Consumer Engagement Platform Senior Specialist

2 tygodni temu

Kraków, Lesser Poland PepsiCo Deutschland GmbH Pełny etat
Overview

As PepsiCo globally accelerates its digital journey, new roles, capabilities and special areas are emerging in Consumer Digitalisation agenda. The importance of digital roles & their impacts on business are increasing year by year due to consumer behaviour shift through digital and increasing digital media/digital platform consumption. Leveraging digital capabilities, bringing digital innovative projects and ensuring digital creative excellence becomes much more important for FMCG companies to create effective & cost efficient consumer engagement models, to ensure sustainable future growth & competitiveness.

PURPOSE:

  • We propose the creation of a new implementational role to DEPLOY, CODIFY, SCALE, EXECUTE and TRACK Consumer Engagement Platform activation to enhance data quality and accelerate becoming more Human Centric for all campaigns in Europe.

This role will collaborate on:

  1. Implementing 1P data collection pages
  2. Collaborating with the sector to build loyalty programs with our customers
  3. Co-creating media strategy based on our customers' behavior
  4. Tracking the effectiveness of B2C campaigns based on personalized offers.
Responsibilities

This role is to develop, deploy, codify, scale, execute and Consumers Engagement strategies and campaigns, working closely with BU Marketing Teams, Media Agencies, Media Insights and Key Media Partners. The objective is to:

  • Enhanced Customer Loyalty: By developing and managing effective loyalty programs, the company can cultivate stronger relationships with customers, leading to increased loyalty, repeat purchases, and higher customer lifetime value.
  • Improved Customer Retention: Loyalty programs incentivize customers to continue engaging with the brand, reducing churn rates and increasing retention rates, which are crucial for sustaining long-term business growth.
  • Increased Customer Engagement: Loyalty programs provide opportunities to interact with customers on a regular basis, fostering deeper engagement and creating memorable experiences that enhance brand affinity and advocacy.
  • Data-Driven Insights: Through the implementation of loyalty programs, the company can gather valuable customer data and insights, including preferences, behavior patterns, and purchasing habits, which can inform future marketing strategies and product development initiatives.
  • Competitive Advantage: A well-executed loyalty program can differentiate the company from competitors, attracting new customers and retaining existing ones by offering unique rewards, personalized experiences, and exclusive benefits.
  • Revenue Growth: Effective loyalty programs drive incremental sales and revenue growth by encouraging customers to spend more, purchase more frequently, and participate in upsell and cross-sell opportunities.
Qualifications

Key Skill/Experience Required:

  • A Digital and FMCG/Retail background with good knowledge of omni-channel marketing process & technology
  • Product ownership experience with a proven track record of delivering successful products
  • Experience and knowledge of B2C communication practices for FMCG/Retail
  • Experience of leveraging analytics data and transactional data for digital marketing
  • Excellent organizational, presentation and communication skills, managing and influencing internal and external stakeholders at all levels
  • Adaptable - able to work with new business models and strategies within an environment that is ambitious and innovative
  • Ability to understand customer data and user journeys
  • Knowledge of different Marketing automation capabilities such as SalesForce Email Studio, Adobe Experience Platform, Cheetah Experiences, Google DV360, , Bynder & Sprinklr would be a benefit
  • Be able to liaise with technical and non-technical teams to manage and communicate
  • Proactive in finding solutions and capability to think laterally and define solutions to complex and unusual problems
  • Collaborative and straightforward
  • Fluent English
  • Flexible and responsive approach, prepared to discover new solutions to new challenges as they arise and remain tenacious in achieving the required result. Ready to react to last minute requests/ changes from stakeholders across the business
  • Proactive attitude focuses on business objectives
  • Highly effective communicator and operator across multiple markets
  • Manages complex projects with a broad set of partners and stakeholders
  • A positive attitude towards good change.

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