Campaign Specialist

MAIN RESPONSIBILITY

 

The resource will operate within the Digital Marketing Department, which has the primary objective to define the HQ global digital strategic roadmap coordinating the web & digitally plugged brand communication and media operations across 68 countries/ 15 key markets. Global Guidance and Directions as main functions across the Tier 1, Tier 2 and Tier 3 to establish and coordinate the key digital related activities ensuring excellence execution/outcomes.

To this extend, Maserati is engaging in several initiatives to improve knowledge of contacts, leads and customers at all stages of the Customer Journey to both improve digital and non-digital experience and Maserati’s ability to convert those contacts into sales.  Moreover, Maserati wants to improve the efficacy of media campaigns to drive traffic to the digital properties to feed the marketing and sales funnels. 

For this specific role we are looking for a Campaign Specialist who will support the team specifically for  

  1. the setup, implementation, roll out of a Data Management Platform (Bluekai) to maximize its business potential and integrate it with all relevant systems including Maserati CMS, Web Analytics, Mobile Applications, Social Properties, CRM, Marketing Automation Platform (Eloqua) and media center DSP’s    

  2. the set up and monitoring of performing Campaigns Landing pages (front end & back end) on T1 and T2 primarily aimed to engage and convert. Specific KPIs to be defined at each phase of the implementation (HQ channels as pilot, roll out on markets level to follow)

 

MAIN ACTIVITIES

 

  1. Setup, implementation, roll out of a Data Management Platform to ensure a proper audience management

End-to-end support from project management and coordination with all relevant Maserati and 3rd Party stakeholders to taxonomy definition, implementation and enablement of multiple platforms

  • Web Properties enablement, to allow content personalization and customized experience (T1 and T2). This may include also modifications to the existing CMS (new “personalization module” introduction on Magnolia and progressive markets enablement)

  • Analytics & Tagging: integration with the Maserati tagging and analytics solution (Adobe). Also includes DMP tagging for landing pages, emails & websites in scope

  • Mobile Application: integrate 1 Maserati mobile APP (Customer APP)

  • Paid Media: integrate up to 15 DSP’s  from multiple media agencies in different countries. This includes DSP’s that are already supported as pre-integrated platforms and beyond (eg DoubleCick, RocketFuel, MediaMath, DataXu)

  • Social Advertising: enable campaigns through social networks (primarily LinkedIn, Facebook) to improve targeting of campaigns on social properties capitalizing on first-party data and, where applicable, third-party data.  The initial phase will include the HQ channels with the expectations to progressively includes all the Maserati local social media accounts globally (20 Facebook accounts, 10 Twitter Account, 15 Instagram Account, 5 Linkedin Account estimated in 2017)

  • Search: enable campaigns (primarily through Google AdWords and Bing) to improve the performance of search campaigns (targeting)

  • CRM onboarding: define and work on integration of CRM data flows in cooperation with ICT team to enrich CRM based data. This should include the ability to monitor conversions with the objective of defining hot contacts, segments, audiences and lookalikes modelling

  • Marketing Automation: integration with the Maserati solutions in place (eg Eloqua)

     

      2. Set up and tracking of performing Campaigns Landing pages (front end & back end) primarily aimed to engage and convert
  • Define a global strategy for the campaign landing page management: platforms, domains, tagging, UX, back end integration, performance analysis, reporting

  • Provide guidelines and recommendation to markets on how properly structure a performing/converting landing page

  • Periodic assessment and analysis of the existing Maserati landing pages globally, specifically for both desktop and mobile

  • KPIs framework definition (T1 and T2)

  • Provide reports and analysis on campaign delivery and performance and share actionable insights

TITLE OF STUDY

Master Degree

LINGUISTIC KNOWLEDGE

English (C1)

IT KNOWLEDGE

Power Point: expert level

Excel: advanced level
Word: expert level
CSS, HTML: advanced level
Web content Management System (Magnolia): advanced level
Web Analytics Platform: advanced level

REQUIRED SKILLS

          Hard Skills:
 

  • Communication skills: the resource will handle different projects being in contact with different stakeholder both internally and externally

  • Organizational skills: high attention to details a must as well as ability to be organized in a high pace environment that runs on very tight time frames

  • Flexibility/Speed: Must be able to get working “on-the-run” with minimal amount of training

  • Ability to manage complex scope due to the number of markets involved and fragmented local landscapes

  • Digital /social data analytics experience (e.g. strong in use of Adobe Analytics, Google analytics, Omniture, paid social performance)

  • Data driven approach with constant focus on ROI

  • Previous experience on DMP implementation

  • Written and spoken fluency in English/Italian, third language a plus

           Soft Skills:

  • Motivation and passion for the Media Ecosystem, PPC and search industry developments

  • Strong organizational and planning skills (collaboration tools usage eg Jira)

  • Team-working ability

  • Availability to travel
     

REQUIRED EXPERIENCE

Industry: ideally a B2C facing sector for a premium brand
Years: related work experience of at least 2 or more years
Role: digital marketing and online advertising (and/or related discipline) 

 

Business units
Marketing
Locations
Modena - Italia
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