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Digital Marketing Manager - Germany

Date: Jul 20, 2018

Location: Munich, DE

Company: Glanbia

Job Purpose:  

Glanbia Performance Nutrition’s purpose is to inspire people everywhere to achieve their performance goals. We are the world’s leading premium sports nutrition company with Optimum Nutrition, BSN, Isopure and Nutramino brands in the portfolio today. We are also the fastest growth driver within Glanbia group with a revenue ambition of $2bn in 2018. We pride ourselves on being a values’ led organisation focused on driving sustainable business performance.

 

EMEA revenue for 2017 was circa $330m and we have a clear growth ambition to achieve $500m revenue by 2020. This growth will come from a combination of organic sales growth, strategic acquisitions and expansion of market presence within specific geographies. With this growth rate comes significant and rapid change, both organizationally and strategically. 

 

We are looking for a Digital Marketing Manager to drive revenue and consumer experience via our online platforms. His /her main responsibility will be to plan and execute all digital marketing, including SEO/SEM, marketing database, email, social media and online advertising campaigns. This includes the design, build and maintain our social media presence as well as setting up tools to measure and report performance of all digital marketing campaigns.

 

Responsibilities:

  • Manage and direct all DE social media platforms including:
    • Content creation and copywriting; managing monthly posting calendar across paid & organic ensuring activity is linked across athletes and events
    • Working directly with DE social influencers / athletes to drive reach of key messages across each brand by creating content that engages specific consumer audiences
    • Working with media agencies to manage all consumer targeting and programmatic buying
    • Driving continuous improvement in re-targeting analysing effectiveness of media & content to drive reach and engagement on key storytelling platforms
    • Liaising with central marketing teams to align on key messages, campaign launch windows and global vs local content to define full year digital marketing strategy
    • Identify trends and insights, and optimize spend and performance based on the insights
  • Plan, Implement and control the online content for principal e-commerce enabled branded websites.
    • Define and implement all product information templates keeping to brand guidelines.
    • Define optimal offer communications as per trading strategy for websites
    • Link all offer and trading initiatives to social media and connected platforms.
    • Link with brand and advocacy teams to brief, create and implement all content generated by associated athletes, agencies and industry experts. Link to Blogs and YouTube content where appropriate.
    • Liaise with the brand team to create/mirror content for key brand campaign messages as well as athlete content and offer communications structure associated with them.
  • Define the online traffic generation plan (Customer Acquisition and Customer retention) and investment to grow unique site visits and re-target unregistered users.
    • Liaise with marketing team to define the search, PPC and social budgets to link with defined consumer target groups and existing digital media buying strategy.
    • Ensure path to purchase is integrated with all programmatic media spend through liaison with digital media buying and consumer insight functions.
    • Link with all advocacy, events and sponsorships activities in the market, ensuring URL’s are present and accessible on and offline.
    • Generate customer retention strategy, including regular email communications alongside specific trigger campaigns (e.g. new customer welcome programme); responsible for post campaign analysis and continued optimisation (e.g. open rates, conversion rates, customer list selection)
  • Liaise with the commercial teams to plan and define the promotional strategy for the websites, including all promotional mechanics, offer frequency and key occasions.
    • Drive response times to reactive offers when necessary and as directed by commercial director in the market.
    • Ensure timely delivery of online trade marketing content for all our distribution partners

 

Key Challenges & Success Measures:

  • Can work cross functionally and lead for digital excellence
  • Can work effectively in a fast paced, dynamic, high growth environment
  • Can effectively navigate complexity and ambiguity
  • Learns quickly/adapt insights based on new learning’s
  • Collaborates across key internal and external stakeholders (including media buyers)
  • Communicates and influences effectively

 

Skills, Know How & Experience:

  • Minimum 5 years’ experience in digital marketing, preferably in an e-commerce environment.
  • Strong record of managing brand & social strategy; working with influencers in local markets and coordinating PR activities; with paid social activity & agency relationships.
  • Experience in product information creation and display.
  • Experience in managing paid search and budgeting for optimised spend.
  • Customer acquisition and retention strategy and initiatives
  • Passion for the sports nutrition industry
  • Strong influencing and communication skills
  • Self-starter, highly motivated and ambitious
  • Experience in standard setting and influencing cross functionally
  • KPI setting and measurement.