Head of Customer Insights - Clermont-Ferrand, France - Euromaster

Euromaster
Euromaster
Entreprise vérifiée
Clermont-Ferrand, France

il y a 4 semaines

Sophie Dupont

Posté par:

Sophie Dupont

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Description

Your mission


We are looking for a top notch
Head of Customer Insights & Branding within the Euromaster Group headquarters located in
Clermont-Ferrand (France).

This permanent position (CDI) is to be filled as soon as possible.


As part of the Group Marketing team, you will have a broad remit of responsibility, covering mainly four major domains for the Group: 1) customer and branding insights, 2) market intelligence gathered through centralised sources (in particular geomarketing data) and approach of using geomarketing to improve our market positioning, 3) the definition of new market offerings (in collaboration with business and sales teams) and brand positioning of Euromaster, 4) the offline traffic acquisition approach and relevant centralised brand content.


You will contribute to the Euromaster transformation into a one-stop-shop mobility partner for drivers and fleets alike - across its full breadth of target market segments as well as the 19 countries we are present in.

You will work in close collaboration with the business line manager team as well as with a talented community of more than 80 marketing professionals across Europe.

You will have a chance to build a world-class marketing domain from the beginning and take the lead in shaping the overall marketing strategy, as well as brand identity and position.

Finally, you will manage a central marketing budget of around 500K EUR, and a set of external agencies, including our central media agency, content agencies, geomarketing data providers, and insights & analytics service providers.


Your activities in more detail will include:

CUSTOMER AND BRAND INSIGHT

  • Run the yearly brand tracker survey as well as adhoc studies to generate customer insights for value proposition development
  • Identify customer needs by customer segment (e.g. retail, leasing etc.) and articulate them into problems to be solved to inform new market offers
  • Analyze market, segment, competitors and consumers trends to inform both local and Group marketing strategies at Euromaster
  • Work with suppliers and different data sources to track market share by country and segment
  • Be the guardian of customer insights for the Group

OFFLINE TRAFFIC AND CUSTOMER ACQUISITION

  • Manage the media agency, in collaboration with the Digital Marketing Director
  • Define, together with the media agency and the marketing directors in the countries, the best offline marketing channel mix that maximise our customer and traffic acquisition in centres as well as our return on investment
  • Run regular marketing mix modelling studies as well as institute a ROI measurement practice in the marketing community, and use these insights to guide our offline media investments
  • Guide the definition of offline marketing campaigns across countries, in particular around brand messaging and creative assets
  • Leverage the consumer and branding insights you generate for the Group to refine our brand essence and brand promise and embed that into our offline and online customer communications
  • Collaborate with the Digital Marketing Director and the marketing directors in the countries to define the overall "recipe" to traffic and customer acquisition

OFFER DEVELOPMENT

  • Leveraging customer and market insights, define unique offerings that deliver distinctive value to customers and Euromaster
  • Collaborate with the Business Line Managers in order to ensure customer and market insights are taken into account in defining the business model to deliver each offering
  • Assess the value of the offering to the customer and define its competitive price positioning
  • Contribute to the definition of the business case and the go to market strategy for new offerings, in collaboration with the Business Line managers and the Pricing director
  • Define the marketing mix required to effectively take to market new offerings
  • Put in place methods and tools to gather customer and market feedback about the new offerings

GEOMARKETING

  • Manage the relationship with our data supplier and collaborate with other Michelin business units on accessing high quality market data

Your profile

What we offer


We are committed to the development of our employees and support all our colleagues in achieving a high level of expertise and in expressing their full entrepreneurial capabilities.

We truly believe our people are the most important asset in delivering our mission.

When you join us, you get:

  • A competitive compensation package including a bonus scheme
  • A generous annual training budget and freedom to select the best training courses for your professional development
  • Flexibility to work from home 2 days per week of your choice
  • The chance to work in a very international environment and travel to countries across Europe
  • Continuous development and coaching from a manager dedicated to your career development
  • Other benefits including: luncheon vouchers, a companysponsored savings plan, a Michelin
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