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Marketing Communication Mgr B2C LAV

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France  Laval, France
Marketing, English, French
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Job Description:

Marketing Communication Mgr B2C LAV
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KEY EXPECTED ACHIEVEMENTS
Advertising & Communication plan:
- Develops media objectives based on advertising and marketing objectives and strategies.
- Advises to ensure that advertising is aimed at target users.
- Confers with production and support personnel to produce or coordinate production of advertisements.
- Approves communication activities to support product/service launches (including web content)
- Supports new tests or experiments annually to achieve relevant touchpoint learning
- Develops and executes effective digital communication plans aligned with the digital communication strategy.
- Responsible for website evolution and performance
- Manages how digital engagement tools can be used to increase community impact.
- Suggests techniques to drive new customer acquisitions through paid and organic multi-channels.
- Keeps up to date on trends and developments in Search Engine Marketing (SEM)/Search Engine Optimization (SEO), mobile, video, email, social media, affiliate programs.
- Performs quantitative assessment and optimization of website/social media ecosystem experience and content through Analytics, multivariate testing, A/B testing and user testing.

Advertising Strategy, Brand Content Production and Dissemination:
- Elaborates an efficient Owned/Shared/Earned/Paid (OSEP) plan.
- Defines media briefs regarding guidelines of the (COMPANY NAME) engagement platforms.
- Develops media objectives based on advertising and marketing objectives and strategies.
- Develops brand content for smaller assignments across different media.
- Generates, edits, publishes and shares content (original text, images, video) that builds meaningful connections and encourages consumers and community members to take action.
- Respects the Group approval process for content materials.
- Sets up and optimizes company pages within each platform to increase the visibility of brand content.
- Reviews site content for accuracy, timeliness and consistency with the organization's voice, brand and mission.
- Reviews and edits digital and print content to ensure that they are aligned and integrated.
- Prepares campaign reviews.
- Uses technology to get metrics to evaluate advertising effectiveness.

Consumer Experience Management:
- Identifies high impact opportunities for enhancing the consumer experience.
-Supports ongoing product literacy efforts to inform employees and customers about the latest customer experience innovations.
- Provides regular competitive benchmarking and customer awareness best practices.

Lead Generation & CRM
- Understands 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 engagement strategy
- Identifies key consumer groups and the appropriate touchpoints within the consumer journey
- Ensure executions include lead generation component where applicable
- Analyzes trends based on predictions of customer preferences.
- Evaluates costs and benefits of various data gathering methods and analytical tools.
- Understands the importance of data mining projects that provide information about customer preferences.

Process, Communication & Measurement
External
- Evaluates media, web, digital and social agencies and provides feedback and learnings
- Leads performance campaign reviews and validates them as part of the media audit
- Initiates discussions and manages relationships with external agencies and vendors

Internal
- Initiates collaboration and identify effective ways of working with Consumer Engagement team and other cross-functional teams
- Analyzes content data and delivers report summaries to team to understand effectiveness of each content execution
- Communicates plan to management and teams for awareness and cohesiveness
- Establishes communication key performance indicators and metrics and monitors and analyzes results based on global guidance
- Directs end user research needs, working with Marketing Intelligence and Insight Team, to identify research approach, objectives and develop process to leverage data and results
- Manages overall communication budget: understand & maintain appropriate allocation across touchpoints, maintain accuracy with Finance, and manage POs
- Align with Operational Team to understand real-time business results and adjust plans accordingly to deliver business targets

Bilingual required: FRENCH and ENGLISH

Source: Company website
Posted on: 23 Feb 2021
Industry: Consumer Goods
Languages: English, French
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