Achieving brand conso targets through building differentiated shopper-centric online account strategies
Enhancing performance, traffic and conversion on customer websites
Working with retailers to activate the best tailored brand activity
Ensuring the success of the online shopper path-to-purchase / consumer journey
Data tagging for consumer performance on brand web sites (based on tagging strategy defined by CMO team)
Knowing the online shopper inside out and providing that info [eg Nielsen data] to the rest of the team
Developing the strategy and preparing for key meetings:
Owning trade day process from preparing to presenting
Setting the overall strategy for online retailers
Developing and sharing and building an action plan based on feedback from shopper insight
Managing online content:
Working with retailers and Commercial teams to ensure gold standard execution on retailer site (search, visibility, quality of content, reviews etc)
Work with retail partners to understand needs, and develop relevant content
Uploading PIM/DAM data to MyStudio / Opera
Uploading content onto Brand Bank
Successful paid and organic search rankings for campaign and always-on (supported by IMC/agencies)
Managing consumer CRM
Consumer CRM strategy and execution (supported by IMC/agencies) for campaign activity (not always-on)
Driving insights out of consumer CRM
Reporting and managing the campaign:
Delivering weekly EPOS and update team on performance by category (sell out tracking)
Contributing online elements of market share notes to Zone/DMI \xe2\x80\x93 Sell out tracking
Updating team on \xe2\x80\x98online merchandising\xe2\x80\x99 (Clavis) performance
Gathering and reporting on online purchase data
Undertaking online competition review from product / media pov
Identifying content gaps
Merchandising
Own online merchandising for brand including NPD launches
Driving shopper and retailer differentiation
Managing the brand merchandising budget (Brandbank)
Qualifications, Knowledge and Experience Required
Consistent strong performance and results in previous roles
Able to work cross-functionally at all levels
Previous experience in consumer role is desirable
Demonstrated strong commercial acumen in previous roles
Demonstrated strong digital understanding
Credible in front of the Trade
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