Head of B2C & Audience Engagement

Dall'Intelligenza Artificiale alla gig economy, il mondo del lavoro sta cambiando velocemente. Con il Gruppo Adecco potrai metterti in gioco e dare il tuo contributo per plasmarlo, quel mondo. Perché? Perché le aziende con cui collaboriamo si affidano a noi per risolvere le loro sfide più critiche. Ma anche perché lavoriamo in un’organizzazione che non solo guarda al futuro, ma cerca di prevederlo. Il nostro impegno è volto a promuovere nuove idee e ad adoperare tecnologie sempre più innovative. Con noi, potrai affiancare i nostri clienti nell’affrontare le sfide che si pongono, e allo stesso tempo avrai l’occasione di lavorare ogni giorno su te stesso per migliorare costantemente. Potrai farlo attraverso attività di sviluppo personale e formazione professionale, e grazie a numerose opportunità di collaborazione e scambio che ti permetteranno di imparare e crescere.

Mission of the role

Interested in transforming the working world? You’re in the right place. We’re looking for customer centric, passionate, entrepreneurial, responsible and team-oriented game changers. As Head of B2C & Audience Engagement, you will be expected to be the advocate for our audience and user driven marketing and all digital applications for the Adecco Group in Italy. He/She will be responsible for the strategy, execution and outcomes of integrated digital programs across our clients & candidates journeys to drive awareness, engagement and bring new business opportunities.

The Head of B2C & Audience Engagement is the primary point of contact for the Italian country digital marketing activities and products (KPIs, governance, guidelines, process, prioritization and planning), impact measurement and reporting. Together with the Italian marketing team and other marketing leads and selected teams and other supporting functions, the Digital Marketing Lead identifies synergies, and opportunities to streamline for continuous improvement and new growth and customer/candidate satisfaction in Italy, to be at the forefront of innovation for a businessy driven marketing.

Anchored in data, the role balances audience needs, client demands and business objectives to deliver an experience in ‘job searching’ people value. A primary focus will be identifying and capitalising on opportunities to grow and retain the number of high quality candidates subscribing to our database. You will be keen to test new ideas to develop audience-first best practices, working closely with recruiters and marketers alike.

You will have a knack for creating lasting change through influence and persuasion – diplomacy is key in this role. You will be a self-starter who is enthusiastic about taking a hands-on approach.

This role reports to Italian Chief Marketing Officer (CMO) of the business unit.

To be successful in this role you must be ready to drive and execute the overall vision and strategy for marketing and help change and transform our marketing investments for impact and best in class internally and externally. Passion for driving continuous improvement and customer satisfaction is key.

Responsibilities

You will be responsible for a range of marketing activities, including:

•Define and implement the business driven marketing strategy by leveraging best in class tactics for acquisition, conversion optimization and retention of our clients and candidates. Ensure customer and user experience is excellent.

•Ensure full coordination of the newly developed digital marketing approaches and seek for input from marketing leads of other countries to identify the best performing tools and practices for Italy.

•Ensure full ownership and coordination with external agencies specialized in digital marketing and audience engagement. Scouting of new agencies with best performance for the group. Being creative in our digital transformation journey.

•In charge of all paid and unpaid digital acquisition channels including but not limited to SEO/SEM, Paid Media, Retargeting, Social Media, Aggregators, Job boards, Affiliates to create and deliver multi-channel integrated digital campaigns.

•Develop in line with other members of the BU marketing team, sales, solutions and delivery, best- in class demand generation campaigns for designated targeted audiences most likely to convert into leads both for our clients and candidates.

•Own the conversion funnel of all vertical’s digital assets within their websites/blogs, mobile apps, eCommerce platforms aiming at optimizing the conversion journeys of our clients and candidates with the CX team.

•Identify and outline the digital customer journeys of our websites / mobile apps, ensure homogeneity in the digital experience of our clients and candidates to promote ease of use and contribute to NPS improvement. You need to work in tandem with the CX team to make this happen.

•Summarize and find the story within the data, determine actionable insights and effectively communicate business oriented KPIs to internal and external stakeholders.

•• Identify new trends and be force of proposal for considering latest innovations, technologies, changes in competition, and shifts in the digital landscape

Stakeholders

•CMO

•CX

•Business Solutions, Delivery and Sales

•GBU Marketing (Adecco WFS, LHH, Akkodis, Pontoon)

•Corporate Functions, e.g HR, Sales, Comms, Legal, Finance, Digital, IT, etc.

Experience

• Master or equivalent education

• 15+ years of international experience as Marketing Executive

• Preference for experience working with top tier Professional Service companies

• Appreciates tactics, believes in sound measurement, can articulate a vision, and can architect a mean strategy.

• Experience in a service industry environment and international organization.

• Previous experience in large to mid-size B2B or B2C company can be an asset.

• Has a proven track record of successfully launching and managing marketing campaigns with attributable results and clear ROI.

• Solid knowledge of the ‘nuts and bolts’ of marketing with a track-record of effective team building, ability to attract and retain talent

• Fostering a strong collaborative working climate within the Sales and Marketing organization

• An ‘aggressive Ambassador’ but without ‘sharp elbows’ – great team player within the leadership teams of Marketing and BU

• Ability to work effectively supporting the Sales organization and to develop strong, positive working relationships across the Group and its Global Lead brands

• Bring a strong business acumen with a pragmatic approach to marketing and a history of effectively translating strategic level plans into executable tactical objectives that optimize brand awareness and enable strong sales growth

• Has experience building, managing and leading a team of marketing professionals, responsible for their development, including coaching and mentoring.

• Is an effective written and verbal communicator with prospects, clients, stakeholders, direct reports and cross-department team members.