Digital Precision Marketing Lead

SUMMARY:
Responsible for leading the Precision Marketing digital transformation journey in order to drive over-proportional & sustainable in-market performance and revenue growth. Supported by a Digital Manager, the role encompasses taking the lead on all eCRM & 1st party data responsibilities as well as management, implementation & best-in-class analysis of digital activation and content.

POSITION INFO:

Principle Accountabilities

• Develop and constantly refine best-in-class digital transformation strategy with focus on PM and eCRM.
• Constantly challenge status quo, be closest to industry trends & innovation and adjust strategy accordingly
• Communicate and collaborate with key stakeholders to ensure their full understanding and buy-in of precision marketing digital transformation and ensure the excellence of implementation in the market.
• Take an active role in developing and shaping the marketing team and team structure, as well as improving the overall engagement of the marketing team.
• Collaboration with relevant market team members on all PM topics, such as brand management, consumer insight, media, sales / trade etc
• Leads & supports overall data collection to conduct all pilots/campaigns
• Ensures acquisition of consumer profiles is always on target and compliant
• Ensures implementation of Sales force modules in accordance to regional guidance
• Management of the local loyalty programme, ensuring it is consistently best in class locally, driving engagement and not only loyalty but also penetration
• Detailed planning and management of all PM pilots/campaigns
• Ensures processes and governance are in place to monitor campaign performance and alerts
• In the set-up of the campaigns: follow-up with external partners as required (for creatives adaptation, set-up in media buying tools, etc.)
• During and post campaign: performance analysis, collection, and codification of best practices
• Overall Digital Data & Analytics Management
• Supporting the brand team to develop best-in-class digital activations/campaigns
• Responsible for implementation of digital campaigns
• Develop best-in-class digital content strategy for both specific digital campaigns as well as owned digital assets (e.g., websites, content hubs, partnerships).
• Benchmarking creative best practices per platforms, objectives and business objectives with internal and external agencies – working closely with our digital partners such as Facebook and Google

Candidate Requirements

• University degree (Honours); Master Degree an added advantage
• 8-10 years marketing & digital experience preferably in FMCG industry
• Excellent experience and knowledge of digital marketing and ideally precision marketing
• Experience in attribution modeling, consumer segmentation & targeting, conversion modeling, journey optimization, simulation, and/or decision analysis
• Comprehensive understanding of personalizing the consumer experience through programmatic media, CRM, e-commerce, and mobile apps from data generation to optimization is a plus, ideally with the Salesforce software stack
• Experience and knowledge of digital content best practices across various platforms and media
• Knowledge of advertising tech: GMP, DSP, DMP, etc.

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