Digital Experience Lead - Northern Europe

Job Description

Job Description

Are You Ready to Make It Happen at Mondelēz International?

Join our Mission to Lead the Future of Snacking. Make It With Pride.

At Mondelēz International, we empower people to snack right.

Think about it. All around the world, there’s a universal cultural tension: the lines between meals and snacks are blurring. From on-the-go “second breakfast” needs to a mindful moment of indulgence in the evening, our brands and products have opportunities to satisfy consumers throughout the day. So there’s an increasing snacking need – but consumers don’t want to have to choose between snacking and eating right. Insert Mondelēz International ... and our Purpose to empower people to snack right. Consumers decide what and how they want to eat. We simply obsess over their interests and innovate to make sure they continue to reach for the goodness of our snacks when they want a delicious, wholesome, nutritious, or indulgent bite made from ingredients and with packaging they can feel good about. Our purpose drives each decision we make. It is the lens through which we see the world. It inspires us to give our best each day. And it gives our work deeper meaning. We empower people to snack right.

Purpose of Role
In Marketing & Media, you’ll be the ones who first capture our consumers’ imaginations, giving them a tantalizing taste of our brands. You’ll work to help our brands stay culturally relevant to consumers by developing and activating digital experiences that capture their imagination, passion, and loyalty.

The Digital Experiences Lead will be responsible for high-level development and deployment of the MDLZ social & digital strategy (owned & earned content & platforms), fully aligned with our paid (digital) media support) across MDLZ brands in collaboration with local/global MDLZ teams and agency partners - driving exceptional digital content & conversation experiences. The individual must be a capable manager who is confident and experienced in leading agencies and internal resources to complete deliverables on time and at an industry-leading level of quality. They are expected to be a thought leader, capable of optimizing current efforts and bringing new insights through a mixture of innovation and broad, creative thinking.

How you will contribute

Social Community Development, Website, Content Experience & Governance

• Deploy MDLZ digital agenda through the establishment of local market principles and vision for how our Brands react, engage and show up across owned Social Media platforms

• Provide thought leadership on a market level, leveraging knowledge of trends and culture to become the go-to resource for consumer conversations, marketing innovation, and share learning & best practices across regions

• Lead and direct agency social teams to activate social media vision through development and execution of comprehensive platform and content strategies across multiple MDLZ Brands

• Filter agency and marketing partner concepts to ensure meaningful connection to target audiences and Brand purpose

• Evangelize effective content workstreams and identify efficient sources to produce high volume, low-cost content leveraging global ecosystem

• Guide recommendations for infiltrating new and emerging platforms and charter first-time, innovative tactics to create best-in-class digital experiences

• Leverage and manage social listening tools to derive insights, trends and collaborate with internal stakeholders to address opportunities and risks

• Build brand identity and support the design of engaging consumer experiences across MDLZ owned websites and promotional platforms

• Identify, evaluate and create synergies among Brand owned & Ecomm sites, focusing on front end content experiences that sync with brand vis id, campaigns, and optimal user experience

• Develop pathing strategies ensuring digital campaigns result in best-in-class consumer journeys

• Establish and organize a top-quality community management process, including Tone of Voice development, response strategy, and collaboration with customer service & engagement teams

• Maintain social governance, assisting with new channel set-up, inventory of all social channels and adhering to all global standards/principles

Consumer Data / CRM Strategy

• Develop, own and execute a data roadmap for all relevant NE brands, building from now to 2030

• Act as a Data Privacy champion for Marketing, monitoring the compliance of marketing projects with regulatory procedures and processes and raising feedback to the DPO on processes gaps and efficiencies

• Work efficiently with the Digital Identity and Data team and external partners to define, extract, and synthesize available data and develop an optimal deployment strategy

• Lead on developing a robust CRM strategy that adheres to global principles with local needs & captures all required consumer info

• Own the translation of the CRM strategy into consumer facing execution across key channels, prioritizing Email strategy, segmentation, creative development, content plan, deployment, optimization, and analysis.

• Champion strategic and data-lead thinking within the organization so that we build knowledge around data and customer lead marketing

• Explore, develop and implement data-integration projects that allow end-to-end measurement, integration of 1P data, customer data and campaign insights.

• Drive further optimization and alignment between marketing, sales, e-commerce and external partners.

• Deliver omni-channel campaigns across email, push notifications, web, mobile apps, social platforms, and other channels and devices, as relevant to the customer experience

• Own the relationship with relevant data and CRM agency partners (e.g Merkle/Ogilvy) - oversee the relevant SOWs, ensuring the effective delivery of all projects as outlined. Oversee and manage any agency performance related challenges

• Drive the data agenda across the agency partners (media, creative, social, PR etc), ensuring incorporation of data agenda into briefs, brand strategy and RTBs. Work with agency partners to identify opportunities to run capabilities sessions to ensure visibility on MDLZ approach in this space

• Collaborate with the insights and measurement team to analyze the business impact of the data and audience strategy and implement optimization recommendations.

Digital Paid Media

• Guidance on best implementation of paid media activities in order to leverage and cross-fertilize our owned and earned media

• Establish clear R&R between owned, earned and paid media

• Build a holistic measurement framework that integrates all paid, owned and earned media activation. Develop and implement an actionable digital dashboard to improve learnings and insights derived from paid media to inform other aspects of the digital ecosystem

• Elevate analytics tools like GA360 to better inform digital performance and consumer journey optimisations across the digital ecosystem

• Support the CX lead in driving improvements in digital KPIs across paid media

Measurement & Optimization

• Support agencies with the collection, monitoring, and analyzation of daily, weekly, monthly, and quarterly reporting and presentations. Optimize strategy and content based on learnings.

• Establish critical KPIs across all Brands, owned channels, identifying growth metrics across engagement, impressions, and followers

• Manage ongoing social media analytics and insights to track performance and continually optimize social media executions to drive engagement and brand conversations

• Direct competitive analyses across platforms to inform key learning and KPI performance

• Leverage insight based on local and global data with the BU Area Marketing team and the global Consumer Experience community

Capability Development

• Elevate marketing community capability in the digital space in collaboration with the Marketing leadership in the BU Area and leveraging Marketing Excellence practice, develop the digital capability agenda for the BU and partner to deliver this agenda

• Build relevant playbooks for local community in line with other area’s, MEU and Global experience

More about this role

Education / Certifications:

• BA/BS Degree preferred (Marketing, Communications or Public Relations)

• Digital marketer by background. Has experience of building brands in a digital ecosystem, knows the digital journey and understands digital levers of brand building

• Must have profound understanding of evaluating native social media analytics

• Must have experience working in = relevant social media platforms (i.e. Facebook business manager).

• Ability to drive projects from conception to completion

• Must possess approximately 6+ years of any combination of experience that demonstrates a commanding knowledge of social media, influencer marketing, CRM, content creation and strategy

• Clear understanding and proven experience how paid digital media and our social digital agenda can be leveraged to reinforce each other and improve the consumer experience.

• Must be proficient in MS Word, Excel, and PowerPoint

Leadership Competencies:

• A passion for understanding each Brand’s unique consumer and their nuances

• Drive innovation and transformation agenda rooted in consumer behaviors

• Execute with excellence, setting a focused strategic agenda, ensuring the highest level of excellence and delivering results

• Exhibits organizational agility, creativity, and intellectual horsepower

• Committed to driving results

• Highly collaborative and the ability to influence cross-functional teams and external agencies to realize the marketing aspirations of the brands

• Strong professional relationships with colleagues, agencies, and vendors

Functional competencies required:

• A genuine passion for digital marketing and value it can create for our business

• A passion for social media and creating unique organic content & conversation experiences

• Ability to analyze metrics & data to help with content optimization

• Function expert in social media and creating front-end digital experiences

• Translate brand strategies into persuasive communication, innovation and customer activation platforms

• Ability to position digital marketing within the broader consumer experience journey

• Drive impact through relevant touchpoints that drive business

• Fluent and demonstrated world-class capability to guide and build organizational competency, shape overall digital marketing ecosystem

• Strong team leader, balance of strategic & strong analytical thinking, excellent presentation skills, and experience managing and coaching agencies in a rapid growth environment

The responsibilities of this position are performed within the framework of a regional business model that is defined and managed by Mondelēz Europe GmbH, Switzerland .

No Relocation support available, however for candidates voluntarily moving internationally some minimal support is offered through our Volunteer International Transfer Policy

Business Unit Summary

At Mondelez Europe, we are proud, not only of the iconic brands we make, but also of the people who make them. Our delicious products are created in 52 plants across Europe by more than 28,000 passionate people. We are the top maker of chocolate and biscuits and a leading maker of gum and candy. We make sure our powerful global brands and local jewels like Cadbury, Milka and Alpen Gold chocolates, Oreo, belVita, LU and Tuc biscuits, and Stimorol and Dirol gums get safely into our customers hands—and mouths. Great people and great brands. That’s who we are. Join us on our journey to continue leading the future of snacking around the world by offering the right snack, for the right moment, made the right way.

Mondelēz International is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, gender, sexual orientation or preference, gender identity, national origin, disability status, protected veteran status, or any other characteristic protected by law.

Job Type

Regular

Data Science

Analytics & Data Science