Digital Marketing Specialist

Job Summary & Purpose:

The Digital Marketing Specialist would be developing and driving the marketing initiatives for driving customer lifetime value through various programs to bring customers back for repeat purchases from Sharaf DG. This starts from building and managing the customer database and using analytics to target the right customer with the relevant offers. The role must manage customer retention, acquisition for the E-commerce website as well as physical store customers and improve the conversion rate.

To ensure that all content & cataloguing at Sharaf DG meets the highest quality, accuracy and timeliness standards (website, mobile app, in-store placards, print and other media channels). Website’s theme look & feel, copy, information architecture and site experience.

The person has to come with core ecommerce experience and a proven track record on content, conversions and retention rate optimization in past stints.

Job Description:

• Total customer base, new customers added for the month and quality of customer base (contact details, customer profile, past purchase history)
• Generating insights & customer segments based on past purchase history and create hypothesis of future purchase patterns
• Relevant offers to drive the above segments to purchase – and measure offtake of these offers
• Develop campaigns to bring these customers back to purchase regularly at Sharaf DG, and create campaigns to win back lapsed customers
• Deice and execute the offline/Online marketing activities, events, launches etc.
• Liasoning with govt. bodies and customer survey/feebacks/greivences.
• SEO/SEM strategies
• Metrics: % repeat buyers, % lapsed customers recovered, average ticket size, total customer base, estimated CLV of this set, email open, click & purchase rates
• Timeliness and accuracy of product cataloguing and content
• Content management, Quality of images, video and copy on the website
• Creating & implementing a calendar of events and themes for the website
• Work with other members of the digital marketing team to ensure that the calendar is followed for acquisition, conversion and retention to meet each KPI – and correct content is distributed for each of these
• Work with the merchandising team to get relevant offers & products for each theme on the calendar
• Metrics: % customers rating the site’s look & feel in top 2 box, % customers moving from product page to check out, timely content upload, zero errors in content,
• Meeting conversion rate targets for each week / month / quarter
• Use analytics & other tools to identify key areas hampering conversion rates
• Improve dwell time on site
• Improve ratio of add to cart to transaction completion
• Establish a calendar of site improvements and track impact on CR
• Work with design team, site admin and IT to implement changes as per schedule
• Identify and evaluate new tools and technologies to help improve CR
• Strong numerical & analytical ability to be able to identify and solve problems
• Follow and increase the FB/Instg. following……4000 per month
• App installs Q1: 20000/Q2: 20000/Q3: 20000/Q4: 25000

Requirements:

Experience (Yrs & Field) : 3-8 years, in Omnichannel Mktg.

Educational Qualification : MBA or equivalent

Skills & Abilities: Creative, analytical with strong analytical statistics. Ability to build hypothesis and experiments – try, measure, refine and repeat to achieve results