ROLE DESCRIPTION

• Optimizes digital performance of marketing initiatives through the development, delivery, and implementation of digital performance activities across brands. This includes the integration, monitoring and analysis of performance data, marketing activities, and other support recommendations via the marketing management team to achieve optimal levels of performance (and results).
• Responsible for all digital marketing investment across performance channels (e.g., social, SEM, Re-marketing, Prospecting, online lead generation and new user conversion and ecommerce)
• Leads digital media strategy development and managing investment to optimise ROI and ensure robust insights for omni-channel performance measurement (including digital, CRM, ecommerce).
• Partners with Marketing team in the development of media-based campaign strategies (brand challenge, market context, etc.)
• Collaborates with other functional teams (internal and external) to deploy digital programs across channels and platforms to optimize business outcomes and successfully achieve strategy.
• Identifies and implements new technology with internal stakeholders and external partners to ensure effectiveness of digital media and ROI (e.g. ad serving, digital safety/verification, etc.)
• Map Customer Journey to identify and analyse touch points with the organization in order to maximize commercial opportunities
• Define customer-led objectives and build learning agenda to influence personalization testing in line with overarching CRM strategy and Abbott Nutrition Brand priorities
• Design, implement, test, launch, and track Salesforce.com omni-channel activities and campaigns, in collaboration with cross-functional team members to ensure strategic alignment
• Establish partnership with new e-commerce platforms, grow presence and execute campaigns on relevant platforms

BUSINESS OUTCOMES

Strong omni-channel performance activities that drive revenue, achieve targeted ROI and maintain positive KPI trends

Analytics-driven marketing campaigns that differentiate Abbott Nutrition Brands; drive consideration and trial and grow market share (offline and online)

Investment in high ROI paid marketing activities through attribution modeling/technology

Customized programs by brand/channel to address unique opportunities and drive customer engagement

Data integration across platforms to reflect end-to-end customer engagement and business results

KEY RESPONSIBILITIES & ACTIVITIES

• Responsible for all digital marketing investment across performance channels (including e-commerce)
• Direct and execute all aspects of paid marketing efforts including implementation, monitoring, optimization, analysis and reporting.
• Design, build and/or implement robust performance measurement framework, developing and implementing ongoing reporting with actionable insights
• Improve omni-channel campaigns based on digital performance KPIs using performance measurement framework
• Ensure using first, second, and third-party data and analytics becomes a standard step in all campaign planning and post evaluation studies and reviews
• Provide recommendations for creative and media optimizations; and develop a testing plan and buying strategy
• Collaborates closely with marketing team in delivery of performance marketing programs
• Build business case(s) to increase overall marketing investment
• Provide thought leadership in paid/performance digital staying on top of industry updates and relevant business impacts, identifying opportunities to improve efficiency and adopt new marketing technologies.
• Manage the day-to-day search marketing activities across multiple search engines including researching, growing and optimizing keyword portfolios and bid management strategies and refining campaigns through ad copy tests, landing pages, negative keywords, etc.
• Monitor campaigns and performance, and provide insight about customer and consumer segments, opportunities and tactics to target new audiences by developing clear, actionable/insightful reports
• Provides insights and feedback on consumers’ reactions, comments, and engagements towards campaigns posted on social media
• Work with the Marketing team to create aligned consumer communications across all channels (onsite, social, mobile, stores) and to ensure both strong commercial and consistent brand messages.
• Define opportunities on site (structure) and content to drive Search Engine Optimization
• Keeping up to date with industry news and developments to remain at the forefront of Performance knowledge (PPC, SEO, Affiliates, Display, Social, Analytics)
• Closely monitoring and reporting on regular basis brand and company mentions on various digital platforms(inclusive of e-commerce)
• Map Customer Journey to identify and analyse touch points with the organization in order to maximize commercial opportunities
• Define customer-led objectives and build learning agenda to influence personalization testing in line with overarching CRM strategy and Abbott Nutrition Brand priorities
• Leverage analytical techniques such as attribution modeling, A/B testing, design of experiment to determine optimal channels, content, messages, etc. for greatest impact

KEY BUSINESS CHALLENGES

Varying levels of digital and analytic knowledge/skill across the marketing organization (required for customer engagement optimization in a digital ecosystem)

Leveraging digital platforms to drive and support customer engagement while at the same time building digital capability across the Marketing organization and keeping pace with tech/digital tool/platform innovations

Driving digital performance amidst evolving technologies and de-centralized systems

Diversity and complexity of channels, brands, teams, and customers

Complexity of stakeholder influence and alignment cross-functionally and cross-regionally

Securing appropriate, reliable marketing analytics (especially for difficult-to-measure activities, and due to non-compliance) and integrating insights from multiple platforms (not originally designed together)

Identifying and implementing the right processes for both current and future/anticipated business needs/trends/opportunities, in a rapidly evolving and digitized healthcare environment

Insufficient/inaccurate/inadequate data (including misalignment between sources/systems and processes for collecting, analyzing and interpreting different forms of data)

KEY SUCCESS FACTORS

Robust experience in digital marketing in omni channel environment

High digital literacy and systems-thinking approach to integrating digital as a core component of strategy

Ability to develop and manage performance marketing programs to deliver strong ROI

Strong financial acumen and high level of analytical skills

Strong expertise with adserving, digital tracking, attribution modeling, analytical suites (DoubleClick, Google Analytics, Adobe Analytics, etc.); experience with Social bakers and similar tools

Ability to influence without authority, in all directions, to be consultative

Effective negotiation and collaboration with stakeholders, managing differing priorities, personalities, styles, etc.

Very strong data management and analytics expertise

Ability to translate data into human behavior, and communicate insights to non-experts

Project management expertise with the ability to manage internal and external stakeholders

Familiar with Salesforce.com

Experience in CRM /E-comm

Saudi Nationals preferred

Key Competencies

Insight & Analytics

Brand Building & Strategy

Database Management

Digital Customer Engagement

Innovation

Effective Communication & Collaboration