SUMMARY:
Drive the conceptualization and implementation of strategically aligned eCommerce marketing campaign
POSITION INFO:
Drive the conceptualization and implementation of strategically aligned eCommerce marketing campaigns to achieve eCommerce targets and KPI''s in your portfolio. Working with marketing and digital channel teams to ensure that eCommerce campaigns launch on time and on budget and are used to effectively deliver against business targets.
Key Responsibilities/Accountabilities:
Manage the development of digital eCommerce marketing strategy and planning:
• Develop the eCommerce Digital Marketing (including social, mobile, email and web) working closely with the Digital Banking, SA, Digital Marketing and Social Media teams to drive delivery against lead generation and sales targets.
• Work closely with the Platform teams and Centres of Expertise to ensure that the appropriate structures, systems, competencies and values are developed in order to meet the eCommerce business needs.
• Develop and implement strategies to increase online traffic to websites and e-commerce platforms.
• Ensure effective implementation of eCommerce digital marketing campaigns by providing campaign strategy, planning and measurement factoring in business goals and strategies.
• Develop an in-depth understanding of eCommerce product strategies, plans and objectives with thorough consideration of provincial and segment dynamics and nuances.
• Develop an in-depth understanding of eCommerce customer experience strategy, plans and objectives.
• Participate and be integral to the marketing strategic planning of eCommerce marketing and communication strategies.
• Act as an eCommerce Digital Marketing thought leader and educate the business units and marketing teams on the power of best practices and emerging opportunities.
• Actively research and keep up to date on digital, direct and social media trends and recommend new ways in which digital, interactive and social media may be used in eCommerce.
• Partner with all parts of the business such as Digital Banking, IT, Operations, Compliance, Legal and Centres of Expertise to achieve goals .
E-Commerce Marketing Campaign and Always-On project management:
• Manage all traffic building activities in order to drive traffic to online channels in oder to meet acquisition, retention and adoption targets.
• Work closely with Digital Channels, Marketing teams, specialist marketers and Centre of Expertise to develop and implement ecommerce strategy within your portfolio in order to achieve lead and sales objectives for the business
• Leverage the Banks approved marketing technologies, systems and tools to deliver eCommerce Marketing activities (e.g. Adobe Analytics, Adobe Target, Adobe Photoshop, Brightedge, Crimson Hexagon, Lithium, Power BI, Cardinal etc.)
• Keep abreast of new technologies, channels, adformats or media innovations that can be leveraged to improve campaign performance and drive cost efficiencies
• Leverage data and technology platforms (for example Data Management Platforms) in order to drive personalised, dynamic, real-time, data driven eCommerce marketing activities
• Oversee or directly manage (where required) eCommerce marketing activities across PPC, SEO, Display, affiliates, social media marketing and direct marketing channels where appropriate
• Develop strategies and processes for SEO and multivariate testing within your portfolio
• Work closely with Analytics, data teams and agencies to collate relevant data in order to produce reports and dashboards to report on performance to key stakeholders
• Work closely with the Digital Channels, UX, IT and platorm teams to continuously improve the digital platforms to which traffic is being driven to ensure they are optimised for the users, deliver the best performance possible and that they are in line with the Brand CI, style and tone and drive a consistent user experience across all online channels in your portfolio.
• Collaborate with marketing managers and digital marketing specialists to ensure the alignment of eCommerce activites into broader marketing strategies where appropriate
• Utilize strong analytical ability and leverage understanding of attribution modelling to evaluate and derive insights from sales funnel data and take relevant action to continuously improve the efficiency of eCommerce marketing activities, influencing other areas of the value chain where necessary (eg Ops, fulfilment, Digital Channels etc.) to drive better performance against KPIs.
• Work closely with Performance Marketing, Media and Analytics Centres of Expertise to continuously evolve knowledge and processes inline with appropriate governance, operating models and policies to evolve the capability and increase effectiveness of eCommerce activities
People Management:
• Drives delivery through directly and indirectly reporting team members.
• Responsible for performance monitoring, management, talent management, succession planning, remuneration and performance appraisals of direct reports where relevant.
• Creates an environment in which learning and development are emphasised and valued • Takes personal responsibility for coaching and mentoring others • Effectively delegates authority and responsibility in line with business objectives, to ensure the empowerment, motivation and effectiveness of all direct and indirect reports
• Promotes a culture where the values of the Bank are seen to be ''alive''
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