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KERING Precision marketing & data viz Manager

Kering - Regular
- France

About us A global luxury group, Kering manages the development of a series of renowned Houses in Fashion, Leather Goods, Jewelry and Watches: Gucci, Saint Laurent, Bottega Veneta, Balenciaga, Alexander McQueen, Brioni, Boucheron, Pomellato, Dodo, Qeelin, Ulysse Nardin, Girard-Perregaux, as well as Kering Eyewear. Kering has a dynamic and diverse workforce of 35,000 employees worldwide and delivered a revenue of €13.7 billion in 2018 - making the Group a leading player in the luxury industry. Kering Client and Digital Department aims at accelerating digital transformation leveraging innovation, tech and artificial intelligence with a strong focus on customer experience. The CRM Factory is organized in 4 teams in order to support Brands strategy: Campaign management, Precision marketing, Roadmap and innovation, Community. The Head of CRM is currently seeking an English speaker Precision Marketing Manager to reinforce and join our dynamic team based in Paris and the challenge to monitor performance and improvement accordingly to the ambitious Client Engagement Strategy for Brands. This is a new role.

Your opportunity

You will support the Head CRM Factory putting in place the relevant data visualisation for Brands and launching key initiatives in collaboration with Brands and Analytics to develop efficiency and incremental sales.

How you will contribute

The Precision Marketing team is in charge of setting the framework for precision marketing by measuring the performance created of all key customer journeys and by convincing brands to develop action plans to improve:

  • Define the proper framework to put all the relevant means to identify incremental value;
  • Define in collaboration with brands customers and performance marketing dashboards to set-up
  • Support the dashboards execution and realize change management and training activities to brand users;
  • Coordinate with Analytics team ad-hoc analysis to better measure performance (media, search, emails, cross-channels, etc…), impacts on customer behaviour, engagement to the brand and incremental ROI;

#1 – Define and animate the proper framework to measure and drive performance

  • Set guidelines with the brands to be able to measure
    • KPIs: Incremental sales, life time value, …
    • Attribution model
    • A/B tests when it becomes complex
    • Control group
  • Anticipate systematically measurement approach in every scenario
  • Animate Performance steerco with brands to be able to leverage learning and drive improvement

#2 – Design and develop with the Brands precision marketing dashboard

  • Design and set-up data visualization dashboards on marketing campaigns and customer activities in order to follow the performance marketing action plan
  • Collect needs from the Brands, prioritize, design and develop Understand how to represent large sets of data and information in clean and concise visualizations
  • Creates wireframes and visual examples to help define visualization needs
  • Understands how to manipulate and extract data from many different sources to be able to consolidate and synthesize information into imagery to: tell a story, let the information help drive understanding and actions that need to be taken to improve key business performance indicators
  • Manage UX/UI for better visualization and support ad hoc analysis projects

#3 – Perform / Coordinate marketing analysis

  • Drive analysis to better understand customer value and identify potential next steps of improvement
    • Measure impacts on online and offline traffic, additional turnover, conversion rate such as online / offline conversion of CRM campaigns, media buying…
  • Brief Analytics team (dedicated headcounts with functional management) or AI team to produce analysis, segmentations, scores, etc…
  • Share results and next steps

#4 – Propose actions to improve customer engagement (cross channels such as relational campaigns, onsite personalization etc…) thanks to customer behaviour understanding and analysis

  • Identify criteria or triggers to better segment recommendation to set-up and enhance predictive models
  • Track omnichannel customer paths (online and offline) to define the impact of each channel in the campaign performance and to determine the business value created
  • Define priorities on the customer engagement part
  • Follow a specific data roadmap to sustain customer analysis (to be set-up in the datalake)
  • Adapt processes, governance and working methodologies when necessary

Who you are

  • Passionate about customer behaviour analysis and data driven marketing
  • Knowledge about luxury markets, ecommerce & retail sector
  • Analytical skills to identify marketing performance factors and customer behaviour insights to propose recommendations in term of relational marketing actions
  • Knowledge about datamining, data exploration tools, data visualization solutions and big data technologies and architecture
  • Familiar with SQL and NoSQL databases, modulization knowledge and experience with statistic tools is a plus
  • Ability to program in Python language or knowledge of tools such as Spark
  • Business results oriented
  • Strong coordination skills and ability to animate strategic workshops
  • Strong written and verbal communication skills
  • Being able to work in a fast-paced multidisciplinary environment
  • 5-10 years of experience with experience in team management
  • Excellent written and spoken language skills in English and ability to work in multi-cultural & multi-lingual environment
  • Master in statistic
  • Italian spoken is a plus
  • Full time
  • Europe
  • France
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