Head of Omni-Channel Marketing
ROLE DESCRIPTION
Business Management: 50%
Internal Customer Management: 30%
People Management: 20%
Lead digital transformation roadmap of ANI TW from upstream to downstream to strengthen our capability to recruit and retain & maximize life-time value of brand users
Leverage technical knowledge to enhance our brand’s CX strategy through local relevant social & e-commerce platforms, ancillary CRM systems in order to drive customer engagement and results
Design, implement, test, launch, and track Salesforce.com omni-channel activities and campaigns, in collaboration with cross-functional team members to ensure strategic alignment
Overall leadership of digital performance. Setting the vision for the channels and executing it through the team and partners.
BUSINESS OUTCOMES
Customization of Salesforce.com to ensure seamless use and optimal support of omni-channel CX activities
Comprehensive data capture of critical customer information at various points in the customer lifecycle across the organization, to support analytics
Timely tool, dashboard, and report development to support decision-making and brand/channel activities
KEY RESPONSIBILITIES & ACTIVITIES
Build and plan omni-channel CX roadmap from upstream to downstream, together with brand marketing, ethical sales & trade marketing team. Ensure flawless implementation of the strategy
Leverage technical knowledge to enhance our brand’s CX strategy through local relevant social & e-commerce platforms, ancillary omni-channel systems in order to drive customer engagement and results
Design, implement, test, launch, and track Salesforce.com omni-channel activities and campaigns, in collaboration with cross-functional team members to ensure strategic alignment
Lead Abbot-centric digital platform implementation (including sales force, marketing cloud, project wolf, ANConnect) & secure local adaptation of the platform to best fit for ANI TW business opportunity (ie.,E-hopar, LINE BC)
Enhance organization overall digital capability from awareness, consideration to acquisition and build sustainable growth benefit to ANI TW
KEY SUCCESS FACTORS
Salesforce.com certification
Strategic thinking and an enterprise orientation (ability to see “big picture” and understand tactical
implications)
Ability to influence without authority, in all directions, to be consultative
Effective negotiation with stakeholders, managing differing priorities, personalities, styles, etc.
Strong data management and analytics expertise
Project management expertise and ability to foster collaboration and accountability
Good understanding of marketing campaigns/activities and customer engagement
Ability to communicate complex technical issues to non-technical stakeholders in order for decisions to be made.
Experience in analytical techniques such as attribution modeling, A/B testing, design of experiment.
High learning agility, adaptability, and comfort with complexity and ambiguity
High customer/consumer/stakeholder orientation
Working collaboratively with cross-functional partners and non-technical users to support data quality, identify and resolve issues
EDUCATION & QUALIFICATIONS
10-15 yrs’ of experience in DTC(direct to customer), CRM and digital marketing. FMCG industry
Requires deep practical knowledge of media & digital marketing tools, concepts and methodologies as well as strong writing skills.
Must have experience designing and testing digital marketing programs based on insights from analytics and experience.
Experience with a broad range of additional platforms is strongly desired.
Must be able to understand key business drivers and to develop appropriate strategies to address specific business needs.
Good team leader & player with strong growth mindset, excellent communication, interpersonal, project management, and analytical skills
Proficiency in Mandarin and English is a must