Director

Senior Director Customer-Centric Marketing

• Consulting Exit - Zaandam - 1454 views

AH Online

The market share of online in food retail is still small, currently at 2.2% (source: GfK). But growth is significant at 25-35% YOY. Estimates run up to a 25% market share in 2030 (source: Rabobank). Online markets tend to develop differently from offline. It is a winner-takes-it-all business, defined by economies of scale. The first mover's advantage is huge and market leader Albert Heijn has not hesitated to grab the absolute market share. With their current market share at 53% (source: FD.nl), an unparalleled brand awareness and customer loyalty, they have the best starting point to lead the consumer in the transition from offline to online grocery shopping. To maximize return on the high level of customer intimacy, a fully customer-centric marketing strategy will be key.

About the position

Albert Heijn boasts best practices across the full spectrum of retail marketing. The Senior Director Customer-Centric Marketing (new role) guides the consumer in his journey from offline to online grocery shopping. The way to do so is to complete the transformation from traditional marketing methods to customer-centric marketing. Putting the individual customer at the center of marketing design and delivery will significantly increase the return on investment.

Responsibilities

Scope is AH Online with close to half a billion euros in revenue. The role is at Management Team level, reports into Selma Postma (General Manager AH Online) and leads approximately 30 direct reports. Responsibilities include:

• Marketing strategy development: Multi-format (home delivery and pick-up points) and multi-device (desktop and mobile). Fact-based validation of strategy, balancing the mix of performance marketing (SEO/SEA, Affiliate) with above-the-line campaigning, in line with Albert Heijn guidelines but made specific for AH Online.
• Unleashing the power of data...