layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

LAYIQ - Senior Manager, Digital Marketing at Kinder's

Digital Consumer Experience
Define the vision and strategy for the Kinder’s owned digital consumer experience, with Kinders.com serving as a central destination for product discovery, culinary inspiration, brand engagement, and commerce.
Own the consumer journey across Kinders.com, identifying opportunities to make it easier and more rewarding for consumers to discover products, find meal inspiration, engage with Kinder’s, and purchase.
Define business and consumer requirements for new website experiences and capabilities, partnering with the m arketing t echnology and merchandising teams on implementation.
Use consumer behavior, analytics, and testing to continuously improve the digital experience.
Ensure Kinder’s digital channels effectively support major campaigns, product launches, and seasonal moments.
Ecommerce & Digital Commerce
Own the strategy and performance for the Kinder’s direct-to-consumer ecommerce business.
Develop the commercial strategy for DTC, including assortment priorities, promotions, bundles, and gifting.
Partner closely with the team responsible for ecommerce technology, product catalog management, and site merchandising to execute against business priorities.
Identify opportunities to improve conversion, average order value, repeat purchase, and customer lifetime value.
Develop strategies that connect digital product discovery with purchase, whether through Kinders.com, retail partners, or other digital commerce channels.
Oversee Kinder’s Amazon and Faire presence in partnership with internal and external partners, ensuring the channels support broader brand and commercial objectives.
Establish ecommerce forecasts, KPIs, and reporting, and regularly communicate performance and opportunities to key stakeholders.
CRM & Customer Lifecyle
Own Kinder’s CRM and email strategy, using owned consumer communications to build stronger, longer-term relationships with the brand.
Develop strategies to grow Kinder’s first-party consumer audience and increase the value of those relationships over time.
Build lifecycle programs that move consumers from initial engagement through product discovery, purchase, repeat engagement, and advocacy.
Develop audience segmentation and personalization strategies based on consumer interests, behaviors, and preferences.
Own the CRM communication calendar and partner with our digital agency and internal teams to develop relevant, compelling communications.
Establish a disciplined test-and-learn program across subject lines, content, offers, segmentation, cadence, and consumer journeys.
Track and improve key measures including audience growth, engagement, conversion, retention, and revenue contribution.
Content Strategy & Leadership
Own the digital content strategy, creating an integrated approach to content across Kinders.com, CRM, ecommerce, and other owned digital channels.
Lead and develop the team member responsible for culinary content, setting priorities and ensuring content supports both consumer needs and broader brand and business objectives.
Partner with Brand, Creative, Social, Culinary, and Consumer Insights teams to identify consumer needs and translate them into compelling content.
Develop an editorial and content planning approach that connects evergreen consumer needs with campaigns, product launches, and seasonal opportunities.
Use search behavior, site analytics, CRM engagement, and other signals to identify content opportunities and measure effectiveness.
Maximize the value of content by creating strategies for how it can be distributed, adapted, and activated across multiple consumer touchpoints.
Consumer Journey, Insights & Optimization
Develop a holistic view of the Kinder’s digital consumer journey and identify opportunities to better connect paid media, social, Kinders.com, CRM, ecommerce, and retail.
Establish KPIs and reporting across digital experience, ecommerce, CRM, and content.
Translate digital analytics, ecommerce performance, and consumer behavior into actionable insights and business recommendations.
Build an experimentation roadmap to continuously improve engagement, conversion, and retention.
Bring the voice of the digital consumer into broader marketing and business decisions.
Stay current on changing consumer behaviors and digital trends, identifying emerging opportunities that are relevant to the Kinder’s brand and consumer.
Cross-Functional & Team Leadership
Serve as a key digital experience partner to Brand, Creative, Social, Culinary, Consumer Insights, Sales, and other functions.
Build a highly collaborative partnership with the marketing technology and merchandising teams, translating consumer and business needs into clear priorities and requirements.
Lead and develop direct report(s), establishing clear goals, priorities, and opportunities for growth.
Manage relevant agency and external partner relationships, setting clear expectations, deliverables, and success metrics.
Manage digital budgets and ensure resources are allocated against the highest-impact opportunities.
Champion a consumer-first, data-informed approach to digital experiences across the organization.

Senior Manager, Digital Marketing

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