Job Description

Purpose of the Role:

• The role would be accountable for enhancing customer acquisition and brand communication across our digital touch points.
• Providing a high level of customer experience on our websites, online and social assets, to enhance visitors and leads to convert to customers.
• This will need development of a seamless phygital crossover, mapping customer journeys and building points of delight across the brand discovery journey.
• Managing Brand reputation online and engagement with digital influencers to calibrate communication and messaging.
• Manage digital channels (environment & infrastructure) we develop and set upxe2x80x94including website, landing pages, social media accounts, email, newsletters, etc. Track effectiveness in reliably bringing in new business.
• An ideal candidate has an analytical mindset, in-depth knowledge of digital business development, an expert communicator, working with a team of professionals in a fast-paced environment.

Job Responsibilities:Digital Asset Management:

• Develop, manage, transition and be the owner of Website, Apps and other digital assets.
• Conceptualize and Optimise the Customer experience and journey across all digital assets
• Ensure readiness of digital assets for new launches and large campaigns, with relevant customer journeys factored in
• Ensure the functionalities and experience of digital assets remain best in industry with periodic upgrades technical as well as UI /UX, design led.

Digital Customer Acquisition:

• Put in place the latest Digital customer acquisition tools and process
• Upgrade agencies to work with the best available and upcoming technology and knowledge base
• Conceptualise and implement engaging customer journey to enhance purchase intent
• Put in place a seamless phygital journey, delivering a uniformly premium experience
• Make our digital assets an increasingly effective source of leads, customers and customer data for analytics
• Put in place revenue targets for each vertical. Work with each business to implement enablers to achieve revenue / volume targets PV and EV New car, used car, accessories and merchandise, Insurance, finance, software upgrade and other VAS monetisation.
• Implement a hybrid D2C selling model, which enables the entire car purchasing process online.

Customer Engagement and relationship management:

• Harness our digital assets to put in place a comprehensive customer and community engagement program.
• Maximise meaningful engagement with our current customers and maximise the opportunity for lifetime customer value.
• Loyalty, Upgrade, Referral, Discussion forums, milestone celebrations etc to be calibrated under data-based marketing programmes to enable engagement as well as revenue opportunities
• Integration with Tata Neu to build in loyalty points, user journeys with ease of earn and burn, build in ability to facilitate easy collaborations with Tata Group companies
• Community programs - SOUL and EVOLVE to be transitioned to be hosted on digital platforms and run a calendar-based activation plan in alignment with Marketing teams.

Digital Media Expertise:

• Experience in managing and optimizing digital media campaigns across various platforms (e.g., social media, display advertising, search engines etc).
• Ability to plan, negotiate, and purchase media space effectively to maximize ROI.
• Strong analytical skills to monitor, measure, and optimize campaign performance using tools like Google Analytics, SEMrush or similar.

Stakeholder Profiles & Nature of Interactions:InternalSales and Marketing Leadership Team

• Resource deployment discussion
• Digital Enablement of frontline targets
• VOC
• Update on upcoming Digital Projects in Pipeline and changes in existing products

BU Purchase SPOC and Central Purchase Head (as needed)

• Annual purchase contracts
• Marketing budgets
• Any emergency purchase requirements which need to be fulfilled
• Contracts and budget discussions for digital marketing initiatives

IT Teams

• Coordinating For Product Development
• Managing escalations / resolve conflicts for all backend coordination required

BU HR Head

• Manpower deployment for the Digital Initiatives
• HR services required by the Function

CS & BT Team

• Inputs from market and competition for helping decide the product portfolio

Head IT

• Managing escalations/ resolve conflicts for any IT coordination and also for cost engineering initiatives.

External:Agencies: Collaborate with external agencies for digital acquisition tools and technology upgrades.
Digital Influencers: Manage and engage influencers for brand reputation and communication calibration.Desired Candidate Profile:

• Qualification: Graduate in Science, Commerce or Engineering. A degree in Digital Data or IT will be an advantage.
• Desired Work Experience: 15+ years of credible expertise in digital asset management, digital customer acquisition and customer engagement.
• Experience in managing Customer Data Platforms (CDP).
• Knowledge of digital marketing and eCommerce platforms.
• Necessary Knowledge: Digital-First thinking and cross-functional management.
• People and Program management.
• Desired Industry and Sectors: Digital marketing, eCommerce or any consumer-focused digital sector.

Skills & Competencies:

• Brand Building
• Business Acumen
• Digital Orientation
• Marketing Communication
• Product Management
• Cross Functional management
• People Management
• Program management
• Digital first thinking
• Customer first approach