Nespresso – Ultimate Coffee Experience
Pioneering the portioned coffee market, Nespresso embodies the luxury lifestyle values of quality, convenience and innovation and offers one of the most sophisticated espresso and coffee concepts ever developed. Our unrivalled Nespresso ‘trilogy’ unites the world’s highest quality Premium Blend coffees with smart and stylish, award-winning one-touch system coffee machines and exclusive, personalized services to ensure customers can indulge in their love of perfect coffee and experience the Ultimate Coffee Experience.
To learn more about Nespresso, please visit http://www.nespresso.com/cn/en
e-Commerce Executive Digital Acquisition
Reporting to the e-Commerce Manager, the incumbent is responsible to analyze online acquisition activities performance for all Nespresso e-Commerce channels including but not limited to Nespresso official website, mobile site and mobile APP etc.
The incumbent is also responsible to facilitate platforms enhancements and developments in order to improve traffic, convert visitors into customers, strengthen digital user experience thus achieve business targets. The incumbent will contribute to support any developments on new e-Commerce initiatives for Nespresso, the brand that commits to deliver the ultimate coffee experience.
Job Responsibilities:
Develop digital acquisition plan to increase traffic and audience on Nespresso China digital touch points incl. but not limited to official website, mobile site and APP to support sales objectives:
- Define performance based plan taking into account global campaigns plan, local needs, competitive environment and budget
- Define the remarketing strategies to maximize digital media investment focusing on conversion from Search engines
- Align Digital Acquisition Plan with B2C and eBusiness guidelines
- Align Digital Acquisition Plan with Market Media Plan strategy by Marketing Team
Drive day-to-day traffic and audience on Nespresso digital entry points:
- Manage day-to-day online acquisition tactics focusing on SEO and SEM
- Implement Global campaigns on-time according to Nespresso HQ guidelines.
- Manage agencies to insure SEO and SEM implementation, ensure online materials provided by Marketing team (banners, videos, ad copy) are adapted in a cost-effective and efficient way
- Coordinate with marketing to align with brand values and copy style
- Coordinate with eCommerce coordinator to insure seamless user experience from call-to-action (CTA) to landing pages and optimized conversion rate
- Coordinate with local CRC digital team about upcoming activities
Monitor, optimize and report local digital marketing acquisition activities:
- Measure Performance marketing by regularly track and optimize campaigns, based on results to reach performance objectives
- Produce regular reports to highlight performance on main metrics
- Benchmark local performances with Int’l best practise and local competitive environment
- Monitor innovative acquisition tactics developed by local competitors
- Share best practises with International peers and HQ team
Analyse & identify trends across the online customer journey, providing insight & recommendations to drive additional traffic & sales.
- Utilise multiple data sources and turn different data streams into a cohesive view of our customer to produce detailed digital business insights & analysis.
- Ensure the tracking of A/B & MV testing scenarios in partnership with the eCommerce Coordinator
- Continuously track and optimise online acquisition campaigns in partnership with the e-Commerce and Marketing teams
- Ensure all eBusiness activities & KPIs are tracked and aligned with CRM team
- Create and maintain associated user documentation
- Provide detailed analysis of path to registration and path to purchase to improve conversion funnel
- Provide detailed analysis of merchandizing zones performance to refine understanding of winning combinations (menu/pages/section/placement/creative)
Job Requirements:
? Bachelor degree holder in Business Management or related disciplines
? 2 years’ experience in eCommerce platforms analysis / operations management (including websites & mobile APP)
? Strong expertise in eCRM, involvement in digital marketing activities focusing on SEO and SEM
? Experience in managing external agencies
? Google Double Click Campaign Manager Certified professional
? Website management, knowledge in HTML, experience across multiple CMS. Knowledge of CSS, Javascript would be a plus
? Possess e-Commerce business acumen, sensitive to local e-Commerce trends
? Excellent analytical skills performing sales figures analysis
? Detailed focused and critical minded to be able to tell stories from mass data
? Quick learner, good interpersonal & communication skills to deal with different stakeholders including local and headquarters
? Ability to work in a multi-cultural environment
? Fluency in written and spoken Chinese and English