748 C&R Manager,CRM,GZ

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[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

 

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