Digital Marketing Manager

Key Responsibilities

Key responsibilities but are not limited to:

Ensures Customer and Market Growth (consumer and trade)

– Develop marketing plan for Brand:

·       Consider global Brand objectives and marketing guidelines together with local market / competitive trends to:

–     Formulate local marketing objectives and strategies

–     Make product assortment and pricing decisions

–     Formulate volume and profit budgets by category

–     Make decisions on promotional items and creative concepts

–     Develop media strategy

·       Create and manage fiscal year Marketing, Education, social media and Influencer budgets.

·       Develop on and offline channel marketing strategies and negotiate co-op advertising, promotional and visual merchandising plans with retail partners.

·       Develop annual media spend strategy including trade shows

·       Work closely with Online to build the direct to consumer channel

·       Manage the database

·       Manage CRM strategy utilising Brand CRM programs and retailer customer Communication programs.

·       Build strong relationships with business partners, press, tastemakers and key customers.

·       Tailor the global communications strategy to gain local media coverage, maintain strong editorial position and grow our share of voice year on year.

·       Ensure new products and relevant story angles are pitched to media and key influencers annually to secure coverage beyond product mentions, such as feature stories.

·       Investigate and identify local opportunities to promote and build positioning of the brand particularly with events, designers, influencers and other partnerships.

·       Social Media – prepare quarterly a social media calendar to coincide with promotions/product launches and PR strategy

·       Execute a social media strategy designed at gaining engagement and driving consumers to our online store and gaining new salon business

– Spearheads market analysis

·       Analyse the business and identify market-specific opportunities for growth, in terms of product, promotions and creative concepts, especially when they deviate from global/regional priorities.

·       Work with CMO to health check brands and formulate appropriate strategies and action plans.

·       Analyse market information/trends via data from Beauty Update and retailer results.

·       Monitor trends in customers, products, prices, channels, editorial and competition.

·       Regularly visit salons to view competitor activity and gain feedback – identify opportunities and develop strategies as needed.

·       Drive preparation of editorial and share of voice analysis.

·       Manage all analysis for pricing, cost of goods and SKU rationalisation.

·       Conduct post-launch evaluation of major programs.

·       Identify cost-savings and value-enhancing opportunities.

Manages Operational Effectiveness

·       Ensure strong execution of Brand marketing and communications plans/calendars.

·       Oversee the processes critical to the execution of those plans e.g. Sales forecasts, Creative Requests, Media briefs, Event Management and Marketing Bulletins.

·       Manage marketing and communications activities associated with new door introductions.

·       Work with supply chain and Inventory management to ensure planning accuracy and appropriate inventory levels.

·       Create action plans to reduce excess inventory levels within targets.

·       On a daily basis, within social media – work with Creative Director on strategic posting, engagement

·       Work with key support office partners in the planning, negotiation and execution of all programs, in particular Sales and Education.

·       Arrange seasonal retailer strategy meetings and present and negotiate marketing calendar and coop support programs

·       Present seasonal marketing calendars to the rest of the team.  Ensure any changes to programs are communicated timeously.

·       Oversee the development of materials for seasonal strategies and promotions

– Digital Marketing Management

• Planning digital marketing campaigns, including web, SEO/SEM, email, social media and display advertising
• Maintaining our social media presence across all digital channels
• Measuring and reporting on the performance of all digital marketing campaigns
• Plan and execute all digital marketing, including SEO/SEM, marketing database, email, social media and display advertising campaigns
• Design, build and maintain our social media presence
• Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs)
• Identify trends and insights, and optimize spend and performance based on the insights
• Brainstorm new and creative growth strategies
• Plan, execute and measure experiments and conversion tests
• Collaborate with internal teams to create landing pages and optimize the user experience
• Utilize the strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touchpoints
• Instrument conversion points and optimize user funnels
• Collaborate with agencies and other vendor partners
• Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate

Leads and Develops People

·       Provide leadership and guidance to the Marketing and Communications team and support to indirect reports within the Brand.

·       Establish high workplace operating standards and values.

·       Appraise team and contractor performance to ensure department objectives are achieved and maintained.

·       Clearly communicate priorities and required results with the team.

·       Conduct regular Marketing & Communications team update meetings to review plans, share information and ideas across disciplines and encourage communication and teamwork.

·       Elicit diverse points of view and acknowledge the views and contributions of others.

Workplace, Health and Safety (WHS):

·       Take reasonable O&M in the provision of a healthy and safe workplace.

·       Report any incidents or accidents as per Company process.

·       Undertake duties in accordance with the current O&M principles, policies, procedures and objectives.

– Promotes and protects brand identity standards

·       Ensure that Brand image and position are properly maintained in all aspects visible to the customer, in accordance with brand standards.

·       Represent Brand in a professional and positive manner when interacting with internal and external stakeholders.

·       Ensure all activities of the marketing/communications department comply with relevant Acts, legal demands and ethical standards.

General:

·       And other general tasks as required by the Management Team.