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Objective of Role

There are 2.7 billion people with poor vision resulting in lost productivity, road accidents and poorer results in school. Yet most cases of poor vision can be treated with a pair of eyeglasses.  The challenge is to convert these non-wearers into new spectacle wearers through scalable business models and customized products that overcome the barriers of access, awareness and affordability. Enabling everyone throughout the world to enjoy good vision is the global public health issue at the heart of Essilor’s mission. At Essilor, we have an ambition to eradicate uncorrected poor vision from the world by 2050.

 

Essilor created its inclusive business division 2.5 New Vision Generation (2.5 NVG) in 2013 to find new and sustainable ways to provide vision care to underserved populations without access to conventional distribution channels. No matter who you are, where you live, you want to be comfortable and look your best wearing your glasses. That is why we took up the challenge to create innovative eyeglasses that are affordable, high quality and comfortable, specially customized for the needs of the rural, lower-income consumer. 

 

Are you passionate about using technology for creating a positive change? Does the idea of leveraging digital/social media to support scale-up of our work and reach new consumers, excite you ? 

 

As an experienced Digital Marketing leader, you will bring innovative and creative ideas to build digital marketing programmes that increase awareness of poor vision, create online consumer engagement and enhance 2.5 NVG's online brand awareness and loyalty. 

 

We are looking for a dynamic self-starter who will own and develop our marketing and digital strategy and campaign planning across social media, online search, e-commerce, messaging tools and other online advertising. 

 

Working like a "start up" entity, the candidate needs to be pro-active, agile, flexible, has a strong relationship skill to work well with local teams as well as creative and digital agencies. The candidate needs to have a good business mind-set, be entrepreneur and be team spirit driven. 

 

Job Responsibility

(1) Develop and implement 2.5 NVG’s social media / digital strategy

  • Assess and recommend relevant social media and digital platforms for key countries in Asia and Africa for developing digital presence
  • Build collaborative relationships with various Mission teams and local country marketing teams to gain a great understanding of customer base through insights, segmentation and data analysis
  • Work with agencies and media partners as needed for creating digital content portfolio
  • Monitor and report on appropriate platform / channel analytics and KPIs to track progress
  • Keep abreast of latest developments in digital, and identify, prioritise and exploit technologies, platforms and methodologies to further the 2.5NVG’s reach and engagement and support the digital media strategy
  • Develop tools and create roadmap for future digital marketing opportunities such as geo-marketing, 3D photo filters, live streaming, etc.

 

(2) Create and run social media campaigns to increase awareness of vison care and 2.5 NVG brand

  • Build consumer awareness and product advertising campaigns through Facebook, Instagram, Search
  • Analyse campaign effectiveness, identify trends, and suggest opportunities for improvement in terms of engagement, acquisition and conversion
  • Implement the right campaign KPI and be able to understand what actions to be taken to improve the performance and optimise campaigns and adjust budget based on effectiveness and best practices
  • Manage research and consumer surveys that yield rich insights into consumer online behaviour and key motivational/attitudinal behaviour
  • Problem solve and troubleshoot campaign performance as needed

 

Job Requirements

 

  • Bachelor Degree in Mass Communication or Multi-media or equivalent in a related field. 
  • Minimum 5 years of digital marketing experience, preferably in an entrepreneurial / high growth setting
  • Proven track record in managing digital projects and social media compaigns
  • Some experience working in a digital agency or digital marketing in a consumer or health marketing company
  • Excellent understanding of social media tools, features and techniques
  • Good knowledge on Google Analytics & Facebook Ads Manager 
  • Proficient in MS Office tools (in particularly Excel, Powerpoint etc) 
  • Demonstrable leadership capabilities
  • Strong communication skills with excellence proficiency in English. Proficiency in any other languages is a plus. 
  • "Consumers centric" driven 
  • Good business acumen
  • Possess knowledge or deep interest to work on rural consumer marketing and brand management will be a plus
  • Prior work or study experience of emerging markets preferred (e.g. Southeast Asia countries, Africa, Latin America) is a plus