Digital, Media And Consumer Touchpoints Manager at Watershed Consulting

Duties:

Customer Experience Management:

• Interprets the user journey to better understand and improve the customer experience with high quality digital engagements and touch points that move consumers down the funnel to increase conversions.
• Assesses customer experience measurement practices to understand the current state and identifies opportunities for improvement.
• Leverages customer insights to anticipate needs and obstacles within the path to purchase,
• Uses experiential design principles to resolve gaps in the total customer experience.
• Partners with sales to fully integrate all customer touchpoints within the customer experience.
• Allocate and control budget within scope of an integrated strategy

CRM

• Develop the region CRM strategies, goals and benchmarks.

Content Marketing

• Identifies key opportunities to create new content and functionality on e-commerce site while improving existing website content and functionality to grow conversion rates and create a better user experience.
• Manages the digital marketing creative development process in partnership with the CEM team to ensure creative is consistently optimized and consistent with brand, marketing objectives, and strategies.
• Manages relationship with internal/external editorial, writers or consultants to ensure that they are executing against brand marketing strategy and driving tangible, compliant business results.

Multi-channel marketing

• Drives alignment of multi-channel marketing budget with key business initiatives and multi-channel needs.

Marketing Planning

• Collaborates with brand and market research teams to develop optimized customer journey
• Monitors performance measurements to ensure brand is tracking against goals, and recommends and implements corrective actions.
• Briefs internal/external resource groups to design marketing communication

Integrated Brand Marketing Communications

• Uses segmentation data to identify the target segments and ensure relevant content.
• Monitors brand awareness/performance/engagement to identify possible changes.
• Develops content for marketing communications materials
• Ensures that marketing communications are consistent with brand and organizational standards.
• Tailors marketing communications to reflect the marketing medium being used and target audience.

Digital Advertising

• Directs the scope and integration of multiple online advertising campaigns across multiple channels.

Database Marketing

• Utilizes different marketing channels (e.g., digital, print, social, podcast, etc.) as part of an integrated marketing campaign.
• Creates basic reports from database to reveal insights.

Digital Asset Management

• Manages a variety of assets across the digital space and the impact of each on the organization’s reputation.
• Coordinates the web activities required to manage the website, microsite, or mobile platform.
• Develops marketing automation strategies for specific platforms or channels that are aligned with the organization’s overall digital asset marketing strategy.
• Keeps up-to-date on trends and developments in SEM/SEO, mobile, video, email, social media, affiliate programs.
• Manages a digital advertising budget and brings new acquisition goals in line with cost per acquisition target.

Strategic eCommerce

• Describes key digital commerce strategies at a basic level (e.g., B2B vs. B2C, e-Tailing, auctions, portals, classified, local SEO, NFC, mobile payments, etc.).

User Experience

• Defines basics of usability testing to evaluate the experiential world of the customer.
• Locates key touchpoints within the customer journey map.
• Defines the five steps of design thinking used to resolve design problems.

Branding:

• Demonstrates understanding of: segmentation, targeting, (segment profiles, target groups)
• Demonstrates awareness of the Unique Selling Point of the product or service to differentiate it from the competition.

Content Marketing 

• Generates edits, publishes and shares daily content (original text, images, video) that builds meaningful connections and encourages customers and community members to take action.
• Reviews and edits digital and print content to ensure that they are aligned and integrated.
• Creates social media posts and ad copy.

Lead (Demand) Generation 

• Defines the key stages in lead management (e.g., lead generation, customer inquiry and capture, filtering, grading, distribution, and contact and lead nurturing).
• Describes basics of customer empathy and influence principles to aid in achievement of customer strategy.
• Identifies key customers and groups, and the associated touchpoints within sales/marketing cycles.

User Experience Design

• Structures basic customer interfaces on the experiential platform.
• Sources, qualifies and negotiates third-party agencies to drive new traffic within cost per acquisition targets.
• Develops advertising specifications/contents for larger, more complex assignments, e.g., a national program.
• Consults with advertising agencies or staff to arrange campaigns in all types of media.
• Optimizes the media plan during its implementation.
• Manage budget

Qualifications & Experience 

• Relevant degree/diploma
• Minimum 5 years relevant experience

Competency                                                                      

• Content Marketing                                                         
• Journey mapping/Understanding UAT
• Event Management       
• Customer Relationship Management     
• Decision Making                                                              
• Fostering Communication                                            
• Initiative                                                                             
• Integrated Marketing Communications
• Marketing Planning                                        
• Multi-Channel Marketing