[MBS,Senior,Guangzhou,membership]
Role accountabilities
Consumer Targeting- Prospect Management
- Develop and implement of tools and techniques- for targeted consumer profiling & identification of our consumers (efficient/ effective)
- Establish a relation and connection with the target consumers- and drive the brand preference
- 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 pregnant mums, young mums- 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 Recruitment Programs
- Development & execution of yearly recruitment plan- part of overall brand communication strategy
- Constant recruiting of predefined, high quality prospects by developing effective and creative recruitment programs, soft switch programs and activities
- In cooperation with the Conversion manager cultivation of the prospects- and develop better understanding on key users
- Pro-actively coming up with new ideas, approaches, channels, methods to find & attract prospects
- Giving clear instructions about the programs and their goals to the Sales team.
- Reporting to the Marketing Manager about the results of the chosen programs and presenting improvements and /or new programs
Digital communication & WOM
- Development and execution of yearly digital communication calendar- as part of the overall brand communication strategy
- Develop & implement- effective cultivation programs to engage the registered prospects and enhancing their commitment to the brand
- Develop & implement- 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)
- Supports the CRM Manager in the digital execution of the agreed strategy and exploration & implementation of web-based communication & database tools
- Checking the effectiveness of the used programs with the CRM department and users (Sales department) and if necessary redesign it.
- Maintaining the successful programs and addressing the successful items of the programs.
- Continuously testing new ideas and program items and when successful implementing and rolling them out in other areas.
- 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
- Monitoring the program methodologies of competitors
- Detailed competitor analysis and reporting- weekly & monthly
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
Human Resources and Team Development
- Coaches and manages team members- bring to higher standards
- Translate strategy into clear and SMART defined objectives for individual team members
- Work closely together with the Operation Team, in order to create excellence in execution
- Team members to operate within the corporate code of conduct.
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.
- 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
- Having a strong customer focus and empathy
- Continually striving for improvement
