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Performance Marketing Specialist, Asia
2 weeks ago
**Job Description**:
We are currently seeking a Performance Marketing Specialist for our Integrated Marketing Team in the Asia Safety and Industrial Business Group. In this role, you will be part of a growing team which ensures exceptional execution of brand/portfolio promise and brand voice across 3M's Safety and Industrial Business Group. Specifically, in this role you will be mainly responsible for overseeing of Performance Marketing of all Integrated Marketing programs across Asia, to drive growth with a focus on delivering new customer acquisition aligned to the organization’s growth strategies through ROI-based approaches and data-driven acquisition strategies.
The primary responsibilities of this position include, but are not limited to:
- Closely collaborate with Area Business Division Experience leads to achieve acquisition and growth targets spread across offline and online channels such as social, search, paid search, mobile, display, etc.- Research and recommend allocation of marketing budgets across online and offline channels for efficient spending (based on platform evaluation)- Understand products inside out. Research competitors and their strategies to find the gaps in the industry and accordingly set up marketing and advertising strategies to meet business goals- Consult and guide media agency to optimize performance on various channels to achieve goals and ROI targets- Scope out and identify new platforms, tools and systems to improve performance- Identify pain points to creatively improve non-performing areas- Analyze data and identify opportunities/issues to optimize and maximize integrated marketing and sales acceleration programs- Collaborate with Business Division Experience teams to source and implement the most effective keywords, measure keyword performance and optimize campaigns based on them.- Tweak strategies by evaluating the Key Performance Indicators (KPIs) of all existing marketing channels to determine and make necessary adjustments to optimize marketing effectiveness.- Consult on managing ad placements, target the relevant interests and topics and use Google’s in-market audiences for search ads.- Use multi-touch attribution to track touchpoints across the funnel, which will help maximize campaign effectiveness.- Develop hypotheses and perform A/B (or multivariate) testing to recommend optimizations- Leverage customer insights to better segment, target and reach potential customers- Explore new marketing opportunities such as social media channels, apps, ad formats, etc.- Test new channels and trends (such as voice search, Augmented Reality, Virtual Reality, Digital Out of Home, content distribution platforms like Taboola/Outbrain etc.)- Optimize marketing budgets to maximize Cost per Acquisition (CPA) and efficiently scale new customers- Setup persona and segment marketing framework with a view to direct ongoing marketing strategy
Required Experience/Qualification:
- Bachelor's Degree, with 5 or more years of analyzing digital & marketing activities- Outstanding analytical and hands-on skills using complex data sets required, along with experience in data visualization tools and business insights dashboards- Deep experience across display, video, social, and SEM with a focus on performance optimisation- Strong understanding of and experience with programmatic advertising- Well-versed in the campaign planning process and experience media budget allocation- Direct experience developing tactical media plans, including custom partnerships- Possess expertise in media tracking, attribution methodologies, and a history of working with analytics teams- Familiarity with ad-tech and mar-tech required. Familiarity with Agile methodology of project execution ad added advantage- Preferably with experience working in a regional role or working with multiple countries, and experience working on B2B lead generation programs- Comfortable working in a fast paced and dynamic environment - ability to prioritise for highest impact. Hands-on attitude and high attention to details- Proficient in English with additional languages an advantage. Excellent written communication and presentation skills
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