Consumer Engagement Platform Lead

4 tygodni temu

Kraków, Polska PepsiCo 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:

Implementing 1P data collection pages Collaborating with the sector to build loyalty programs with our customers Co-creating media strategy based on our customers' behavior 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:

Lead Data and Consumer Experience Strategy for the Market : Build and execute plan to drive 1PD acquisition according to Global Targets. Ensure each campaign brief includes Consumer Engagement and 1PD objectives. Own KPI’s and deliverables of 1PD MarTech ecosystem and ensure its constant optimization. Drive Capability adoption across brand teams. Marketing Technology Adoption: Orchestrate usage of marketing technology platforms and tools ( Consumer Engagement Platform, Sales Force, CDP, WA, Marketing Automation Tools, analytics) to streamline and optimize marketing process: Consumer Engagement Platform – Collect and transfer business asks into functional tasks for a platform update, lead and track process for promotional campaigns Sales Force Marketing Cloud – ensure all data connected to SFMC, ensure 121 application for all campaigns (e-mail, WA) leveraging sector frameworks, ensure clear SFMC application for media, ensure campaign tracking and optimization; T&L & codify use cases to drive evolution of 1PD MARTECH ecosystem: ex. CDP, evolution of Consumer Engagement Platform Consult & advise brand teams on 1P data collection per campaign and align with data privacy, sector teams Owned Data Segmentation: Create and manage customer segments for personalized marketing campaigns and product recommendations. Drive Consumer Data and Engagement: Continuously improve marketing campaigns through A/B testing, data-driven decision-making, and performance monitoring. Technology Integration: Ensure that marketing technology platforms are integrated with other systems and databases to provide a seamless customer experience: Data Privacy Compliance: Ensure all data driven campaigns follow GDPR and regional Data Privacy standards. Reporting and Analytics: Generate and present regular reports on key performance indicators (KPIs) to assess the effectiveness of marketing efforts. Vendor Management: Collaborate with marketing technology vendors and service providers to ensure the company's technology needs are met on the required quality Qualifications 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 Managing a team and cross-functional collaboration Experience and knowledge of B2C communication practices for FMCG/Retail Proficiency in CDP, DMP platforms (such as Salesforce Marketing Cloud) 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 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 Fluent English A positive attitude towards good change.

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