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Regional Digital Campaign Manager - E-Commerce (Alcoholic Sector)

Scope of the Job



As Regional Digital Campaign Manager, you will work with three OpCo’s to drive retention and value of the B2B e-commerce platform including identifying customer funnel gaps on platform and improve by campaigns or user tests and a/b testing (in alignment with data analyst & local PO B2B) . Furthermore, you will build and set-up structured & targeted campaigns drilled to single shopper behavior, drive value & customer-oriented Loyalty program. The aim is to use all possible digital tools and data available to increase Promo ROI, Customer Value, adoption and penetration.

In addition to the above, the regional Digital Campaign Manager will bring value to multiple OpCos through applying best practices across different markets. He/she will benefit from all data pool to drive decision-making and improve campaigns.



Job Responsibilities



Functional Responsibilities (Conducted for three Operating Companies):


  • Drive customer triggered journey philosophies and methods to improve value and increase basket size.
  • Analyze customer journeys to identify pain points or opportunities that will increase our E-Business value, volume or decrease the cost to serve
  • Conduct user research and deep-diving into data to uncover pain points and identify needs and translate them into concrete AB-testing hypotheses (in alignment with Global CXO team & local PO)
  • Advice on positive experiments and provide changes to our product- and design teams
  • Set up (automated) campaigns using multiple touchpoints (SMS, Email, etc) based on customer segmentation
  • Ensure ePicos and brand guidelines across the B2B platforms
  • Provide input for Loyalty program in the OpCo
  • Points logic, Status Tiers, Reward catalogue & Reward redemption
  • Run campaigns & A/b test experimentation to drive Loyalty program and increase online revenue
  • Responsible for the commercial success of campaigns and loyalty (ROI)
  • Review data to improve channel strategy and customer segmentation.
  • Leverage promo and Loyalty data to increase ROI
  • Work closely with TM, Product owner and Regional Data Analyst to drive NPS
  • Work closely with Global CXO to implement all market automation tools relevant for each OpCo to drive value



Functional Competencies:


  • Customer first with value creation mindset
  • Deeply understand the shopper and customer profiles.
  • Deeply understand customer funnel on platform
  • Understand the digital trends changes in the wider environment and its implication on the platform.
  • Able to differentiate different shopper needs and act upon in order to achieve OpCo’s digital ambitions.
  • Understand OpCo’s Route to Market and its implication on the platform.



Leadership Responsibilities:


  • High ability to connect and work with different styles and local cultures in different OpCos.
  • Driven by achieving business results, high commercially & analytically strong for effective decision making
  • He/she enjoys working with others and can act as thought leader and coach his/her colleagues: through a range of mechanisms, you will ensure that our business understands his/her specialist area.
  • Champion digital value creation; coach his/her stakeholders and the customers about the benefit and the transformation of e-commerce.


Functional Authority:


  • Together with the Head of eCommerce and Global CXO decide about the different programs, tools that will be implemented to drive retention, loyalty and NPS.






Education, Certifications and Licenses:


  • University degree from a reputable university in engineering, business administration, or a related field


Knowledge and Experience:


  • 3-5 years’ experience in FMCG companies with commercial background.
  • Experience in digital platforms (B2B, B2C, iB2B, iB2C)
  • Technical expertise regarding data models, database design development, data mining and segmentation techniques
  • Deep understanding of Google Analytics and online metrics


Skills and Abilities:


  • Excellent Computer skills.
  • Outstanding analysis skills.
  • Excellent problem solving.
  • Excellent Project Management skills.


Personal Qualities:


  • Results driven and analytically strong – he/she know that data drives decision-making and he/she proves his/her hunches with data
  • Creative, out of the box thinker, challenge the status quo,
  • Communication, problem solving and following up skills.
  • Able to forge alliances & align stakeholders
  • Agile mindset
  • Hard worker and able to work under pressure to meet close deadlines.


Preferable Qualifications:


  • Commercial: affinity with commercial discipline and a commercial way of thinking
  • MBA is a plus.

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