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Learn more: jti.com

Digital Retention Manager

What this position is about – Purpose

The Digital Retention & Advocacy Manager, will be responsible for driving strategy to onboard, engage and retain active consumer profiles. your efforts will be primarily focused on achieving the volume, rate and lifetime value potential of our consumer base. The role will interact with marketing and sales teams, digital acquisition, retention, and data & analytics teams to impact the full consumer lifecycle and improve business outcomes.

What will you do – Responsibilities:

Retention and Advocacy plan
Build the Retention journey and the loyalty strategy to reduce churn and push the advocacy
Must perfectly know the targeted consumers and understand their behavior to identify significant additional retention opportunities
Collaborate with local brand teams and Global DBU Product teams to continuously develop and improve campaign messaging, positioning and content
Work closely digital operational hub to amplify local digital initiatives
Be aware of digital multichannel marketing trends and what the competition is doing in the space
CRM & Campaign management
Manage the CRM strategy including data collection, Data segmentation and marketing automation
Work closely with global support team to set up the automated journey and locally with Brand and acquisition manager to define the target segments for which a tailor-made communication should be built
Manage social campaigns, including briefing, uploading campaigns, testing, publishing, and ongoing optimization
Day to day management and localization of all aspects of campaign development
Data Management and testing
Use data analytics and testing to optimize messaging for potentially churning profiles and introducing strategies to retain them or quickly reacquire.
High level of collaboration with Data Science team in mapping journeys, identify potential gaps and space for improvements.
Collaborate with local brand teams and Global DBU Product teams to continuously develop and improve campaign messaging, positioning and content.
Understand all metrics and their contribution to achieving acquisition goals and objectives to enable all aspects of the foundational channel marketing efforts supporting identity resolution, lead gen, acquisition, retention, win back and engagement of digital customers
Analysis & Optimization
Ensure robust Consumer Data strategy with solid content plans and constant CDP optimization. Analyze and interpret data to steer online directions and maximize retention.
Perform the needed tests (i.e., A/B testing) and analyze the efficiency of a journey or/and a campaign
Assess the effectiveness and accuracy of new campaigns and stay on top of industry trends and changes
Continuously optimize results by utilizing a data centric approach that will power a test and learn process
Assess the effectiveness and accuracy of new campaigns and stay on top of industry trends and changes
Budget
Execute digital budget. Provides input for planning the budget according to agreed Masterplan. Monitors and control the digital budget line regularly to ensure optimal ROI.
Collaborate with internal stakeholders to ensure on-time and on-budget delivery of desired results

Whom are we looking for – Requirements:

Bachelor’s degree in marketing, Statistics, Mathematics, Computer Science, or another quantitative field preferred
4-5 years of relevant experience in Digital Marketing Strategy in B2C of FMCG, marketing based on data, delivering B2C engagement and retention results and performing A/B testing and reporting results
Track record of success using problem-solving skills based on data and industry best practices
Well-versed in most if, not all forms of digital channels, demonstrating strong analytical skills
Strong numerical skills and commercial acumen
Strong reporting skills and confidence to present cases to support your decisions and future strategies.
Strong communication and relationship building skills
Experienced in managing and optimizing budgets effectively to meet key objectives to deadlines and budget
Advanced English and other local market relevant language skills (Optional)
Excellent written and verbal communication skills
Strong analytical skills
Proficient in MS Office Suite
Highly organized and attention to detail
A team player

What are the next steps in the Recruitment process:
Thank you very much for your interest in the role. You are welcome to apply.

JTI

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Digital Retention Manager

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