Lead Digital Marketing |PSS06328|

About the client: PSS has been mandated to hire a Lead Digital marketing for one of the largest footwear manufacturers in India.

Job Purpose

Create a strong digital marketing engine by building internal & external competencies necessary to execute campaigns across platforms & regions.

Key Responsibilities
• Create a strong digital marketing engine by building internal & external competencies necessary to execute campaigns across platforms & regions.
• Work with internal stakeholders to align on business goals as well as influence to get support on resource allocation for executing campaigns effectively. Develop excellent external vendor ecosystem & relationships to ensure best in class & creative campaigns for optimum business results.
• Thorough experience and deep knowledge of the Digital ecosystem, including hands-on experience with Social, Display, Video, Programmatic buying, Google Analytics/DV360, DCM and FB Ads Manager, and dashboarding. Experience in Campaign Optimization (Generating decisions, scaling up campaigns, etc.).
• Take ownership to ensure that all digital marketing - including Google search, SEO/SEM, WhatsApp, YouTube, email, SMS, Push Notification, Social Media channels, and display advertising campaigns are executed via internal & external resources. Experience in growth strategies and media planning &brand Uplift.
• Fair understanding of third-party web tracking tools like Adobe Analytics, HubSpot, Mixpanel, Appsflyer, etc. Strong working understanding of search management platforms and bidding tools like Kenshoo, Marin, Acquisio, etc. Capturing & reporting key metrics through Google, Clevertap & branch analytics, high degree of familiarity with the tools.
• In-depth understanding of cross-channel brand-focused digital marketing and technologies (e.g. digital, social, publishers, influencers, content marketing). Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points. Insights from the analytics are to be implemented into successive performance campaigns & website/app strategies.
• Should have handled media budgets at scale; Set in place a system to measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs). Exceptional skills in managing digital marketing activities within fixed deadlines, budgets and requirements. Execute and manage all paid media campaigns directly and in alignment with internal and external stakeholders.
• Brainstorm new and creative growth routes to engage with the target customer segment. Adopt an agile experimental mindset - Plan, execute and measure experiments and conversion tests.
• Plan monthly/quarterly performance marketing strategies and roadmaps to drive growth. Managing periodic reviews & daily reporting with internal stakeholders.

Educational Qualifications And Experience
• Overall experience 12+ years
• Experienced in Digital Marketing/ Ad Sales/ Category Marketing; Experience of having worked on fashion brands is a plus
• Ability to use data and metrics to make and support decisions
• Demonstrate organizational skills, flexibility, and ability to produce results in a fast-paced environment
• Strong bias for action and ability to prioritize with stakeholders
• Understanding and passion for e-commerce
• Be the owner of digital assets and build the social media landscape and enhance consumer connection via digital content and campaigns.
• Build and manage digital campaigns across various channels and displays to drive revenue and increase ROI.
• Analyze and optimize campaign performance based on data-driven insights and strategy using quantitative analysis.
• Effectively communicate complicated analyses by developing easy-to-use reporting or visualization dashboards (demand funnel, marketing planning and budgeting, marketing ROI, operational efficiency, campaign impact, awareness, events, and strategic KPIs).
• Work with creative and marketing teams to test strategies and innovation & Deliver quantifiable improvements in ROI and cost per conversion (CPA) across all channels.
• Identifying and testing new channels to continue to meet or exceed established critical metrics.