数字营销专员

PRIMARY RESPONSIBILITIES AND ESSENTIAL FUNCTIONS:• Primary responsibility is optimizing the digital shelf on assigned retail desktop, mobile and tablet platforms, including digital assets and product information in a consumer relevant way to drive conversion with our brands.• Ongoing tracking, management and improvements of retailer’s and internal perfect page scorecard• Ongoing optimization of retailer’s brand page through new merchandising, focused efforts on hero items based on promotional events, new launches, in stock levels etc.• Support the Account Managers in building a digital merchandising strategy and plans in collaboration with key retailers in order to drive awareness of our brands & products, improve portfolio visibility and conversion.• Monitor and analyze our portfolio and competitor digital shelf execution and strategy around key criteria: content quality (above the fold, below the fold, key words, product titles), integrity, availability, placement & search, and pricing.• Manage new item setup, content and image uploads to assigned retailer platforms, in consistent manner for our entire portfolio (varies by account whether API feed or manual uploads).• Be internal Sales expert for PIM platform (e.g., Salsify) and customer partnership.• Define and coordinate the execution of the digital merchandising strategy on retailer’s websites and coordinate search principles and tools, including design and execution of cross-sell / upsell activities.• Explore and anticipate new digital merchandising trends and winning tactics, partnering with customer teams and marketing to evolve digital content development and execution to ensure we provide the best experience to our shoppers.• Support and educate Account Managers and Marketing with retailers search engine development and best practice. Maintain an active awareness on industry trends as well as search best practices and ensure ongoing keyword strategy development and optimization.• Responsible for the development and execution of digital merchandising execution. These execution plans and strategies must be aligned with business stakeholders and key retailers, such as Amazon. • Perform quarterly productivity scrub and profitability analysis to inform assortment go-forward strategy.• Other online ad hoc support as needed.QUALIFICATIONS & EXPERIENCE• Experience in managing brand portfolios of products online.• Commercial understanding of eCommerce• Experience in core business metrics and how these can be influenced through online merchandising.• Ability to benchmark market best practices in search, placement, content and merchandising.• 2 year(s) of experience in the Consumer-Packaged Goods industry and in the digital space.EDUCATION & SKILLS• Bachelor's degree from a four-year college or university in a business-related discipline (Marketing, Sales, Business Administration, eCommerce or related field). • Must be fluent in written and spoken English• Good communication skills to educate & report across all key metrics.• Balanced analytical/conceptual skills to understand and then optimize page performance.• Proven project management skills, attention to detail and exceptional organizational skills.• Comfortable working in a variety of digital/eCommerce platforms (e.g., Amazon Vendor Partner’s Online, Profitero, Salsify).• Ability to view data (marketing and merchandising) through the lens of a shopper.• Can work effectively and efficiently in a fast-paced work environment.• Other skills needed within this role are creativity, organization, detail oriented, and a self-starter.• Customer focused role and requires a high degree of autonomy in a constantly changing environment.主要职责及基本职能：• 主要职责是优化指定零售桌面、移动和平板平台上的数字货架，包括以符合消费者需求的方式呈现数字资产和产品信息，以促进我们品牌的转化。• 持续跟踪、管理和改进零售商及内部的完美页面评分表。• 持续优化零售商的品牌页面，通过新的商品陈列方式，根据促销活动、新品发布、库存水平等因素重点突出主打商品。• 协助客户经理制定数字营销策略和计划，与关键零售商合作，以提高我们品牌和产品的知名度，提升产品组合的可见度和转化率。• 监测和分析我们的产品组合及竞争对手的数字货架执行情况和策略，依据关键标准进行评估：内容质量（首屏内容、非首屏内容、关键词、产品标题）、完整性、可用性、位置与搜索、以及定价。• 为指定零售商平台的新品设置、内容和图片上传进行管理，采用一致的方式管理我们整个产品组合（根据账户的不同，是使用API推送还是手动上传）。• 作为 PIM 平台（如 Salsify）的内部销售专家以及客户合作方面的专家。• 定义并协调零售商网站上的数字营销策略的执行，并协调搜索原则和工具，包括交叉销售/升级活动的设计和执行。• 探索并预测新的数字营销趋势和成功策略，与客户团队和市场营销部门合作，以改进数字内容的开发和执行，确保为我们的购物者提供最佳体验。• 支持并教育客户经理和市场营销人员有关零售商搜索引擎开发和最佳实践。保持对行业趋势以及搜索最佳实践的持续关注，并确保持续的关键词策略开发和优化。• 负责数字营销执行的开发和执行。这些执行计划和策略必须与业务利益相关者和关键零售商（如亚马逊）保持一致。• 每季度进行生产力清理和盈利能力分析，以指导品类未来的策略。• 根据需要提供其他在线临时支持。資格與經驗• 具有在线管理产品品牌组合的经验。• 对电子商务有商业方面的理解。• 了解核心业务指标以及如何通过在线营销手段来影响这些指标。• 能够参考搜索、投放、内容和营销方面的市场最佳实践。• 拥有 2 年的消费品行业以及数字领域的工作经验。教育与技能• 拥有四年制学院或大学授予的商科相关专业的学士学位（市场营销、销售、工商管理、电子商务或相关领域）。• 必须具备流利的英语书面和口语能力。• 具备良好的沟通能力，能够就所有关键指标进行教育和报告。• 具备平衡的分析/概念性技能，以理解并优化页面性能。• 有成功的项目管理技能、注重细节和出色的组织能力。• 能够在各种数字/电子商务平台（例如亚马逊供应商合作伙伴在线、Profitero、Salsify）中舒适地工作。• 能够从消费者的视角看待数据（营销和销售数据）。• 能够在快节奏的工作环境中高效且有效地工作。• 该职位所需的其他技能包括创造力、组织能力、注重细节以及自我驱动精神。• 是一个以客户为中心的职位，需要在不断变化的环境中拥有高度的自主权。