Digital Conversion Markting Lead

Job description

MAIN JOB PURPOSE:
Fully lead digital conversion in the South Africa – driving huge increase in quality traffic to all platforms (websites and social), increasing engagement significantly & above everything, building a systematic approach to convert traffic and engagement into incremental sales amongst non-visited operators.
Build the presence and equity of the Unilever Food Solutions (UFS) brand through digital.

JOB SUMMARY
· Full leadership and responsibility for all UFS digital presence & activity – UFS.com, the migration of all brand microsites into UFS.com, social media presence, content on third-party e-commerce sites, UFS web shop, media across brands, eCRM.
· Delivery of local digital targets towards the goal – traffic, engagement, profiled operators on database, incremental sales through e-commerce.
· Creation of local annual digital plan in line with the goal and strategy and with input from marketing team
· Connected Operator Journey: Responsible to ensure connected operator journeys are in place – so operator can find us, try us (get a sample) and buy us in few clicks through e-commerce channels.
· Always on Content: Manage the always-on 80/20 content calendar, working with stakeholders to develop and publish engaging content and achieve top ranking in search
· Multichannel campaigning: Manage the digital campaigning plan to known and unknown operators to drive engagement and conversion to sale through e-commerce and off-line channels. Note: Depending on team set-up, actual campaign implementation either by this person or campaign specialist in local team or global team or agency.
· Data: Build and execute the plan to grow data on known and unknown operators – number of operators and depth of profile – working with central data team for analysis to enable increasingly personalized campaigning.
· Media: Lead and optimize performance-based digital advertising across all brands – display, social, SEM.
· Performance: Report on digital performance on regular basis, optimizing and continuous improvement
· Key Interfaces
· Local marketing - Operator, portfolio, trade
· Local sales team & CD Ops
· Local chefs
· Global VP Digital
· Central digital counterparts on campaigning, content, social, CRM, UX and e-commerce)
· Local and global agencies

KEY REQUIREMENTS
· Bachelor Degree preferably in marketing-, communication- or commercial direction
· 3-5 years of working experience in similar function
· Experience in online conversion-based marketing in B2C or B2B branch
· Experience in creating data-driven campaigns in campaign management tool(s)
· Experience in analyzing and reporting campaign results
· Knowledge of Google analytics
· Knowledge of Adobe Campaign (and AEM), HTML and SQL