Lead - Digital Marketing - FMCG/FMCD/Building Materials (10-18 yrs)

3 weeks ago

Gurgaon, Haryana, India iimjobs Full time
Lead - Digital

Industry preferred :
FMCG, FMCD, Building Materials.

Develop and actively drive regional digital strategy:

  • Lead and drive the development of the regional digital strategy & plans to support the delivery of business and marketing objectives
  • Indepth knowledge of digital media
  • SEO, ASO, Paid Search, Paid Social, ABM, email marketing, Social Media community management, programmatic display marketing, DCO, Community Marketing and Influencer Marketing to execute digital marketing campaigns across the region
  • Work with both brand teams to cocreate annual media investment/ allocation (between channels and between always on vs. campaign) strategies and execution plans, prioritizing budget according to business strategies
  • Partner with global digital teams and proactively advise South Asia brand teams, and Ecom and Insights team on datadriven marketing and sales across whole digital ecosystem media (paid, owned, earned), and Ecom, review media plans of always on investment as well as major campaigns across all media channels to help deliver business objectives
  • Compile regional framework/ playbook on how to do datadriven marketing as above and investment guidelines on paid, owned and earned media for each brand
  • Together with Insights and brand teams identify emerging media consumption and consumer engagement trends, share learnings and recommend actions on media execution to local markets based on this.
  • Ensure continuous optimization and improvement on media ROAS across all channels
  • Understand markets' consumer/customer and shopper insights that will serve as strong anchor for developing digital strategies and plans for the region
  • Drive excellence in user experience
  • Develop and own digital customer journeys and partner Comms and Brand teams on integrated customer journeys to identify touchpoints and content strategy for each target audience
  • Build strategic digital roadmap, identify martech requirements and introduce Improvement to current platforms Flourish 3.0, Professional platforms, Visualizer app and colour plugins to maximize results in terms of web traffic, downloads and usage, etc.
  • Collaborate closely with brand and colour teams in developing and implementing digital campaigns that can work across platforms and devices
  • Support countries in brand and product launch campaigns to raise brand awareness and consideration and drive omnichannel purchase on ecommerce or shops.
  • Strengthen content management and content marketing
  • Build Local Brand social accounts strategy, content requirement and content update/ management framework that's locally relevance but yet leverage on available resources
  • Elevate the content strategy and develop content strategist to manage all writing materials for business purposes, from online guides and articles to newsletters, social media posts, ABM, ecommerce. Follow industryrelated news and generate ideas around trending topics.
  • Efficiency in digital Media and social media community management through Media Data & Analytics
  • Build integrated dashboard/ framework that measures KPIs in sufficiency, efficiency and effectiveness of:
Paid - e.g. Search, Ecom, Social network platforms, Facebook, Youtube, trade publishers, influencers etc.

Owned - e.g. Websites, influencers community

Earned - e.g. social buzz (leveraging KOL tracking and social listening tools)

  • Build performance dashboard for different levels of audience (local/ regional working/ management teams) and provide the analysis and recommendation
  • Ensure timely centralise media planning, execution and performance tracking. Advise local markets on KPI target setting in media and evaluate effectiveness of each campaign.
  • Continuously optimize cost effective execution model, evaluate and select right analytics agencies and the right data tools for each local market; propose inhousing options where makes sense
  • Ensure adherence of privacy regulations and data integrity/ cleanliness at all time and problem solve whenever there are data gaps identified
  • Be the Digital knowledge champion and knowledgesource
  • Guide the marketing community on the latest digital developments and how these can be embedded within the marketing activities
  • Help build digital capability in the marketing community by identifying training needs and organizing relevant trainings to enable them to understand how to fully harness potential from the digital platform
  • Ability to work independently as well collaboratively in a team environment.
  • Partner Marketing Planning & Effectiveness team to demonstrate digital performance and effectiveness
  • Build relationship and manage digital media partner agencies
  • Determine range of services needed from partner agencies in supporting digital marketing.
  • Build digital media agencies criteria framework including selection criteria, work scoping, performance evaluation and management.
  • Ensure proper documentation of services engaged.
  • Periodic review and monitoring of service delivery of service provider to ensure optimal cost ratio and service is given by partner agencies.
  • Provide inputs in the annual evaluation of partner agencies.
  • Build and manage partnership in digital media and experience:
  • Build strong partnership with leading tech ecosystems
  • e.g FB, Google, LinkedIn
  • ideally establishing Joint Business Plans with them
  • Initiate quarterly updates from leading tech partners to stay abreast of the latest features and technologies
  • Scout for emerging/ new capabilities in the market that are suitable to implement for consumers and category influencers. Scope the work and pitch with piloting roadmap for regional/local markets, and support region/selected local markets on these pilots

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