Senior Manager - Digital Marketing - eCommerce/FMCG/Pharma/Retail Firm (15-20 yrs)

Job Title: Senior Manager - Digital Marketing

Location: Mumbai

Reporting to: Vice President- Marketing & Technical

- Overall Purpose The India Senior Manager - Digital Marketing supports India digital marketing ecosystem to lead delivery of digital brand experiences, strengthening digital brand awareness and optimization of performance of our digital campaigns and applications.

- Development of India Digital Marketing Strategy which includes Planning, managing execution of digital marketing activities to maximize brand awareness, to satisfy existing customers and attract potential customers to meet sales profit target in India and contribute to the development and growth of businesses.

Key Responsibilities:

- The incumbent, strategizes the development and continuous improvement of India digital ecosystem via Performance Marketing, Social Media and Content Ecosystem.

Strategy Definition:

- This would include social media strategies, content strategies, and performance marketing through leveraging tools and advancements via new tools and capabilities.

- Partners with the Brand Teams to establish campaign objectives, develop campaigns and define KPIs and reporting cadence to track performance and integrate results into global dashboard.

- Works with marketers to integrate functionality and data into CRM and develops data-driven lead scoring methodology and rationale for dynamic content creation.

- Leads development and execution of the digital marketing plan in conjunction with product category teams and customer marketing teams to maximize market penetration, drive demand, deliver measurable results and strong ROI. Tests and learns.

- Responsible for India digital ecosystem and digital path to purchase including website strategy, maintenance and optimization, Sales enablement platforms, Customer Engagement Platforms, Social Media platforms, 1:1 Marketing Technology and activation.

- Understands and can articulate the path to purchase within key segments, as well as operator archetypes, to build a consolidated digital marketing plan.

Content Development:

- Guides efficient procedures for content creation, video content, asset management, social listening and crisis management in collaboration with Digital teams, our agencies, and our technical partners like Bynder.

- Accountable for content creation, curation, storage and governance in alignment with Brand Teams and local digital team. Content should follow global brand guidelines whist being relevant to the Indian customers.

- Collaborates within local digital marketing teams market leads, global resources, IT and agency partners to create digital solutions like landing pages, campaign pages and whats app links to great content.

- Leads development of on-brand digital content including photography, video, banner ads, etc.

Performance Marketing:

- Ensures performance marketing and social media platforms effectively deliver brand story and experience.

- Builds reputable links increase online brand awareness.

- Analyzes data to enhance marketing campaigns to drive demand and generate ROI.

- Year over year increase in customer engagement across all social media outlets, increased conversion rates against marketing leads measured through lead scoring.

- Develops brand building campaigns that will support the overall business efforts.

- Develops, executes and continuously improves insights-based selling tools to enhance solutions selling approach via CRM, Salesforce and other vehicles, Oversees lead management processes.

- Ensures the delivery of the brand story and experience through all digital and sales enablement platforms.

Digital Marketing Management:

- Oversees the digital infrastructure and processes including the master data and content creation and maintenance process, people capabilities and tools.

- Digitally enables the sales organization with tools to enhance solutions selling approach and manages the deployment for maximum effectiveness (Experience Dashboard).

- Develops Search Engine Optimization and web strategies to ensure has the best possible ranking in the leading search engines:

(a) Creates keyword lists, and SEO and page tag copywriting that increases the rank of natural search result listings for foodservice website. Ensures the necessary tracking is in place to monitor the performance of the optimization program and consistently analyze changing opportunities and trends in search engine algorithms and keywords.

(b) Builds reputable links back to the site and increase our online brand awareness, including social listening.

(c) Develops other link building campaigns that will support the overall ranking efforts as well as support the partnership linking efforts.

- Manages digital media planning and buying.

- Analyzes data, trends and optimizes digital activity based on findings and results.

- Responsible for development of high-impact opt-in databases to drive demand with direct and indirect customers through Marketing CRM and management of customer interactions for optimal results.

- Develops segmentation and contact management strategies (one to one marketing), tracks and reports on digital performance such as open, conversion and click-through rates, case conversion.

- Martech maintenance and optimization.

- Supports global global marketing initiatives as required.

- Identifies opportunities to create procedural efficiencies and solutions to ensure is well positioned in global digital landscape. Makes suggestions proactively to global teams.

Financial:

- Manages digital marketing budget; addresses issues.

- Analyzes and optimizes marketing ROI based on results and impact.

Leadership:

- Directs the efforts of assigned associate teams, digital marketing leads in each market and our external partners. Responsible for ensuring their expertise in subject matter area.

- Leads team to execute digital marketing plan in alignment with local sales and marketing and global teams.

- Ensure execution of plans and achievement of results by:

(a) Getting the right people on the team.

(b) Aligning and preparing them to perform at a higher level and,

(c) providing daily leadership to create positive experiences to shape beliefs and actions consistent with our desired culture.

- Accountable for India markets social media and performance marketing capability development, monitoring performance, developing/launching new features, and supporting.

- Ensures the appropriate architecture, resources and processes are in place to support effective digital marketing execution i.e. agency partners, content creation and management, 1:1 marketing, web ecosystem, sales enablement.

Education, Experiences and Skills:

- Minimum 15 years working experience in a related marketing/Digital Marketing/eCommerce/multinational companies.

- Formal education in digital marketing is key. Degree in Marketing or business Administration.

- Understanding of consumer, customer and shopper behavior.

- F&B knowledge is an advantage.

- Fluency in English, computer literacy and good presentation skills.

- Extensive knowledge of and passion for digital marketing.

- Planning & Execution skill.

- Interpersonal, team working spirit.

- Willingness to travel, and ability to work independently.

- Technical computer skills (Excel, Powerpoint, photoshop etc).

- Video shooting knowledge.

Functional Technical Competencies:

- Digital Marketing with a sense of accountability and responsibility for adding business value via digital initiatives.

- Adept at performance marketing.

- Analytical Abilities.

- Consumer behavior.

- Solution selling.

- Market Knowledge.

- Product Management.

- Sale Management.

- Financial Acumen.

- Strategic & Process Acumen.