Guidant Global is working with the UK's busiest airport, seeking an experienced Ecommerce Content & Merchandising Manager to create and deliver tailored, personalised experiences through content. It ensures our consumer's interests are at the heart of decision-making and balance content to ensure other non-passenger priorities are also promoted appropriately.
As an Ecommerce Content & Merchandising Manager, the successful candidate will play a multidisciplinary role that calls for a solid grounding in content strategy, digital marketing, copywriting, branding, SEO, and a data-driven approach to merchandising products through seasonality and data knowledge.
What you'll get to do as an Ecommerce Content & Merchandising Manager:
- Delivers real-time optimisation and personalisation experiences across retail based on contextual intent and known customer attributes to maximise revenue and a seamless customer experience.
- Help build a testing and optimisation culture before developing and driving measurement and ROI
- Experience in end-to-end content creation based on data and customer segmentation. Build content testing and optimisation culture and drive measurement and ROI
- Drives the merchandising service agenda through product placement, bundling, upselling and cross-sell that puts the customer at heart via our data approach
- Technical solid awareness when assessing and scoping website development work with 3rd party suppliers
- Drives unified digital reporting and business intelligence that encompasses all sites and campaigns to ensure decision-making is data-driven
- New activity is optimised from past learnings and results in improved business performance.
- Users and develops attribution modelling capability to ensure media spend is fully optimised, and the actual value of all marketing activity is measured.
- Day-to-day involvement in all aspects of the Heathrow online business to drive sales, improve conversion rates, increase basket size, maximise upsell and encourage repeat purchases.
- Accountability for optimising online performance, including technical knowledge of SEO and trading, whilst ensuring process compliance by our brands.
What we're looking for:
- Creating content for merchandising the site to drive traffic and increase conversion. With a focus on key markets, seasonality, device, and visit history that maximises sales and profitability by identifying opportunities to achieve revenue growth and improve ROI
- Create high-quality, compelling, and engaging content through increased personalisation, content hierarchies and priorities
- Creating 15 personalised tests a year
- Incorporate and align content to the development schedule.
- Manage key partner online relationships in conjunction and work with Heathrow Rewards to see a joined-up experience
- Build relationships with operations and contact centre teams to deliver a seamless customer experience through process compliance and continuous improvement opportunities
- Coordinate on-brand content with a keen focus on SEO best practices to drive organic traffic
- Set up and maintain on-site promotions and 3rd party integrations - including product recommendations, cross-sell, upsell landing pages, monitoring success, and adopting strategies to improve efficiency and ROI
- Work with third-party platform provider relationships, monitoring adherence to SLAs and driving future release development.
- Manage the online product inventory - product imagery, descriptions, and specification.
- Manage service partners' online relationships with the existing offline account management team. Influence account management structure to better reflect multi-channel activities.
- Partner with Marketing, Brand, CRM, and other colleagues to deliver an integrated annual marketing plan
- Create and deliver weekly and monthly reporting to business stakeholders based on current KPIs and commentary on performance
- Attend monthly meetings with Surface Access and Retail to provide a plan, a roadmap of upcoming results and new activities
- Attend monthly business unit meetings to ensure joined approach
- Work with the digital team to provide commercial and brand experiences.
- Use insight and data to drive improved performance.
- Own a relationship with Reevoo, using reviews and other user-generated content to increase conversion and search engine visibility.
Qualifications and Experience:
- A minimum total of 8 years in digital environment - mandatory
- A minimum of 3 years' operating at a senior management level or higher - mandatory
- Experienced managing teams in a matrix environment - mandatory
- Significant experience of dealing with external agencies - mandatory
- A thorough knowledge of data collection / processing and distance selling legislation and best practise - mandatory
- Travel/ Leisure, Hospitality, Retail, Loyalty sector experience - highly desirable
Guidant Global is acting as an Employment Agency in relation to this vacancy.
