Consumer Experience Digital Lead, SSA at Mondelez International

How you will contribute

• In Marketing & Media, you’ll be the ones who first capture our consumers’ imaginations, giving them a tantalizing taste of our brands. You’ll work to help our brands stay culturally relevant to consumers by developing and activating digital experiences that capture their imagination, passion, and loyalty.
• The Consumer Experience Digital Lead will be responsible for high-level development and deployment of the Mondelēz social & digital strategy (owned & earned content & platforms) across Mondelēz brands in collaboration with local/global Mondelēz teams and agency partners - driving exceptional digital content & conversation experiences. The individual must be a capable manager who is confident and experienced in leading agencies and internal resources to complete deliverables on time and at an industry-leading level of quality. They are expected to be a thought leader, capable of optimizing current efforts and bringing new insights through a mixture of innovation and broad, creative thinking.

What you will bring

A desire to drive your future and accelerate your career and the following experience and knowledge:

• Media, including media buying and analytics, experience ideally gained across the agency and industry
• Digital media ideally with exposure to eCommerce best practice
• Working with and influencing external partners, matrixed local, regional and global stakeholders
• Having a test-and-learn mentality, taking learning and scaling them broadly.
• Having a bias to action
• Process management: Well-executed brand initiatives and effective collaboration with the other critical functions in the organization is a must
• Communicating effectively, verbally and in writing

More about this role

What you need to know about this position:

• In Marketing & Media, you’ll be the ones who first capture our consumers’ imaginations, giving them a tantalizing taste of our brands. You’ll work to help our brands stay culturally relevant to consumers by developing and activating digital experiences that capture their imagination, passion, and loyalty.
• The Consumer Experience Digital Lead will be responsible for high-level development and deployment of the Mondelēz social & digital strategy (owned & earned content & platforms) across Mondelēz brands in collaboration with local/global Mondelēz teams and agency partners - driving exceptional digital content & conversation experiences. The individual must be a capable manager who is confident and experienced in leading agencies and internal resources to complete deliverables on time and at an industry-leading level of quality. They are expected to be a thought leader, capable of optimizing current efforts and bringing new insights through a mixture of innovation and broad, creative thinking.

What extra ingredients you will bring:

Social Community Development, Website, Content Experience & Governance

• Deploy MDLZ digital agenda through the establishment of local market principles and vision for how our Brands react, engage and show up across owned Social Media platforms
• Provide thought leadership on a market level, leveraging knowledge of trends and culture to become the go-to resource for consumer conversations, marketing innovation, and share learning & best practices across regions
• Lead and direct agency social teams to activate social media vision through development and execution of comprehensive platform and content strategies across multiple MDLZ Brands
• Filter agency and marketing partner concepts to ensure meaningful connection to target audiences and Brand purpose
• Evangelize effective content workstreams and identify efficient sources to produce high volume, low-cost content leveraging global ecosystem
• Guide recommendations for infiltrating new and emerging platforms and charter first-time, innovative tactics to create best-in-class digital experiences
• Leverage and manage social listening tools to derive insights, trends and collaborate with internal stakeholders to address opportunities and risks
• Build brand identity and support the design of engaging consumer experiences across MDLZ owned websites and promotional platforms
• Identify, evaluate and create synergies among Brand owned & E-Comm sites, focusing on front end content experiences that sync with brand vis id, campaigns, and optimal user experience
• Develop pathing strategies ensuring digital campaigns result in best-in-class consumer journeys
• Establish and organize a top-quality community management process, including Tone of Voice development, response strategy, and collaboration with customer service & engagement teams
• Maintain social governance, assisting with new channel set-up, inventory of all social channels and adhering to all global standards/principles

Consumer Data / CRM Strategy

• Act as a Data Privacy champion for Marketing, monitoring the compliance of marketing projects with regulatory procedures and processes and raising feedback to the DPO on processes gaps and efficiencies
• Work efficiently with the Digital Identity and Data team and external partners to define, extract, and synthesize available data and develop an optimal deployment strategy
• Lead on developing a robust CRM strategy that adheres to global principles with local needs & captures all required consumer info
• Champion strategic and data-lead thinking within the organization so that we build knowledge around data and customer lead marketing
• Deliver omni-channel campaigns across email, push notifications, web, mobile apps, social platforms, and other channels and devices, as relevant to the customer experience
• Collaborate with the insights and measurement team to analyze the business impact of the data and audience strategy and implement optimization recommendations.

Measurement & Optimization

• Support agencies with the collection, monitoring, and analyzation of daily, weekly, monthly, and quarterly reporting and presentations. Optimize strategy and content based on learnings.
• Establish critical KPIs across all Brands, owned channels, identifying growth metrics across engagement, impressions, and followers
• Manage ongoing social media analytics and insights to track performance and continually optimize social media executions to drive engagement and brand conversations
• Direct competitive analyses across platforms to inform key learning and KPI performance
• Leverage insight based on local and global data with the BU Marketing team and the global Consumer Experience community

Capability Development

• Elevate marketing community capability in the digital space in collaboration with the Marketing leadership in the BU and leveraging Marketing Excellence practice, develop the digital capability agenda for the BU and partner to deliver this agenda

Education / Certifications:

• Relevant Tertiary Degree (Marketing, Communications or Public Relations) or equivalent.
• Digital marketer by background. Has experience of building brands in a digital ecosystem, knows the digital journey and understands digital levers of brand building
• Must have profound understanding of evaluating native social media analytics
• Must have experience working in relevant social media platforms (i.e. Facebook business manager).
• Ability to drive projects from conception to completion
• Must possess approximately 6+ years of any combination of experience that demonstrates a commanding knowledge of social media, influencer marketing, CRM, content creation and strategy.

Job specific requirements:

Leadership Competencies:

• A passion for understanding each Brand’s unique consumer and their nuances
• Drive innovation and transformation agenda rooted in consumer behaviors
• Execute with excellence, setting a focused strategic agenda, ensuring the highest level of excellence and delivering results
• Exhibits organizational agility, creativity, and intellectual horsepower
• Committed to driving results
• Highly collaborative and the ability to influence cross-functional teams and external agencies to realize the marketing aspirations of the brands
• Strong professional relationships with colleagues, agencies, and vendors

Functional Competencies:

• A genuine passion for digital marketing and value it can create for our business
• A passion for social media and creating unique organic content & conversation experiences
• Ability to analyze metrics & data to help with content optimization
• Function expert in social media and creating front-end digital experiences
• Translate brand strategies into persuasive communication, innovation and customer activation platforms
• Drive impact through relevant touchpoints that drive business
• Fluent and demonstrated world-class capability to guide and build organizational competency, shape overall digital marketing ecosystem
• Strong team leader, balance of strategic & strong analytical thinking, excellent presentation skills, and experience managing and coaching agencies in a rapid growth environment

KPIs / Dimensions: 

• Develop world-class digital content experiences, driving content & conversation capabilities across the local marketing ecosystem, enabling marketing transformation, and scale content / learning regional/global
• Deliver business impact through cohesive, disruptive and consumer-first strategies, strengthening brand equity, relevancy, and conversion
• Expand first party data sets through high engaging local programming and increase volume of consumer collection points