Al Capone (a subsidiary of the BS-Group) is represented in the US market through ICC (Inter-Continental Cigar Corp.) and part of the global BS Tobacco Group with presence in European, Asian and North American markets. Over the past 20+ years ICC has developed the Al Ca-pone brand to become the best selling Hand Rolled, Premium Cigarillo in the USA’s OTP(Other Tobacco Products) category. The product currently enjoys a loyal consumer base and distribution across major regional markets in specialty and mass market retail channels.
The Al Capone Digital Marketing Manager will be responsible for the implementation of current B2B and B2C digital marketing initiatives, focusing on Social Media, Loyalty program, brand’s website, and e-commerce. The job’s responsibilities encompass both strategic and tactical implementation of initiatives that increase brand awareness and generates sales online and offline.
Primary function details:
- Accountable for planning, developing, and implementing marketing strategies and promotional activities for the Al Capone brand on digital platforms.
- Be creative and open minded to new opportunities for brand development while considering budget limitations and being realistic about implementation challenges.
- The Digital Marketing Manager is responsible for the execution of day to day activities for: Social Media initiatives related to the brand; manage internal Loyalty Program development, growth, consumer sign up as well as retention; maintain brand’s website to CI standard as well as e-commerce platform development and integration with external vendors.
- Lead key initiatives included in the Digital Marketing Strategic plan with specific timetables and achieve target objectives
- Give strategic guidance to ensure unique and engaging social media programs, campaigns, and content
- Generate, manage, and publish activation content weekly
- Monitor consumer inquiries and respond on a timely manner
- Accountable for brand’s digital performance and result; therefore, weekly reports to supervisor are critical
- Strategize, execute, and oversee the day to day marketing activities of the current loyalty program while developing new activities to improve consumer engagement / retention / reward
- Ensure growth in the areas of loyal customer acquisition, retention of members, and increased purchase spend
- Manage the day to day marketing message to loyal consumers to ensure growth and retention of users
- Management and profitable leverage of our current database of past guests
- Develop specific offers or campaigns for loyalty members based past success and new trends
- Handle customer service issues related to loyalty program
- Oversee internal requirements regarding operations and maintenance for brand website
- Primary point of contact for internal/external partners to test digital website/E-commerce initiatives
- Quality testing of site, content, and usability
- Manage all aspects of web analytics
- Oversee the development of new ecommerce platform initiative
- Identify new areas to grow eCommerce business and its integration with other marketing initiatives
- Monitor new and emerging technology and trends to make suggestions to senior management
- Develop brand presentations and quarterly reports as required
- Track Digital Marketing budget spend and closely work with accounting to ensure assigned budget remains on track
- Remain informed with regulations and market challenges to understand the competitive and legal environment of the tobacco industry
Specific Skill Requirements:
- BA in business, marketing, or related field. Project management experience is a plus
- 5+ years of work experience in the Digital Marketing field
- Proven ability to develop and execute effective and measurable Digital Marketing programs
- Excellent understanding of the social media landscape and its impact in developing the Al Capone brand
- Ability to think creatively and provide data-driven recommendations. Advanced analytics skill required
- Good understanding of website development and e-commerce business platforms
- Proven ability to collaborate with cross functional teams to deliver solid business results
- Experience in managing external agencies
- Must be well-organized, detailed oriented and able to prioritize and execute multiple projects simultaneously
- Being comfortable as one of the key drivers of the Al Capone brand development
- Experience in managing assigned budgets and resources
Required Behavioral Characteristics:
- Demonstrating high consumer orientation
- Be quality driven
- KISS – Keep it simple and solid
- Be honest and open
- Show focus – We do it right or not at all
- Very entrepreneurial / creative
- Very strong communication skills
- Strategic thinker and planner with a strong attention to detail
- Strong networker
- Have a hands on business mentality
- Be flexible and adjust to changing environments
- Ability to think differently and challenge status quo with a disrupter mentality
- Strive for defined objectives with perseverance
- Most importantly, a sense of humor
Equal Opportunity Statement
ICC provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local law.
