Job Responsibilities

The Group Marketing Automation Manager is responsible to design and coordinate the implementation at Group level of users acquisition, conversion and retention strategies via continuous refinement of audience segmentation, multi-channel customer journeys aiming at securing customer engagement and maximizing Customer Lifetime Value.
The Marketing Automation Manager has a clear understanding of how to leverage consumer behaviour, lifestyle, transactional and demographic data in order to deliver relevant and timely marketing programs through multiple communication channels.

Key Interfaces:
• Work closely with the local teams with the objective to plan and execute Global and Local marketing automation activations synergically ;
Work closely with the IT and Digital System departments in an effort to better understand and optimise all marketing automation data feeds flowing in and out of Salesforce Marketing Cloud;
• Work closely with internal teams (brand, social, e-commerce, data strategy) to obtain a full view of all the marketing activities and work synergically together.

Main Responsibilities:
• Design Mautomation strategy in light of the Brand Communication Strategy, eCommerce goals and digital footprint
• Map and design customer journeys based on the Engagement Plan as well as give feedback to mature and optimise the strategy;
• Design, plan and deliver customer communications -in cooperation with the Brand teams- across the customer lifecycle and identify improvements and innovations to interact with consumers more effectively;
• Conduct post campaign analysis -based on defined KPIs’- with the purpose of realizing recommendations for future journeys and programs;
• Support the creation of models against lifetime value, retention, loyalty and advocacy programs;
• Design a comprehensive and insightful Reporting and Business Intelligence suite to drive continuous enhancements
• Secure an effective line of communication and governance toward Delonghi group affiliate
• Define the Sourcing model to secure Strategy roll-out (agencies profiles vs. internal team) and the right SLA toward internal stakeholders
• Be the Salesforce Marketing Cloud product owner responsible for evolving the platform in accordance with a road map of enhancements with the objective to reach the state of the art;
• Share new and emerging marketing automation best practices across the business in order to give the business a competitive edge over competition in consumer acquisition;
• Liaise with the Markets to enable sharing of campaigns’ plans and results;
• Drive and coordinate the creation of powerful case studies with the markets to establish and demonstrate best practices examples

Job Profile

Qualifications, Knowledge

• 5+ years experience in CRM / marketing automation fields;
• Track record of Mautomation Strategies in a B2C Company with multi-country coverage aiming at accelerating eCOMMERCE growth and Customer Acquisition & Engagement
• Proven knowledge and experience of Salesforce Marketing Cloud;
• Direct experience in customer segmentation and cluster refinement based on behavioural, lifestyle, transactional and demographic data;
• Direct experience in advanced journey building in order to deliver automated, trigger-based, dynamic communications;
• Good knowledge of Google analytics in order to analyse campaigns’ data and results across different networks;
• Strong knowledge of Excel and Powerpoint;
• Understanding of the wider digital marketing landscape (SEO, Data analytics, performance marketing, affiliates, ecommerce);
• Excellent written and verbal communication skills in English.

Preferred qualifications:
• Salesforce Marketing Cloud certifications (Email Specialist, Consultant, Architect);
• Experience in CRM or CDP (preferably SAP Data Customer Cloud);
• Experience in using A/B testing as well as CRO tools (Hotjar);
• Consumer Journey planner;
• Experience in the use of a DMP (Adform, Lotame, Salesforce DMP, …);
• Experience in the use of Google Analytics and Google Tag Manager;
• Good knowledge of additional languages;
• Direct experience in international project management.

Skills,capabilities, Competencies:
• Strong communication and presentation skills to explain strategies, reports and findings to team members, managers, directors and partners;
• Comfortable with handling email and conversation in English and being part of an international team;
• Commitment to meeting deadline dates;
• Passion for innovation and change;
• Passion and keep up to date with best in class in digital advertising;
• Passion for result-driven digital advertising campaigns;
• Ability to work independently and build strong relationships with team members;
• Analytical and critical attention to detail;
• Be able to perfectly communicate in English with the different markets by emails, conference calls and face to face meetings.