The position, which reports into the Digital Marketing Lead, is responsible for developing our digital marketing capabilities with a particular focus on the growing channels of paid social and affiliate marketing. This requires the ability to work with external agencies both technical and marketing, plus build direct relationship with key affiliate partners in the UK & EU. The role will also assist with driving paid search performance through working closely with Wavemaker (globally appointed agency); will work on the campaign assets and audience targeting strategies for programmatic display and liaise with the SEO agency to promote best practices specific to the EMEA region. The EMEA Digital Marketing Specialist works directly with multiple cross functional teams, locally, regionally and globally. A critical component of the role is to work closely with Global IT, Global Media and Legal to ensure that our digital marketing activities have the correct technical build and are legally compliant.
This individual has an understanding of the primary performance marketing channels and has experience of audience targeting and campaign creation and is able to articulate the benefits of digital marketing strategies to the entire business.
Social Re-targeting/ Prospecting
Lead the development of a new re-targeting strategy for the region. Work with the agency and central teams to set up Dynamic Product Ads (DPAs) to re-target website visitors in Facebook.
Lead the development of this channel by coordinating activities between the agency and our feed management provider to ensure that the parameters that our set for our DPA activity support the brand elevation objective.
Ensure excellent collaboration with regional and in market teams to maximise the performance of these conversion driving programmes in line with the brand consideration and engagement paid social campaigns.
Complete weekly and monthly reporting on paid social activity.
Lead the affiliate marketing activity by establishing relationships with the affiliate network and key affiliate sites, with the aim to generate brand consideration and revenue for Tiffany & Co.
Plan affiliate content and exposure in line with the wider marketing calendar.
Work with wider PR and marketing team to distribute relevant assets to key affiliate sites, and ensure the affiliates activity align with the brand focus and positioning.
Project planning for new affiliate inclusion and/or change of commercial agreements with existing partners.
Run weekly and monthly meeting with affiliate network and key affiliates to define plan of actions and activities
Plan, execute and manage the roll out of affiliate channels across continental Europe.
Identify KPIs and ensure that all initiatives are meeting targets.
Support the Digital Marketing Lead with the implementation of the paid search strategy, working on short-term and long-term projects to increase return on investment, including re-structuring campaigns, improving re-targeting tactics and testing new opportunities.
Track budget spend and support the decisions regarding the best distribution of budget across countries and campaigns
Participate in the team’s SEO efforts leveraging the findings of the new SEO agency in order to optimise titles and Meta descriptions across UK, IT, DE, FR.
Look for synergies between the digital performance channels and suggest enhancements that improve the customer experience and generate revenue.
For programmatic display campaigns coordinate the creative process with the relevant local Marketing Manager and the global digital creative team.
Coordinate with the local Marketing Directors in each country, to ensure the programmatic activity aligns with the overall marketing strategy and calendar.
Manage the tagging /pixel request process between the agency and the central teams to support this channel.
Technical & Administrative Support
Lead the local implementation of GDPR as it relates to UK/EU websites via an appropriate CMP (Consent Management Platform)
Liaise with Global Legal team on the levels of compliance required with the new regulation, balancing the marketing and analytical opportunities versus protecting customer’s choice to opt out.
Work with Global IT to ensure that the selected partner (One Trust) is set up in the most optimal way to the brand experience yet provide effective GDPR compliance.
Manage the relationship with our feed management partner and trouble- shoot issues between agencies, suppliers and Global IT when necessary
Manage the invoices and budget reconciliation for performance marketing channels, working closely with Finance.
Contribute to the wider departmental forecasting and planning outputs.
Master degree educated (business, communication, marketing) or equivalent experience
Prior experience working across digital performance marketing, paid social, paid search, affiliates
3+ years of experience.
Experience with audience targeting, performance tracking, creative selection and deployment.
Experience with paid search campaign management and optimization.
Experience with Omniture and/or Google Analytics
Ability to build relationships quickly and coordinate projects across several levels of the organisation.
Excellent drive and strong problem solving and communication skills
Experience working with managing and motivating agencies and building direct relationships with suppliers.
Applicants must have exceptional written skills in English, a keen eye for detail and be motivated self-starters
Analytical skills and project management experience.
Experienced working in a digital agency is a plus.
Experience and interest in jewellery trends and digital retail best practice, is a plus.
Knowledge of luxury in a digital environment, how users interact with content and understand how consumers behave in a digital ecommerce environment.