Jubilant FoodWorks - Head - Digital Marketing - Domino's Pizza

Job Description

1. JOB DETAILS:

Position Title: Head - Digital Marketing

Reports to: Sr. VP - Digital (CDO)

Department: Digital

2. JOB PURPOSE:

To budget, develop & execute a Digital Marketing, social media, aggregator and alliances strategy for Domino's Pizza, making it at the cutting edge of engagement and experience for the - new age- consumer.

3. JOB DIMENSIONS:

Financial Data & Number of Staff Supervised: Operating Budget / Revenues- - Approx. 35 to 40 Cr PA digital media spends

- E-commerce revenue size approx. 1200 - 1400 Cr

Direct Reports:

Total: - 4 to 5 direct reports

4. KEY ACCOUNTABILITIES:

Description Performance Indicators

Performance Marketing - ROI on paid marketing

- Conversion

- % ecommerce to overall business and growing that

Organic and Direct traffic

- Constantly working on SEO

- Innovative ways to drive more organic and Direct traffic

- Creating potentially - Viral- content - Organic and Direct traffic

- Conversion

Aggregators and alliances

- Managing relationship with Aggregators

- Growing but at the same time minimizing dependency on Aggregators

- Work with CRM team to bring aggregator customers to our own platforms

- Driving significant incremental revenue via alliances and partnerships without depending on discounts - Sales Increase

- Discount decrease

Media

- Managing digital media budgets, earned media, targeting

- SEO, SEM, Precision Targeting - Media efficiency, Productivity

Digital Creative Management

- Content Creation

- Managing all digital creative /creative agency relationship - Overall impact - brand image and sales

Social

- Platform strategy for Social, defining role of social in engagement

- Driving business through social connect

- Driving e-commerce through social

- Delivering National Marketing programs through social

- Launching a new social listening and response program - Overall impact - brand image and sales

5. JOB CONTEXT:

Domino's Pizza is one of the rare consumer organisations that has data of close to 90% of its consumers (100% of home delivery consumers) and hence has the opportunity to engage in a one on one relationship with its consumers. Further, since a significant part of our business involves home delivery, e-commerce is a natural fit for Domino's. Owing to these factors, the role of Digital Marketing, Mobile App, e-commerce and analytics becomes very critical at Domino's. Considering that there is a digital and social revolution happening in the world, Domino's finds itself at the centre of the action. In this context, the role of the head of Digital Marketing is a critical leadership role for the brand and the company

6. COMMUNICATIONS & WORKING RELATIONSHIPS:

Internal:

- All Departments, high level of engagement with IT

- Top and Middle Management

External:

- Direct Marketing Creative agency

- Offline Marketing Creative agency

- Digital marketing Creative agency

- Social media agency

- Research agencies

- Analytics and CRM agency

- Digital Media agency

- Printers and Logistic partners and other service providers

7. QUALIFICATIONS, EXPERIENCE, & SKILLS:

- Experience - Direct experience with Ecommerce based companies with some past experience in brand management will be preferred. Experience with having built strong mobile based business is a must. Strong experience in Digital Marketing, managing social. Experience with database management and handling creative process is critical. Minimum 12 years of experience

- Type of person - Should be a thorough digital marketing expert. Should be passionate about e-commerce, mobile and one to one consumer engagement. Should love data and analytics. Should be very conversant with latest advancements in technology as well as consumer preferences and trends

- Education - BE + MBA will be preferred (But not a must), from reputed schools will be preferred (But not a must)