|部署・役職名||【世界をリードする外資系科学サービス企業】Digital Marketing Leader|
Digital marketing leader will be in charge of carrying out the digital marketing initiatives of the Bio Science Division.
Main responsibilities are as follows;
1. Digital market needs survey （lead needs survey）
The digital market needs survey （lead needs survey） is a business that investigates and analyzes ”what kind of information is the lead looking for?” And ”what problems /worries has the lead identified?” Therefore, the main content of work is keyword analysis, access analysis of the company's site, and questionnaire survey of leads. A need to fully understand our company's strengths （USP） and customer characteristics, and then narrow down targets. Therefore, knowledge of in－house products and knowledge of customers are indispensable for targeting operations. You will be asked to conduct interviews with sales departments, product marketers, MAs for corporate marketing, and, if necessary, interviews with customers and so on.
2. Customer targeting （Formulation of sample scoring logic）
It is the business of randomly selecting sample leads and orders / lost customers from various CRM systems of our company and verify the attributes, characteristics and behaviors of each contact. For each lead / customer, set a newly created lead scoring standard, assign a score, and work with the MA team. We will calculate the percentage of samples that meet the conditions as leads to be approached, set leading indicators, and collaborate with the product marketing team to plan action plans for web marketing and so on.
3. Digital content optimization and settings （lead nurturing）
Efficiently manage existing resources such as SEO content, solution pages （problem－solving content）, case study content, download materials such as white papers, videos, infographic content, and e－mail content （for e－mail newsletter distribution）, and use KPI as leading indicators, and set KPI as necessary. If necessary, it is a business that works with product marketing to improve the conversion rate by making full use of effective content and so on.
4. Generate MQL and SQL through Digital approaches
BID Digital Marketing Leaders are required to achieve optimally set goals that contribute to sales. The point of business evaluation is to create the number of projects and negotiations to be sent to sales and inside sales. Since it is necessary to create web－based business negotiations and projects, it is important to work in collaboration with product marketing to strengthen the planning proposals for online seminars, the educational system for web－visit interviews, and the company's sales support system. This business is evaluated mainly on the two axes of the number of hot leads acquired and the qualification rate of re－leads, which are factors that contribute to sales and so on.
5. Data analysis and collection / PDCA cycle management
It is a business of analyzing the effect numerically of the implemented measures.
It is a business of collecting digital marketing data from various tools and setting KGI and KPI clearly. Then, while looking at the KGIs and KPIs that have been displayed on dashboards, it is a task of checking what is wrong and planning and executing improvement measures. In order to operate our own system, it is necessary to understand the following three system structures and so on.
i. Understanding the structure of the company's database and so on.
ii. In－house system structure and operation system and so on.
iii. Handling system for prospect data and so on.
＊ Re－verification of customer scores for orders and lost orders
Did the top customers have the highest scores? We will analyze the leads that exited before the purchase or did not reach a purchase when being approached, despite getting a high score. The task is to check the scores of the attribute segments related to region, job title, and company name, and verify that they are being operated properly and so on.
＊ Verification of scoring logic
Online behavior analysis is required to ensure that the actions taken by high－scoring leads are optimally scored. In addition, it is a business of reporting the collected data as KGI and KPI so that the people concerned can understand it and so on..
＊ Accountability to improve proposals and collaboration between departments
By having regular exchanges between the product marketing department and the sales department, we will analyze the scoring model based on the knowledge gained from each other, have the corporate marketing team execute it, and identify the improvements necessary. The business requires the cultivation of common ideas. Collaboration with the sales department, legal department, product marketing team, technical support team, corporate marketing department, and IT department is required. Consensus building and collaborative improvement plans with the BID Global Digital Team and Asia Pacific Marketing Team are required and so on.
6. Progress tracking of marketing plans ＆ execution management.
Various jobs centered on the above five points are planned as an annual plan, and progress management is required and so on.
【必須（MUST）】■Required capabilities and experiences
1 Master’s degree is an advantage. （Including an MBA）
2 More than 5 years’ experience in Marketing, and 3 to 5 years’ experience in Digital marketing or more
3 Basic knowledge and experience of creation related to data management
＊Basic knowledge of databases
＊In－house system structures, communication skills and experience with operators
＊Experience handling lead data
＊Web marketing and content marketing knowledge and experience
4 Knowledge and experience of data analysis （knowledge and experience of mathematical and statistical approaches and system design） strong holistic marketing background, and experience. An experience in the life science industry marketing is an advantage.
5 Previous successful experience in marketing planning and execution.
6 Excellent interpersonal and persuasive communication abilities
＊Collaboration with sales ＆ TSS departments
＊Work with product marketing department
＊Other departments: Legal department, technical support team, corporate marketing department, IT department BID global digital team, consensus building and co－creation activities with Asia Pacific marketing team
＊Logic building ability: KPI / KGI setting, logical thinking, business presentation skills
＊English; Business level.
7 Flexibility to be able to make local and international business trips
8 Specific digital tool skills （Adobe site core, GA, Power BI, Salesforce, Eloqua, Sprinklr, etc.）
9 Agile marketing experiences
10 Need to be able to read and write ＊official documents （Japanese）.
＊Official Documents: Created by government agencies, and local government officials
11 Strong desire to succeed and ability to execute on multiple tasks
12 Demonstrates company's values – Integrity, Intensity, Innovation, and Involvement （The Four I values）
13 Required company's competencies: Think and act with a customer－centric mindset to deliver exceptional customer experiences, Take personal accountability for all you do and always exercise good judgement, Be intellectually curious and embrace Practical Process Improvement.
|アピールポイント||自社サービス・製品あり 外資系企業 従業員数1000人以上 年間休日120日以上 教育・研修制度充実 新規事業 管理職・マネージャー|