Consumer Journey Lead

Position Snapshot

Location: Linda-a-Velha, Lisbon, Portugal

Company: Nestlé Business Services Lisbon (NBS Lisbon)

Full-time

English Speaker

Position Summary

Lead, design, optimize, and accelerate Zone Europe Consumer Journey Excellence functional roadmap by equipping the Zone Europe organization (in markets and categories) with the journey management operating model, journey excellence standards, journey mapping tools, Journey data analytics, measurement framework, and governance. This involves planning, modelling, orchestrating, and optimizing the consumer journey to enhance consumer experience and drive business growth. The Consumer Journey Excellence Lead will also be responsible for integrating and activating consumer data, analysing voice of consumer data, identifying pain points in the consumer journey, and connecting Moments-That-Matter. Additionally, the role will involve overseeing the Consumer Data Platform (CDP), 1st party data, audience activation on owned channels and exploring opportunities to monetize the consumer journey. This role requires a deep understanding of consumer behaviour, consumer experiences practices, consumer data, strong analytical skills, consumer-centric mindset, and the ability to collaborate effectively with various stakeholders.

Key Outputs

• Consumer Journey Excellence: Develop and implement Consumer Journey Management functional strategies that aligns with the overall business and category objectives to enhance the overall company’s consumer experience. This includes a consumer journey management operating model, excellence standards, journey management tools, Journey data analytics, measurement framework, and governance.
• Consumer Journey Orchestration: Build best practices to connect and orchestrate the different consumer channels, such as email, social media, website, mobile apps, and CRMs, to create a unified and consistent experience for the consumer journey. Integrate and activate consumer data from various sources to personalize and enhance the consumer journey. Proactively design, set-up and evaluate the data use cases to be implemented while choosing the relevant Pilot market(s) or Categories.
• Consumer Journey Analytics: work closely with IT and Data Experts to build analytical and data-driven approach to analyse consumer journey using data signals and consumer sentiments. This involves using data and statistical models to understand and predict consumer behaviour throughout their journey. Using techniques such as data analysis, segmentation, and predictive modelling to identify patterns, trends, and potential areas for improvement in the consumer journey.
• Personalized Consumer Experiences: lead, integrate and deliver scalable personalized consumer experiences across all digital consumer touchpoints in the consumer journey. Focus on automating the consumer experience and understanding pain points in the consumer journey using data analytics to deliver the right message to the right consumer at the right time through the most effective channel.
• Consumer Journeys Data Best Practices: Build and drive best practices for Consumer Journey Data to best support the categories and markets ambition for data capture and enhancing the overall consumer journeys while ensuring alignment and adherence to the Zone Europe and Global roadmap, as well as seeking opportunities for mutualization and efficiencies when relevant. Incorporating Nestlé's ambitions on Sustainability and Regeneration in consumer experience and your daily activities.
• Data-driven CX Insights and Recommendations: drive a data driven culture at Zone Europe and stays up to date on the latest tools and industry trends for all facets of digital and consumer experience marketing and provide strategic recommendation when appropriate. Input into brand marketing plans on data requirements, support and guide marketing investment decisions and activations, and proactively develop actionable insights and recommendation to improve acquisitions, conversion, and consumers activations.
• CX Data Lake: Jointly with categories develop and implement a Consumer Data Platform (CDP) and 1st party data activation plan to leverage consumer data for personalized marketing and consumer engagement. Establish interconnection of the various Brands Data Ecosystems to maximise capture of 1st party data while leveraging additional Data sources, Internal (CRM, CES, CMIA) and external (2nd & 3rd party data). Responsible for working with Data team to define the optimal technical setup required to achieve the Zone CX ambition and identifying the necessary resources to implement and maintain the CX Data Lake effectively. That includes defining the governance and a proactive management of a consistent naming conventions in alignment with Zone guidance on data governance.
• Understanding Consumer Journey Pain Points: Enable the organization to be able to identify in real-time pain points in the consumer journey through data analysis, consumer feedback, Voice of Consumer data, digital behaviours data signals and research. Propose solutions to address these pain points in the consumer journey. Develop listening points in the consumer journey, define segmentation of consumer base and varying strategies, and identify opportunities for continuous improvement. Identify key moments in the consumer journey that have a significant impact on consumer satisfaction and loyalty and develop strategies to connect and optimize these moments.
• Data Capture Plan: Lead and define best practices for Zone's Data capture plans and implementation across our portfolio of brands/markets and guide marketing teams in CRM acquisition and retention program definition and implementation.
• Monetization Opportunities: explore opportunities and best practices to monetize the consumer journey through working with other functions to drive marketing initiatives and partnerships, while maintaining a focus on consumer satisfaction.
• Collaborate With Various Internal Teams: collaborate with various internal teams, including marketing, media, data hub, product development, sales, insights & analytics, and consumer services, to ensure a seamless and consistent consumer journey experience across all touchpoints and provide guidance and support to these teams to align their efforts with the consumer experience.
• Industry Trends: Keep a track of industry trends, best practices, emerging consumer journey management technologies, and consumer experience. Continuously seek opportunities to innovate and enhance the consumer experience by adopting new technologies, new channels, digital experiences, and journey strategies.
  
  

What Will Make You Successful

• +7 Years Experience in managing and optimizing consumer journeys, including journey planning, orchestration, and optimization.
• Knowledge of marketing fundamentals and personalization techniques to enhance the consumer experience.
• Strong understanding of CX Technologies, digital tools, UX/UI and digital channels such as CRM, Websites, social media, consumer engagement services and more.
• Analytical skill: Strong analytical skills and experience in analysing consumer data, including Voice of Consumer data and digital behavioural data to derive actionable insights. Ability to make data-driven decisions based on insights derived from consumer data analysis.
• Experience in working with IT departments on integrating and activating consumer data from various sources, such as CRM systems, marketing automation platforms, and consumer feedback tools.
• Project management: Experience in managing cross-functional projects and collaborating with internal teams to implement consumer experience initiatives.
• Consumer journey Analysis: Experience in mapping and analysing the consumer journey to identify pain points and opportunities for improvement.
• Industry knowledge: Familiarity with the CX or XM industry and market trends, technologies, and practices.
• Strategic planning and target setting
• Agency and budget management.
• People leadership and team management.
• Evidence of cross-functional working and collaboration to achieve results.
• Influence and impact within a matrix environment.
• Defining a process, rolling out change in a business, and reporting on results.