The Global Digital Manager, E&A is responsible for working with the Global Digital Team Leader - to provide our customers and consumers with best-in-class digital experiences which drive increased loyalty and engagement and deliver improved commercial results for Castrol.
Driving World class digital expertise into Castrol’s marketing communication program and leading the way in specialist digital areas ensuring we stay ahead of the competition.
Responsible for helping to define and implement the Digital strategy and embedding digital communications as a fundamental part of the way we operate and go to market.
Supporting the Global Digital Team Leader and the other Global Digital Managers to establish Castrol as THE thought leader and owner of the digital space for the lubricants category.
NB: There are four Global digital managers and we are seeking subject matter experts in the areas of SEO, digital analytics, online content distribution, social, platforms and standards and digital marketing execution.
Work with the Country teams, digital tags, marketing teams and IT&S to deliver against digital properties in partnership with the brand teams on factors such as brand familiarity/brand health scores./sales etc
Manage digital agencies, web developers and other suppliers in connection with the online initiatives and programmes
Establish, develop and report on digital key metrics and evaluate programme effectiveness.
Create scalable playbooks and best practices to help drive best practice and increase capabilities across the business.
Keeping BP Castrol abreast of trends and positioned to take advantage of relevant new developments and be a key partner in educating and transferring knowledge of digital across the marketing and commercial teams
Be the ‘go to’ digital expert for Global and Country marketing teams within in at least one of the areas below:
Search Engine Optimisation :
Growing Castrol’s web presence and lead generation efforts by engaging in search engine optimization, web content authoring, public relations and other web marketing activities.
Executing various inbound marketing activities such as SEO, link building and link outreach.
Monitoring performance metrics to understand organic search performance across multiple global markets and measure the impact of changes.
To be responsible for the Support & administration of applications and services used for the production, management & delivery of content and services online.
Manage the Castrol relationships with Search engine Owners (i.e. Google/Badu) to ensure maximum value delivered back to Castrol and its consumers and customers.
Platforms and Standards :
Providing capacity planning, monitoring, and maintenance of designated system(s). Identifying trends, opportunities and problems.
Understanding, in depth, the business processes supported by the system.
Marinating production environments relating to online services. This will include development, stage and production systems.
Keeping governance and URL strategy documents up to date and relevant.
Point of contact for BP Group compliance and standards including UNITY and Comms Procedures to ensure group reflects Castrol’s requirements.
Responsible for the ongoing management and growth of Castrol’s social media presence in alignment with business strategies and direction.
Setting relevant and leading edge social platform strategies.
Collaborate with cross-functional teams to develop marketing and communications plans that leverage the social media space.
Creates, manages and grows business presence across social media channels, including, but not limited to blogs, Twitter, Facebook, Pinterest, LinkedIn, YouTube and Instagram.
Leverages measurement tools to provide progress reports and mine insights, while continually finding ways to improve on those metrics through testing and new initiatives.
Accountable for compelling and relevant social engagement of brand Castrol.
Analytics and reporting :
Perform in-depth analysis on online user behaviour to identify opportunities to improve the onsite consumer/customer experience.
Setting Castrol wide agreed digital KPIs to deliver value for all brand and marketing objectives
Working closely and collaborating with the marketing, platform, content, and UX teams to provide actionable insights and drive change.
Reporting on key business KPI’s, analysing and understanding why metrics have changed.
Building strong relationships with other key departments in the business to provide key insights and recommendations
Building and developing relevant KPI dashboards across the business.
Drive significant improvement in organisational capability in the area of actionable digital analytics.
Tracking of competitors.
Experience in consumer digital marketing with experience of through- the - line campaign planning, generating creative work, agency management and media planning
Experience of website management, digital promotions, lead generation, eCRM (consumer database management), digital market research, agency/vendor management
Essential experience and job requirements
Good understanding of media strategy and planning issues
Experience of large, global brands and multi-market project and programme delivery.
Proven track record to increase sales, ROI, and brand equity
Detail-oriented and an excellent problem-solver. Can multi-task and juggle many simultaneous priorities.
Global experience with focus on BRIC/US
Other Requirements (e.g. Travel, Location)
Desirable criteria & qualifications
Understand of technical aspects of digital Technology mandatory; software/coding experience preferred but not mandatory
Have a deep passion and understanding for the consumer and the customer and a comprehensive knowledge of how digital influences consumers/customers in a digitally enabled world
Good understanding of media strategy and planning issues
In-depth knowledge across at least one of the key areas :
Experience in a web marketing role with SEO and content marketing responsibilities.
Excellent copywriting skills.
Excellent project management skills and understanding of lead generation best practices.
An in-depth proven knowledge and understanding of the search engine marketing industry and search engine optimization best practices.
Experience with Google Analytics is a must. Experience with Google AdWords, Moz, Raven, Marketo, Salesforce, and other analytics, PPC and SEO tools is a big plus.
Proficient in standard Microsoft, Adobe design programs.
Proven SEM experience managing PPC campaigns across Google, Yahoo , Bing, Badu, and Yandex
Solid understanding of performance marketing, conversion, and online customer acquisition
Experience with A/B and multivariate experiments
Up-to-date with the latest market trends and best practices in SEO and SEM
Platform and Standards Specialist:
Experience of building and maintaining applications and components in Adobe CQ5.
Experience of mobile optimised site development.
Expert in setting digital governance and standards in a Global organisation.
Experience of URL management.
Good understanding of security issues surrounding applications and website management.
Working knowledge and real-world experience in planning, managing and executing social media initiatives
Experience with social media platforms, including, but not limited to Facebook, Foursquare, Pinterest, Twitter, YouTube, Google+ and Path
Experience with leveraging social media management and analytics tools, including, but not limited to HootSuite, Visible Technologies and Radian 6, Percolate etc.
Experience writing, editing and crafting content for the social media space.
Real-word experience planning social media programs that span owned (eg Blogs), earned (eg Facebook) and paid (sponsored tweets)
Knowledge of Digital Marketing current best practices and understanding of Digital production processes
Knowledge of social media legal guidelines.
Expert in latest social media activity and platforms.
Knowledge of Strategic planning and processes for brand management and creative development, including research tools and evaluation of results, especially as related to 360 "Integrated Communication Planning".
Yes - up to 10%
Is this a part time position?
Our business is the exploration, production, refining, trading and distribution of energy. This is what we do, and we do it on a truly global scale. BP operates with business activities and customers in more than 80 countries across six continents. Every day, we serve millions of customers around the world. We are continually looking for talented, committed and ambitious people to help us shape the face of energy for the future.
The Downstream Segment is responsible for the supply and trading, refining, marketing and transportation of crude oil and petroleum products to wholesale and retail customers. We market our products in over 100 countries, operating primarily in Asia, Europe and North America but also in Australia, Africa and Central and South America.