Mandate description
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Role
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 |
Experience
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 |
Methodology details
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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 - Presentations - Briefs, posts on intranet - Studies STEP 2 : Strategic assessment – where are we now ? Current digital situation (high level) - Yearly updates - Renewals every year Corporate - Values, mission, vision - SWOT - Core competencies - Brand promise / BHAG Context / Market - Trends - 4Ps - Revenue behaviors Consumer segment - Demographics / Personas - Interests - Life-phase / roles - Consumer behaviour Competitors - USPs Capacities - Innovation - Budget |
STEP 3 : Opportunity development – where can we go ?
Identification of viable opportunities Use cases - Scenario-driven - Consumer-based Investment criteria - w/ M&A group Considerations - Budgeting - Market STEP 4 : Digital media mix – how can we get there ? Find the best mix to accomplish selected options with: - Functionalities - 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 |