Customer Experience Lifecycle Specialist

We are the Nestle Nespresso SA Company and are proud to be one of the fastest
growing operating unit of Nestle. Our passionate, entrepreneurial-minded team
has transformed Nespresso into the reference in portioned coffee and one of
the world's most trusted brands. Our growth comes from our commitment to
research and development in order to pioneer and be the reference in the
portioned coffee sector to provide the very highest quality coffees that could
be enjoyed in the comfort of consumers' own homes and also savored at out-of-
home locations, such as restaurants, hotels, offices and luxury retail
businesses. We guarantee quality by taking a careful, thoughtful approach in
how we source our ingredients, produce and market our premium coffee products.
With corporate headquarters in Lausanne, Switzerland, Nespresso is present in
over ‎60 countries and counts over ‎12,000 employees worldwide. To learn more
visit www.nespresso.com.
Job Success Profile
Position Level: All Employees

Location:
Saudi Arabia - Jeddah
Enter Dimensions / scope
information
e.g. Net Proceeds of Sales (NPS): Number of Units or Factories:
Budget :
Number of direct subordinates / indirect subordinates: Business or Product
categories

Company:
Nestl e Nespresso

Department:
Marketing

Position Title:
Customer Experience lifecycle specialist

Direct Report to:
Consumer Experience & Insights Manager

Indirect Report to:
Marketing Director

Main Purpose of Job

This role is integraly dedicated to the complete management of customer
lifecycle, from the acquisition to the onboarding of the new comers, the
loyalty, retention and overall management of the downgraders/passive and
inactives behaviors.. He collaborates closely with the Insights, the channels
and the rest of the marketing department.
First stage. Define, execute and implement both the acquisition and
onboarding strategy and propose initiatives (in line with the Nespresso brand)
across channels. Second Stage. Define, execute and implement the consumer
retention strategy for B2C across all touchpoints (in line with Nespresso
brand) .
Continuously improve the consumer experience E2E starting from
prospectation based on feedbacks, data & insights and always oriented on value
creation for Nespresso

Key Outputs List the main results which the job must deliver in order
to achieve its purpose.
Measurements / Performance Indicators

Detail the B2C omnichannel E2E lifecycle path from acquisition to retention
across all touchpoints (in line with the overall B2C consumer experience
strategy)
Propose local acquisition campaigns to convert prospects into new members (e.g. manage the development of the creative concept), maximizing the efficiency of our recruitment tactics (e.g promotional investments versus acquisition, optimization of the cost of acquisition,...)*

• 
  

  Ensure onboarding process is integrated with acquisition strategy ensuring 1st, 2nd 3rd coffee order conversion, but an excellent exposure of our new comers to our wide range of services as well. The onboarding is critical to create the first layer of loyalty.

  
  


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  Develop local retention campaigns and manage the development of creative concepts

  
  


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  Create operational planning of retention campaigns

  
  


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  Execute and implement consumer retention campaigns with support from the PR, Brand & (Corp.) Communications department (e.g. for drafting communication content), by using of correct and complete campaign briefings, acting as SPOC, and conducting pre/post evaluations

  
  


• 
  

  Set-up and implement (CRM) retention programs (e.g. reward programs), with support from the PR, Brand & (Corp.) Communications department (e.g. for drafting communication content)

  
  


• 
  

  Strategic direction & alignment

  
  


• 
  

  NNS

  
  


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  New member qualitative acquisition B2C

  
  


• 
  

  Acceptance rate'

  
  


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  Early churn rate

  
  


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  Timely execution

  
  


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  Penetration rate

  
  


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  Consumer satisfaction

  
  


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  Consumer complaints

  
  


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  Order frequency

  
  


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  Cost efficiency

  
  


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  Churn rate evolution

  
  

Continuously improve the consumer experience for propects, newand existing
members
Analyze the omni-channel consumer experience for propects and new members, based on omnichannel customer feedback and internal and external data & insights, in close collaboration Data & Insights and CC&S *

• 
  

  Benchmark local performance with international best practices and local competitive performance

  
  


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  Track and optimize campaigns for new members and prospects

  
  


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  Provide recommendations to channels and CC &S for continuous improvement in the omnichannel consumer experience for new members and prospects

  
  


• 
  

  Support continuous improvement through conducting pre- and post-evaluations

  
  

Analyze the omni-channel experience of existing members, based on
omnichannel customer feedback and internal and external data & insights, in
close collaboration with the Data & Insights depertment and the Omnichannel
customer voice specialist
Track and optimize retention campaigns*

• 
  

  Benchmark local performance with international best practices and local competitive environment

  
  


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  Provide recommendations for continuous improvement in the experience of existing members across channels and CC &S

  
  


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  Translation of Pre post evaluation into strong recommendations

  
  


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  Monitoring the performance of the onboarding program

  
  

Key Relationships Internal to Nestl e Group ***(shared / conflicting
interests)
Key Relationships External to Nestl e Group (shared / conflicting
interests)*

Nespresso HQ: CX & Insights, Club, International Marketing Manager.
Local: Marketing, eBusiness, Boutique, B2C Trade, Custoemr Relationship
Center,
Finance, IS/IT, Supply Chain.
Creative agency
Fulfillment agency

Key Experiences
What experiences are key to success in this job?
Knowledge: Nestl e Corporate / Functional / Market / Business /
Organizational
What specific organizational information should the incumbent have to be
effective in their role?

Education:
University degree in marketing, commercial or equivalent*

Professional experience:
Minimum of ‎5 years experience in marketing team as (junior) product / brand manager / or in an agency recognized for design thinking methodology*

• 
  

  Good business acumen and at ease with financial models: customer lifetime value, ROI,...

  
  


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  Expertise in CRM activation: offers construction, lifecycle orchestration based on CRM insights

  
  


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  Worked for a brand with an FMCG mindset (e.g. innovation speed, high business sense)

  
  


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  Experience in project management (of complex projects), managing both stakeholders and external agencies
  Core knowledge of the ‎10 Principles and expert knowledge in our areas of
  responsibility.

  
  


• …

Nestl e Leadership Framework
These are the leadership behaviours required as defined by the
position level of the role
Functional Competencies
These are the core functional competencies and the appropriate skill
level
that is required to be effective in the role

Understand The Business Environment
Understands team goals and company business drivers*

• 
  

  Sees how personal contribution impacts the business

  
  


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  Takes action based on understanding of customer and consumer needs

  
  


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  Actively questions to learn about the business in order to make appropriate decisions

  
  


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  Understands the impact of our operations on the community

  
  


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  Participates in activities within the community
  Competency
  Skill Level

  
  

Know Your Consumer Deeply
‎3. Can practice with help

Results Focus
Achieves results in compliance with the Nestl e Corporate Business Principles *

• 
  

  Shows a drive to achieve ambitious performance objectives and quality standards

  
  


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  Plans and prioritises work effectively

  
  


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  Takes every opportunity to do more than expected

  
  


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  Doesn 't hesitate to act

  
  


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  Pursues goals with energy and drives through to completion

  
  


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  Takes ownership and accountability for delivering expected results (what and how)
  Guide with Brand Essence and Properties
  ‎2. Basic knowledge but no skill

  
  

Delight with Product and Packaging Experience
‎3. Can practice with help

Practice What You Preach
Takes responsibility for own actions and consequences*

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  Shows consistency in words and actions

  
  


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  Lives the Nestl e values and principles

  
  


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  Acts with the organisation 's reputation and best interest in mind

  
  


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  Interacts with integrity and honesty

  
  


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  Admits mistakes
  Create Engaging Brand Experiences
  ‎4. Can do alone

  
  

Innovate Bigger Bolder Better
‎3. Can practice with help

Proactive Cooperation
* Gains the trust and support of others

• 
  

  Is prepared to make compromises to achieve the group objectives

  
  


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  Actively contributes ideas, energy and the desire to succeed as a team

  
  


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  Influences without authority

  
  


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  Is interested in and listens attentively to the ideas of others

  
  


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  Works through disagreements without damaging relationships
  Win with Shoppers
  ‎4. Can do alone

  
  

Plan and Execute Flawlessly
‎4. Can do alone

Know Yourself
Actively seeks feedback from others*

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  Creates and executes personal development plans

  
  


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  Takes every opportunity to learn and grow

  
  


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  Learns from successes and mistakes

  
  


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  Is resourceful in pursuing learning objectives

  
  


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  Has high personal self-awareness - strengths, weaknesses, opportunities and limits
  Other Personal Qualities
  Other personal attributes not reflected in the NLF that will enable
  success

  
  

Results driven, always looking for opportunities to improve
Analytical*

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  Detail oriented, rigorous and disciplined

  
  


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  Pragmatic and results oriented

  
  


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  Is used to work against tight deadlines

  
  


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  Curious and ability to generate creative ideas

  
  


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  Excellent interpersonal & communication skills

  
  


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  Ability to work in a multi-cultural environment

  
  


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  Full command of the Dutch and English language (written and spoken)

  
  

Initiative
* Anticipates future problems and works to minimise or prevent them

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  Tackles new problems, breaks new ground and develops contingency plans

  
  


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  Initiates and contributes to innovation and continuous improvement

  
  


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  Is open minded towards new and different ways of doing things

  
  


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  Constructively challenges the "why" and asks "why not"

  
  


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  Acts decisively and proactively

  
  

Nestle is the largest food and beverage company. We are ‎308,000 employees
strong driven by the purpose of enhancing the quality of life and contributing
to a healthier future. Our values are rooted in respect: repect for ourselves,
respect for others, respect for diversity and respect for our future. With
more than CHF ‎91.4 billion sales in ‎2018, we have an expansive presence with
‎413 factories in more than ‎85 countries. We believe our people are our most
important asset, so we'll offer you a dynamic inclusive international working
environment with many opportunities across different businesses, functions and
geopraphies, working with diverse teams and cultures. Want to learn more?
Visit us at www.nestle.com.