ONLINE BRAND MANAGER

Accountabilities

Achieving sales targets through online retailers:

•            Achieving brand conso targets through building differentiated shopper-centric online account strategies

•            Enhancing performance, traffic and conversion on customer websites

•            Working with retailers to activate the best tailored brand activity

•            Ensuring the success of the online shopper path-to-purchase / consumer journey

•            Data tagging for consumer performance on brand web sites (based on tagging strategy defined by CMO team)

•            Knowing the online shopper inside out and providing that info [eg Nielsen data] to the rest of the team

Developing the strategy and preparing for key meetings:

•            Owning trade day process from preparing to presenting

•            Setting the overall strategy for online retailers 

•            Developing and sharing and building an action plan based on feedback from shopper insight

Managing online content:

•            Working with retailers and Commercial teams to ensure gold standard execution on retailer site (search, visibility, quality of content, reviews etc)

•            Work with retail partners to understand needs, and develop relevant content

•            Uploading PIM/DAM data to MyStudio / Opera

•            Uploading content onto Brand Bank

•            Successful paid and organic search rankings for campaign and always-on (supported by IMC/agencies)

Managing consumer CRM

•            Consumer CRM strategy and execution (supported by IMC/agencies) for campaign activity (not always-on)

•            Driving insights out of consumer CRM

Reporting and managing the campaign:

•            Delivering weekly EPOS and update team on performance by category (sell out tracking)

•            Contributing online elements of market share notes to Zone/DMI – Sell out tracking 

•            Updating team on ‘online merchandising’ (Clavis) performance

•            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

•            Managing the brand merchandising budget (Brandbank)

Qualifications, Knowledge and Experience Required

•            Consistent strong performance and results in previous roles 

•            Able to work cross-functionally at all levels

•            Previous experience in consumer role is desirable

•            Demonstrated strong commercial acumen in previous roles

•            Demonstrated strong digital understanding

•            Credible in front of the Trade