ROLE PROFILE

Job Title: Consumer Acquisition Manager, Direct to Consumer

Reports to: Senior Manager, Direct to Consumer, India

Location: Gurgaon

SUMMARY

RB/MJN is driving aggressive growth in direct to consumer, E-Commerce globally. We are looking for an innovative individual to overdrive the online business with a unique combination of digital content, social media, CRM, and digital media execution to drive the Direct to Consumer business in India.

The Consumer Acquisition Manager is key to the delivery of these objectives:

- Leveraging the CRM framework and KPIs as a channel to drive consumer engagement, customer satisfaction and consumer segmentation that lead to both equity building and direct to consumer purchase. This also includes a differentiated engagement strategy for operational CRM for E-Commerce that uses predictive cross-sell, trade-up and new product launches.

- Develop and own the social media tactics for direct selling in terms of channel strategy, retargeting and media. Set up and monitor KPIs that drive conversion to purchase on channels such as Facebook, Pinterest, Instagram and others.

- Develop, own and drive website development, digital content development for direct selling, developing enhanced and B+ content for products, measuring outcomes through KPIs on consumer engagement, and develop and execute an A/B testing framework to continuously improve content KPIs, either through in-house developers or agencies.

- Develop and drive a multi-channel media tactics to drive consumer conversion to purchase on all direct selling platforms including E-Commerce marketplaces. This may involve the set up of a DMP as a tool to drive retargeting and digital lead generation. Media optimization (Cost Per Acquisition - CPA) and a deep understanding of the KPIs that drive reduced media spend and increased purchase conversion.

- Additionally, the role requires effective communication and team skills, the ability to formulate clear recommendations on business challenges, issues and a drive to achieve within set timelines and objectives.

SCOPE / DIMENSIONS OF ROLE : 

- Position is focused on driving direct to consumer for ASEAN, and to implement best practices globally in key direct to consumer countries/markets.

RESPONSIBILITIES / ACCOUNTABILITIES : 

- Collaborate with Global Digital Marketing on leveraging brand equity outcomes to drive the direct to consumer business.

- Collaborate with other areas within the business to help identify, assess and translate business opportunities and risks into direct to consumer engagement.

- Create and enhance current and future business processes to meet growing needs of business requirements.

- Drive the design and enhancement/modification of business systems through analysis, clarification and definition of user requirements.

- Provide ongoing project management for vendor projects including initiation/evaluation, design, development, training and roll out.

- Drive project activities with other appropriate team members within the business to develop effective team relationships.

- Partner with IS business improvement teams to aid in the creation of business solutions through application development.

- Create and maintain project documentation including policies and procedures, status reports, system design, process flows and project presentations.

- Actively seek to share and be open to best practices, new ideas, opportunities and issues.

- Conduct project meetings, training sessions to other activation markets (especially in relation to the roll out and implementation of applications).

KEY INTERFACES : 

- Global Direct to Consumer GM

- Global Digital Marketing VP (advisory role only)

- Indian e-commerce head

- All functional groups within D2C

PROFESSIONAL QUALIFICATIONS/ EXPERIENCE :

The required functional skills are defined and should be used for the evaluation of candidates for this role:

- Bachelor's degree, preferably in marketing, communications, or business. MBA a plus.

- Self-motivated, highly flexible and takes the initiative to do what's needed

- 5-8 years of digital, data/analytics experience, including some agency-side experience

- Hands on experience with verification partners, ad serving, programmatic, publisher direct relationships, DMP strategy and development, CRM strategy and development, and other digital toolsets

- Knowledgeable about digital campaign process from planning, negotiation, tagging and trafficking. Ability to understand key stakeholders across agency/teams to drive executional performance

- Hands on experience being strategic and executional lead with data providers

- Ability to simplify and communicate complex topics

- Strong track record of contributing to the new business process and growing teams

- Strong track record of leading initiatives with positive business returns

- Experience working across a number of different industry verticals and categories (ie brand building versus direct response)

- Savvy and knowledgeable about current trends, innovations and best practices. Ability to effectively translate implications for the company/brands.

- Conceptual, strategic thinker with proven analytical and problem solving skills

- Experienced people manager with strong influencing skills.

- A commitment to excellence with a positive and resilient attitude.

- Strong organizational skills and attention to detail.

- Experience working with senior management.

- Exceptionally strong communications and presentation skills

- Ability to handle ambiguity

- Solution & performance driven

- Ability to travel

PERSONAL ATTRIBUTES

- RB/MJN is a global business, candidates should be open to relocate internationally for career development and challenge

- The business language in RB is English, therefore high proficiency in English is essential

- In line with RB/MJN core values, the candidate will be achievement focussed and able to work in a direct and often pressurised environment. Entrepreneurial skills in terms of innovation and problem solving are key along with tenacity, tough-mindedness and ability to influence and demonstrate strong team working abilities and commitment

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