DirecciónRecruiter: Julián González
This position reports to: Daniel Kerbel
POSITION SUMMARY STATEMENT:
The Director, Digital Content & Merchandizing partners mainly with the internal DO Commercial area to monetize Herbalife One as part of the over-all digital transformation and continuous improvement of business processes and digital solutions. This position’s objective is:
• Regional execution on the assets created by HO Marketing including deploying and adopting it to the region.
• Conceptualization, development and deployment of the digital product catalogue and content strategies for the region.
• Manage eCommerce tools and drive web merchandizing / CRM / SEO strategy & improvement within the market in collaboration with Sales & Marketing functions.
• Ensure that content is appropriate for the region while supporting current cultural narratives and brand standards.
• Creative thinking and partnership with Sales & Marketing to amplify the presence of our brands at retail level, including expanded SKUs, merchandising, floor space and retailer mindshare.
• Administrate the relevant production and Product Information Management (PIM) systems and manage data models to ensure maximum uptime for the region.
• Partner with Tax and Legal departments to determine and verify relevant marketing web merchandizing rules and content requirements.
DETAILED RESPONSIBILITIES:
• Establish & aligns processes (within the subregions) to support the rapid rollout of our Digital platform, ensuring content /translation/ digital product catalogue are set up prior to UAT/Go live.
• Collaborate with global and regional Marketing teams to explore and incorporate digital, social and influencer marketing into regional programs. Find the right strategy to link modern web merchandizing tools with MLM model following industry standards & HL processes.
• Work collaboratively with the existing GTS functions and support the regional VP, Digital Office – Americas to develop a clearly defined and compelling digital strategy for the reginal future.
• Maximize the commercial benefits of the digital portfolio and take accountability for traffic generation and increasing of conversion as well as other business KPIs to increase digital penetration and adoption across the region.
• Manage and steer CRM capabilities to ensure focused segmentation and a personalized communication experience.
• Responsible for all consumer and Distributors facing communications tools that are associated to CRM, inclusive of but not limited to the broadcasting of marketing e-mails, transactional e-mails, automated journeys, push notifications and SMS messages.
• Drive the overall planning and delivery of CRM solutions and email marketing strategy within Americas.
• Create strategy to implement PIM processes to support the regional specifications.
• Work with HO team and agencies to define the end-to-end delivery of the SEO strategy, from definition to execution and reporting. Lead the subregional SEO specialist, managing on-page optimization, content campaigns and outreach activities across all the key territories. Working collaboratively with other teams / departments to advise on SEO best practices and support the delivery of the overall Marketing strategy.
• Develop, implement, and deliver sustainable SEO strategies and tactics to meet business targets, including increased / sustained rankings, traffic volume and sales targets.
• Lead for SEO on off-site and on-site campaigns in target markets.
• Measure campaign effectiveness and develop follow-up tactics.
• Ensure that all sites are technically optimized to drive rankings and organic visits.
• Work closely with the Marketing and eCommerce teams to ensure that existing content on the site is compliant.
• Use tools such as Google Analytics, Google Search Console and SEMRush to identify search trends, issues and opportunities.
• Ensure SEO is aligned with all digital channels to ensure optimum results.
• Provide detailed analysis on campaigns and their impact on traffic as well as overall organic revenue.
• Conduct extensive keyword research using market leading tools such as Google Adwords, Hitwise, SEMrush, etc.
• Support the wider Digital Marketing team in the execution a multi-channel strategy.
REQUIRED QUALIFICATIONS:
Skills:
• Cross market/regional experience/ability to manage virtual teams & multiple cultures.
• Budget management.
• Strong analytical skills and data-driven thinking.
• Up to date with the latest trends and best practices in online marketing and measurement (usage of machine learning/AI to facilitate digital marketing).
• Ability to develop brand and commercial programs and communicate recommendations.
• Strong analytical skills and creativity.
Languages:
• Advanced in English.
Experience:
• Hands-on digital, performance marketing and social media.
• CRM experience.
• Experience leading and managing PIM, SEO, paid digital media, paid social and display marketing activities.
• Broad marketing experience across communications, PR, product and content marketing, commercial program management.
• Experience in identifying target audiences and devising effective commercial programs.
• Experience in optimizing landing pages and user funnels.
• Experience with A/B and multivariate experiments.
• Experience in B2B and B2B2C.
• Experience in working with external marketing agencies.
Education:
• Marketing, Graphic Arts, similar fields.
