Salary:
Package: Basic Salary R52000 p/m plus Medical Aid, Provident Fund, Gap cover, Cell Phone, 13th Cheque, Performance Bonus
SUMMARY:
Purpose of the position: Drives and executes the touchpoint strategy as an extension off the Go to market approach, which deliver a value focused consumer experience through a 360 approach of critical touch points in the customer journey.
POSITION INFO:
Customer Experience & Digital Manager
Area: Sandton
Package: Basic Salary R52000 p/m plus Medical Aid, Provident Fund, Gap cover, Cell Phone, 13th Cheque, Performance Bonus
Purpose of the position: Drives and executes the touchpoint strategy as an extension off the Go to market approach, which deliver a value focused consumer experience through a 360 approach of critical touch points in the customer journey.
Duties:
Customer Experience Management:
- Interprets the user journey to better understand and improve the customer experience with high quality digital engagements and touch points that move consumers down the funnel to increase conversions.
- Leads the development of appropriate customer feedback management capabilities and practices.
- Assesses customer experience measurement practices to understand the current state and identifies opportunities for improvement.
- Establishes region-wide alignment on best practices for cultivating a dynamic customer experience.
- Leverages customer insights to anticipate needs and obstacles within the path to purchase, and designing strategies to target the obstacles.
- Uses experiential design principles to resolve gaps in the total customer experience.
- Partners with sales to fully integrate all customer touchpoints within the customer experience.
- Develop and Manage the Region integrated communication strategy that is aligned with the corporate direction
- Allocate and control budget within scope of an integrated strategy
- Within the region, manages the CEM team to align with overall CEM Business Line strategy
CRM
- Develop the region CRM strategies, goals and benchmarks.
- Review existing CRM implementation and identifies opportunities for improvement.
- Explores and addresses the unidentified, underlying and long-term customer needs and concerns.
- Provides support and counsel to business functions who are incorporating customer experience strategies into CRM business processes.
- Educates internal staff on customer experience concepts, value proposition, and processes.
- Serves as customer advocate with senior management; ensures that customer research findings are understood, tracked and acted upon.
Content Marketing
- Identifies key opportunities to create new content and functionality on e-commerce site while improving existing website content and functionality to grow conversion rates and create a better user experience.
- Works closely with the digital team (internal and external) to ensure that new site development aligns with content management needs and roadmaps.
- Manages the digital marketing creative development process in partnership with the CEM team to ensure creative is consistently optimized and consistent with brand, marketing objectives, and strategies.
- Executes social media strategy through organizational goals, competitive research, platform determination, benchmarking, and messaging and audience identification.
- Establishes key performance indicators to manage performance and communicate results/value to leadership team.
- Reviews and advises on site changes, improvements, and technical enhancements based on web analytics
- Manages relationship with internal/external editorial, writers or consultants to ensure that they are executing against brand marketing strategy and driving tangible, compliant business results.
Multi-channel marketing
- Drives alignment of multi-channel marketing budget with key business initiatives and multi-channel needs.
- Establishes the region’s framework for the planning and implementation process for a multi-channel strategy.
Marketing Planning
- Benchmarks marketing communication with other organizations in their region.
- Collaborates with brand and market research teams to develop optimized customer journey
- Monitors performance measurements to ensure brand is tracking against goals, and recommends and implements corrective actions.
- Briefs internal/external resource groups to design marketing communication
Integrated Brand Marketing Communications
- Uses customer data to segment the market and understand the brand persona
- Uses segmentation data to identify the target segments and ensure relevant content.
- Monitors brand awareness/performance/engagement to identify possible changes.
- Develops content for marketing communications materials
- Ensures that marketing communications are consistent with brand and organizational standards.
- Tailors marketing communications to reflect the marketing medium being used and target audience.
Digital Advertising
- Analyses quantifiable data sets for use in campaign and strategy development.
- Recommends analytic approaches/strategies needed to inform digital advertising campaigns.
- Establishes automated processes for dealing with common or basic customer issues/concerns across a variety of channels.
- Directs the scope and integration of multiple online advertising campaigns across multiple channels.
Database Marketing
- Creates a direct response content brief.
- Extracts customer or business data using digital analytics queries
- Utilizes different marketing channels (e.g., digital, print, social, podcast, etc.) as part of an integrated marketing campaign.
- Creates basic reports from database to reveal insights.
- Checks the quality of customer data by proceeding to basic analysis.
Digital Asset Management
- Manages a variety of assets across the digital space and the impact of each on the organization’s reputation.
- Advises others on how to implement efficient testing procedures that are aligned with the organization’s marketing strategy.
- Modifies digital assets for complex topics, tailoring the style and tone to the audience or to the digital medium being used.
- Coordinates the web activities required to manage the website, microsite, or mobile platform.
- Develops marketing automation strategies for specific platforms or channels that are aligned with the organization’s overall digital asset marketing strategy.
- Digital Marketing
- Suggests techniques to drive new customer acquisitions through paid and organic multi-channels.
- Keeps up-to-date on trends and developments in SEM/SEO, mobile, video, email, social media, affiliate programs.
- Develops and executes effective digital marketing plans aligned with the digital marketing strategy.
- Manages a digital advertising budget and brings new acquisition goals in line with cost per acquisition target.
- Collaborates with internal teams to create ads and landing pages with the goal of optimizing conversions
Strategic eCommerce
- Describes key performance indicators and their importance to manage marketing performance across digital commerce platforms and communicate results/value to leadership team.
- Describes key digital commerce strategies at a basic level (e.g., B2B vs. B2C, e-Tailing, auctions, portals, classified, local SEO, NFC, mobile payments, etc.).
User Experience
- Defines basics of usability testing to evaluate the experiential world of the customer.
- Defines the concept of key consumer groups based on their value-add to the organization.
- Locates key touchpoints within the customer journey map.
- Defines the five steps of design thinking used to resolve design problems.
Branding:
- Demonstrates understanding of: segmentation, targeting, (segment profiles, target groups)
- Demonstrates awareness of the Unique Selling Point of the product or service to differentiate it from the competition.
- Uses simple tools such as product position maps to visualize and interpret the organization’s position and brand relative to competitors.
Content Marketing
- Generates edits, publishes and shares daily content (original text, images, video) that builds meaningful connections and encourages customers and community members to take action.
- Sets up and optimizes company pages within each platform to increase the visibility of organization’s social content.
- Reviews site content for accuracy, timeliness, and consistency with the organization’s voice, brand, and mission.
- Reviews and edits digital and print content to ensure that they are aligned and integrated.
- Creates social media posts and ad copy.
Digital Analytics
- Monitors the impact of social media marketing efforts on key digital asset key performance indicators.
- Uses data from the marketing dashboard to compile reports on web and mobile analytics.
- Describes the relation between content tagging, tracking codes, or beacons when monitoring key performance indicators.
- Evaluates the success of identified key performance indicators, suggesting adjustments where necessary.
- Composes action-oriented reports on web and mobile analytics.
Lead (Demand) Generation
- Defines the key stages in lead management (e.g., lead generation, customer inquiry and capture, filtering, grading, distribution, and contact and lead nurturing).
- Describes basics of customer empathy and influence principles to aid in achievement of customer strategy.
- Explains recency-frequency- monetary value in relation to identification of key customers.
- Identifies key customers and groups, and the associated touchpoints within sales/marketing cycles.
- Articulates how to use influence principles to meet the unique needs and expectations of each customer.
User Experience Design
- Structures basic customer interfaces on the experiential platform.
- Analyses basic customer website interactions to identify the connection between customers and the brand.
- Describes the needs, values, perceptions, emotions, cognitions, and behaviours of target customer/user profiles.
- Interacts with key customer groups using tailored communication strategies.
- Leverages customer insights gained through analytics to inform design decisions.
- Digital engagement
- Develops and executes digital projects according to the best practices and communication strategy.
- Manages how online engagement tools can be used to increase community impact.
- Sources, qualifies and negotiates third-party agencies to drive new traffic within cost per acquisition targets.
- Identifies opportunities for audience development and growth through analysis of digital customer behaviour.
- Performs and compile quantitative assessment and optimization of website/social media ecosystem experience and content through Analytics, multivariate testing, A/B testing and user testing.
- Advertising Strategy, Brand Content Production and Dissemination
- Develops advertising specifications/contents for larger, more complex assignments, e.g., a national program.
- Consults with advertising agencies or staff to arrange campaigns in all types of media.
- Optimizes the media plan during its implementation.
- Evaluates advertising agency.
- Manages the brand content creative development process in partnership with creative team to ensure creative is consistently optimized and consistent with brand objectives.
- Manage budget
Qualifications & Experience
- Relevant degree/diploma
- Minimum 5 years relevant experience
Competency
- Content Marketing
- Customer Experience Management
- Customer Relationship Management
- Decision Making
- Fostering Communication
- Initiative
- Inspiring Others
- Integrated Marketing Communications
- Managing Conflicts
- Marketing Planning
- Multi-Channel Marketing
- Teamwork and Collaboration
- User Experience Design
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