Digital Strategy And Activation - Lead

Smuckers Orrville , OH 44667

Posted 2 months ago

For more than 120 years, The J.M. Smucker Company has brought families together to share memorable meals and moments. Guided by a vision to engage, delight, and inspire consumers through trusted food and beverage brands that bring joy throughout their lives, Smucker has grown to be a well-respected North American marketer and manufacturer with a balanced portfolio of leading and emerging, on-trend brands. In consumer foods and beverages, its brands include Smucker's, Folgers, Jif, Dunkin' Donuts, Crisco, Caf Bustelo, R.W. Knudsen Family, Sahale Snacks, Smucker's Uncrustables, Robin Hood, and Bick's. In pet food and pet snacks, its brands include Rachael Ray Nutrish, Meow Mix, Milk-Bone, Kibbles 'n Bits, Natural Balance, and Nature's Recipe. The Company remains rooted in the Basic Beliefs of Quality, People, Ethics, Growth, and Independence established by its founder and namesake more than a century ago. For more information about our Company, visit jmsmucker.com.

TITLE

Digital Strategy and Activation - Lead

LOCATION

Orrville, OH (Close proximity to Cleveland/Akron)

REPORTS TO

Consumer Engagement Group Lead

OPPORTUNITY

A collaborative team. An agile mindset. Integrated, omni-channel solutions. All focused on one thing: the consumer. That is the vision of the new J.M. Smucker consumer engagement team. A group of individuals who work seamlessly together and put the consumer at the center of every decision and action. Who strategize and execute marketing plans that are not only measurable, they create more meaningful connections with our consumer and drive business growth. Who take risks, test and iterate, and collectively make J.M. Smucker one of the world's leading marketing organizations.

SUMMARY

The Digital Strategy and Activation Lead is responsible for understanding our consumer's digital behaviors and developing seamless, valuable and personalized consumer experiences in the digital environment. This role resides within a consumer engagement SBA team and works together with team members to create and deliver measurable, holistic, omnichannel consumer experiences.

KEY RESPONSIBILITIES

  • Lead consumer data driven digital strategy and activation for the SBA delivering an integrated, consumer-centric experience

  • Manage agency to develop omnichannel plans that deliver on brand objectives, incorporate digital technology (data and personalization), include a strong learning agenda and are fully measurable and optimizable

  • Responsible for all digital property strategy and content development to leverage consumer data that elicits consumer participation; properties include email, social, web, paid digital content

  • Participate in digital media performance discussions to ensure media plans are delivering against the desired consumer experience, learning plans are connecting to the 360One data system and are being optimized against the consumer journey

  • Orchestrate the flow of technical work between the consumer engagement team and the IS scrum team ensuring deliverables meet the desired consumer experience

  • Partner with the eCRM COE to create and execute a successful email strategy that delivers on the brand objectives.

  • Oversee the SEO strategy in partnership with the agency and the JMS IS team.

  • Develop and nurture collaborative relationships with the SBA engagement team that are rooted in trust and communication; partner closely with CoE teams to implement best practices and standards.

SELECTION CRITERIA

Attributes

  • Experience leading and implementing successful data-driven digital campaigns

  • Proven ability to evaluate campaign performance and make impactful optimization recommendations

  • Experience understanding and applying digital performance data to future work and in-market campaigns

  • Passion and knowledge for the power of digital marketing

  • Strong strategic thinker with excellent analytical skills which translate to brand storytelling

  • Able to create strong, positive, collaborative relationships through excellent communication skills and the ability to build trust.

Education

  • BS/BA degree. MBA preferred

Experience

  • 5-8 years of relevant experience within the digital space

  • Managed agency and other digital/tech supplier relationships

  • CPG experience

  • Agency experience a plus

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Digital Strategy And Activation - Lead

Smuckers