Lead - Digital Marketing - FMCG/FMCD/Building Materials

Lead - Digital

Industry preferred : FMCG, FMCD, Building Materials.

Develop and actively drive regional digital strategy:

- Lead and drive the development of the regional digital strategy & plans to support the delivery of business and marketing objectives

- In-depth knowledge of digital media - SEO, ASO, Paid Search, Paid Social, ABM, email marketing, Social Media community management, programmatic display marketing, DCO, Community Marketing and Influencer Marketing - to execute digital marketing campaigns across the region

- Work with both brand teams to co-create annual media investment/ allocation (between channels and between always on vs. campaign) strategies and execution plans, prioritizing budget according to business strategies

- Partner with global digital teams and proactively advise South Asia brand teams, and Ecom and Insights team on data-driven marketing and sales across whole digital ecosystem - media (paid, owned, earned), and Ecom, review media plans of always on investment as well as major campaigns across all media channels to help deliver business objectives

- Compile regional framework/ playbook on how to do data-driven marketing as above and investment guidelines on paid, owned and earned media for each brand

- Together with Insights and brand teams - identify emerging media consumption and consumer engagement trends, share learnings and recommend actions on media execution to local markets based on this.

- Ensure continuous optimization and improvement on media ROAS across all channels

- Understand markets' consumer/customer and shopper insights that will serve as strong anchor for developing digital strategies and plans for the region

- Drive excellence in user experience

- Develop and own digital customer journeys and partner Comms and Brand teams on integrated customer journeys to identify touchpoints and content strategy for each target audience

- Build strategic digital roadmap, identify martech requirements and introduce Improvement to current platforms Flourish 3.0, Professional platforms, Visualizer app and colour plug-ins to maximize results in terms of web traffic, downloads and usage, etc.

- Collaborate closely with brand and colour teams in developing and implementing digital campaigns that can work across platforms and devices

- Support countries in brand and product launch campaigns to raise brand awareness and consideration and drive omni-channel purchase on ecommerce or shops.

- Strengthen content management and content marketing

- Build Local Brand social accounts - strategy, content requirement and content update/ management framework that's locally relevance but yet leverage on available resources

- Elevate the content strategy and develop content strategist to manage all writing materials for business purposes, from online guides and articles to newsletters, social media posts, ABM, ecommerce. Follow industry-related news and generate ideas around trending topics.

- Efficiency in digital Media and social media community management through Media Data & Analytics

- Build integrated dashboard/ framework that measures KPIs in sufficiency, efficiency and effectiveness of:

Paid - e.g. Search, Ecom, Social network platforms, Facebook, Youtube, trade publishers, influencers etc.

Owned - e.g. Websites, influencers community

Earned - e.g. social buzz (leveraging KOL tracking and social listening tools)

- Build performance dashboard for different levels of audience (local/ regional working/ management teams) and provide the analysis and recommendation

- Ensure timely centralise media planning, execution and performance tracking. Advise local markets on KPI target setting in media and evaluate effectiveness of each campaign.

- Continuously optimize cost effective execution model, evaluate and select right analytics agencies and the right data tools for each local market; propose in-housing options where makes sense

- Ensure adherence of privacy regulations and data integrity/ cleanliness at all time and problem solve whenever there are data gaps identified

- Be the Digital knowledge champion and knowledge-source

- Guide the marketing community on the latest digital developments and how these can be embedded within the marketing activities

- Help build digital capability in the marketing community by identifying training needs and organizing relevant trainings to enable them to understand how to fully harness potential from the digital platform

- Ability to work independently as well collaboratively in a team environment.

- Partner Marketing Planning & Effectiveness team to demonstrate digital performance and effectiveness

- Build relationship and manage digital media partner agencies

- Determine range of services needed from partner agencies in supporting digital marketing.

- Build digital media agencies criteria framework including selection criteria, work scoping, performance evaluation and management.

- Ensure proper documentation of services engaged.

- Periodic review and monitoring of service delivery of service provider to ensure optimal cost ratio and service is given by partner agencies.

- Provide inputs in the annual evaluation of partner agencies.

- Build and manage partnership in digital media and experience:

- Build strong partnership with leading tech ecosystems - e.g FB, Google, LinkedIn - ideally establishing Joint Business Plans with them

- Initiate quarterly updates from leading tech partners to stay abreast of the latest features and technologies

- Scout for emerging/ new capabilities in the market that are suitable to implement for consumers and category influencers. Scope the work and pitch with piloting roadmap for regional/local markets, and support region/selected local markets on these pilots