Head, Digital Marketing at PZ Cussons

Job Purpose:

Why does the job exist?

• To drive Brand reach and penetration utilising knowledge of the digital world to activate the most appropriate digital marketing initiatives for each brand.
• To define the digital experience of a consumer ensuring this communicates the brand vision and any specific campaign messages. Utilise a thorough understanding of digital trends, the digital landscape and web analytics to develop digital strategies and measure their success.
• To work closely with the global digital team helping to ensure that digital activation aligns with group guidance on digital marketing strategy and technology standards.
• Provide a local market or regional expertise that will understand the local digital landscape plus provide appropriate education and support to the wider marketing team. The role will focus on integrating a digital thought process and highlighting opportunities into the general marketing strategy.

Reports to

Marketing Director-HC

Significant  Relationships

(Internal & external)

• Regional Marketing team
• Brand Activation team
• Cross-functional teams from Finance, Commercial, Supply Chain, HR, NPD, Consumer Insight
• Advertising agencies & Service providers

Dimensions:

• Turnover of unit
• Budget responsibility
• Team Size
• Other

Principal Accountabilities:

• The key outputs of the job
• List in priority order if possible, typically 8-10
• NOT a task list
• Any requirement for organizing & planning including own work and the allocation of resources
• Typical decisions made and if they are advisory or directly responsible for the outcome
• To act as an effective team member within the country/regional Marketing team
• Understand the Brand and Digital strategy set at a Category level to ensure this direction influences local activation.
• Gain a clear understanding of brand strategy/objectives and plan how these can be transferred into the digital experience of a consumer.
• Manage the Brand stakeholders with regular updates of plans and progress against the digital brand strategy
• To work closely with the Brand teams to build a clear understanding of the needs and wants of existing and prospective consumers
• To work closely with the Brand teams to support the development of content suitable for communication through digital media.
• To fully understand the local Digital Landscape and from this highlight the greatest opportunities for digital communications in the market/region.
• Analysis and interpretation of marketing data (customer data/online performance/web analytics) to understand any current activity and identify where the experience can be optimized.
• Measure and interpret the performance impact of the delivered initiatives with reference to the agreed KPI’s
• Create a clear view of industry best practice, with reference to latest websites, digital trends and emerging technologies
• Use this data, customer and industry insights and turn them in actionable initiatives that will deliver a step change in the digital consumer experience, including Search, eCRM, Digital Marketing, Social Media and onsite.
• Work closely with the Group Digital Marketing and Solutions teams to ensure that local initiatives are understood and there is an agreed program of work between the local and group teams.
• Contribute to the User testing and approval of the delivered solutions, ensuring that it fulfils the business requirements
• Manage the end to end delivery of identified initiatives where required
• To operate as an ambassador for Digital Marketing across the business.
• To develop, mentor and where appropriate manage more junior members of the team.

Internal & External Relationships:

• Identify the most significant ones
• Attach a preferred suppliers list if available
• Detail which networks the jobholder will be part of e.g. finance, category
• Select and manage external agencies
• Internally network effectively with category and digital managers from the group function.

Knowledge, Skills & Experience Needed:

• List any qualifications required to do the job
• Be specific about the experience needed
• Focus on type of experience not the time served
• Possess degree level or equivalent in Marketing related topic ideally with an Online or Digital element.
• Demonstrate strong experience in online usability and/or brand proposition development
• Proven understanding of designing and optimizing online consumer journeys
• Experience of turning consumer data and insights into actionable plans and strategies
• Experience of using web analytics (e.g. Core metrics, Google analytics)
• Knowledge of the latest in digital marketing trends and a thorough understanding of the digital landscape (Website, Social, Digital Marketing, Search and Mobile)
• Proven Planning and Project management skills.
• Superb decision making skills based on sound commercial judgment
• Superb communication skills.  Ability to create successful relationships across the internal business and with external partners ideally with experience across a global organization.
• A real team player who is able to negotiate and broker a successful consensus via highly developed influencing skills.
• Ability to investigate new digital marketing channels and propose the strategy for integration into the Digital Marketing mix.