Director, End to End Consumer Experience Design & Connection Planning – Nutrition

Minute Maid is one of the leading brands in the Greater China&Mongolia market; but despite its ubiquity the need to ensure its relevance on an individual level remains paramount to its long-term success. China – is a uniquely important market for the Nutrition business, with a rapidly changing media landscape. The need to be both true to the brand, relevant to the consumer has never been greater. Or more challenging.

This Experience Design & Connection Planning role is the ultimate challenge in this regard. The ideal candidate, will need to be equally a scientist – ensuring the effectiveness and impact of all integrated communications and spends – and an artist – painting a clear and compelling vision for consumers to engage with the brand. You will need to be (or become) an expert in Minute Maid’s consumers as well as its shoppers and their behaviours, a guardian of Minute Maids’s values and message, and a visionary who can see design experiences and connection plans that effectively graduate consumers from awareness to engagement, to transactions and meet business objectives.

KEY WORKING PARAMETERS

Focus, Scope, & Impact:

• Drive thinking on how to design marketing around E2E consumer / shopper journeys to achieve greater conversion, focusing on the set-up and consistency of the experience
• Leading the connection of the brand business and creative strategies with a consumer-centric brand ecosystem, that will leverage owned, earned, shared and paid touchpoints as well as brand assets
• Designing E2E path-to-purchases that reflect technology trends, disruptive market forces and competition, and take into account consumer and shopper behavior and needs
• Connecting brand experiences with brand rituals building in order to significantly improve weekly + conversion
• Defining the over-arching connection strategies/ architectures for regional IMX campaigns (when leading a charter) and Local campaigns
• Serve as catalyst for consumer centered design thinking that leverages cross functional resources (brand, franchise, media, social, digital, design, assets, partner agencies, etc) to design integrated experiences
• The End-to-End XP Strategy leader will be called to deliver innovative problem-solving techniques and an ability to drive material business returns. He/she will have to master the shifting of behavioral trends, new technology advancements and market conditions.
• This profile requires a healthy balance of innovative thinking and business pragmatism

KEY SUCCESS PARAMETERS

Experience

• Marketing, media, and leadership experience
• Experience with connections, digital marketing, media strategy and communication planning
• Preference for individuals with experience in working in consumer & shopper/commercial plans
• Experience working in cross-functional teams
• Communication, influencing and negotiation skills across multiple stakeholders
• Experience in leading strategic conversations, negotiations and alignment with senior and key stakeholders

Work Focus

• Ability to provide input to brand & creative strategy at OU level
• Understanding of the evolved media landscape and e-commerce
• Expertise in working with different external partners (i.e.: agencies, media companies, influencers)
• Ability to work in Agile cross-functional teams
• Ability to lead and develop a diverse, multi-geography team
• Ability to collaborate with the rest of the teams across functions

KEY Knowledge REQUIREMENTS

Mastery of

• CONNECTIONS/MEDIA development
• BRAND strategy
• Digital marketing
• Agile ways of working
• Consumer and shopper engagement
• team management & leadership

Digital Media; Social Media; Group Problem Solving; Communication; People Management; Marketing Campaigns; Collaborative Leadership; Integrated Marketing; Decision Making; Marketing Strategies; Connections Planning; Agency Management; Cross-Functional Teamwork