Vacature online marketing:
Purpose of Position: The specialist onsite marketing is responsible for setting guidelines for maintenance and improvement of all website (product, cross-sell, etc.) content and optimization of the content for search engines. (S)he actively collaborates with the regions to ensure these guidelines are adhered to. In addition (s)he sets guidelines and reviews all website promotions and non-selling copy. (S)he works closely with the marketing and merchandising team to ensure SKU content and online promotions are appropriate for use on the websites and delivered according to best practices for website usability. (S)he will use all available tools and features to enhance usability and maximize sales and profitability. Tasks require a strong attention to detail and ability to work under tight deadlines. Primary Accountabilities:Collaborating closely with other departments to increase ROI, visibility and understanding of ecommerce within those departments:Works closely with the online marketing team to ensure website aspects of marketing activities are appropriately (=using best practices) managed and executed. Works closely together with marketing and creative teams to ensure promotions (banners, product promotions) are appropriate for use on the websites and delivered according to best practices for website usability.Works closely together with merchandising team to ensure SKU content (attributes, copy, images) are appropriate for use on the websites and SEO optimized and delivered according to best practices for website usability.Providing guidance to regional organisations on usage of content management tools:Establishes him/herself as expert in the use of onsite tooling used for content management (Endeca, Rich Relevance, Webcat, Gtools, etc.).Works on the creation and maintenance of manuals for the use of these tools.Organises regular workshops on the usage of these tools and provides guidance and support to the regional teams (e-commerce, merchandising) on the usage of these tools.Establishes best practices for the usage of these tools and ensures these best practices are shared across regions.Optimising sales and margin based on insights gained from onsite analytics:Uses all available tools and features to enhance usability and maximize sales and profitability (e.g. personalization, Endeca, online events, landing pages for online marketing).Optimising quality and quantity of website SKU content:Sets and periodically evaluates guidelines for website SKU content.Sets and periodically evaluates guidelines for the volume (additional attributes, increased selling copy, additional images) and quality (number of attributes, relevant selling copy, high quality images) of SKU content.Maintains all cross / upsells, Endeca rules based on guidance from EU Ecommerce.Optimise content to achieve better SEO performance.Optimising quality and quantity of website promotions and general content:Sets and periodically evaluates guidelines for optimization of website promotions and non-selling copy: (Flash)banners, landing pages, storefonts, brand shops as well as service pages and non-selling copy.Sets and periodically evaluates guidelines for optimization of all non-selling copy.Sets and periodically evaluates guidelines for optimization of all content to achieve better SEO performance.Raising issues and ensuring testing of the quality of regular updates to the websites:Raises issues (bugs, small changes) to EU e-commerce operations manager.User Acceptance Testing: ensures all releases (updates/changes) to the website performed by IT are tested for correct functional behaviour (release and test plans provided by IT).
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