Conduct external research for the business to get consumer insights with respect to brands, new stores, TVC etc. Conduct internal feedback collection mechanisms (digital & direct).
Understand shopper segments for the brand, define & track the targeted customer in terms of demographic & psychographic profile
Understand triggers influencing buying, buying process and shopping behaviour through various CRM activities
Digital Marketing
Continuously developing AE website at par with international benchmarks such as Selfridges and Harrods. Continuously enhance the UI and functionality of the website to support the ever evolving ecommerce space.
Ensure the salience of the brand on the overall digital space not just on owned media such as social media and the website.
Craft and amplify campaigns, ensure timely and effective delivery on digital platforms of all seasonal communication in line with the overall marketing mandate and adhere to a pre-planned calendar.
Continuously and conclusively solve the problems that traditional media faces and gradually set up a program where ads on social media, search engine marketing and lucrative display banner marketing tie ups would prove to be much more feasible and cost effective.
Constantly come up and execute ideas for campaigns, contests, events and activations that cut through with the objective of creating buzz and reverb online. These activations could range from a 1 day long twitter contest to a month long in-store activation campaign.
Digital Marketing
Sync with Social Media Command Centre - Sync with EPIC and establish a streamlined process of being more receptive in hearing out the customer, taking the feedback to the respective team and giving a quick apt response. This also includes taking up the mandate of ensuring that campaigns are undertaken as a response measure in order to make use of an opportunity that presents itself to us through this medium.
Timely targeted and hyper localized ads clubbed with digital and mobile offers to directly reach out to the potential customer and increase footfall.
Work on new initiatives such as launch of new Blog and microsites.
Work with external and internal stakeholders to ensure digital campaigns are under control.
Leveraging and humanising the brand essence of Progressive change driven by self-belief by recruiting brand ambassadors from within the customer base through a long term programmed approach targeting the youth. These initiatives would be typically long term stretching over 3-5 months or more.
PR & Events
The elite consumer base of American Eagle is hard to reach via advertising. Therefore engage key media influencers every season through Press Days etc.
Regularly supporting stylists via sourcing and sales lead generation
Organize store launch events to generate buzz
Ecommerce
Devising strategies to drive online traffic to the company website.
Tracking conversion rates and making improvements to the website.
Developing and managing focused digital marketing campaigns
Utilising a range of techniques including paid search, SEO and PPC.
Overseeing the social media strategy for the company.
Managing online brand and product campaigns to raise brand awareness.
Managing the redesign of the company website.
Improving the usability, design, content and conversion of the company website
Responsibility for planning and budgetary control of all digital marketing
Evaluating customer research, market conditions and competitor data.
Review new technologies and keep the company at the forefront of developments in digital marketing.
VM & Store Support
Identify and react quickly to new marketing opportunities as they arise to support retail stores of AE
Develop and execute store-wise walking and co-op promotional strategies and programs to increase awareness and engagement.
Support VM function by providing GTM concepts and instore collateral ideas