E-commerce – Global Customer Acquisition Leader

Infopro Digital Group’s Consumer Automotive Division are recruiting for a talented and motivated e-commerce customer acquisition leader to join our team on a permanent basis. The Consumer Automotive division consists of brands such as Haynes, Clymer, Chilton and many more. Infopro is a global organisation with 4,000 employees based in 18 Countries and a turnover of €550 million.

 

The E-commerce Customer Acquisition Manager is responsible for implementing strategies to acquire customers in the digital channels potential DIY customers are likely to become aware, research, and ultimately shop for vehicle-specific DIY solutions. We expect this role to be primarily focussed on organic strategies but also support paid channels where appropriate and/or complementary.

 

This job can be located in our offices in either London or our Head Office in Yeovil, Somerset.  It is anticipated that after a period of training, the role can be completed with a mix of office-based and homeworking. This is a permanent full-time role.

Position Overview

The Customer Acquisition Manager – Ecommerce is a strategic and results-driven professional responsible for growing customer consideration for paid DIY solutions across our core and new markets. This role focuses on implementing targeted and data-driven organic customer acquisition strategies to create a high quality and successful customer marketing & sales funnel for our website.

–          Develop a full customer sales funnel

–          On-page and off-page SEO

–          Content strategy (planning, creation, promotion, user intent, timing)

–          Content sourcing (internal/external, various formats, copyrighting, DIY experts)

–          Multi-channel marketing and sales assets

–          Customer segmentation and customer insights

–          Communications and messaging

KPIs

New customer acquisition

–        Size/Growth in traffic per segment

–        Size/Growth in conversion per segment

Customer acquisition cost

Customer conversion rate per channel

Content quality (visibility, SERP rankings, user engagement)

 

Key Responsibilities

Customer Acquisition Strategy to create a customer pipeline:

–          Develop and execute comprehensive customer acquisition strategies aligned with business goals and target audience.

–          Analyse market trends, competitor activities, and customer insights to identify opportunities for acquisition.

Multi-Channel Content Marketing:

–          Plan and oversee campaigns across multiple channels, such as digital content advertising, social media, email marketing, content marketing, SEO (on-page and off-page), and digital events.

–          Optimize budget allocation and campaign performance based on data and analytics.

Upper and lower funnel: From Awareness, Lead Generation to Conversion:

–          Generate high-quality awareness, leads and conversion through various organic marketing initiatives and conversion tactics.

–          Implement lead nurturing programs & communications to move prospects through the customer journey.

 

Data Analysis and Reporting:

–          Monitor and analyse the performance of customer acquisition campaigns and channels.

–          Provide regular reports and insights to measure the effectiveness of marketing efforts and make data-driven decisions.

Collaborative Teamwork:

–          Collaborate with internal/external teams, including DIY editorial, sales and product, technical SEO, product management, to align customer acquisition efforts with sales goals, product launches and customer expectations of unique selling points.

–          Work closely with internal/external creative resources to develop compelling DIY assets and content.

 Testing and Optimisation:

–          Conduct A/B testing and continuous optimization of marketing campaigns to improve conversion rates and ROI.

–          Implement best practices and industry benchmarks to drive continuous improvement.

Budget Management:

–          Manage the customer acquisition budget effectively to maximize ROI and achieve acquisition targets.

–          Ensure efficient allocation of resources across marketing channels.

Market Research and Segmentation:

–          Conduct market research to identify and understand target audiences and segments.

–          Tailor marketing messages and campaigns to resonate with specific customer segments.

Requirements

–          Bachelor’s degree in marketing, Business Administration, or a related field. Master’s degree is a plus.

–          Proven experience in customer acquisition, digital content marketing, or SEO-led performance marketing roles.

–          Strong understanding of various content-led channels and tactics for lead generation and customer acquisition including SEO, social media etc.

–          Proficiency in digital marketing tools, SEO, social media, content, and customer engagement platforms,

–          Globally oriented analytical mindset with the ability to interpret data and draw actionable culturally relevant insights based upon the maturity or sophistication of the market.

–          Excellent communication and presentation skills to convey marketing strategies and results to stakeholders.

–          Demonstrated ability to think strategically and develop data-driven marketing plans.

–          Creative thinking with a focus on innovation and staying ahead of marketing trends.

–          Project management skills to handle multiple campaigns and initiatives simultaneously.

–          Strong leadership and teamwork abilities to collaborate with crossfunctional teams.

Benefits

Location:

Hybrid working – attending either the Head office in Sparkford, Somerset or London Headquarters at least 2 days per week.

Benefits:

Hybrid working

Generous base salary

25 days annual holiday allowance

Additional days leave for Birthday

Life assurance

Group pension scheme

Employee Assistance Programme

 

Learn more about us

Infopro Digital is a B2B group specialising in information and technology. With a presence in 18 countries, the group has 4,000 employees of 55 nationalities.

 

Infopro Digital connects professional communities.

 

Our brands are leaders in the five key economic sectors: construction and public sector, automotive, industry, risk & insurance, and retail.

 

With our solutions, decision makers make informed decisions and companies develop their business and performance in a sustainable way.