Senior Product Marketing Manager

Coles Supply Chain – Hawthorn East VIC
Full time
14 days ago , from Institute of Data Australia
We've been trusted to serve Aussie communities since 1914 and grown to become a top 30-listed on the ASX with over 115,000 team members and a portfolio of iconic brands. At Coles Group, you'll not only get to make a difference to millions of Aussie lives-you'll also get to see your impact.
About the team As shopping continues to evolve, our Digital team keeps us at the cutting edge, making us more accessible, more innovative, and better connected than ever before. Driven by our innovative, inclusive, and forward-thinking culture, we create differentiated, omni-channel experiences for customers and build the next generation of digital retailing.
About the role Coles Group is looking for an ambitious and strategic Senior Product Marketing Manager (Snr. PMM) to lead the acquisition of new customers for our CFC (Customer Fulfillment Centre) offering. In this key role, you will design and execute targeted marketing campaigns to drive the growth of new active customers, supporting the overall order growth plan. Your focus will be on penetrating new customer segments by postcode and leveraging data-driven insights to attract and engage new shoppers.
You will play a pivotal role in optimising customer acquisition through tailored campaigns based on web analytics and customer insights, while also refining existing loyalty programs such as Coles Plus and Coles Saver. Additionally, you'll develop a new tiered loyalty model specific to CFCs and promote omni-channel shopping by encouraging B&M (brick-and-mortar) customers to try CFC. Communicating the unique value and range of CFC offerings will be a key aspect of your strategy to incentivise new customers to shop with us.
You will also Influence and rally teams to bring world-class products to market. You will be responsible for briefing the Marketing, Growth and Product teams to execute your Growth strategy.You will oversee and guide the end-to-end delivery of your strategy and continually optimise it to ensure its successOwn the targeting strategy - This includes identifying best-fit customers and developing audiences to inform targeting efforts across Marketing, Product and CXOwn the positioning & messaging for your campaigns in line with the brandCraft a compelling narrative to drive awareness and demand among your customers. In collaboration with marketing, you'll bring this narrative to life via compelling campaigns and optimised journeysPartner with product and marketing teams to ensure to own and drive new customer adoption via acquisition initiatives.Source and analyse market and competitive insights, and translate these into actionable workstreams for customer-facing teams with the goal of increasing win-ratesConnect the dots between product, marketing and design. You'll have superb stakeholder management and be a world class communicator to ensure everyone knows what's launching, when and how.Lead customer acquisition efforts to increase new active customers for CFCs, focusing on postcode-level penetration.Design and implement marketing campaigns informed by web analytics and customer insights to achieve new customer targets.Review and enhance existing loyalty programs (Coles Plus, Coles Saver) and create a new tier model specific to CFCs, including a potential CFC club model.Drive omni-channel shopping by encouraging brick-and-mortar customers to transition to CFC shopping.Develop and communicate the unique benefits of CFC offerings, incentivising new customers to engage with and shop from CFCs.We've been trusted to serve Aussie communities since 1914 and grown to become a top 30-listed on the ASX with over 115,000 team members and a portfolio of iconic brands. At Coles Group, you'll not only get to make a difference to millions of Aussie lives-you'll also get to see your impact.
About the team As shopping continues to evolve, our Digital team keeps us at the cutting edge, making us more accessible, more innovative, and better connected than ever before. Driven by our innovative, inclusive, and forward-thinking culture, we create differentiated, omni-channel experiences for customers and build the next generation of digital retailing.
About the role Coles Group is looking for an ambitious and strategic Senior Product Marketing Manager (Snr. PMM) to lead the acquisition of new customers for our CFC (Customer Fulfillment Centre) offering. In this key role, you will design and execute targeted marketing campaigns to drive the growth of new active customers, supporting the overall order growth plan. Your focus will be on penetrating new customer segments by postcode and leveraging data-driven insights to attract and engage new shoppers.
You will play a pivotal role in optimising customer acquisition through tailored campaigns based on web analytics and customer insights, while also refining existing loyalty programs such as Coles Plus and Coles Saver. Additionally, you'll develop a new tiered loyalty model specific to CFCs and promote omni-channel shopping by encouraging B&M (brick-and-mortar) customers to try CFC. Communicating the unique value and range of CFC offerings will be a key aspect of your strategy to incentivise new customers to shop with us.
You will also Influence and rally teams to bring world-class products to market. You will be responsible for briefing the Marketing, Growth and Product teams to execute your Growth strategy.You will oversee and guide the end-to-end delivery of your strategy and continually optimise it to ensure its successOwn the targeting strategy - This includes identifying best-fit customers and developing audiences to inform targeting efforts across Marketing, Product and CXOwn the positioning & messaging for your campaigns in line with the brandCraft a compelling narrative to drive awareness and demand among your customers. In collaboration with marketing, you'll bring this narrative to life via compelling campaigns and optimised journeysPartner with product and marketing teams to ensure to own and drive new customer adoption via acquisition initiatives.Source and analyse market and competitive insights, and translate these into actionable workstreams for customer-facing teams with the goal of increasing win-ratesConnect the dots between product, marketing and design. You'll have superb stakeholder management and be a world class communicator to ensure everyone knows what's launching, when and how.Lead customer acquisition efforts to increase new active customers for CFCs, focusing on postcode-level penetration.Design and implement marketing campaigns informed by web analytics and customer insights to achieve new customer targets.Review and enhance existing loyalty programs (Coles Plus, Coles Saver) and create a new tier model specific to CFCs, including a potential CFC club model.Drive omni-channel shopping by encouraging brick-and-mortar customers to transition to CFC shopping.Develop and communicate the unique benefits of CFC offerings, incentivising new customers to engage with and shop from CFCs.About you and your skills6+ years of product marketing experience (e.g. launching products, driving user growth, enabling sales, marketing & support teams, conducting competitor analysis and market research).3+ years operating within an retail/eCommerce environment (desirable).Experience operating within a complex environment.The ability to identify and forecast potential business problems/opportunities and identify appropriate ways to rectify/seize the opportunities and prioritize resources.Extensive experience running complex cross-functional GTM launches and the ability to influence senior stakeholders.Strong experience crafting compelling positioning & messaging that drives product awareness, adoption and growth.About the recruitment processWe're continuing to build a gender equitable team, and a culture that is just as diverse, inclusive and welcoming as the communities we serve. We are committed to creating a workplace that is safe and respectful for our team. We encourage applications from people of all ages, cultures (including Aboriginal and Torres Strait Islander peoples), abilities, sexual orientation and gender identities.
We're happy to adjust our recruitment process to support candidates with disability. For further information and additional contact details visit the 'Our Recruitment Process' section of our careers site or email ******
Job ID: 139113
Employment Type: Full time
#LI-ECOM1
Be careful - Don't provide your bank or credit card details when applying for jobs. Don't transfer any money or complete suspicious online surveys. If you see something suspicious, report this job ad .
#J-18808-Ljbffr