Program Now – Marketing Activation (Business Management)

Projektname /project name

Program Now – Marketing Activation (Business Management)

Projektbeschreibung /project description

The service is requested as part of the project above. As part of the Henkel Adhesive Market & Customer Activation strategy we want to start a Digital Marketing Transformation in order to better serve all our Customers (Key Accounts, Small Medium Businesses, Consumers) and generate long term profitable Customer Engagement and additional revenues at a Global Scale.

We want to design and build a new best-in-class Organization and set of Digital Capabilities to fully support our Omni-channel Activation efforts, enabled by new/modern Marketing Technology and Data Foundation stack.

We want to build Digital Customer Engagement Platforms/Ecosystems dedicated to our key Customer macro-clusters & business models (KA, SMB and B2C). In the past 2-3 years we started already a series of initiatives: launch of One!WEB (our new AEM based website), PIM & DAM Platforms, Sales CRM Automation (SAP based), an eShop dedicated to existing Customers  and a basic eCRM Marketing tooling (Evalanche) soon to be migrated to Adobe Marketo Engage. 

On top of this we have also been experimenting and incubating new approaches, especially within the SMB model: a demand & sales generation incubator covering from awareness to buy phase, to be further refined.

The project has the goal to manage the running platforms/business very effectively while building the future integrated Marketing, Service & Sales Automation set of capabilities within a new stack of tools.
 

Leistungsbeschreibung / task description

The service of the contractor is delivered using an agile working method. External resources are needed as there is no internal staff with the required expertise in the following areas:

• Management of incoming business requirements
• Definition of user stories coming from business priorities
• Ability to provide business value and support incoming business requests

Therefore, the external contractor is in a unique position and performs significantly different tasks than the internal employees.

One sprint consists of 2 weeks iteration and there are daily stand-ups/ jour fixe. During these meetings, the team discusses the current requirements, and the contractor independently performs the following tasks:

• Understand and underpin Adhesives markets & business needs through the backlog discussed in the Sprint Meetings, to consult the project team regarding B2B Digital Marketing Data activities digitally and effectively. The business requirements are captured via the Activation backlog (epics, features, user stories);
• Independently conduct detailed data analysis on digital marketing data and data management processes used across Adhesives business units to evaluate business processes and standardize processes;
• Documentation of digital marketing data processes and environments. The documentation will be validated and approved by Henkel, and will be stored in a Sharepoint location, accessed by the Adhesives business units.
• Improve the Marketing Automation reporting during the assignment time, by incorporating feedback from Adhesive’s business users. The feedback is captured via Microsoft Team group and discussed in the sprint meetings.
• Consulting on how to scale Digital Marketing Data capabilities across Small Medium Businesses and Key Accounts in direct and indirect business models
• Independently develop and document standard naming conventions and taxonomies for campaign naming, web forms, and UTM parameters. The documentation is subject to validation and approval by Henkel.

Used Tools: PowerPoint, Excel, Processing Documentation Tools, Unstructured Data environments, Adobe Marketo and other Adobe tools, Azure DevOps. 

The service provision of the contractor has the goal to perform operational business tasks.