Digital and E-Commerce Manager

Job Description

Role purpose
To grow and drive the E-commerce business for Fonterra Brands Philippines (FBP) and support the brand team in developing digital strategies for each category that will optimize the brand experience across multiple digital channels while building capability through third party and global resources

Role accountabilities
Lead E-commerce
– Develop brand E-commerce business strategy, including the product and price strategy, RTM strategy, shopper/consumer experience management and in-store activation management while working closely with internal and external stakeholders
– Be the champion and single point of contact for eCommerce in FBP
– Engage with the Global E-commerce Manager and local cross functional departments for alignment
– Manage the overall execution and operation of eCommerce initiatives across the FBPI digital assets.
– Formulates a competitive pricing strategy across the FBP brands for the eCommerce channel which includes base and tactical pricing and aligns these with the brand and channel managers before execution.
– Provides guidance to the brand teams on E-commerce best practices, content optimization and trend spotting
– Manage online Retailer partnerships to effectively drive e-commerce sales and ensure growth of sales figures.
– Develop and implement marketing activities for online Retailer partners (sampling incentives, email marketing programs, search, special offers etc) for E-commerce purpose. Make sure e-commerce initiatives fully integrated with digital marketing, CRM or even BTL activities.
– Develop and roll-out an eCommerce analytics dashboard to track KPIs.
– On-going analysis of key business metrics including classification and key item sales, traffic, conversion analysis, shopper database growth and shopping behaviour, marketing programs such as search, content, CRM marketing programs and performance to maximize online sales

Digital Marketing
– Develop and execute FBP’s overall e-commerce and digital strategy including capability building and resourcing.
– Jointly (with brand leads) develop digital marketing strategies per category based on brand position, objectives, digital marketing environment and consumer online behaviour
– Jointly manage working relationships with digital related agencies in the areas of SOW, evaluation, and contract negotiation
– Closely work with brand marketing as well as trade marketing, Sales teams, operation, and finance in the performance of the role.

Build External Strategic Partnerships
– Create and maintain joint business plans with eRetailers or emerging key accounts to grow the online channels
– Ensure excellent execution levels through the total eCommerce supply chain – distribution, service & delivery

Decision Making Authority
– Major actions and decisions, which are recommended to a higher level of management for approval.
– Direction from the Global eCommerce team
– JBPs with eRetailers / Key Accounts
– Recommendation on share of investment to digital / working A&P
– Pricing / Discount / Promotional schemes proposals

About You
To be considered for this role, you should possess:
– A BS/MS degree in Marketing or a related field
– 5-7 years’ experience in marketing; 2+ years proven working experience in e-commerce
– Atleast 2 years’ experience managing a third-party e-commerce distributor is an advantage
– Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns
– Highly creative with experience in identifying target audiences and devising digital campaigns
– Strong exposure to digital marketing, social media marketing, e-commerce and CRM
– Experience in optimizing landing pages and user funnels and solid knowledge of website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends)
– FMCG background plus industries that have strong direct marketing/ online loyalty programme capabilities