Description of the Accountability
Develop a Consumer and Customer Engagement approach/strategy
and plan that covers mass communication across paid/owned/
earned channels, digital/social engagement, personalised and
one to one engagement solutions as well as media and loyalty
performance tools, in cooperation and integrated with key
Drive the design, execution and improvement of Consumer and Customer Engagement frameworks and plans, covering all the media processes of paid, owned, and earned media (including Commercial PR, influencer marketing and social media integration).
Build an innovative, customer centric loyalty approach and loyalty management schemes including the development of IKEA’s Member Clubs (IKEA FAMILY and IKEA Business) to increase customer life time value and the emotional connection with IKEA Brand, in line with Global Frameworks and guidelines.
• Provide and communicate a relevant IKEA FAMILY member offer and
secure integrated communication through an effective use of
IKEA FAMILY media as part of the overall media mix
• Deliver customised and targeted direct communication to IKEA
FAMILY members through an effective and cost-efficient channel,
thereby optimising the overall marketing investments in the long term.
• Engage IKEA FAMILY members in a dialogue with the IKEA Brand
and each other using all appropriate media (i.e. the IKEA FAMILY
meeting place in the store and IKEA owned community and social
Overall coordination and alignment of Consumer and Customer Engagement activities with the Communication team, Matrix counterparts in the stores and the Web team
Assure that solutions are grounded in appropriate technology/management tools that enable to create an enriched consumer & customer marketing profile covering channels and touch points which can be used as well as supporting personalised & contextual engagement. (Development of the loyalty dashboard)
With most of the Marketing Budget invested in this area, it is key to secure the high level of analytical work, performance follow-up, budget management, and ROMI (Return on Marketing Investment), for all the countries.
Provide subject matter support for the country colleagues/management, keep them informed on planned deliveries, support them in their decision making, by providing relevant follow-ups, and performance metrics.
Matrix partner to the store, support and coach the store IKEA
Family manager/Local Marketing Manager in the area of competence
and succession (i.e. store reviews, recruitment and training).