Precision Marketing

4 weeks ago

Durban, South Africa Beiersdorf Full time

At Beiersdorf, we want to help people feel good about their skin – and our commitment goes far beyond caring for skin. For 140 years, we have developed innovative skin and body care products for well-known brands such as NIVEA, Eucerin, La Prairie, Hansaplast, and Labello. We act according to our purpose, WE CARE BEYOND SKIN, and take responsibility for our consumers, our employees, the environment and society.

Behind every brand, every product and every accomplishment are our more than 20,000 employees. It is for them that we live a culture of inclusion, respect and trust that is strongly aligned with our values CARE, COURAGE, SIMPLICITY and TRUST. We embrace diversity by valuing the uniqueness of each individual and being committed to equal opportunities for all.

Role Purpose

As Precision Marketing & Audience Specialist, your job will be to support local teams on audience strategy definition and implementation, build and manage precision marketing campaigns across multiple touchpoints, implement and manage 1PD strategy from definition to activation, and analyze/share data-driven insights for campaigns performance on-going optimizations. Thereby, you need to closely collaborate with agency partners and Beiersdorf business service owners (e.g., AdTech teams).

Main Accountabilities

Support local teams on audience strategy definition and implementation:

  • Support brands in audience data strategy definition (identify audience segments, priority use cases, define relevant data sources, support with clear guidance on 1st/2nd party data acquisition along the funnel) in line with regional / global playbooks. 
  • Centralize and develop ongoing digital audience strategy with the precision marketing manager.

 

Detailed planning and management of PM campaigns:

  • Work with the PM Manager to roll out global/regional campaigns in the market to be locally effective and in line with SSA strategy and regional guidance.
  • Support pilot/campaigns duration in the preparation of the design workshop and pilots framing data collection, hypotheses testing, etc.
  • In the set-up of the campaigns: Manage agencies and follow-up with external partners as required (for creatives adaptation, set-up in media buying tools, etc.) alongside brand team.
  • During and post campaign: performance analysis, collection, and codification of best practices including delivering Post Campaign Analysis on PM campaigns showing total campaign performance and insights on optimizations. 

 

Owned platforms driving 1P data:

  • Lead owned digital assets (e.g., websites and WhatsApp) and analytical capabilities (e.g., Google Analytics), from a data collection / content and SEA/SEO perspective.
  • Management of the website (including SEA and SEO) to drive key traffic to build key 1P audiences for key campaigns as well as insights.
  • Support brands in data sourcing, test-and-learn approaches to focus on data driving superior value and insights (e.g., user behavior, affinities, geographical relevance, etc.), leveraging analytical tools.• Support local markets on 1P Data collection (Non PII and PII), ensuring compliance with local data privacy guidelines. 

 

Digital Data & Analytics Management:

  • Ensure rollout and compliance of audience naming, segmentation, tagging standards and governance including tagging of ads and sites and onboards all data with media agency & website agency.
  • Driving actionable insights from campaign data with agency, ensuring constant improvement of future advertising funnels and evaluate impact on brand and/or sales lift.
  • Ensure compliance with data sharing guidelines and verifies sensitive topics for Brand, agency relationships (fraud, quality of inventory, etc.).

 

Partner with agencies and BDF Service Owners to:

  • Ensure linkage and correct data flow between analytical tools and media DSPs.
  • Ensure proper utilization of collected 1P data in audience creation.
  • Ensure safe and effective transfer of PII from providers to BDF and where applicable, from BDF to key suppliers.
Your Profile
  • B. Com or equivalent.
  • 5 plus years' experience in Digital Marketing or Data & Analytics positions.
  • Hands on experience on Google Marketing Platform audience and data capabilities (GA360, DV360, CM).
  • Comprehensive understanding on digital media KPIs optimization and dashboarding capabilities.
  • Deep understanding of 1PD landscape and its uses for targeting and media activations.
  • Experience in audience segmentation & targeting, journey optimization and conversion modelling.
  • Comprehensive knowledge on ad-tech ecosystem and how to leverage different tools for optimizing different workstreams and campaigns performances.

We embrace Diversity and Inclusion and are committed to providing equal opportunities to all of our applicants – regardless of race, gender, age, religion and beliefs, sexual orientation and gender identity, disability, cultural, ethnic or national origins. We would therefore kindly ask you to include only information and data in your documents which are relevant for the assessment of your application (e.g. curriculum vitae, salary expectations, relevant references and certificates) and encourage you to upload your CV without a picture.
 

Have a look at our benefits: What we offer – Our Benefits | Beiersdorf

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