Description:
As the OC digital Product Content Manager, you will drive the product content strategy and execution for our Oral Care brands across digital commerce platforms. This role’s priority is to deliver purchase driving content for our products which entails driving the creation of people-centric conversion-focused product stories, elevating customization by platform/retailer, measuring completeness and effectiveness to inform optimization and fostering agile testing and learning.
This role is partnering with various collaborators including innovation, marketing, media, and agencies to drive an integrated strategic roadmap. To support the creation and measurement of the content, this role partners with dedicated designers / producers and agencies.
Scope of the role:
- Brands: Colgate, Tom’s of Maine, Hello for US and CA
- Content entails: copy, static assets (hero images, tiles), videos with a focus on driving purchase ; brand stores and brand pages
- Platforms: #1 focus is digital commerce pages, with close collaboration with social/national media/retail media teams to ensure full funnel consistency and drive alignments
- Reporting structure: supervises 2 full time design freelancers 2 part time support and handles various agency partners
Responsibilities:
- Lead Category, level conversion, driving content strategy across our entire Oral Care portfolio of brands and across the full digital commerce ecosystem, defining and safeguarding standard process product content creation that builds on strong shopper understanding (what people are searching for), algorithm knowledge, and brand voice / brand guidelines
- Lead end-to-end best-in-class Digital Commerce Content creation (focus on product content ie PDP, stores ; occasional support for website, display media, social commerce) using and resourcing partners and talents (eg agency / in-house resources / freelancers)
- Drive briefing and approval process in collaboration with marketing and national media teams
- Leverage suite of digital shelf health tools and agency support to supervise compliance and performance of content of the category across priority retailers, benchmark competition, identify gaps / opportunities and drive corrective action plan implementation
- Conduct in depth quantitative and qualitative audits across categories/retailers and keep apprised of industry trends to ensure that content always meets consumer intent and that our category playbook is up to date. Share new highlights with marketing team at least twice a year to keep upskilling them
- Manage digital commerce content producers including 2 resources and / or flexible new resources to be identified as needed to drive agility in content creation
- Build positive relationships with key external creative partners to ensure we consistently apply standard processes and leverage top talent for support
- Cultivate experimentation and develop learning agenda, stay ahead of new industry trends and practice and drive adoption as relevant (ex generative AI etc)
- Upskill and provide thought leadership to marketing teams
- Support asset management and deployment teams