Digital Brand Lead

2 weeks ago

Cape Town, Western Cape, South Africa Cape Union Mart Full time

Our Marketing department requires a dedicated and passionate Digital Brand Lead to take ownership of Cape Union Mart & K-Way brands, guiding and supporting a small digital content team to deliver a rich customer experience which is aligned to business objectives and industry best practice.

This role also includes relationship management across numerous teams, as well as driving improvements to business processes.


The role will require the incumbent to oversee the effective planning, QA and execution of all digital content on a day-to-day basis, working across teams to drive sales, build a loyal online community and execute campaigns, promotions & launches in line with the merchandise & marketing strategies.

A key focus area will be to monitor ongoing performance across social media, mailers and performance media using data & web analytics to identify areas for improvement and sharing feedback and insights on a regular basis.

The incumbent will be expected to take ownership of cross-functional meetings from a Digital Marketing perspective.

Key Duties

  • Take ownership of the digital marketing strategy, including overseeing the creation and management of the digital content plan and alignment with the overarching brand strategy.
  • Ensure effective and accurate execution & deployment of digital content in line with the overarching campaign calendar.
  • Perform analysis of relevant campaigns and strategies and provide recommendations on how to optimize future efforts.
  • Facilitate the use & optimisation of all available tools to drive conversion, personalisation, automation and A/B testing.
  • Represent the Digital Team in all relevant meetings by contributing on digital best practice, pushing innovation & driving cross departmental collaboration.
  • Act as the key contact for daytoday management of internal teams (eg. Merchandise teams) and external digital agency.
  • Compile & circulate weekly and monthly performance reports.
  • Control, track and manage the digital marketing budgets.
  • Perform regular competitor reviews and relay key findings.
  • Leadership of the Digital Content team as a center of excellence, delivering world class content, maximizing revenue & inspiring our online communities.
Knowledge, Experience & Qualifications

  • Minimum of 4 years' experience in a similar position
  • Matric and related tertiary education in digital marketing
  • Strong understanding of:
- performance media (Facebook & Google)
- overall digital insights & analytics

  • Experience with ESP's, Google Analytics, Facebook & Instagram.
  • Experience with Salesforce Marketing Cloud advantageous
  • Proficiency in Microsoft Office Suite (specifically MS Excel)
  • Domain knowledge in retail, online advertising and eCommerce.
  • Competencies
  • Goal oriented and selfmotivated must be able to work independently with mínimal supervision
  • Flexible and adaptable must enjoy working in a fastpaced and at times challenging environment
  • Ability to work and build relationships crossfunctionally and with a wide range of individuals with different skill sets
  • Strong organizational, interpersonal, and communication skills (written and verbal)
  • Strong sense of ownership & responsibility track record of performance meeting targets & objectives
  • Datadriven & analytical background, capable of digging into data and telling stories about that data
- 'Can do' positive attitude - eager to grow, learn and develop your skills

  • Decisive, structured and organised, with a keen eye for detail
  • Fast learner with a strong aptitude for systems
  • Passionate about social media, digital content, online advertising, retail & data
Detailed Job Requirements

There are 2 primary focus areas for this role.

The first is to act as a leader for the relevant Digital Content Coordinators, providing guidance and support as needed in order to fulfil their roles.

The second is to take ownership of the relevant chain(s) from a digital perspective, including relationship management across numerous teams, the creation and management of the digital content plan to drive sales, build and inspire a loyal online community and execute campaigns, promotions & launches in line with the merchandise & marketing strategies.

Key Performance / Focus Areas

Content Management & Planning

  • Provide guidance and strategic input into the creation of the digital content calendar.
  • Act as the gatekeeper to ensure all digital creative adheres to industry best practice, is tailored to channel requirements (e.g copy limitations, formatting & layouts, legibility etc.) and free of grammatical errors.
  • Prioritise the customer experience always, ensuring that the endtoend journey is considered, easy to navigate and propels the users to engage in the desired manner.
  • Drive process & communication improvements between teams to ensure there is visibility & alignment of the content plan across teams and channels.
  • Facilitate collaboration between community managers and digital

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