Customer Experience & Digital Manager at Watershed Consulting

Duties:
Customer Experience Management:

• Interprets the user journey to better understand and improve the customer experience with high quality digital engagements and touch points that move consumers down the funnel to increase conversions.
• Leads the development of appropriate customer feedback management capabilities and practices.
• Assesses customer experience measurement practices to understand the current state and identifies opportunities for improvement.
• Establishes region-wide alignment on best practices for cultivating a dynamic customer experience.
• Leverages customer insights to anticipate needs and obstacles within the path to purchase, and designing strategies to target the obstacles.
• Uses experiential design principles to resolve gaps in the total customer experience.
• Partners with sales to fully integrate all customer touchpoints within the customer experience.
• Develop and Manage the Region integrated communication strategy that is aligned with the corporate direction
• Allocate and control budget within scope of an integrated strategy
• Within the region, manages the CEM team to align with overall CEM Business Line strategy

CRM

• Develop the region CRM strategies, goals and benchmarks.
• Review existing CRM implementation and identifies opportunities for improvement.
• Explores and addresses the unidentified, underlying and long-term customer needs and concerns.
• Provides support and counsel to business functions who are incorporating customer experience strategies into CRM business processes.
• Educates internal staff on customer experience concepts, value proposition, and processes.
• Serves as customer advocate with senior management; ensures that customer research findings are understood, tracked and acted upon.

Content Marketing

• Identifies key opportunities to create new content and functionality on e-commerce site while improving existing website content and functionality to grow conversion rates and create a better user experience.
• Works closely with the digital team (internal and external) to ensure that new site development aligns with content management needs and roadmaps.
• Manages the digital marketing creative development process in partnership with the CEM team to ensure creative is consistently optimized and consistent with brand, marketing objectives, and strategies.
• Executes social media strategy through organizational goals, competitive research, platform determination, benchmarking, and messaging and audience identification.
• Establishes key performance indicators to manage performance and communicate results/value to leadership team.
• Reviews and advises on site changes, improvements, and technical enhancements based on web analytics
• Manages relationship with internal/external editorial, writers or consultants to ensure that they are executing against brand marketing strategy and driving tangible, compliant business results.

Multi-channel marketing

• Drives alignment of multi-channel marketing budget with key business initiatives and multi-channel needs.
• Establishes the region’s framework for the planning and implementation process for a multi-channel strategy.

Marketing Planning

• Benchmarks marketing communication with other organizations in their region.
• Collaborates with brand and market research teams to develop optimized customer journey
• Monitors performance measurements to ensure brand is tracking against goals, and recommends and implements corrective actions.
• Briefs internal/external resource groups to design marketing communication

Integrated Brand Marketing Communications

• Uses customer data to segment the market and understand the brand persona
• Uses segmentation data to identify the target segments and ensure relevant content.
• Monitors brand awareness/performance/engagement to identify possible changes.
• Develops content for marketing communications materials
• Ensures that marketing communications are consistent with brand and organizational standards.
• Tailors marketing communications to reflect the marketing medium being used and target audience.

Digital Advertising

• Analyses quantifiable data sets for use in campaign and strategy development.
• Recommends analytic approaches/strategies needed to inform digital advertising campaigns.
• Establishes automated processes for dealing with common or basic customer issues/concerns across a variety of channels.
• Directs the scope and integration of multiple online advertising campaigns across multiple channels.

Database Marketing

• Creates a direct response content brief.
• Extracts customer or business data using digital analytics queries
• Utilizes different marketing channels (e.g., digital, print, social, podcast, etc.) as part of an integrated marketing campaign.
• Creates basic reports from database to reveal insights.
• Checks the quality of customer data by proceeding to basic analysis.

Digital Asset Management

• Manages a variety of assets across the digital space and the impact of each on the organization’s reputation.
• Advises others on how to implement efficient testing procedures that are aligned with the organization’s marketing strategy.
• Modifies digital assets for complex topics, tailoring the style and tone to the audience or to the digital medium being used.
• Coordinates the web activities required to manage the website, microsite, or mobile platform.
• Develops marketing automation strategies for specific platforms or channels that are aligned with the organization’s overall digital asset marketing strategy.

Digital Marketing

• Suggests techniques to drive new customer acquisitions through paid and organic multi-channels.
• Keeps up-to-date on trends and developments in SEM/SEO, mobile, video, email, social media, affiliate programs.
• Develops and executes effective digital marketing plans aligned with the digital marketing strategy.
• Manages a digital advertising budget and brings new acquisition goals in line with cost per acquisition target.
• Collaborates with internal teams to create ads and landing pages with the goal of optimizing conversions

Strategic eCommerce

• Describes key performance indicators and their importance to manage marketing performance across digital commerce platforms and communicate results/value to leadership team.
• Describes key digital commerce strategies at a basic level (e.g., B2B vs. B2C, e-Tailing, auctions, portals, classified, local SEO, NFC, mobile payments, etc.).

User Experience

• Defines basics of usability testing to evaluate the experiential world of the customer.
• Defines the concept of key consumer groups based on their value-add to the organization.
• Locates key touchpoints within the customer journey map.
• Defines the five steps of design thinking used to resolve design problems.

Branding:

• Demonstrates understanding of: segmentation, targeting, (segment profiles, target groups)
• Demonstrates awareness of the Unique Selling Point of the product or service to differentiate it from the competition.
• Uses simple tools such as product position maps to visualize and interpret the organization’s position and brand relative to competitors.

Content Marketing 

• Generates edits, publishes and shares daily content (original text, images, video) that builds meaningful connections and encourages customers and community members to take action.
• Sets up and optimizes company pages within each platform to increase the visibility of organization’s social content.
• Reviews site content for accuracy, timeliness, and consistency with the organization’s voice, brand, and mission.
• Reviews and edits digital and print content to ensure that they are aligned and integrated.
• Creates social media posts and ad copy.

Digital Analytics

• Monitors the impact of social media marketing efforts on key digital asset key performance indicators.
• Uses data from the marketing dashboard to compile reports on web and mobile analytics.
• Describes the relation between content tagging, tracking codes, or beacons when monitoring key performance indicators.
• Evaluates the success of identified key performance indicators, suggesting adjustments where necessary.
• Composes action-oriented reports on web and mobile analytics.

Lead (Demand) Generation 

• Defines the key stages in lead management (e.g., lead generation, customer inquiry and capture, filtering, grading, distribution, and contact and lead nurturing).
• Describes basics of customer empathy and influence principles to aid in achievement of customer strategy.
• Explains recency-frequency- monetary value in relation to identification of key customers.
• Identifies key customers and groups, and the associated touchpoints within sales/marketing cycles.
• Articulates how to use influence principles to meet the unique needs and expectations of each customer.

User Experience Design

• Structures basic customer interfaces on the experiential platform.
• Analyses basic customer website interactions to identify the connection between customers and the brand.
• Describes the needs, values, perceptions, emotions, cognitions, and behaviours of target customer/user profiles.
• Interacts with key customer groups using tailored communication strategies.
• Leverages customer insights gained through analytics to inform design decisions.
• Digital engagement
• Develops and executes digital projects according to the best practices and communication strategy.
• Manages how online engagement tools can be used to increase community impact.
• Sources, qualifies and negotiates third-party agencies to drive new traffic within cost per acquisition targets.
• Identifies opportunities for audience development and growth through analysis of digital customer behaviour.
• Performs and compile quantitative assessment and optimization of website/social media ecosystem experience and content through Analytics, multivariate testing, A/B testing and user testing.
• Advertising Strategy, Brand Content Production and Dissemination
• Develops advertising specifications/contents for larger, more complex assignments, e.g., a national program.
• Consults with advertising agencies or staff to arrange campaigns in all types of media.
• Optimizes the media plan during its implementation.
• Evaluates advertising agency.
• Manages the brand content creative development process in partnership with creative team to ensure creative is consistently optimized and consistent with brand objectives.
• Manage budget

Qualifications & Experience 

• Relevant degree/diploma
• Minimum 5 years relevant experience

Competency                                                                      

• Content Marketing                                                         
• Customer Experience Management        
• Customer Relationship Management     
• Decision Making                                                              
• Fostering Communication                                            
• Initiative                                                                             
• Inspiring Others                                                               
• Integrated Marketing Communications
• Managing Conflicts                                                         
• Marketing Planning                                        
• Multi-Channel Marketing                             
• Teamwork and Collaboration                     
• User Experience Design