[MBS,Guangzhou,CRM,program,manager,母婴渠道]
Role accountabilities (Conversion & Retention)
Consumer Management
- Develop and implement of tools and techniques- for consumer profiling, retention and cultivation (efficient/ effective)
Establish a relation and connection with the target consumers- and drive brand preference (WOM/ Ambassador program) - Secure conversion of target group into users, through successful implementation of communication & conversion strategy
- Evaluate tools & techniques on regular base- and optimize to enhance effectiveness
Consumer Insights
- Having highly detailed knowledge about target consumers, their needs, wishes & preferred approach
- Acting as an expert and information source in the organization about the target consumer and keeping his/her knowledge and expertise up-to-date by having regular contact with them
- Continuously update and gaining deeper understanding – of young mum, users- through data analysis, research, market visits & findings, relevant literature, attending conferences / training
- Translate knowledge into practical activities- answering to consumer & business needs.
- Come up with new ideas to improve business- NPD, communication etc.
Consumer Conversion Programs
- Development & execution of yearly conversion plan- part of overall brand communication strategy
- Enhance conversion of predefined, high quality prospects- into users- by developing effective and creative conversions programs, soft switch programs and activities
- Pro-actively coming up with new ideas, approaches, channels, methods to improve conversion
- Checking if the Sales team implement and use the programs in accordance with their intentions and if necessary actively redirecting the Sales team
Retention & Ambassador Programs
- Development & execution of yearly retention plan- part of overall brand communication strategy
- Cultivation of the users- and develop better understanding on key users
- Pro-actively coming up with new ideas, approaches, channels, methods to improve retention
- Excellent after sales loyalty program- design, develop, implement
- Giving clear instructions about the programs and their goals to the Sales team
- Checking if the Sales team implement and use the programs in accordance with their intentions and if necessary actively redirecting the Sales team
Communication Development and WOM
- Development and execution yearly digital communication calendar- with regard to conversion & retention
- Development and execution of the Field Team toolkit
- Develop & implement effective cultivation programs to engage the users and enhance their commitment to the brand + referral programs to attract new customers through customers (WOM)
- Develop & implement soft switch programs to recruit users of other brands
- Ensure enhancement of web based activities- by local in-market activities ( in store, consumer events, PR, field team support, offline communication tools)
- Checking the effectiveness of the used programs with the CRM department and users (Sales department) and if necessary redesign it. Reviewing the programs regularly and keep it up-to-date.
- Business Development- Portfolio Management and Competitor Analysis
- Monitor trends in business, market and customer requirements
- Detailed competitor analysis and reporting- weekly & monthly
- Give input to NPD process- and communication programs
Operational Management
- Manages own budget & activities- ensures adequate reporting and status overviews
- Ensures effectiveness & efficiency of Marketing activities
- Takes corrective actions when necessary & ensures adequate reporting
- Prepares timely input and answers to questions from internal and external partners
Qualification
- Bachelor degree in Marketing / Sales
- Experience in a sales /direct marketing position (> 2-5 years)
- Brand Marketing Experience (> 2-5 years)
- Experience with direct consumer contacts/ selling (formed part of a field force)
- Being familiar with the baby/ food/ dairy industry
- Experienced in working with and activating third parties and getting the best out of these relationships.
- Experience in communication development & consumer activation
- Knowledge of the latest Marketing trends, tools and methodologies.
- Creative, out-of-the-box thinker
- Being able to see and use opportunities (can-do mentality)
- Taking initiative and daring to explore new things and facing challenges.
- Practical and hands-on.
- Continually striving for improvement
