Country Digital & E - Commerce Manager

1.Digital Assets:
- CDEL to lead in the setup and management of owned digital assets in country across all brands by guiding the MM/ AMM/ BL with the Digital content strategy including Content Buckets, Content calendar, Post
- Formats, Post Frequency, Post Categories and monitoring of Digital Asset performance based on agreed KPIs.
- Assistant Marketing Manager/ Marketing Manager / Brand Lead to align and signoff on Content Strategy from CDEL and to supply CDEL with the JTBD, Brand Activation Plan, Communications Objectives, Brand Guidance, and Content.
1a. Website:
- Lead the site setup while working closely with the brand manager for content and design
- Coordination with ITBP and Agencies assigned to website setup and management
- Ensure it is SEO Optimized, 100% Mobile Optimized, Page Speed and other KPIs met
- Recommend content strategy /streamline information taking into account brand objectives and consumer needs
* Key Tasks:
- Recommend features / functionalities as applicable to the brand (i.e.Customer Reviews, Email Signups)
- Lead SEM and SEO
- Set up process, guidelines and engagement of brand teams with Google and Agency
- Provide support and guidance on the technical aspects but Content and Copy falls within the brand team's scope
- Consolidation for all brands when engaging external agencies/partners to leverage scale
1b. Social Media (FB, IG, Twitter, Youtube, etc)
- Setup of social media channels relevant to the brand per country
- Engage agencies that can provide the service for all brands in country
- Lead account management while working closely with the brand manager for content
- Recommend content and content formats as appropriate for brand and platform (categories, frequency, seasonal promos, e-commerce push etc)
- Set and ensure compliance of social media management guidelines and protocols with brand teams, regulatory, compliance etc.
2. Media/IMC/Brand Communication Campaigns
- Joint business planning with brand teams as owner of digital touchpoints and strategy
- Responsible for digital customer journey, digital touch points & ensure synergy with offline channels
- Define target audience, which platforms to engage, through who (e.g.,corporate/ brand account, key opinion leaders, influencers), and what topics to engage in lieu of brand objectives
- Present best practices and latest digital products and formats that brand teams can utilize
- Lead partnerships with digital platforms that help amplify our brands' digital presence
- Lead Digital Media Optimization with the agencies to ensure synergies with Paid, Owned and Earned Media
- Work with agencies to develop and execute paid media while maximizing and monitoring earned media, and traffic management from owned channels
- Ensure digital media plan adheres to Bayer Media Principles
- Develop media ROI monitoring mechanisms with agency
- Set digital KPIs with ASEAN Media Manager and Agency, ensuring this meets the brand business objectives
- Ensure IMCs digital plan link back to E-commerce; develop a clear digital path to purchase with online sales and conversion KPIs
3.Digital Content Bay
- Manage efficiency in cost and time for creative assets development across functions (Ecommerce, Digital, Marketing & Trade Marketing)
- Review and approval of Content Brief from LCT/ BL to Digital Content Bay (DCB)
- Monitor local team performance and working relationship with brand teams
- KPI Achievement and Monitoring (Volume, Quality, Cost Savings etc)
- Ensure best in class and seamless execution of digital content across Display, Video, POSM, Ecomm
*For E-COMMERCE:
1. Lead and develop local e-commerce channel development strategy with a clear implementation roadmap that will deliver profitable growth of online sales and online market share of our brands.
- Define target shoppers, which platforms to play and invest on, what online product portfolio, pricing and promotions to offer
- Identify and pursue growth opportunities in the market, forging relations with customers, driving and monitoring consumer activations (i.e., planning demand generation activities) and ensuring promotional
activities do not create trade volume anomalies nor disrupt pricing in the markets.
- Manage trade, monitor pricing, share and leverage best practices and ensure all adhere to internal process and local regulatory requirements.
- Ensure seamless integration of ecommerce strategy with the overall digital strategy
2. Deliver on e-commerce performance goals/KPIs for sales, conversion, market share and consumer engagement
- Prepare Country e-commerce Reports leveraging platform data, internal sales data and market share data
- Develop e-commerce performance dashboard (overall, by brand, by site, country monitoring)
- Develop analytics capabilities to monitor key metrics (visits, buyers, conversion, basket size, sales leakage points, promotion results etc)
- Work with agencies, e-commerce partners, distributors, and third-party operators to diagnose performance issues, and improve sales results
- Plan for in-platform media and optimize creatives when needed, manage out-platform traffic to key ecommerce partners (i.e., seek new sales leads), and always look to maximize all ecommerce-related investments by monitoring KPIs.
3. Plan annual e-commerce spend and communicate plan with relevant stakeholders (brand managers, sales managers, trade marketing managers, consumer research managers, Category Leads, Country Division Head); examine spend effectiveness and efficiency every quarter
4.Ensure active participation and engagement of external and internal stakeholders through regular alignment on priorities and strategic direction
*TOTAL SCOPE
1. Overall Management of Agencies & External Partners - distributors, platforms, ecommerce enablers, and digital agencies
-Set clear KPIs and guidelines on digital & e-commerce strategy execution
- Initiate & lead agency review on a monthly basis for Digital, Media, Creative Agencies, e-commerce enabler making sure:
A) Brand teams are updated on digital brand performance metrics (alwayson and IMC, e-commerce, etc)
B) CDH / Country Leadership Team are updated on overall country brand portfolio performance
- Connect and ensure synergies among agencies and establish good working
relationship with brand teams.
2.Lead Regular Digital Training
- Co-develop localized and custom digital training modules with Google, FB, and digital agencies to be shared with local teams.
- Participate in external Digital and E-Commerce forums to develop and maintain a network of potential strategic partners, service providers, and stay in tune with latest digital development
3.Ensure Compliance of all Digital Initiatives
- Responsible for adherence to regulatory requirements and industry code of ethics. Work closely with Legal, Medical, Regulatory,Pharmacovigilance and Compliance in making sure policies and procedures
are enforced within Bayer standards.
*Key Working Relation:
• Internal: Sales, Marketing, Supply Chain, IT, Regulatory and Medical, Legal and Compliance, Procurement, HR.
• External: Key Retail Account, Digital & e-commerce agencies and customer, technology partners and data providers, industry peers, government agencies, authorities