The area of influence
- back office (running the internal operations)
- front office (the customer experience)
- head office (deciding what businesses we are in, and our strategic posture to win in those businesses)
In charge of the digital business strategy, defined by shifts and productivity and innovation
Use information and technology to drive value into and from the customer experience – much more than just marketing
Possess a digital view on enterprise business strategy – including business extensions based on digital capabilities – such as logistics companies providing financial services to their clients based on their knowledge of their trade flows
Responsible of where the enterprise meets the customer
Responsible of where the revenue is generated and the mission accomplished
Bring back office IT and infrastructure to deliver client-optimized solutions and help identify and build up these new IT-based business opportunities
Figure out the most clever ways to utilize cheap and ubiquitous technology
Oversee the full range of digital strategies and drive change across the organization
Help transform the company as its products evolve digitally
Play a major role in managing the use of IT in the daily operations of the company, as well as in exploring ways of improving the IT infrastructure and all IT-based processes
Work closely with all other senior executives to help them design, build and support their increasingly complex products and services
E-commerce and transactional expertise.
Driving traffic, conversion and revenue. Requires change management capabilities and the ability to manage channel conflicts.
Online marketing and social media expertise.
Driving brand awareness, brand activation and consumer engagement. Requires skills relating to new personalized/ localized communications as opposed to mass communications.
Transformational product and technology capabilities (i.e., analog to digital). Requires change management capabilities that can impact the whole company.
Familiar with web, mobile, local and social media
Plan and execute long-term strategy around driving customer awareness, engagement, experience and monetization.
Experience developing new channels and business models, as well as innovative products and services.
Tech-savvy: the ability to manage developers and ask the right questions.
Running a P&L
The role frequently is transformational so change management experience is important, either in turnaround or fast-growth situations.
Possesses digital acumen but and is a seasoned general manager who can operate within a large-scale business and influence effectively across the organization
STEP 1 : General education – what is out there ?
Repository of knowledge
Market analysis and trends
- New technologies
- New consumer behavior / usage stats
- Competitive landscape
- How it affects Media / Other departments
In the form of
- Briefs, posts on intranet
STEP 2 : Strategic assessment – where are we now ?
Current digital situation (high level)
- Yearly updates
- Renewals every year
- Values, mission, vision
- Core competencies
- Brand promise / BHAG
Context / Market
- Revenue behaviors
- Demographics / Personas
- Life-phase / roles
- Consumer behaviour
STEP 3 : Opportunity development – where can we go ?
Identification of viable opportunities
- w/ M&A group
STEP 4 : Digital media mix – how can we get there ?
Find the best mix to accomplish selected options with:
- Media reach
- Expected results
- Digital team’s capabilities
Develop road maps
Customization of monetisation features
STEP 5 : R&D and Partners – who can help us get there ?
Buy vs Build vs Partnering
Based on preset criteria
Builds the funnel for future acquisitions
Test out new concepts without significant investments