Digital Marketing Manager - KFC

Responsibilities:

Strategy:

• Develop and lead the eCommerce strategy with a focus on sales, customer satisfaction and customer lifetime value.
• Work with key stakeholders to make budget/resource prioritization decisions and build strong business cases for future investment in eCommerce innovation.
• Lead menu design and pricing for KFC’s Web and App channels to drive optimal sales mix.

Customer Experience:

• Lead the digital customer experience in a distinctly KFC way; creating strategies and plans for continually improving customer engagement, satisfaction and conversion to sale metrics.
• Lead a cross-functional team to develop and deliver against a product roadmap that enhances customer satisfaction and sales performance of owned eCommerce channels.
• Actively use data and customer feedback to continually improve UX and engagement, with a view delivering best in class digital customer experiences.
• Ensure critical user journeys are continually tracked and optimised against key performance indicators, driving an ‘always-be-testing’ culture and operating rhythm.
• Work with external agencies to ensure that KFC website and App are effectively optimised for organic search through the implementation of effective SEO strategies.
• Benchmark KFC’s web and App performance against competitors and best-in-class digital customer experiences.
• Lead key projects as required to support eCommerce innovation and growth.

Customer Lifetime Value:

• Lead the design and delivery of customer retention/loyalty initiatives, leveraging data insights to reduce churn and increase purchase frequency.
• Apply creativity and innovation to develop features and strategies to grow monthly active users of the App.

Digital Vision:

• Support the Digital Marketing Director to develop and champion the digital customer experience for the KFC brand. Act as an educator and advocate to upskill team members and encourage active support from stakeholders
• Other duties as required by the Digital Marketing Director

Qualifications and Experience:

• Tertiary degree level qualification essential, with major in Marketing, Technology or Business related discipline preferred
• Minimum 8 years eCommerce and/or Marketing experience essential, at least two years at Manager level – previous experience in a fast-paced environment, with direct P&L accountability will be highly regarded
• Experience managing a multi-disciplined eCommerce team

Knowledge and Skills:

• This role requires depth of technical knowledge relating to both Web and App eCommerce platforms. The ability to translate strategy into business requirements and partner closely with the Technology team to define technical solutions is mandatory
• Business analysis and partner with Digital team on strategic operational problems in the field
• Digital Infrastructure
• Vendor/supplier delivery
• Stakeholder management
• Project management

Challenges and Opportunities:

• The position involves many projects and tasks running concurrently – ability to prioritize and organize work is essential.
• The industry runs at a very fast pace – a sense of urgency plus the ability to meet deadlines under pressure is essential.
• Dedicated time required to be spent on strategic initiatives and thinking – ability to effectively utilize time management between strategic needs and ‘urgent execution.’
• Processes exist but will be required to seek to optimise them.

Competencies:

• Excellent interpersonal and communication skills are essential, particularly being able to explain technical concepts to people without deep technical knowledge; able to facilitate business and partner alignment as well as continuous improvement
• High work ethic essential
• Strong planning and organising skills
• Work with a sense of urgency and have the ability to work as part of a team