Job Details
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.
