Online Brand Manager

Job Description

JOB TITLEOnlineBrand ManagerGENERAL DESCRIPTIONThe OnlineBrand Manager is the champion of eCommerce and Media. Owns the onlineexperience for Shoppers across both websites and the retail path to purchase.Works with the Trade Activation and Brand Manager Champions to translate thedifferent online activation experience for different retailers. Makes sure wehave the right consumer/shopper engagement plans, channel strategy, pricingstrategy and promo plan to land our ambitions for each online retailer andtruly understand the shopper. Other responsibilities include managing onlineconsumer journeys and gather data to learn from online retailers.TheOnline Brand Manager will also liaise with the partner agency the full brandmedia plan.AccountabilitiesAchieving sales targets for brande-boutiques

• Developing Channel Strategy and ensure differentiation for retailers
• Planning and confirming Promo Plan ? ensuring there is differentiation for e-boutique and e-retailers (e-retailers to be worked with e-kams).
• Achieving brand sell-out targets through building differentiated shopper-centric online account strategies
• Enhancing performance, traffic and conversion on ecom websites
• Working with distributor to activate plans for e-boutique
• Ensuring the success of the online shopper path-to-purchase / consumer journey
• Knowing the online shopper inside out and providing that info to the rest of the team

Developing the strategy andpreparing for key meetings:

• Setting the overall strategy for online retailers and e-boutique
• Developing and sharing and building an action plan based on feedback from shopper insight

Managing online content related toe-commerce activations

• Working with distributor, retailers and Commercial teams to ensure gold standard execution on e-retailer and e-boutique site (search, visibility, quality of content, reviews etc)
• Work with ekams, distributor and agencies to understand needs, and develop relevant content for e-commerce activations
• Uploading content onto division specific portals
• Successful paid and organic search rankings for campaign and always-on (supported by digital team/agencies)

Managing consumer CRM

• Driving insights out of consumer CRM
• Withdrawing actions and implementing CRM for e-boutique

Reporting and managing ecommercecampaigns:

• Delivering monthly update to team and zone on performance by category (sell out tracking)
• Contributing online elements of market share notes to Zone/DMI ? Sell out tracking
• Gathering and reporting on online purchase data
• Undertaking online competition review from product / media pov
• Identifying content gaps

Merchandising

• Own online merchandising for brand including NPD launches
• Driving shopper and retailer differentiation
• Updating team on ?online merchandising? performance using group tools (ex: Clavis)

Media Management

• Responsible for the brand?s full funnel media planning and execution. This includes: Upper funnel (awareness, including OOH & DOOH), consideration, and lower funnel (performance media)
• Implement and liaise with media agencies the ideal media mix and campaigns across all categories.
• Challenge agencies on media campaign KPIs for O+O and ensure creative campaigns execution.
• Update plans in the group?s media platform ?CONTACTS? and ensure approvals and validations.

ResponsibilitiesCreating, analyzing and managingonline content related to D2C and CRM:

• Carrying out the analysis, reporting and identifying the appropriate use of Ratings and Reviews
• Lead / agency
• Source or produce retailer-focused content for search, CRM and precision advertising, as required

Supporting key meeting and campaignmanagement:

• Planning Zone Meetings and Away Days and top to top ? aligned with Trade Activation Champion(where applicable)
• Providing inputs for Zone/DMI launch decks
• Planning for Pre-Budget

People Management:Undertaking inductionsSKILLS AND ABILITIES

• Managing artwork, discontinued products etc.
• Cross collaboration with other functions
• Coaching graduate trainees and or overlooking one on a specific online project

Additional responsibilitiesContributing to the strategy:

• Category Strategy in liaising with brand managers
• Establishing long-term trade strategy and vision
• Developing National Game Plan (Trade perspective ? e.g. exclusivities)

Managing online content:

• Providing feedback and along with e-kam team approving the creative for e-retailers
• Addressing content gaps (Google search/brand sites)
• For search, the right key words are being used for the right product
• Working with retailers to activate the best tailored brand activity

Supporting meeting and campaignmanagement:

• Executing on current Campaign, focus on the next quarter planning and everyday business
• Inspire (Plan Reveal)
• Measuring and evaluating the success of product launch (Product Launch Review)

Keyskills :