Work for Wiggle! International Marketing Executive (Asia)

MAIN OBJECTIVE

This role has been established to coordinate Wiggle’s marketing across a number of Asian territories in order to drive traffic and sales growth in new and existing markets. Under the guidance of the Head of International Marketing, the International Marketing Executive (Asia) will work cross functionally with Product Marketing, Web Development, Online Marketing and Customer Relationship Management teams to proactively drive the agenda for their territory.

ROLE AND RESPONSIBILITY

The International Marketing Executive – Asia must ensure that they:

Build an understanding of the Asian markets by country, and the opportunity they represents for Wiggle
Establish key benchmarks, measures and tools to evaluate Wiggles current performance
Utilise benchmarks to measure Wiggles relative performance / improvement over time
Undertake rigorous market research to understand:
Wiggles competitive position within the market e.g. Price, Range, Delivery Options
Type of customer that Wiggle attracts; Demographics, Level of engagement etc
Consumer behaviour with respect to online marketing in different countries
Drive the application of Wiggles marketing activities in a targeted and relevant way in Asian markets

NEW CUSTOMER ACQUISITION AND TRAFFIC DELIVERY

Build an understanding of traffic sources
Build an understanding of traffic composition e.g.
Number of New v Returning customers
Number of Plat v Gold v Regular customers.
Establish cost of acquisition targets
Act in a consultancy capacity with the on-line team at Wiggle to ensure that all activities are optimised for the target territory. To include:
Search Engine Optimisation – PR and Article translation and syndication
Paid Search – Key word translation
Affiliate marketing and Social network development
Establish opportunities for advertising within the territory and propose media plans
Investigate the opportunity for athlete / organisation and event sponsorship within the territory and propose annual activity support program
Ensure that the in-market ‘Customer Agenda’ is reflected in the Wiggle Site offer

CUSTOMER CONVERSION AND SITE EXPERIENCE

Investigate issues that negatively affect customer experience and champion issue resolution to improve customer experience for that territory
Understand local market behaviours to ensure that site developments are relevant and tailored for individual countries where appropriate
Some involvement in translation of site copy, customer communications and reviews

CUSTOMER RETENTION AND LIFETIME VALUE

Customer services enhancement:
Ensure customer service proposition conforms to in-market legislation.
Validate customer service offer e.g. delivery is competitive with other retailers.
Establish customer lifecycle analysis establish program to: reduce churn; increase reactivation
Some involvement in email translation

PERSONAL SPECIFICATION

Demonstrate a strong interest in marketing, especially in online
Ability to speak fluently in Japanese
Must be detail-oriented, deadline driven, and able to multi-task with solid organizational and time-management skills
Aptitude with numbers and strong commercial acumen
Exceptional communication and presentation skills required
Creative flair exemplified through proven track record of implementing successful and innovative marketing campaigns
Ability to communicate effectively through a variety of methods
Demonstrate an excellent work and customer care ethos
Ability to think clearly and calmly under pressure and cope well with the demands of a rapidly growing company
Maintain a degree of flexibility to working arrangements and have a ‘can do’ attitude to getting the task done
An interest in cycling, running, athletics is desirable and applicable to the culture of the current team

please send CVs to jenny.strudwick@wiggle.co.uk