Consumer loyalty Director
AB Electrolux / Chefsjobb / Stockholm
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hela Sverige We are restructuring our Marketing teams to re-orient towards a focus on the consumer experience and the lifecycle of the consumer as well as better supporting our ecommerce efforts. The Global Consumer Engagement team will work closely with our Business Area (regional) Marketing teams to ensure that the consumer experience we deliver, regardless of touchpoint, is world class.
The buyer journey, owing to the nature of the products we sell, can be complex (many touchpoints) and lengthy (sometimes spanning months) and fragmented (different players such as search engines, social media, comparison sites, retailers and ourselves). It's therefore critical we engage meaningfully with our target consumers before the purchase need arises and serve their needs in the most effective and efficient way possible as they move towards a purchase whether that be via our retailers (in-store or online) or directly on our own sites.
The Consumer Engagement team will look to engineer best practice across consumer acquisition (reaching our target consumers and generating demand), conversion (optimising path to purchase) and loyalty (post purchase experience).
We are looking to hire a Consumer Loyalty Director who will work with those in our Business Areas and markets who are focused on building a meaningful long term relationship with those consumers who buy our products. This is a non-operational role - instead it's focused on building the knowledge, capabilities, ways of working and toolsets required in our Business Areas to optimise the post purchase journey of our end consumers.
KEY ACTIVITIES / RESPONSIBILITIES
§ Define and optimize the loyalty journey that begins with the registration by the consumer of one of our products
o Work with other stakeholders - global and BA - to describe the journey visually to ensure we have a shared understanding of the journey we are looking to optimize
o Articulate how the various touchpoints support one another in building a compelling consumer experience based on their particular needs (derived from purchased product and other known attributes)
o Identify how we can interact with our consumers in ways that help to build our brand and engender loyalty
o Identify and clearly define the key moments we are optimising towards with associated measures (both macro and micro)
§ Identify and disseminate best practice ways of working, methodologies and tools that drive higher loyalty rates
o Work with BA's to trial new ways of working, methodologies and tools that contribute to higher performance (measured through determined metrics)
o Identify new consumer relevant loyalty opportunities - exploit new technologies to engage with consumers
o Partner with external organisations from whom we can learn best practice in loyalty marketing and spread that knowledge within Electrolux
o Set up and run communication forums that ensures best practice is spread rapidly throughout the organisation
§ Collaborate closely with our Consumer Insights & Analytics (CIA) teams (Global and BA) on loyalty metrics
o help build a data-driven, consumer iterative and analytical culture inside the organisation by determining the most effective loyalty metrics to measure what matters from a CX and commercial point of view
o educate on these metrics and ensure these are embedded across the organisation to have a common vocabulary and shared goals
o contribute in the creation of the required dashboards and other measurement/reporting formats to continually drive performance improvements
§ Play a lead role in consumer profiling, identity and personalization approaches
o Help to define the tech stack required to capture and activate consumer data to deliver more personalized experiences
o Devise how we can build richer consumer profiles and use cases to guide how the data can support the consumer journey
o Define strategies to re-engage with dormant consumers incorporating the right touchpoints and communication offerings
§ A critical element of the role is the strong collaboration with and, support given to, the Business Area counterparts - their success is paramount - so the ability to partner effectively to achieve shared aims is an absolute imperative
COMPETENCIES/EXPERIENCE REQUIRED
§ Thorough understanding of digital marketing in all its forms with a particular focus on email marketing to build long term
§ Technical experience in profiling and segmentation of consumers to be activated via communications
§ Strong data and analytical skills with the ability to interpret data, provide recommendations and draw conclusions
§ Change agent with proven track record of achieving result through others in an international context with multiple layers of stakeholder management
§ Exceptional collaboration skills, proven ability to form strong cross-functional relationships with varying business partners in a matrix structure - a strong sense of "we're all in it together"
§ Strong analytical mindset and very comfortable with metrics definitions and frameworks
§ Excellent project management skills with real attention to detail and multi-market cross-team coordination
§ Knowledge of analytics and optimization tools - web analytics, multivariate & AB testing, video playback, online surveys
§ Outstanding communication skills with the ability to educate and influence stakeholders, peers, and colleagues
§ Demonstrated ability to learn fast and a hunger for continual learning to keep abreast of developments in digital-led marketing
§ Academic degree or equivalent, fluency in English and preferably broader language skills
Publiceringsdatum2019-11-26Så ansöker duSista dag att ansöka är 2019-12-10
AdressAB Electrolux
SANKT GÖRANSGATAN 143
10545 Stockholm
Omfattning Detta är ett heltidsjobb.
Arbetsgivare AB Electrolux (org.nr 556009-4178)
Sankt Göransgatan 143 (
visa karta)
105 45 STOCKHOLM
Ansökan E-post:
asuka.wu@electrolux.com Arbetsplats Electrolux AB
Jobbnummer 4972024
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