AddressThe CANADA Digital Marketing Analyst will own all performance marketing on retailers websites (ie: programmatic search, paid search media on retailer’s platforms), such as Amazon, Instacart, Loblaw (PCX), Criteo (WM, Metro, Costco, Uber Eats), and Citrus Ads (SOF). This role will set up campaigns, execute the campaigns, provide post analysis by period, and retrospectives on what is working and what is not working. This role will be critical for guiding the team on how they should focus their A&M $ for the upcoming period, quarter and full year to unlock incremental growth. This requires paid search expertise on site, and a strong understanding of how to best optimize search, how to set up bidding campaigns, digital strategies, campaign planning. This position will also be required to provide feedback to external retailers on how they can improve their search portal and to the global pepsiCo team on tools they are bringing forward. This position is a fundamental team member for the Canadian eCommerce business and is required to LEAD discussions on how we can drive further growth from the A&M $ we have to spend.
This position will report into Associate Director CME at HBS and will be based out of Hyderabad. Since this position manages external markets, the person will need to work compliant to Eastern Standard Time Zones (ie: NY time zone).
Responsibilities• Responsible for all performance marketing (paid search on retailers site) ~ Loblaws, Amazon, Instacart (WM, Loblaws, Metro, Costco, Longos), Criteo (WM, Costco, Metro, Uber Eats), Citrus Ads (Save on Foods). • Analyze campaign performance against key metrics to identify, recommend, and implement optimizations to increase efficiency, drive high-performing search campaigns to generate high ROAS. • Monitor and communicate campaign progress through regular, in-depth activity reports and insights, using this knowledge as a basis for future campaigns with high on-platform search rankings. • Consult and educate eCommerce National Account Managers with insights and solutions to achieve greater results on various ecommerce platforms• Digitally savy, and have strong understanding of winning strategies of campaign search on retailers sites (must understand key word bidding vs. brand biding). • Strong project management skills to impact process improvements • Must be able to manage multiple competing priorities, as they will be responsible for multiple platforms that this individual will have to toggle between, currently 6 platforms, however some aggregators span multiple customers so will be required to set up individual campaigns there as well). • Liaise with eCommerce Team (who owns some customer’s budgets) and build a business plan by customer.• Troubleshoot any technical or implementation issues, collaborating with internal teams to develop quick and sound solutions • Serve as a source of market intelligence for input on how we can support improvement of retailer’s search programs and even global eCommerce tools (e.g., product development, product marketing, pricing) and assist in the development of best practices and operational efficiencies • Lead monthly post game reviews, and quarterly reviews with Sales & Marketing Teams
Qualifications• 3+ years of experience in digital marketing specific experience, programmatic search knowledge is a MUST. • Strong project/program management skills to drive process improvements and develop consistency in the services offered • Organizational skills and be can flex between competiting priorities, tight deadlines, and keeping the people and projects moving on schedule. • Aptitude to learn fast, to absorb and integrate new facts and methodologies • Good attention to detail and ability to spot potential problems and plan to avoid them in advance.• Analytical, data-driven approach to problem-solving and a track record of driving results through continuous improvement • Embodies entrepreneurial mindset and key values of having a bias for action, results-oriented, community-focused, and prioritization of people. • Genuine, in possession of humility, honesty and integrityExcellent written and verbal communication skills, strong attention to detail, and good follow-through • Strong problem-solving capabilities - as evidenced by a track record of finding feasible solutions to complex problems, especially in an environment with incomplete information and tight timelines• Sound communication skills - as evidenced by the ability to educate and influence internal and external staff• Resilience - as evidenced by the courage to maintain a positive attitude when faced with obstacles and the willingness to develop alternative approaches to overcome them• Bias for action - as evidenced by a track record of taking decisions in to drive the interests of the business while still maintaining highest levels of rigor and compliance
