Lead Cadbury in defining the Cadbury portfolio and by brand digital vision, and infrastructure needs to support digital business objectives and drive client decision making for Cadbury US and Canada.
Digital Strategy Development:
1. Lead strategy development with internal and external colleagues and interactive agency teams and develop a core group of recommendations of how the business could progress digitally to drive profitable brand growth for the US and Canada.
2. Drive the development of Cadbury North America (US / Canada) Confectionery agency guidelines to address Cadbury’s interactive best practices including:
- Brand Value growth based on social capital and influence
- Brand building via Social Colonization, Social Context and Social Commerce
- Managing the online consumer journey by leading strategies in:
- Relationship marketing through knowledge of conversion / acquisition and database segmentation and management
- Search Marketing
- Mobile Technology
- Cadbury mandates and areas of flexibility with Cadbury support
Measurement:
1. Define, design and implement the process that will drive the development of online (web) measurement strategies and reporting of key business metrics to multiple audiences (marketing, operations, media, etc) and management levels including client senior management.
2. Identify and formalize interactive metrics for success and measurement methodologies across the portfolio of brands and work with the research / insights team to integrate into cross-channel media mix analysis. Define kpi’s and metrics that assess performance applying best in class interactive practices at the country level.
3. Encourage disciplined digital media experimentation and testing. Define test and learn objectives and agendas for Cadbury brands and marketing programs. This should include fundamental experimental test design ('one at a time' testing).
Consumer Experience and Engagement:
1. Develop CRM strategy recommendation for Cadbury portfolio and individual brands within Cadbury US and Canadian business that aligns with overall business and brand objectives and strategies. This should result in increased opportunities for the consumers to experience or engage with the brand and increased purchase intent / consideration for the brand(s).
2. Identify cultural differences and synergies within the US and Canadian BU’s that impact consumer attitude and behavior towards technology and marketing tactics.
Digital and Cross-Media Agencies:
1. Define strategic framework for selection process and criteria for cross-media agency partnerships with Cadbury.
2. Lead assessment and definition of responsibilities of current agencies based on digital strategic and technical capabilities, digital planning strengths and optimizing costs.
Organizational:
1. Build a SME (subject matter expert) interactive team with external, internal and global resources with priority responsibilities that include:
a. industry best practices (CPG) consultation
b. development of metrics for success,
c. optimization of test and learn research
d. point of contact for global interactive / digital team.
2. Engage global partners to identify opportunities for strategic value in US / Canada.
• Bachelor’s degree required – related marketing and / or analytics experience preferred.
• Min. 6 years experience in Internet strategy, social media strategy and project management, including site development, relationship management marketing.
• Experience in managing interactive teams – internal and external.
• Strong knowledge of digital brand planning process.
• Knowledge & expertise in the following computer skills: Excel, Power Point, Word, Outlook. Familiarity with ad serving technology, @plan, AdRelevance, Dynamic Logic, Forrester, Google Analytics, comScore, Nielsen online.
• Global and regional interactive integration experience.
• Strong communication and organizational skills.
• Ability to manage multiple projects simultaneously
• Some travel required (approx 20%)
In Cadbury we work together to create brands people love. Cadbury is one of the world's largest confectionery companies with history stretching back over 200 years. Cadbury is committed to providing a safe and healthy environment for all employees and to reducing the environmental impact of its operations. Cadbury requires the full commitment of all employees to support us in this goal. All employees take responsibility for their own personal health and safety and the safety of their colleagues and are required to insure that environment, health and safety are an integral part of their daily work.
We offer a competitive salary, an outstanding benefits package and a great work environment.
We are an Equal Opportunity Employer, M/F/D/V. Cadbury...the place to be!
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