Tiffany & Co.

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Assistant Manager, Digital Marketing

Assistant Manager, Digital Marketing

Req # 
35243
Location 
UK-London

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Overview

The Digital Marketing Assistant Manager will be responsible for the strategic planning, execution, optimisation and management of performance marketing activity across Paid Search, Affiliates, Programmatic Display, Search-Engine-Optimisation and Paid Social. The Digital Marketing Assistant Manager will work toward maximising the return on acquisition channels, ensuring they are driving qualified traffic to the website.  The Digital Marketing Lead will be also responsible for the line management and development of one Digital Marketing Assistant.  The Digital Marketing Assistant Manager is a dynamic and attentive individual who is adept at relationship building with internal and external clients, and a strong, decisive and team player that locally builds a climate of service excellence by maximizing the performance of their campaigns.  

Responsibilities

Search Marketing

  • Lead and be fully responsible for the Paid Search performance across 9 European countries 
  • Develop the Paid Search strategy, working on short-term and long-term projects to increase return on investment for the Paid Search campaigns across Europe, including re-structuring campaigns, improving re-targeting tactics and testing new opportunities
  • Manage the agency to create, implement, optimise and report on effective Paid Search and Google Shopping campaigns 
  • Complete weekly and monthly reporting on paid search activity.
  • Track budget spend and plan the best distribution of budget across countries and campaigns
  • Be the Paid Search Expert in the business, organizing workshops and presentations for Senior Management when needed
  • Be the key contact for SEO and manage the team to leverage the Bright Edge tool in order to optimise Titles and Meta descriptions across UK, IT, DE, FR.
  • Ensure that we are embracing best practices in Paid Search and are maximising  local opportunities to improve Organic Search to enhance the customer experience and generate revenue
  • Constantly look for new opportunities to increase revenue and/or decrease cost-per-acquisition and regularly make suggestions to the Senior Director on new projects to undertake.

 

Social Re-targeting/ Prospecting

  • Lead the development of a new re-targeting strategy for the region. Work with the agency and central teams to set up Dynamic Product Ads (DPAs) to re-target website visitors in Facebook. 
  • Construct an efficient and effective Social Prospecting strategy using look-a-like audiences. 
  • Ensure excellent collaboration with regional and in market teams to maximise the performance of these conversion driving programmes in line with the brand consideration and engagement paid social campaigns.

 

Affiliate Marketing

  • Lead the affiliate marketing activity by establishing relationships with the affiliate network and key affiliate sites, with the aim to generate brand consideration and revenue for Tiffany & Co.
  • Plan affiliate content and exposure in line with the wider marketing calendar.
  • Work with wider PR and marketing team to distribute relevant assets to key affiliate sites, and ensure the affiliates activity align with the brand focus and positioning
  • Project planning for new affiliate inclusion and/or change of commercial agreements with existing partners
  • Run weekly and monthly meeting with Affiliate Network and key affiliates to define plan of actions and activities
  • Plan, execute and manage the roll out of affiliate channels across continental Europe.
  • Constantly look for new opportunities and regularly make suggestions to the Senior Director as to how campaigning can be improved.

 

Programmatic Display

  • Owning the programmatic acquisition planning and execution across main European markets
  • Lead the agency to manage, optimise and report on effective Programmatic Display campaigns
  • Coordinate the creative process with the relevant local Marketing Manager and the creative team based in the U.S.
  • Coordinate with the local Marketing Directors in each country, to ensure the programmatic activity aligns with the overall marketing strategy and calendar
  • Manage the tagging request process between the agency and the US Central team
  • Present the campaigns’ results and learning to the Senior Director

 

 

Tracking and Reporting

  • Manage performance marketing budget, annual planning and the budget allocation across campaigns and countries for all channels. 
  • Track actual spend accurately and ensure that it aligns with plans 
  • Identify KPIs and ensure that all campaigns are meeting targets
  • Manage the Invoices and Budget Reconciliation for performance marketing channels, working closely with Finance
  • Contribute fully to the wider departmental reporting output including but not limited to the monthly summary, quarterly reviews and annual round-ups.
  • Contribute to the wider departmental forecasting and planning outputs.
  • Contribute to the implementation of an attribution platform to correctly attribute credit to the different acquisition channels
  • Deliver insights and actionable outputs.

 

 

Contacts, Collaboration, Expertise

  • Lead external agencies to deliver campaigns within the timeframes specified and own the relationships to ensure that the Tiffany & Co. work ethic, brand values and mission are upheld at all times.
  • Work closely with other Tiffany & Co. departments, especially Marketing, PR, Merchandising, Visual Merchandising and Tiffany USA teams to ensure that campaigns are delivered in line with set processes and procedures, and in accordance with regional strategies, goals and objectives.
  • Establish relationship with Tiffany & Co. local teams in the main European countries, to provide them with visibility on the performance and align with their overall marketing strategy
  • Work well on own initiative but also be a fully committed team player and engender respect and support from other members of the business.
  • Maintain a high level of knowledge of both digital and direct marketing and be aware of industry developments and innovations at all times. 
  • Be acutely aware of competitor activity and poised at all times to capitalise on opportunity and repel threats.

Qualifications

Required Qualifications/Primary Job Requirements

 

  • Bachelors degree.
  • At least 3 years experience in a results driven multi-channel marketing environment.
  • Experience of managing budgets, promotional spending and external suppliers/partners.
  • Strong communication and project management skills.
  • Strong relationship-building skills
  • Strong knowledge of all digital marketing disciplines, channels and platforms.
  • Strong understanding of all online KPIs controlling performance and ROI.
  • Strong analytical skills with strong knowledge of MS Office applications.
  • Self starter with a high degree of initiative. 
  • Team player.
  • Excellent communication and organisational skills.
  • Ability to multitask and prioritise.
  • Attention to detail and organised
  • Experience of using analytical tools e.g. Omniture and Google Analytics.
  • Commercially minded and extremely driven.



Preferred Qualifications

  • Luxury experience.
  • Exposure to running ecommerce in partnership with a contact centre.
  • Experience of conducting marketing activity to drive retail footfall.
  • Experience of European markets.
  • Proven track record for sales generation and budget management.
  • Working knowledge of HTML.
  • Experience of using web centric tools such as Hitwise competitor intelligence and social media monitoring.

 

 

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