Job Description Summary
This role aims to drive excellence in marketing performance across the Group, developing strategies and capabilities that drive customer action and maximises marketing efficiency through paid and owned content and media.
The person will work closely with all Local Business Units (LBUs) marketing teams on marketing campaign design / planning, performance tracking, content effectiveness to deliver optimal marketing and business outcomes. This role will also lead the standardizing and upskilling of BUs in performance and content marketing to achieve minimum standards of cost efficiencies and performance metrics.
Job Description
Roles & Responsibilities:
- Lead the development of an integrated digital marketing strategy across performance marketing, content marketing and customer journey for Customer Acquisition, Engagement and Repurchase
- Drive new and innovative marketing initiatives and solutions that maximises marketing efficiency across the conversion funnel
- Lead the strategy for data-driven marketing campaigns and decision making, leveraging on analytics models and customer data insights
- Collaborate with BUs to ensure the delivery of impactful inbound and outbound marketing campaigns designed based on customer journeys to deliver new, high-quality leads, digital direct customer conversion and existing customer repurchase
- Review and measure the effectiveness of activities and initiatives across paid and owned channels and propose marketing channel mix optimization initiatives to maximize marketing ROI and reduce Cost Per Conversion rates
- Collaborate with BUs to uncover customer insights based on data collected in the CDP and develop customer journeys across multiple digital channels and customer touch points including conversion points, sales funnels and engagement activities
- Implement frameworks for Customer Journey Design based on customer segmentation, customer intent and data models that delivers personalized experiences for customers leading to higher lead and sales conversion
- Together with marketing analytics:Enable markets to leverage data-driven insights for successful marketing campaigns and sustainable business growth
Develop the data & analytics strategy and standard Key Performance Indicators (KPI) performance measures
Ensure accurate input and tracking in all campaign execution tools
Test and implement analytics models such as Marketing Mix Modelling, Attribution, and Incrementality to support markets in improving marketing effectiveness and ROI
- Develop process and standards for Incrementality measurement and Experimentation (A/B testing) to be applied across the Group
- Own and manage agency and vendor relationships in support of the integrated programme plans, such as Google and Meta, with a potential for aggregated Group media buying efficiencies
- Co-develop and facilitate marketing workshops to upskill, collaborate to develop new and creative growth marketing strategies for markets across all distribution channels
- Keep abreast of the latest digital trends and continued advancements in digital technologies and marketing best practices
- Discover and adopt emerging technologies, digital innovations, and new platforms and systems to optimize organizational productivity and effectiveness
- Closely coordinate with relevant market stakeholders and Group partners to bring in subject matter expertise and/or ensure the sharing of best practices across the region
Minimum Job Requirements:
- Minimum of 12 - 15 years of marketing leadership experience preferably in e-commerce or online sales
- Strong business acumen and analytical thinking, reflected in impact and influence skills and confidence in high level interactions with organization leadership
- Solid experience in leading high performing teams to deliver on revenue targets via digital marketing, e-commerce, online campaigns
- Ability to work in a fast-paced, agile organization to manage multiple priorities cross the region
- Experience leading cross-functional teams to deliver projects under tight timelines
- Have an excellent command of written English with a demonstrable track record of clear and impactful communication. Any additional Asian language would be a plus
- Be able to deliver all the above in a fast and efficient manner without sacrificing quality
- Strong EQ and ability to work in high pressure environments in a constructive and professional manner
- BBA, BSc degree in Marketing, Advertising or relevant field
