Performance Marketing Manager

JACOBS DOUWE EGBERTS (JDE) strives to become the largest player in the worldwide coffee market. Through mergers, takeovers and investments in recent years, the road towards becoming exactly that has been paved. Commercially, the results are excellent and the organization is flourishing. Time for coffee? Not for JDE: they are going full steam ahead in the online domain. Within FMCG, JDE is one of the frontrunners in the area of direct sales to consumers (DTC). The Performance Marketing Manager improves the ROI for all of L’OR and Tassimo’s web shops in more than twenty countries.

DIRECT TO CONSUMER, DTC

Selling directly to consumers without intervention from retailers or pure-players is a success story for the ages. Tassimo and L’OR’s coffee cups are being sold all over Europe through their own web shops. The sales figures are good, showing continued growth and the relationships with the partners (retailers or pure-players) are untouched. Doubts about possible channel conflicts and reluctance concerning investments in IT and logistics have disappeared like snow in summer. Currently, international expansion, up-scaling to different brands, implementation of new sales models and further optimization of the customer journey are all in the pipeline.

Managing international web shops falls under the umbrella of the DTC department. The DTC department is part of JDE Global, has its own P&L and operates in close contact with the board of directors. A conscious decision was made in organizing this centrally to guarantee efficiency and take full advantage of subsequent economies of scale. The DTC department is managed by Wesley Kloppenburg, Commercial Manager DTC (P&L responsible). His team (16 FTE in total) consists of four online marketing disciplines: CRM/Email, Content, Category Management and Performance Marketing.

Kloppenburg is looking to hire an experienced Performance Marketing Manager; someone knowledgeable about the task at hand, who understands the technology and is able to develop a strategy for the future.

VACANCY: PERFORMANCE MARKETING MANAGER

The Performance Marketing Manager develops the worldwide online-marketing strategy. They will ensure more qualitative traffic, maximize the ROI and increases the conversion ratio. Furthermore, the Performance Marketing Manager realizes a better integration of all the different channels (AdWords, affiliates, display) and through this an inspiring customer journey. The online campaigns contribute to L’OR and Tassimo’s market value and are tailored to the appropriate target groups. The goal is to improve the conversion both towards and within the web shops, without compromising the partners’ sales figures or JDE’s relationships with them.

The Performance Marketing Manager is also responsible for the allocation of the marketing budget. Which channels will get the biggest slice of the pie and which channels show the biggest returns? It is the Performance Marketing Manager’s responsibility to clarify and lower the total costs. At the same time, they will make sure the results become visible. What exactly does an online campaign yield for DTC’s P&L, and what about for local teams? The moment the added value of a central online campaign becomes clear, new doors will open automatically.

MANAGEMENT FUNCTION

The Performance Marketing Manager manages one Junior Online Marketer and one SEA Specialist. They are – together with external media consultancies – responsible for the execution of all (international) online campaigns. The Performance Marketing Manager’s role in all this is to translate the strategy into concrete projects, developing an annual calendar, analyzing the results and being someone his team can bounce ideas off of. It is essential the Performance Marketing Manager understands the technical side of online marketing which will allow him to guide the team properly. Simultaneously, they focuse on the development and implementation of a long-term strategy. In a nutshell: content based facilitating without any unnecessary intervention in the execution.

STAKEHOLDER MANAGEMENT

The Performance Marketing Manager will apply the same facilitating approach to the cooperation with the country organizations. The local departments bear final responsibility for L’OR and Tassimo’s commercial results in retail/e-tail. They maintain relationships with local stores/web shops and are thus best informed about local developments, market trends, opportunities and areas of improvement. The Performance Marketing Manager listens, thinks and contributes interesting suggestions all pertaining to adding DTC to the channel-mix. They will switch back and forth between different levels, between all disciplines and between JDE’s head offices in Amsterdam and the different country organizations. Strong stakeholder management is crucial.

WHO ARE WE LOOKING FOR?

An experienced professional not only knowledgeable of the technical side, but also experienced in the development and implementation of online marketing strategies. This combination will allow him/her to greatly impact one of the biggest players in the coffee industry.

Personality

• Online strategist
• Convincing
• Decisive
• Ownership
• Analytical
• Responsible

Experience

• Minimum of 6 years of experience
• Of which 4 years in online marketing
• Management level (head office) at an international organization
• FMCG, Retail of e-commerce
• Channel management
• Stakeholder management
• A coach to the team