In this role, you will hold 2 key responsibilities.
Your challenge as a Digital Lead for Singapore and Philippines
Working as a key part of the ASEAN Pacific Brand, Communications and Digital function, your role is to integrate digital in marketing, sales and communication planning, driving lead generation and overall digital effectiveness for HealthTech.
You will be responsible for driving digital integration across Philips businesses as well as at the Brand level. This requires you to proactively connect, partner and build relationships with commercial, marketing and functional teams. You are the trusted partner for the teams and lead the integration of digital marketing and ecommerce.
You will be responsible for building best-in-class digital excellence across business and support the functional expertise areas including but not limited to Content, Search, Campaign, Social, CRM, eCommerce and Analytics.
You will also be responsible for coordinating roll-out of new digital platforms, functionalities, and the operational management of all owned digital properties and assets.
You act as key ‘window to the digital world’ on behalf of all marketing and management teams, ensuring up-to-date understanding of local digital environment, consumer behavior, pro-actively channeling opportunities for greater commercial success through digital projects and campaigns into the organization to drive best-in-class digital marketing activation across owned, earned and paid media.
Your challenge as a CRM Manager
From an APAC level, your role is to integrate CRM into the business and enable them to help achieve acquisition, growth and retention objectives across B2B, B2C, and B2B2C.
You act as key ‘window to the CRM world’ on behalf of all marketing stakeholders. You will be responsible for driving global and regional program initiatives as well as support markets in their CRM activation. This includes campaign management, lead/ loyalty management, content management and data management.
Staying ahead of the trends and identifying opportunities to drive business growth
Perform strategic analysis of Philips business environment including customer needs, competitive realities to identify unique market opportunities, and internal capabilities and structure; Effectively guide Philips down successful paths in response to changes in the competitive landscape or industry trends;
Proactively ideate and define innovative and highly effective digital marketing, eCommerce and CRM strategies, for B2B, B2C and B2B2C, designed to deliver measurable business results and drive growth of Philips through digital. Turn insights and ideas into actionable strategic plans and roadmaps;
Keep up-to-date and ahead of relevant knowledge (ex. reading industry blogs, books, newsletters, conferences, etc.).
Strategizing and Planning
As a Digital Lead, strategically steer the digital agenda for HealthTech for markets under your custodian.
As the CRM Manager, define B2B, B2C and B2B2C CRM strategies across the company. For B2B, focus on lead generation and customer retention (installed base). For B2C, focus on customer engagement, retention and loyalty. For B2B2C, focus on supporting our distributors on engagement and retention activities.
Create operational plan to drive towards the agenda and the KPIs.
Digital Planning, Activation and Measurement
Support the development of integrated digital and brand building activation plans for the business. Ensure seamless integration of local digital activation plans and practices with regional and global digital initiatives and efforts. Responsible for end to end delivery of digital components required to support and drive the business and campaign objectives. Lead execution against global and regional plans, programs and campaigns. Managing local and regional stakeholders, working with global teams and agencies. Use data to draw insights to help identify and deliver opportunities for improvements on owned platforms and campaigns.
Work closely with CRM service experts to understand consumer segmentation/ behavior and identify consumer insights to leverage in lifecycle marketing. Work closely with relevant stakeholders (CRM service experts, IT, Legal, etc.) to coordinate data integration and requirements for filtering customer segmentations. Develop a measurement framework for test design, planning and analysis Developing testing strategies for all aspects of the CRM to ensure the most effective approach for the company and its products.
Custodian of Philips’ Digital Environments
Web: Provide consult and coordination on business and global requirements related to the country Philips.com website. This includes but not limited to .COM functionality roll-out to new content and page creation, new promotions and banners, new feature roll-outs, dealer locators, buy now functionalities, pricing information, URL management, translations, etc.
Social: Help develop, manage, and operate owned social channels and influencer/ community relationships. This includes social and content planning, creation, publication, measurement and optimization activities for business and brand activities.
Content: Develop and manage content marketing and syndication across digital, social and offline channels.
Search: Oversee the search marketing activities in your markets. Ensuring strong visibility on key search engines.
CRM: On a regional level, collaborate closely with global and country teams to activate B2B and B2C CRM plans to drive.
Working closely with global/ region/ local to ensure that CRM works effectively for HealthTech. Provide consult and coordination on business and global requirements related to CRM needs. Oversee the region's B2B and B2C CRM calendar. Collaborate closely with BG and market on the activation. Closely monitor activations and performances. Communicate effectively with internal stakeholders on results. Deploy global tools, templates and processes relevant to APAC. Ensure the database is segmented effectively for targeted marketing activities.
Digital Operations Excellence
Act as the single point of contact for your market and build a network of Digital Services partners in order to be involved at an early stage on (local) initiatives, campaigns, projects and activities potentially requiring Digital Services involvement. Be the country’s first line filter for all support covered in the DS Service Portfolio.
Work closely with Digital Services to provide digital operations support to the market.
Track and chase issues with DS operations and delivery teams, ensuring local stakeholder requests are fulfilled.
Data Privacy and Compliance
Act as the single point of contact between Legal and Privacy Officer to ensure the region's compliance on all data privacy and compliance matters.
What are we looking for
Education and Experience
University degree. Preferably major in Marketing/ Digital.
8 to 12 years of experience in a similar role and has a proven track record on digital plan creation and implementation; as well as B2B and B2C CRM lead generation.
A solid understanding of digital marketing, CRM and eCommerce. Is able to demonstrate understanding of global and local digital landscape and multi-channel environment. Additionally, able to demonstrate Digital Marketing and eCommerce methodologies, practices and operations; preferably across B2C and B2B industries.
Experienced in lead generations (B2B)/ customer acquisition (B2C), re-engagement and retention strategies.
Have strong analytical mindset. Able to understand digital stats and generate insights to identify new business opportunities and drive business growth;
Proven track record in managing agency partnerships as well as successfully managing internal and external stakeholders.
Proven track record in developing, implementing and executing digital programs and campaigns across Content, Search, Analytics, CRM, eCommerce, Campaign and Social.
Proven track record in integrating digital in brand, marketing and communication campaigns.
Proven track record in developing, implementing and executing CRM programs and campaigns.
Proven track record in working with a variety of available tools, including analytics, CRM and publishing tools across functional domains.
Ability to work at both strategic and activation/ operational level. Hands-on strategist/ self-starter
Strong project management skills.
Strong commercial sense to link digital to the business.
Personality we are looking for
Has excellent English verbal, written communication, and presentation skills.
High energy, team player and innovative thinker that is committed to building key relationships across the business to positively influence business results through digital.
Ability to collaborate effective with and manage stakeholders and agency partners.
Ability to work independently on projects or team environment.
Is passionate about all things digital.
Toolset knowledge and experiences
Highly proficient in Microsite PowerPoint, Excel and Word.
Experienced in using Analytics tools such as Google Analytics, Adobe Suites, Radian6, SocialBakers.
Experienced in databases and CRM tools such as RCDH, Eloqua, SalesForce, etc.
Familiar with Content Management tools. CQ5 preferred.