Head of Omni-Channel Marketing

ROLE DESCRIPTION

Business Management: 50%

Internal Customer Management: 30%

People Management: 20%

• Lead digital transformation roadmap of ANI TW from upstream to downstream to strengthen our capability to recruit and retain & maximize life-time value of brand users

• Leverage technical knowledge to enhance our brand’s CX strategy through local relevant social & e-commerce platforms, ancillary CRM systems in order to drive customer engagement and results

• Design, implement, test, launch, and track Salesforce.com omni-channel activities and campaigns, in collaboration with cross-functional team members to ensure strategic alignment

• Overall leadership of digital performance. Setting the vision for the channels and executing it through the team and partners.

BUSINESS OUTCOMES

• Customization of Salesforce.com to ensure seamless use and optimal support of omni-channel CX activities

• Comprehensive data capture of critical customer information at various points in the customer lifecycle across the organization, to support analytics

• Timely tool, dashboard, and report development to support decision-making and brand/channel activities

KEY RESPONSIBILITIES & ACTIVITIES

• Build and plan omni-channel CX roadmap from upstream to downstream, together with brand marketing, ethical sales & trade marketing team. Ensure flawless implementation of the strategy

• Leverage technical knowledge to enhance our brand’s CX strategy through local relevant social & e-commerce platforms, ancillary omni-channel systems in order to drive customer engagement and results

• Design, implement, test, launch, and track Salesforce.com omni-channel activities and campaigns, in collaboration with cross-functional team members to ensure strategic alignment

• Lead Abbot-centric digital platform implementation (including sales force, marketing cloud, project wolf, ANConnect) & secure local adaptation of the platform to best fit for ANI TW business opportunity (ie.,E-hopar, LINE BC)

• Enhance organization overall digital capability from awareness, consideration to acquisition and build sustainable growth benefit to ANI TW

KEY SUCCESS FACTORS

• Salesforce.com certification

• Strategic thinking and an enterprise orientation (ability to see “big picture” and understand tactical

• implications)

• Ability to influence without authority, in all directions, to be consultative

• Effective negotiation with stakeholders, managing differing priorities, personalities, styles, etc.

• Strong data management and analytics expertise

• Project management expertise and ability to foster collaboration and accountability

• Good understanding of marketing campaigns/activities and customer engagement

• Ability to communicate complex technical issues to non-technical stakeholders in order for decisions to be made.

• Experience in analytical techniques such as attribution modeling, A/B testing, design of experiment.

• High learning agility, adaptability, and comfort with complexity and ambiguity

• High customer/consumer/stakeholder orientation

• Working collaboratively with cross-functional partners and non-technical users to support data quality, identify and resolve issues

EDUCATION & QUALIFICATIONS

• 10-15 yrs’ of experience in DTC(direct to customer), CRM and digital marketing. FMCG industry

• Requires deep practical knowledge of media & digital marketing tools, concepts and methodologies as well as strong writing skills.   

• Must have experience designing and testing digital marketing programs based on insights from analytics and experience. 

• Experience with a broad range of additional platforms is strongly desired.

• Must be able to understand key business drivers and to develop appropriate strategies to address specific business needs. 

• Good team leader & player with strong growth mindset, excellent communication, interpersonal, project management, and analytical skills

• Proficiency in Mandarin and English is a must