Job Summary
- Company
- Harman International
- Location
- Northridge, CA 91329
- Industries
- Electronics, Components, and Semiconductor Mfg
- Job Type
- Full Time
- Employee
- Years of Experience
- 7+ to 10 Years
- Education Level
- Bachelor's Degree
- Career Level
- Manager (Manager/Supervisor of Staff)
Area Internet Marketing Manager
About the Job
HARMAN INTERNATIONAL INDUSTRIES, INC.
JOB DESCRIPTION
Harman International Industries, Incorporated (Harman International) is engaged in the development, manufacture and marketing of high-fidelity audio products and electronic systems. The Company has developed, both internally and through a series of acquisitions, a range of product offerings. It operates in three segments: Automotive, Consumer and Professional. The Automotive segment designs, manufactures and markets audio, electronic and infotainment systems for vehicle applications primarily to be installed as original equipment by automotive manufacturers. The Consumer segment designs, manufactures and markets audio, video and electronic systems for home, mobile and multimedia applications. The Professional segment designs, manufactures and markets loudspeakers and electronic systems used by audio professionals in concert halls, stadiums, airports, houses of worship and theme attractions.
JOB TITLE: Area Internet Marketing Manager
DEPARTMENT: Harman Consumer
SUMMARY:
ESSENTIAL DUTIES AND RESPONSIBILITIES: Work with the global digital marketing team and regional marcom team to deliver:
Website Management
§ Localize and constantly improve the most comprehensive online destination to experience the Harman Brands as consumers seek information when moving toward a purchase decision. Efficiently direct consumers to purchase methods based on their preference, while assisting the consumer in post purchase mode. Implementing user experience, personalization, and rich media to shift the user from a rational to emotional mindset while staying true to our brand positioning.
§ Duties include: User Experience Testing, Product Catalog Management, Content Publication Management, Site Localization, Dealer Locator Management, Navigation Optimization, Search Engine Optimization, Campaign Tagging Management, Product Review Management
Digital Advertising
§ Generate awareness of product launches, event activation, online sales, or brand campaigns by driving traffic to our brand sites, campaign micro-sites, and online stores in the most efficient way possible. Maximizing spend to drive relevant traffic to reach a point of conversion to buy direct, buy indirect, and register with us.
§ Duties include: Regional Campaign Strategy & Development, Agency Management, Regional Search Engine Advertising, Regional Media Buying & Optimization, Media Unit Development, Site Media Tracking, Landing Page Development for contextual relevance
CRM – Email Marketing
§ Leverage and grow the global consumer database to segment country level consumer targets to foster engagement, drive repeat visits and sales, while developing brand ambassadors who promote our brands and products.
§ Duties include: Collecting consumer data, Storing & appending consumer data, Segmenting the target based on: demographics & behavior, Email Campaign Development, Email Campaign Localization & Translation, Email Campaign Analysis & Reporting
Indirect Sales
§ Drive leads to your local country level retailer’s online and brick and mortar stores to develop incremental sales. Enrich the relationships between our sales account managers and their retailers by arming them with reporting and analytics.
§ Duties include: Country Level Campaign Strategy & Development, Retail Content Enrichment – Product Page Improvement & Brand Stores, Cooperative Program Development, Country Level Dealer Locator Linkage Accuracy, Usability, and Measurement, Region Retailer Certification and MAP Enforcement Policies, Harman Sales Team Support & Education.
Direct Sales
§ Create country level brand stores working in conjunction with our brand sites as the preferred destination for consumers to purchase Harman products. Coordinating with the eCommerce Channel Manager and customer service to provide unmatched product selection, unique product services & solutions, product customization, with world class fulfillment and support.
§ Duties include: Supporting Business Management & New Business Development, Direct, Partner, Certified Refurbished, and Employee Channel Management, Demand Generation and Merchandising, Storefront and User Experience Development, Portfolio Management & Pricing, Online Order and Risk Management, Daily Store Operations & Content Management, Customer Support
Online Customer Care
§ Work with the region customer care and Global Brand Management team to offset the cost of customer support by transforming our brand sites into the first destination consumers go to for product support. Using our brand Sites to drive product registration, help consumers troubleshoot their own problems with products, help the consumer get started during the out-of-box experience, and to notify consumers of product upgrades to proactively assist the consumer to reduce customer dissatisfaction. Identify support trends to feed information to the product customer care and product development teams.
Digital PR
§ Consult and serve as a resource to our regional public relations team and to publish content, reviews, and news feeds to promote product launches, sponsorships, and events to drive traffic from news sites, blogs, and affinity sites to our Brand sites and manage our reputation within region blogs. Support annual events such as CES and IFA to create an online presence for consumers and digital press kits for the press. Assist the Global Brand Management team in the creation content management processes to enable the syndication of our content to your country sites.
§ Duties include: Local PR Agency Consultation, Content Creation – Homepage, Management of regional content feeds, Regional Content Management Process Creation, CES and IFA Online Event Support
Metrics and Analytics
§ Track and measure all activities and listen to the voice of the consumer in your countries as they visit our web properties in order to identify trends in behavior to continually adapt and improve our website management, digital advertising, email marketing, indirect sales, direct sales, and online customer care.
§ Duties include: Country Level Digital Advertising Tagging, Country Level Analytics Report Development, Country Level Marketing Dashboard Creation, Country Level Website Page Tagging, Country Level Inbound Link Tagging, Country Level Outbound Lead Tracking
MEASURES OF PERFORMANCE:
- Website User Goal Completion Rate.
- Website Satisfaction Rate.
- Country level Brand Site Traffic Growth.
- Leads to Retail Partners and Harman Direct Store.
- Growth of Consumer Marketing Database.
- Timely execution AIMM monthly tasks.
- Timely execution of global roadmap projects.
- Timely execution of local internet marketing projects.
- Timely execution of monthly metrics/analytics reporting.
- Team - Shared Brand Management KPIs.
SUPERVISORY RESPONSIBILITIES:
§ Direction of Regional Online Agency Support
REPORTING STRUCTURE:
§ Reports to Regional VP of Marketing
§ Interacts directly with Global Brand Management and Regional Sales and Product Marketing Teams
EDUCATION AND/OR EXPERIENCE:
- BS degree required.
- 7 years of experience with internet marketing, agency management, campaign management, content management, content creation, email marketing, search marketing, metrics & analytics analysis.
- 4 years of experience with e-commerce activities in both direct sales and e-Trade sales.
- Fluent in Mandarin, English and preferably 1 other regional Asian language
REQUIRED EXPERIENCE & KNOWLEDGE:
- Experience in successfully managing internal / external stakeholders, agencies in mobilizing a diverse virtual team
- Effective in communicating technical topics and able to get ideas across to all levels
- Proven management, interpersonal and influencing skills
- Project Management Skills: exceptional planning and organizational skills
- Solid analytical skills with web metrics and sales date, experience with Omniture, Coremetrics, or Webtrends.
- Experience in developing, implementing and executing online marcom, sales and support campaigns
- Experience managing and interacting with international teams
- Project management certification and/or training
- Cross-functional experience: participation in a global team selling effort which requires development of collaborative plans with members of other sales groups, product groups, operations, marketing, etc.
PHYSICAL DEMANDS:
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle, or feel; and talk or hear. The employee frequently is required to reach with hands and arms. The employee is occasionally required to stand and walk. The employee must be able to lift up to 50 lbs.
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Harman International
