DGM Digital

Location: Mumbai, Maharashtra, India

Position Title: Deputy General Manager - Digital Marketing

Summary:  The role is responsible to lead innovative yet efficient digital initiatives across Hershey India brands with the objective to increase brand engagement, connect and conversions, in alignment with brand proposition and overall marketing strategy.

Major Duties/Responsibilities:  
1) Digital Strategy and Campaign Development
•    Evolve digital strategy for Hershey India portfolio of brands, tying back to over-arching brand strategy and purpose
•    Identify key priorities across domains - Search, Social, Video, Content to amplify brand proposition, while leverage full funnel planning 
•    Represent India and liaison with International Digital team to drive full funnel activation plan, deploy, test and learn and cross-pollinate best     practices 
•    Collaborate closely with stakeholders (brand team, design & media agencies and external vendors) to design and develop new innovative digital     programs that elevate and advance Hershey’s digital brand presence
•    Collaborate with internal-external partners to optimize marketing campaigns to best fit the consumer needs / behaviours 
•    Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points to build 1st party     data pool
2) Digital Campaigns Strategy and Execution
•    Supervise (team and agency) towards leading digital deployment of brand campaigns, through right mix, across platforms
•    Define measures (e.g. Online Traffic Targets), and evolve measurement agenda including tracking methodologies, MIS & Reporting standards to     understand efficiency / effectiveness
•    Strengthen and scale up content marketing- basis portfolio/brand objective 
•    Review reports on online traffic, budget spends and other measures linked to digital marketing and suggest optimization / course corrections
3) Focus on Ecommerce
•    Collaborate with e-commerce to deliver the 3 year Digi-com strategy and brand teams to optimize user experience in ecommerce
•    Strengthen the path to purchase, conversions and measurement 
•    Develop content basis brand campaign idea for shopper interface on brand stores or product page

Dimensions:  
To be discussed during interview; high skew of spends to digital vs industry average 

Key KPIs:
•    Brand metrics across the funnel- Discover, Awareness, Engagement, Consideration, Conversions
•    Organic Reach increase
•    ROI on Digital (and influencer) campaigns
•    Input KPIs- Social media traffic (views, reach, lift%)
•    Digi-com P&L 

Knowledge:
•    10+ years of proven experience on digital & content marketing with a track record of success in delivering effective digitally led Marketing     programs
•    Experience working on end to end content projects i.e. Ideation to development to deployment
•    Thorough understanding of brand & performance campaign thinking and execution 
•    Experience working with digital & media agencies

Skills:
•    Strategic mindset for devising annual digital plans in liaison with brand teams 
•    Superior communication skills, including the ability to take complex, ambitious topics and create compelling narratives for different audiences
•    Highly creative with experience in identifying target audiences and devising campaigns that engage, inform, and motivate
•    Ability to develop marketing budgets, analyze ROI and spends

Education:    Post Graduate in Marketing 
Experience:    Minimum 10 years of experience in Digital and Content Marketing in FMCG (preferred)/ top 4 media agencies- leading FMCG accounts