Manager Digitial Marketing

Location: Mumbai, Maharashtra, India

Position Title: Manager Digital Marketing

Summary:  

The Manager Digital Marketing reports to DGM Digital Marketing. The role is responsible to lead innovative yet efficient digital initiatives across the brand portfolio of Hersheys with the objective to increase brand connect and image building in alignment with the organizations vision for brand proposition and overall marketing strategy.

Areas of Responsibility:

Digital Strategy and Campaign Development

•    Keep abreast of the latest digital developments and trends from both global / India perspective and gain insights which can be adapted for the business
•    Develop digital marketing strategy by studying economic indicators, current and future preferences on consumers, tracking changes in demand, and monitoring competition; Share plan with supervisor for approval and    recommendation
•    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 / behaviors 
•    Adept with Tool and tech updates to drive innovation: Master proprietary technology platforms to drive     improvement across digital marketing initiatives. 
•    Design and build Hershey India social media presence across all brands 

    Digital Campaigns Execution

•    Execute all web, SEO / SEM, database marketing, email, social media and web property advertising campaigns
•    Liase with design and media agencies to share brief on the campaign; Review execution
•    Formulate a mechanism to track and evaluate the effectiveness of digital marketing initiatives
•    Define measures (e.g. Online Traffic Targets), tracking methodologies, MIS & Reporting standards to understand efficiency / effectiveness
•    Effective Budget Management: Leverage data-based decisions and deep in-channel analysis to ensure campaigns are cost-effective, allocating resources effectively across campaigns and channels to maximize ROI.
•    Review reports on online traffic, budget spends and other measures linked to digital marketing and suggest optimization / course corrections 

Analytics & Insights

•      Complete understanding of DAR & DAE of Nielsen. Understanding of Web Analytics Tool is preferred, Analyse and report performance for website
•      3rd Party analytics tool understanding and ability to use in conjunction with agency

Digital Instructure 

 
•    Maintain the corporate website, applications including front end, middleware & back-end. Implement the requirement and provide technical advisory & solutions.
•    Ideate, Visualize and execute backend - front end for corporate website, Troubleshooting website and content issues as and when required and the ability to diagnose and fix the same

Focus on Ecommerce

•    Collaborate with e-commerce and brand teams to plan and deliver media campaigns (with aligned KPIs) on     ECOM
•    Create & update E-Com user experience across various E-Com platforms
•    Develop content basis brand campaign idea for shopper interface on brand stores or product page
•    Develop A+ content for top SKU’s as identified by the E-Com team along with brand team

Key KPIs:

•    Digital Brand Awareness
•    Organic Reach increase
•    ROI on Digital (and influencer) campaigns
•    Social media traffic (views, reach, lift%)
•    Digital Awards

Minimum knowledge, skills and abilities required to successfully perform major duties/responsibilities:  

Knowledge:

•    Proven experience in digital marketing in the FMCG industry
•    Expertise in content development, social media initiatives, SEO/SEM, driving content on natives, ORM –     Direct and through social listening 
•    Should have handled/exposed to various analytical/tech tools – e.g. Google adwords , FB insights, sprinkler 
•    Creative with experience in digital campaigns 

Skills:

•    Strategic mindset for devising annual digital plans in liaison with brand teams 
•    Proficient in marketing research and statistical analysis
•    Self-motivated and customer focused
•    Ability to develop marketing budgets, analyze ROI and spends

Minimum Education and Experience Requirements:  

Education: Postgraduate in Marketing 

Experience: 6-8 years of experience in Digital Marketing in FMCG & allied categories