Digital Marketing Manager

Danone

Danone was set up in 1919 by Doctor Isaac Carasso. Danone (named after Isaac’s son Daniel Carasso) was the first company in the world to sell yoghurt commercially – before it was primarily being used as medication. Initially Danone was only sold in Pharmacy. It was mainly used to cure children of intestinal infections. Over time Danone has not lost its focus on the healing powers of nutrition. Their mission is to ‘bring health to as many people as possible through nutrition’. Danone focuses on four business pillars: diary, waters, early life nutrition and advanced medical nutrition.

Nutricia: medical nutrition

The Nutricia Advanced Medical Nutricia (hereafter: Nutricia) became a part of Danone in 2007 and supplies all sorts of medical nutrition for the treatment of many medical conditions (also referred to as Therapeutic Areas). The human body needs a healthy diet on a daily basis, but just before or after an operation, in case of someone being severely underweight, certain illnesses or allergies it is even more crucial to receive exactly the right kind and amount of nutrition. The amount of energy, protein, fat, minerals and other nutrients can contribute to staying healthy or result in a quicker recovery. Nutricia’s products help to achieve that. Their assortment consists of nutritional drinks, pouches, powders and medical  nutrition for adults, children and infants. These products are always prescribed by (medical) professionals, such as dieticians, GPs, pediatricians or oncologists.

Online

Nutricia wants to help patients, caretakers and medical professionals as well as they can to help choose, take and monitor the right amount of nutrition, specified to fit the need of specific conditions. The focus on online is an important channel to help achieve just that. In the past, many (online) activities have been developed but these are now out-dated or irrelevant. The result? More than twenty websites which are not connected to one another. In short: an overarching digital strategy is missing. The Management at Danone has defined some priorities to set-up a long-term strategy focused on digital. This however is still in the early stages. One example of existing digital assets that need to be improved is Nutricia’s website – which allow medical specialists to order products for their patients. Another is the NutriApp, which connects patients to dieticians, enabling them to provide personal guidance in achieving a balanced diet from a distance.

Vacancy: Digital Marketing Manager

The Digital Marketing Manager’s job is to come up with an all-encompassing online strategy for Nutricia Benelux. The candidate starts at the already identified priorities, but doesn’t stop there. The Digital Marketing Manager will have to define a digital strategic roadmap for the next three years and beyond. They animate the implementation of this strategy thanks to the change management within the company. This person is involved in fostering the digitial spirit among the other business categories and strengthening the digital part of Danone’s upcoming strategies and initiatives.

Connecting and starting up new projects

At Nutricia everyone is convinced by the need of the online-channel. The Digital Marketing Manager’s challenge lies in getting everyone to go in the same direction. That is why the Digital Marketing Manager’s task is to collect all the existing insights based on previous projects and best practices (especially coming from Nutricia Global). Moreover, they explore the options for new services. For instance in terms of developing apps or specialized websites that lift Nutricia’s service to a higher level.

Team

The Digital Marketing Manager heads the Digital Content Manager and reports directly to Cedric de Thysebart, Nutricia’s Marketing Director of Nutricia Medical Nutrition. The Digital Manager is supported by a newly hired and already experienced Digital Content Manager. There are three other Marketing Managers – the Digital Marketing Manager supports them and provides advice on subjects related to digital and e-commerce. They work closely together with the Brand Managers to implement strategies adequately and to switch gears when needed, as to achieve the desired results. When it comes to building online applications the Digital Marketing Manager works with external bureaus. Other contacts will be with the Sales Managers and the Commercial Excellence team. This team is ultimately responsible for CRM towards health care professionals.