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Digital Retention Manager

1 month ago

Dubai, United Arab Emirates JTI - Japan Tobacco International Full time

We’re JTI, Japan Tobacco International and **we believe in freedom**. We think that the possibilities are limitless when you’re free to choose. In fact, we’ve spent the last 20 years innovating, creating new and better products for our **consumers to choose from**. It’s how we’ve grown to be present in 130 countries.

But our business isn’t just business. Our business is our people. Their talent. Their potential. We believe **when they’re free** to be themselves, grow, travel and develop, **amazing things can happen for our business**.

That’s why our employees, from around the world, choose to be a part of JTI.** It is why 80% of employees feel happy working at JTI.** And why we’ve been awarded **Global Top Employer status, ten years running**.

So when you’re ready to choose a career you’ll love, in a company you’ll love, feel free to #JoinTheIdea.

**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
- Experience