Digital Marketing Director for Injectable Aesthetics

4 weeks ago

Shanghai, Shanghai, China Galderma Full time

Job Summary

The Associate Consumer and Digital Marketing Director role at Galderma is responsible for delivering a digital experience centered around our consumers and customers. The goal is to define and build a consistent digital strategy, plans, and capabilities, leading to a seamless experience across all omni-channel touchpoints, enhancing consumer brand awareness, consideration, consultation, and customer digital experiences and brand adoption for our portfolio in the market.

The role involves owning and influencing key areas of the digital ecosystem to ensure a seamless consumer experience in omni-channel touchpoints, enhancing brand word of mouth with consistent messages along with brand strategy, delivering consumer interactions, and converting from consideration to online consultation and driving go-to-clinic consumer behaviors as a joint business partner with our key accounts.

The role also involves enhancing the digital experience and adding-value services of different customer stakeholders to increase Galderma's premium brand image and differentiations.

Key Responsibilities

  • Develop a consistent digital strategy along with brand portfolio strategy, to plan and execute against strategy.
  • Understand consumer and customer journey, identify trends and insights, develop a seamless eco-system across all omni-channel touchpoints for our portfolio, to optimize instrument conversion points and optimize user funnels, i.e. brand awareness/ consideration/ consultation and go-to-clinics based on the insights.
  • Develop annual consumer and digital marketing plan to bring to life brand strategy and realize successful new launches.
  • Launch campaign and seasonal campaign to drive consumer demand, by integrating with key customers online and offline activities, to ensure portfolio presence and UGC rating/comments in KA online, and drive traffic to offline clinics.
  • Develop influencer strategy and content plan to deliver brand key messages and ensure consistent communicate across omni-channels.
  • Ensure portfolio presence along with brand strategy on owned platforms, increase members, and drive consultation and treatment by integrating with customers.
  • Develop to HCP digital education/facilitation platforms or tools to provide add-value services and increase customer brand adoption.
  • Supervise digital agencies to ensure agency deliver quality work ahead of project deadline: Prepare brief to agency for each initiative; Design, build and maintain our media presence; Develop KPI for agency deliverables; Plan project timeline; Manage project quotation to ensure cost is in line with given budget; Monitor competition and provide ideas to stand out.
  • Works in partnership with social media / digital platforms to pilot new trends to enable communication plan.
  • Establish KPIs and Track / monitors the performance (ROI) and health of these assets to improve them further.
  • In charge of Galderma call center, provides product knowledge training to vendors, evaluate ROI of vendors and update FAQ at quarterly basis.
  • Coach team and build digital capability in the organization.

Requirements

  • Education/Training: Bachelor's degree above, major in marketing, communication, business management, and journalism.
  • Work Experience: Above eight years' experience in consumer healthy industry or FMCG industry; rich experience in digital marketing.
  • Proven working experience in marketing field.
  • Demonstrable experience leading and managing SEO/SEM, marketing database, social media, vertical sites and/or digital advertising campaigns.
  • Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform, and motivate.
  • Experience in optimizing CRM and user funnels.
  • Up-to-date with the latest trends and best practices in online marketing and measurement.
  • Strong team management and communication (written and verbal) skills.
  • Technical Skills: being able to experience budget process and provide good and insightful analysis from financial and business perspective.
  • Organization Skills: Ability to plan, organize and control multiple, simultaneous, and fairly complex activities effectively. Use resources available optimally.

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