The Online Brand Manager is the champion of eCommerce and Media. Owning the online experience for Shoppers across both websites and the retail path to purchase. Works with the Trade Activation and Brand Manager Champions to translate the different online activation experience for different retailers. Makes sure we have the right consumer/shopper engagement plans, channel strategy, pricing strategy and promo plan to land our ambitions for each online retailer and truly understand the shopper. Other responsibilities include managing online consumer journeys and gather data to learn from online retailers. The Online Brand Manager will also liaise with the partner agency the full brand media plan.
Accountabilities
Achieving sales targets for brand e-boutiques
Developing Channel Strategy and ensure differentiation for retailers
Planning and confirming Promo Plan – ensuring there is differentiation for e-boutique and e-retailers (e-retailers to be worked with e-kams).
Achieving brand sell-out targets through building differentiated shopper-centric online account strategies
Enhancing performance, traffic and conversion on ecom websites
Working with distributor to activate plans for e-boutique
Ensuring the success of the online shopper path-to-purchase / consumer journey
Knowing the online shopper inside out and providing that info to the rest of the team
Developing the strategy and preparing for key meetings:
Setting the overall strategy for online retailers and e-boutique
Developing and sharing and building an action plan based on feedback from shopper insight
Managing online content related to e-commerce activations
Working with distributor, retailers and Commercial teams to ensure gold standard execution on e-retailer and e-boutique site (search, visibility, quality of content, reviews etc)
Work with ekams, distributor and agencies to understand needs, and develop relevant content for e-commerce activations
Uploading content onto division specific portals
Successful paid and organic search rankings for campaign and always-on (supported by digital team/agencies)
Managing consumer CRM
Driving insights out of consumer CRM
Withdrawing actions and implementing CRM for e-boutique
Reporting and managing ecommerce campaigns:
Delivering monthly update to team and zone on performance by category (sell out tracking)
Contributing online elements of market share notes to Zone/DMI – Sell out tracking
Gathering and reporting on online purchase data
Undertaking online competition review from product / media pov
Identifying content gaps
Merchandising
Own online merchandising for brand including NPD launches
Driving shopper and retailer differentiation
Updating team on ‘online merchandising’ performance using group tools (ex: Clavis)
Media Management
Responsible for the brand’s full funnel media planning and execution. This includes: Upper funnel (awareness, including OOH & DOOH), consideration, and lower funnel (performance media)
Implement and liaise with media agencies the ideal media mix and campaigns across all categories.
Challenge agencies on media campaign KPIs for O+O and ensure creative campaigns execution.
Update plans in the group’s media platform “CONTACTS” and ensure approvals and validations.
Responsibilities
Creating, analyzing and managing online content related to D2C and CRM:
Carrying out the analysis, reporting and identifying the appropriate use of Ratings and Reviews
Lead / agency
Source or produce retailer-focused content for search, CRM and precision advertising, as required
Supporting key meeting and campaign management:
Planning Zone Meetings and Away Days and top to top – aligned with Trade Activation Champion(where applicable)
Providing inputs for Zone/DMI launch decks
Planning for Pre-Budget
People Management:
Undertaking inductions
SKILLS AND ABILITIES
Managing artwork, discontinued products etc.
Cross collaboration with other functions
Coaching graduate trainees and or overlooking one on a specific online project
Additional responsibilities
Contributing to the strategy:
Category Strategy in liaising with brand managers
Establishing long-term trade strategy and vision
Developing National Game Plan (Trade perspective – e.g. exclusivities)
Managing online content:
Providing feedback and along with e-kam team approving the creative for e-retailers
Addressing content gaps (Google search/brand sites)
For search, the right key words are being used for the right product
Working with retailers to activate the best tailored brand activity
Supporting meeting and campaign management:
Executing on current Campaign, focus on the next quarter planning and everyday business
Inspire (Plan Reveal)
Measuring and evaluating the success of product launch (Product Launch Review)
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