Deputy General Manager - Digital Marketing

1) Digital Strategy and Campaign Development
Evolve digital strategy for Hershey India portfolio of brands, tying back to over-arching brand strategy and purpose
Identify key priorities across domains - Search, Social, Video, Content to amplify brand proposition, while leverage full funnel planning
Represent India and liaison with International Digital team to drive full funnel activation plan, deploy, test and learn and cross-pollinate best practices
Collaborate closely with stakeholders (brand team, design media agencies and external vendors) to design and develop new innovative digital programs that elevate and advance Hershey s digital brand presence
Collaborate with internal-external partners to optimize marketing campaigns to best fit the consumer needs / behaviours
Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points to build 1st party data pool
2) Digital Campaigns Strategy and Execution
Supervise (team and agency) towards leading digital deployment of brand campaigns, through right mix, across platforms
Define measures (e.g. Online Traffic Targets), and evolve measurement agenda including tracking methodologies, MIS Reporting standards to understand efficiency / effectiveness
Strengthen and scale up content marketing- basis portfolio/brand objective
Review reports on online traffic, budget spends and other measures linked to digital marketing and suggest optimization / course corrections
3) Focus on Ecommerce
Collaborate with e-commerce to deliver the 3 year Digi-com strategy and brand teams to optimize user experience in ecommerce
Strengthen the path to purchase, conversions and measurement
Develop content basis brand campaign idea for shopper interface on brand stores or product page

Dimensions:
To be discussed during interview; high skew of spends to digital vs industry average

Key KPIs:
Brand metrics across the funnel- Discover, Awareness, Engagement, Consideration, Conversions
Organic Reach increase
ROI on Digital (and influencer) campaigns
Input KPIs- Social media traffic (views, reach, lift%)
Digi-com PL

Knowledge:
10+ years of proven experience on digital content marketing with a track record of success in delivering effective digitally led Marketing programs
Experience working on end to end content projects i.e. Ideation to development to deployment
Thorough understanding of brand performance campaign thinking and execution
Experience working with digital media agencies

Skills:
Strategic mindset for devising annual digital plans in liaison with brand teams
Superior communication skills, including the ability to take complex, ambitious topics and create compelling narratives for different audiences
Highly creative with experience in identifying target audiences and devising campaigns that engage, inform, and motivate
Ability to develop marketing budgets, analyze ROI and spends

Education : Post Graduate in Marketing
Experience: Minimum 10 years of experience in Digital and Content Marketing in FMCG (preferred)/ top 4 media agencies- leading FMCG accounts