Job Detail
1. Develop Traffic Forecast
- Develop a yearly Online Traffic Forecast and revenue projections based on online marketing assumptions for the Japan business.
- Track Actuals vs. Forecast daily, weekly, monthly. By Marketing Channel, track KPIs, Cost, ROI.
- Develop Online Marketing plans by Category, by Gender to support Japan Merchandising and Communication strategy as well as eCommerce initiatives.
Revise as necessary to always stay on top of company initiatives.
2. Optimize the performance of SEM
- Work closely with Search Agency:
- Review SEM campaigns and identify opportunities improve to ROI.
- Optimize keywords, ad copy, test landing page timely to support key merchandising/marketing/eCommerce strategy.
- Analyze and report on optimization results.
- Negotiate costs/contract as necessary.
3. Develop and optimize other Online Marketing channels
- SEO: prioritize SEO enhancements to the site based on level of effort and impact to revenue. Work with IT team as necessary on the improvements.
Assess optimization between free search and paid search.
- Display Ads: Create AB test plans for Advertising Banners to drive awareness and product sales. Review Creatives, messaging, target audience.
- eMails: Create test plans for email campaigns designed to drive product sales. Execute A/B testing on creative templates, messaging, product presentation, timing, and contact database.Strategize to develop Email database.
- Clienteling: Develop Email plan to increase Repeat purchases in coordination with Customer Service's Online Sales Associates and CRM team.
- Social Marketing: Work with Communications to develop a comprehensive strategy to create buzz and drive qualified visitors to the website through Social strategy (Facebook, Twitter, Ameba, bloggers etc.)
- New online marketing channels : Scope launch for new marketing channels (e.g. Affiliates, Retargeting, Smartphone/Mobile Marketing, Video Marketing etc.) always in line with brand image. Prepare for deployment with relevant teams IT, Creative, Marketing, Merchandising etc. in order to maximize sales
- dentify innovative multi-channel campaigns to drive Traffic to the website. (digital tie-ups, initiatives with offline stores/offline media) and plan across departments to drive projects to completion.
4. Online Traffic Reporting
- Report as necessary to Executive Management about Online Traffic KPIs and Trends.
- For all Marketing Channels, track KPIs of Actuals against Forecast. Review timely all Marketing Channels performance to reallocate between Marketing Channels as necessary.
Come up with action plans to meet goals. Be able to present thoughts clearly to executive management.
- Use Web Analytics (Google Analytics etc.) to report about KPIs and identify opportunities to exploit market developments.
- Monitor Online Marketing practices in the eCommerce industry as well as best-in-class eCommerce retailers and recommend innovative initiatives to position as a online pioneer.
Benchmark KPIs against industry.
