E-Commerce Shopper & Customer Marketing Manager

    JOB SUMMARY:

Our client is a FMCG company looking for a E-Commerce Shopper & Customer Marketing Manager

JOB PURPOSE

To develop and execute our client’s eCommerce (“eCom”) shopper & customer marketing strategy with Pure Player & Multichannel retailers, in order to successfully drive the overall  eCom strategy and growth. Enable the e-commerce sales teams to achieve their objectives and optimize the visibility and traffic to our client’s brands online

PRIMARY RESPONSIBILITIES:

Operations

• Own the translation of national brand plans into e commerce tailored concepts
• Define the content requirements and ensure optimal  content is deployed to sales on-time
• Define local perfect store online standards and deploy  across e-commerce sales teams
• Ensure optimal ROI of investments
• Own media planning, activation as well as the  relationship and direction of digital agency for  

Development of Campaigns

• Develop E-commerce specific promotions and packs to  accelerate our e-commerce growth.
• Articulate the key needs of e-commerce in terms of  6P`s back to the broader business unit organization
• Serve as the primary liaison between the local brand  teams and the local e-commerce sales team
• Own local reporting of e-commerce results and KPI`s
• Own the action plan and follow-up with the eKey  Account Manager (eKAM) to close gaps/ optimize our  brands` visibility on retailer websites

Merchandising strategies

• Develop and coordinate all merchandise selection for eCom accounts (pure player & multichannel)

Online Promotional Activity Plan

• Drive to maximize sales and margin while creating a  consistent online brand experience
• Conceptualize, design and implement relevant  campaigns across select e-commerce portals to drive  visibility and business  

Digital Shelf Exposure & Initiatives 

• Develop A+ content, SEO based product description  pages, Brand/ Theme Stores and visibility banners
• Implement best in class (incl. full product Detail Page  (PDP) management) to maximize product  performance such as conversion, average order size  and brand positioning  

Product Placement

• Analyze and optimize product placement on the  retailer website to ensure “perfect store online/shop in-shop”
• Identify unique, under developed, emerging or new,  products or categories, based on statistical analysis,  competitive landscape, customer feedback and web  analytics  

Online Shopper Customer Behavior

• Generate and drive online shopper customer behavior  understanding to optimize purchase and product interaction paths
• Design and increase the impact of the online  marketing investment through continuous improvement by measuring, analyzing and interpreting  campaign results and utilizing this information to improve return on investment for future campaigns.  Assortment
• Identify merchandise assortment voids/opportunities  specific to the online business
• Play a critical role in the development of an exclusive  online assortment  

Promotional Management

• Develop Promotional strategy for e-commerce  channel by understanding the model as well as competitive and business trends
• Manage creative execution of all digital promotional  media (incl. agency selection, strategic brief, KPI’s) Reporting
• Monthly reports tracking shopper online behaviour  (once available from Pure Player retailers)
• Analysing and reporting on shopper traffic and sales  uplift as a result of implementation of various visibility  mechanics  

New Learnings

• Drive & share new learnings on eCommerce “best  practices” by partnering with global eCommerce team  and other countries
•  Support profitable functioning & scale-up of  CEWA e-commerce business

KEY REQUIREMENTS:

    Education

•  BComm Degree /Marketing or equivalent;  Honors/MBA preferable

   Experience

• Min 3-4 years of experience in Shopper  
• Customer Management, preferably in the Health  & beauty (FMCG) industry
• Online merchandising experience is strongly  preferred
• Strategic thinking: Very good analytical skills,  able to tackle complex situations with the ability  to translate analytic data into strategic ideas and  concrete actions.
• Driving results: Able to influence others, with  strong negotiation skills to resolve issues/conflicts in a “win-win” manner
• Collaboration: High focus on achieving  exceptional results through strong cross  functional teams, internally and externally at all  levels
• Strong working knowledge of eCom best  practices, digital marketing trends, brand websites, eMail, CRM and web analytics
• Excellent presentation and communication skills