Customer Experience Lifecycle Specialist

15 سبتمبر، 2022

0 6 6 دقائق

Job Description

We are the Nestl Nespresso SA Company and are proud to be one of the fastest growing operating unit of Nestl. Our passionate, entrepreneurial-minded team has transformed Nespresso into the reference in portioned coffee and one of the world's most trusted brands. Our growth comes from our commitment to research and development in order to pioneer and be the reference in the portioned coffee sector to provide the very highest quality coffees that could be enjoyed in the comfort of consumers own homes and also savored at out-of-home locations, such as restaurants, hotels, offices and luxury retail businesses. We guarantee quality by taking a careful, thoughtful approach in how we source our ingredients, produce and market our premium coffee products. With corporate headquarters in Lausanne, Switzerland, Nespresso is present in over 60 countries and counts over 12,000 employees worldwide. To learn more visit www.nespresso.com.
Location:Saudi Arabia – Jeddah Enter Dimensions / scope
information
e.g. Net Proceeds of Sales (NPS): Number of Units or Factories:
Budget :
Number of direct subordinates / indirect subordinates: Business or Product categories
Company:Nestl Nespresso
Department:Marketing
Position Title:Customer Experience lifecycle specialist
Direct Report to:Consumer Experience & Insights Manager
Indirect Report to:Marketing Director
Main Purpose of Job
This role is integraly dedicated to the complete management of customer lifecycle, from the acquisition to the onboarding of the new comers, the loyalty, retention and overall management of the downgraders/passive and inactives behaviors.. He collaborates closely with the Insights, the channels and the rest of the marketing department.
First stage. Define, execute and implement both the acquisition and onboarding strategy and propose initiatives (in line with the Nespresso brand) across channels. Second Stage. Define, execute and implement the consumer retention strategy for B2C across all touchpoints (in line with Nespresso brand) .
Continuously improve the consumer experience E2E starting from prospectation based on feedbacks, data & insights and always oriented on value creation for Nespresso
Key Outputs List the main results which the job must deliver in order to achieve its purpose.Measurements / Performance Indicators
Detail the B2C omnichannel E2E lifecycle path from acquisition to retention across all touchpoints (in line with the overall B2C consumer experience strategy)
. Propose local acquisition campaigns to convert prospects into new members (e.g. manage the development of the creative concept), maximizing the efficiency of our recruitment tactics (e.g promotional investments versus acquisition, optimization of the cost of acquisition,…)
. Ensure onboarding process is integrated with acquisition strategy ensuring 1st, 2nd 3rd coffee order conversion, but an excellent exposure of our new comers to our wide range of services as well. The onboarding is critical to create the first layer of loyalty.
. Develop local retention campaigns and manage the development of creative concepts
. Create operational planning of retention campaigns
. Execute and implement consumer retention campaigns with support from the PR, Brand & (Corp.) Communications department (e.g. for drafting communication content), by using of correct and complete campaign briefings, acting as SPOC, and conducting pre/post evaluations
. Set-up and implement (CRM) retention programs (e.g. reward programs), with support from the PR, Brand & (Corp.) Communications department (e.g. for drafting communication content) . Strategic direction & alignment
. NNS
. New member qualitative acquisition B2C
. Acceptance rate
. Early churn rate
. Timely execution
. Penetration rate
. Consumer satisfaction
. Consumer complaints
. Order frequency
. Cost efficiency
.Churn rate evolution
Continuously improve the consumer experience for propects, newand existing members
. Analyze the omni-channel consumer experience for propects and new members, based on omnichannel customer feedback and internal and external data & insights, in close collaboration Data & Insights and CC&S
. Benchmark local performance with international best practices and local competitive performance
. Track and optimize campaigns for new members and prospects
. Provide recommendations to channels and CC&S for continuous improvement in the omnichannel consumer experience for new members and prospects
. Support continuous improvement through conducting pre- and post-evaluations
Analyze the omni-channel experience of existing members, based on omnichannel customer feedback and internal and external data & insights, in close collaboration with the Data & Insights depertment and the Omnichannel customer voice specialist
. Track and optimize retention campaigns
. Benchmark local performance with international best practices and local competitive environment
. Provide recommendations for continuous improvement in the experience of existing members across channels and CC&S . Translation of Pre post evaluation into strong recommendations
. Monitoring the performance of the onboarding program
Key Relationships Internal to Nestl Group (shared / conflicting interests)Key Relationships External to Nestl Group (shared / conflicting interests)
Nespresso HQ: CX & Insights, Club, International Marketing Manager.
Local: Marketing, eBusiness, Boutique, B2C Trade, Custoemr Relationship Center,
Finance, IS/IT, Supply Chain. Creative agency
Fulfillment agency
Key Experiences
What experiences are key to success in this jobKnowledge: Nestl Corporate / Functional / Market / Business / Organizational
What specific organizational information should the incumbent have to be effective in their role
Education:
. University degree in marketing, commercial or equivalent
Professional experience:
. Minimum of 5 years experience in marketing team as (junior) product / brand manager / or in an agency recognized for design thinking methodology
. Good business acumen and at ease with financial models: customer lifetime value, ROI,…
. Expertise in CRM activation: offers construction, lifecycle orchestration based on CRM insights
. Worked for a brand with an FMCG mindset (e.g. innovation speed, high business sense)
. Experience in project management (of complex projects), managing both stakeholders and external agenciesCore knowledge of the 10 Principles and expert knowledge in our areas of responsibility.
.
Nestl Leadership Framework
These are the leadership behaviours required as defined by the
position level of the roleFunctional Competencies
These are the core functional competencies and the appropriate skill level
that is required to be effective in the role
Understand The Business Environment
. Understands team goals and company business drivers
. Sees how personal contribution impacts the business
. Takes action based on understanding of customer and consumer needs
. Actively questions to learn about the business in order to make appropriate decisions
. Understands the impact of our operations on the community
. Participates in activities within the communityCompetencySkill Level
Know Your Consumer Deeply 3. Can practice with help
Results Focus
. Achieves results in compliance with the Nestl Corporate Business Principles
. Shows a drive to achieve ambitious performance objectives and quality standards
. Plans and prioritises work effectively
. Takes every opportunity to do more than expected
. Doesn't hesitate to act
. Pursues goals with energy and drives through to completion
. Takes ownership and accountability for delivering expected results (what and how) Guide with Brand Essence and Properties 2. Basic knowledge but no skill
Delight with Product and Packaging Experience 3. Can practice with help
Practice What You Preach
. Takes responsibility for own actions and consequences
. Shows consistency in words and actions
. Lives the Nestl values and principles
. Acts with the organisation's reputation and best interest in mind
. Interacts with integrity and honesty
. Admits mistakes Create Engaging Brand Experiences 4. Can do alone
Innovate Bigger Bolder Better 3. Can practice with help
Proactive Cooperation
. Gains the trust and support of others
. Is prepared to make compromises to achieve the group objectives
. Actively contributes ideas, energy and the desire to succeed as a team
. Influences without authority
. Is interested in and listens attentively to the ideas of others
. Works through disagreements without damaging relationships Win with Shoppers 4. Can do alone
Plan and Execute Flawlessly 4. Can do alone
Know Yourself
. Actively seeks feedback from others
. Creates and executes personal development plans
. Takes every opportunity to learn and grow
. Learns from successes and mistakes
. Is resourceful in pursuing learning objectives
. Has high personal self-awareness – strengths, weaknesses, opportunities and limitsOther Personal Qualities
Other personal attributes not reflected in the NLF that will enable success
Results driven, always looking for opportunities to improve
. Analytical
. Detail oriented, rigorous and disciplined
. Pragmatic and results oriented
. Is used to work against tight deadlines
. Curious and ability to generate creative ideas
. Excellent interpersonal & communication skills
. Ability to work in a multi-cultural environment
. Full command of the Dutch and English language (written and spoken)
Initiative
. Anticipates future problems and works to minimise or prevent them
. Tackles new problems, breaks new ground and develops contingency plans
. Initiates and contributes to innovation and continuous improvement
. Is open minded towards new and different ways of doing things
. Constructively challenges the why and asks why not
. Acts decisively and proactively
Nestl is the largest food and beverage company. We are 308,000 employees strong driven by the purpose of enhancing the quality of life and contributing to a healthier future. Our values are rooted in respect: repect for ourselves, respect for others, respect for diversity and respect for our future. With more than CHF 91.4billion sales in 2018, we have an expansive presence with 413factories in more than 85countries. We believe our people are our most important asset, so we'll offer you a dynamic inclusive international working environment with many opportunities across different businesses, functions and geopraphies, working with diverse teams and cultures. Want to learn more Visit us at www.nestle.com.