Digital Marketing Manager

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The day-to-day activities

Summary:

The Campaign & Digital Marketing Manager is responsible for developing and executing national activation campaigns and comprehensive digital marketing programs aimed at effectively reaching and engaging consumers, thereby enhancing awareness, engagement, sales, and loyalty for Highlands Coffee. This role will leverage various digital channels and out-of-store activities, including targeted social campaigns, to drive traffic and sales across Highlands Coffee shops and digital platforms while also strengthening the overall brand presence in a competitive landscape.

Responsibilities:

Digital Marketing Optimization

  • Execute and oversee monthly, quarterly, and annual digital media plans. Ensure that all online campaigns across channels are effectively planned and executed on time, with appropriate budget allocations.
  • Ensure seamless integration of digital campaigns with e-commerce platforms to enhance user experience and drive conversions.
  • Manage relationships with agencies to propose and implement media optimization strategies across owned, paid, and earned media channels, including Google Ads, Facebook Ads, Instagram, Zalo, affiliate marketing, display ads, SEO/SEM, referrals, and social media.
  • Review and consult on media plans for branding and product marketing campaigns, ensuring alignment with strategic objectives.
  • Collaborate with the Creative team to review and optimize digital design and content, ensuring high-quality creative assets for each campaign and media channel.
  • Identify current marketing trends and insights through marketing databases. Recommend initiatives and propose media optimization strategies based on insights and best practices within the F&B industry.
  • Track and enhance campaign performance across digital channels, establishing measurement frameworks and optimizing KPIs.
  • Leverage data and analytics to optimize campaigns in real-time and improve performance.

Planning & Budgeting

  • Build and execute comprehensive digital marketing plans designed to drive traffic and sales of Highlands Coffee products through various sales channels, including Highlands Coffee shops, owned digital channels, and digital partner platforms, while ensuring optimal budget utilization.
  • Develop an annual integrated marketing plan that encompasses nationwide campaigns aligned with product launches and activities, including initiatives for online and offline marketing, such as AC Builder initiatives, flash sales, and strategic partnerships.
  • Utilize consumer and market insights to recommend innovative digital marketing initiatives that align with consumer preferences and market demands.
  • Oversee the campaign and digital marketing budget, ensuring all initiatives are executed within financial constraints while maximizing return on investment (ROI).

Nationwide Campaign Execution

  • Work with the Channels team to execute nationwide promotional campaigns and ensure effective resource allocation.
  • Ensure nationwide campaigns are aligned with media efforts to maximize reach and effectiveness across all channels.
  • Collaborate with Portfolio Management and Demand Planning for regular forecasting and alignment on campaign targets.
  • Coordinate with Operations & Regional Store Marketing team to ensure campaign deployment adheres to execution standards across regional teams.
  • Regularly evaluate campaign performance and provide insights and recommendations to refine future marketing efforts.

Job requirements

Qualifications:

  • 07+years of experience in Digital Marketing (Campaign Planning, Media Planning & Optimization, Social Management) and/or Nationwide Campaign planning & execution from both Performance Agency and FMCG/Retail.
  • Proven track record in achieving results leading to sales/ profit growth and brand enhancement via digital campaigns/ media improvement with a large budget.
  • High-level understanding and practical experience in terms of planning & executing media plan and budget & optimizing channel performance.
  • Good understanding of online campaigns and media channels: Google, Facebook ads, Affiliate, SEO, Non-paid media (as SMS, EDM, etc.)
  • Demonstrated strength in media strategy, planning, buying, optimization, channel mix (TV/ digital/ OOH) reporting and analytic tools.
  • Strong ability to analyze data, make informed decisions, and influence outcomes.
  • Proven project management skills with the ability to prioritize and manage multiple initiatives simultaneously. Experience in leading and managing external agencies effectively.