[Highlands Coffee] Digital Marketing Manager

A vital role that delivers comprehensive digital marketing programs which drive consumer awareness, engagement, sales & loyalty for Highlands Coffee fresh beverages, food, packaged coffee, and lifestyle merchandise products. The role includes working closely with Brand, Product, and Store Marketing teams to drive their business and marketing objectives. The job scope includes digital media & campaigns management all digital channels including Social, Web, App, eCommerce partners, SEO/SEM, database marketing, O2O and display advertising campaigns.

• Build & execute digital media plans to drive traffic & sales of Highlands Coffee products through the following sales channels: Highlands Coffee shops, Highlands own digital channels, digital partners channels), at optimal budgets.
• Manage and work directly with agencies to propose media optimization across own/paid/earn media channels, including but not limited to: Google ads, Facebook ads, Instagram, Zalo, Affiliate, Display ads, SEO/SEM, Referral and Social media.
• Review & consult Media plan for Branding & Product MKT Campaigns.
• Administrate all online campaigns across channels & ensure media, budget and communication, creativity are planned & executed properly & timely.
• Review and optimize digital design and content to ensure optimal creative assets for each campaign & media channel.
• Control KPI, data tracking & continuous media channel performance optimization.
• Analyze the results and effectiveness of campaigns to deliver actionable insights and recommendations and generate monthly reports on the digital marketing portfolio.
• Identify current marketing trends and insights via marketing database and then recommend digital marketing growth initiatives. Plan, execute and measure tests to create strategic planning accordingly.
• Train, coach and build the team who can deliver the KPI & improve their career path.

• Proven at least 6+years of experience in Digital Marketing (Campaign Planning, Media Planning & Optimization, Social Management,…).
• Proven track record in achieving results leading to sales/profit growth and brand enhancement via digital campaigns/media improvement.
• High-level understanding and practical experience in terms of planning & executing media plan and budget & optimizing channel performance.
• Experienced in Digital marketing in F&B/Ecommerce/Retail, especially Data-driven Marketing is a plus.
• Good understanding of online campaigns and media channels: Google, Facebook ads, Affiliate, SEO, Non-paid media (as SMS, EDM,...)
• Demonstrated strength in media strategy, planning, buying, optimization, channel mix (TV/digital/OOH) reporting and analytic tools
• Good knowledge of ad serving tools and creativity practices
• Familiar with website/app data analytics tools
• Understanding of media/coms effectiveness research methodologies and marketing communication processes, and measurement
• Strong analytical skills and problem solving are required
• Strong communicator who can present research results and give recommendations in a concise manner to various levels of management.