EMD

 

Top Line Information

The online marketing budget they will manage is stated as £60m which is about right in the short term

The Marketing team will have 7 professionals initially, but is expected to quickly ramp up to a target of 30+

 You will be directly responsible for driving qualified traffic via all online marketing channels (Online Partners, SEM, SEO, Email, CRM), with a major focus on increasing the share of SEO traffic

Their key metrics will be around ROI of marketing investment, qualified traffic and P&L performance

You will provide a key interface with the local markets, with regional marketing managers reporting in to you but located locally and responsible for the integrating marketing with offline campaigns (however we are very much looking for an online specialist).

 In the role you will:              

Establish a world class marketing department for the new e-Commerce division with a focus on practical and pragmatic marketing

Full use of metrics, data and analytics to drive efficiency, continuous improvement and to attract ever more qualified customers to the website

Create an innovative, creative and action orientated function breaking free from the legacy and clutter often associated with traditional marketing departments

Generate demand from customers using cost effective and qualified marketing strategies in both attracting and retaining new customers

Manage the relations and deliverables from third party marketing, branding and creative agencies

Key Tasks             

Understand how and where the marketing budget is currently spent

Have a good understanding on how this compares with competitors in the industry

Assess, analyse and understand the consumers' perspective on the brand and ways it can be improved

Define, set and commence a clear business plan and strategy on efficient investment into marketing

Have a clear plan on building and establishing a world class marketing team and increased awareness

Deliver innovative and relevant marketing that will excite the target audience and ensure strong conversion through the website

Ongoing review of the marketing activity through market and customer trend analysis, ensuring the attraction of the right customers through the most relevant mediums

PREVIOUS EXPERIENCE:             

Significant experience in creating and executing a 'business to consumer' online retail brand and effective marketing strategy, with a strong operational focus

Proven experience of increasing 'look-to-book' or online customer transaction ratios

Multi channel development and delivery of marketing campaigns

Experience of working successfully in a pressurised multi tasking environment

Proven experience in the successful development of marketing campaigns leading to increases in web traffic and sales volumes

Possess a deep understanding of the online market place, customer attraction, brand building and market positioning. 

Detailed knowledge of industry tools, techniques and processes in both online and offline marketing.

Emotionally robust and tolerant towards the ambiguity which is an inevitable consequence of a culture going through change.  Self-reliant and capable of sustaining a strongly held view

A proactive, self-starter, demonstrating a high degree of creativity and desire to raise the bar and work outside of their comfort zone.