Digital Marketing Manager (F/M) DESCRIPTION OF THE ENTITY & TEAM Entity Do you want challenges and novelties?
Are you passionate about travel, gastronomy, oenology?
Does the Michelin Guide is a dream for you?
Come and join the Business Lifestyle Line!
Lifestyle Business Line brings personalized experiences in the fields of gastronomy and hospitality.
It is part of the dynamic of diversification of the Michelin Group's activities "beyond the tire" and is structured around 5 businesses: Restaurant & Hotel (Michelin Guide), Wine (Robert Parker Wine Advocate), Licensing and Via Michelin.
This entity has passionate employees present in more than 15 countries and an incredible wealth of professions (from developers to marketing, communication, sales, digital, events, finance, progress, inspection...).
Team Within Lifestyle business line, you will join the Marketing team whose main mission is: Embody our clients to inspire and guide teams on a profitable, sustainable & scalable playground thanks to a desirable product.
Which means: Define the marketing strategy for all the businesses in the Lifestyle Business Line.
Understand and engage our customers (B2C, B2Pro, B2B, B2A) in a long-term relationship.
Create, develop & adapt offers at a global level by integrating customer needs (B2C, B2Pro, B2B, B2A) and market opportunities, ensuring their scalability and a good level of profitability.
Be in support of all our businesses, regions and transversal teams.
BACKGROUND, PERIMETER and MISSIONS Background & Perimeter We are working on the digital business development of the Guide Michelin.
On top of internationalization, we are facing some challenges around new business models.
The first one to address is the extension of the Guide Michelin to the world of Hospitality.
The Digital Marketing Manager will be at the heart of this B2C transformation.
He/She will work on Guide Michelin, Tablet and RPWA.
Missions Define the B2C marketing strategy & plans cross channels : Gather all inputs from businesses (Restaurant, Hotel and Wine), Digital, Data, Communication, CRM, Customer Service, B2B/B2A Marketing teams, Community management, Performance Media Take into account all customer studies, journeys and market insights Take into account key factors, trends and risks from the Hospitality sector Consider existing data analysis from the website or the app, or run new ones if necessary Define the key actions to prioritize in our roadmaps: global actions and local actions needed for top markets Build the B2C Digital Marketing plan with all stakeholders to grow the business of booking Hotel: from acquisition to conversion of customers Create key messages to relay to customers cross channels and along the customer journey Identify key marketing messages based on the customer studies and the positioning for the Guide Michelin Stress out the best moments of the customer journey to relay the different messages Work closely with Communication, Editorial, Data, CRM and Customer Service teams to define these key messages and the best moments Make sure to cover top markets (in growth potential) with local customer journey specificities Test and learn on all your assumptions if possible Manage the performance marketing , part of the B2C marketing strategic plan Define key channels for conversion Define the media plan with the team and the agency Work closely with Communication team to define and execute the media plan, especially on social media Manage all the marketing animation on the site / app of the Guide Michelin Take into account the customer insights and journeys to build the marketing animation online Define with CRM the best use cases / triggers to run on our digital platforms or other channels to maximize client satisfaction, conversion and loyalty Coordinate with the partnership teams (Hotels and travel pro agencies/ Restaurants/ Wineries) to find the best commercial approach Manage all the B2C marketing plans to drive engagement and conversion on B2B2C / B2A2C events: ex.
ticketing for food festivals, masterclasses... Take the lead on key marketing actions defined in the plan to start building the engagement of qualified customers (ex.
Street marketing, club marketing, commercial exposure opportunities...) Help on the execution of the digital marketing plan , especially on the client animation part if needed.
Create the link with the business model on B2B/B2A Sponsorship to ensure efficiency in our actions and continuous value creation for all business models and help for executing the actions if needed.
Ex.
Define and execute specific operations with some B2B or B2A sponsors Identify new business opportunities to enrich our customer experience and strategy on the Guide Michelin PROFESSIONAL & BEHAVIORAL SKILLS Professional skills Customer centric Business driven Data driven Digital Strategy Marketing (international knowledge) Hospitality sector knowledge Project Management, especially transversal animation Analytics Office Pack: Excel, Power Point Behavioral skills Team spirit Entrepreneurial Leadership Creative spirit Curiosity Responsiveness and agility Organizational capacity International Languages French English Office based in Boulogne-Billancourt.
Up to 50% remote office possible.
Package: 80 to 100k€ + bonus, depending on profile and experience.
Michelin, entreprise engagée dans la mobilité durable et reconnue pour ses actions en faveur de l'expérience employé!
Une note de 99/100 à l'index de l'égalité femmes-hommes Entreprise « Handi accueillante », avec un réseau de référents et ambassadeurs Handicap pour vous accompagner 83,5% de taux d'engagement de nos employés 94,6% des stagiaires et alternants nous recommandent, label "Happy Trainees" depuis 9 années consécutives Classé parmi les groupes du CAC 40 les plus engagés selon les Bac+5 à l'index RSE Universum 2023 Parmi les 100 entreprises les plus attractives pour les étudiants et actifs BAC+2/3 au classement Universum 2023 N°1 des entreprises de plus de 500 stagiaires et alternants qui rémunèrent le mieux au Classement HappyTrainees Rémunération 2023 Dans le Top 10 des meilleurs employeurs en France au classement Glassdoor 2023 Dans le top 3 des entreprises du secteur « Automobile / Equipementier » en matière d'attractivité employeur à l'édition 2024 du Palmarès @EPOKA @GROUPE IFOP @Occurrence Pour en savoir plus sur le Groupe : https://recrutement.michelin.fr #J-18808-Ljbffr
