Digital Specialist

Role purpose

Business Unit description: Consumer Goods

Team fit : Marketing

Role purpose and responsibility:

• We are seeking a dynamic and results-driven Digital Specialist to drive customer loyalty and retention for Fonterra brands including Anlene, Anmum & Anchor. This role involves engaging with both existing and new customer groups, promoting our current products and innovative solutions.

Role accountabilities

• PROJECT COORDINATION: Assist Brand team in planning, executing, and monitoring Digital campaigns & projects in all digital channels.

• CONSUMER ENGAGEMENT: Develop and implement initiatives to increase consumer engagement and satisfaction.

• DIGITAL SUPPORT AND IMPLEMENTATION: Convert brand requirements into exceptional deliverables, including digital content direction, social media plan, KOL plan with the aim to acquire and retain consumers, thereby increasing sales and maximizing brand potential. Especially focus on emerging channel Tiktok

• MEDIA OPTIMIZATION: Ensure implementation processes are met, evaluate and monitor campaign performance on an ongoing basis for individual content pieces and optimize for performance where necessary. Analyze key metrics and KPIs and creation of comprehensive reports and postmortems to ensure learnings and improvements going forward.

• EC MEDIA PLANNING & EXCUTION: driving online business growth: Define clear media objectives aligned with e-commerce sales and brand goals; Identify and prioritize the most effective media platforms; Tracking & reporting media performance

• COLLABORATION: Work closely with cross-functional teams, including marketing, EC, CRM, to ensure alignment and successful project execution.

• DATA ANALYSIS: Collect and analyze data to identify trends and areas for improvement.

• PROCESS IMPROVEMENT: Identify and suggest improvements to existing processes to enhance efficiency and effectiveness for current and new projects.

• REPORTING: Prepare regular reports on project progress, customer feedback, and key performance indicators.

• BRAND ALIGNMENT: Align content and communication across projects and related marketing material with guidelines & compliance. Ensure consistency in all marketing-related projects.

• SUPPORT: Create, proofread, and edit copy for related marketing projects and marketing channels, ensuring a consistent voice

Section A: Qualification and experience

Education & Experience

• Bachelor/BA in (Digital) Marketing preferred.

• Digital experience needed for at least 2-3 years.

• Experience in a tactical marketing/digital role, previously leading or supporting projects.

• Knowledge of marketing/digital/CRM marketing possibilities.

• Preferred experience working and executing digital campaigns in all digital touch points

• A solid understanding of the use of social media channels (Meta, Google, Tiktok,..) with strong performance optimization knowledge, especially regarding lower funnel (Ecommerce Media)..

• Having certificates (Meta certified media planning / buying professional, Google Ads Search / Video / Display certification,) is a plus

Technical/Functional Expertise

• Analytical know-how to measure and follow up on projects.

• Curious and willing to challenge the status quo; proactively seeking out ways to improve and innovate patient and healthcare insights to drive change.

• Ability to research and scope out what is being done in other countries to steal with pride

• Analytical skills and the ability to collect, process, and interpret data to make informed decisions.

• Creative and communication skills.

• Preferred fluency English, both oral and written.

Industry Experience

Section B: Key relationships

- Internal

Brand team

EC team

Regulation

CRM

Trade team

- External

Creative agency

Media agency

KOL agency

Other agency related to specific project

Section C: Competencies

Brand Planning: Links to overall Company business plan and individual channel / account plans as part of company planning cycle. Takes into account business strategy, market dynamics and competitive environments to develop detailed time plans for each brand, ensuring clarity and alignment. Identifies, gathers and analyses relevant information. P

Category & Channel Planning : Aligns and integrates sales and marketing programmes. Has knowledge of consumer behaviour in different channels and integrates into activity programmes to build credibility with the sales force and the trade response to campaigns. Meets brand retail objectives by having up to date knowledge of key trade terms, structures and accounts. D

Digital Marketing : Has a strategic-level understanding of the rapidly evolving digital marketing landscape to develop targeted online marketing strategies adapting to consumer changes and consumption patterns. D

Brand Equity : Maintains and reflects a consistent brand identity in all brand marketing activity. Builds and strengthens brand perceptions by consistent execution over time. Ensures the unique brand proposition offers competitive advantage in the market place. P

Consumer Engagement / Brand Activation: Develops & applies imaginative and effective brand marketing activities to present brand in a consumer-targeted cost effective and powerful manner. Has in-depth knowledge of core target consumer’s media availability and consumption. Knows available communication options to achieve specific brand objectives. D

Consumer Insight: Plans and implements consumer research programmes to build on existing knowledge and address business needs, including ongoing brand tracking and specific project activity. Shares key insights with trading partners to develop competitive advantage through category leadership positions. E

Financial Awareness & Brand Profitability: Understands and analyses brand profitability to deliver brand financial objectives and identify opportunities in cost of goods, pricing etc. Formulates a coherent pricing strategy and competitive pricing plan so that consumer purchases are optimised and profitability targets met. E

Innovation: Applies the proven Phase-Gates process to maximise the commercial success of product innovation. Manages this with flexibility and with a constant focus on improvement, yet with enough discipline to minimise risk and maximise success. A high performing, cross-functional team is essential to success and speed of innovation. E

Presentation Skills P

Product Knowledge E

Project Management E

Strategic Planning & Analysis E

Distributor Management P

Key Account Management D

S&OP P

Sales & Channel Strategy D

Strategic Workforce Planning D

Rating Scale (for competencies):

U Understanding:

- Familiar with the competency and understands how to get further information.

- Is a willing supporter, but is unlikely to be asked to deliver other than being consulted.

D Developing :

- Building the basic knowledge and skills but not demonstrating the competency consistently or independently.

- May be new to the role or not had the opportunity to demonstrate the competency yet.

P Proficient :

- Takes responsibility, demonstrates the competency consistently

- Handles delivery independently.

E Expert :

- Seen as a role model for this competency.

- Uses it in new situations.

- Identifies new ways of doing things and innovates.