully navigate diverse cultural, programmatic and regulatory environments.
Excellent command of the corporate tools and ability to follow the internal user rules (Outlook, Skype, Microsoft Teams, Sharepoint, etc.).
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