JOB DESCRIPTION
Commercial Online Marketeer
“This job description is intended to convey information essential to understanding the scope of the job and
the general nature and level of work performed by job holders within this job. But, this job description is
not intended to be an exhaustive list of qualifications, skills, efforts, duties, responsibilities or working
conditions associated with the position.”
POSITION PURPOSE
The commercial online marketeer brings value by making the bridge between online
marketing, consumer marketing and inside sales (outbound sales) activities.
Main goals of the function:
 Deploy several digital media in order to position Heel, our brands and increase
awareness
 Manage the three digital marketing pillars of Heel Belgium, being: websites, enewsletters and social media
 Increase our online presence and create traffic to our websites
 Increase sales by management of specific customer groups (e.g. Pharmacies)
 Driving digital innovation initiatives
ESSENTIAL DUTIES AND RESPONSABILITIES
Responsibilities:
The online marketing, consumer marketing activities include:
 All activities that develop and increase consumer and customer loyalty to our
brands
 All activities that will put a positive and recognized footprint on the universal
electronic communication pathways
 All activities related to the collection of consumer information in clear overviews
and reports
 All activities that support our current customers and their patients/consumers
The inside sales activities (outbound sales) include:
 Follow up of ex-customers, potential customers with specific and defined
purchase offers via e-mail marketing and exchange the results with sales.
 Define potential areas/ customers for growth based on our online presence and
interactions, follow up and report these.
Activities:
 Management, extension and optimization of website content (using CMS) and
maximize visibility within search engine results through integration of optimized
search words.
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Create, implement and update indication related information for consumers on the
Heel website.
Increase qualitative information traffic to the website via several online channels:
develop, implement and optimize online lead-generation programs (SEO, SEA,
emailing, …).
Creation and management of new consumer websites for relevant brands or
indications in close cooperation with HQ and product managers.
Develop on-boarding, testing, and execution strategies to maximize email delivery
rates. Maximize the delivery and opening rate of the e-newsletters through testing
and optimization.
Ensure regulatory compliance for online communication and best practice around
privacy, spam regulations, permission-based marketing, all copyright material,
graphics, html, videos, and vendor/technical terms.
Aligns frequently with HQ on local needs and all aspects of online marketing
(websites, social media, Heel App, …).
Manage presence of Heel on relevant social media (LinkedIn, Twitter, Facebook, …)
in line with RA requirements and create platforms for online consumer
communication.
Observation, listening and monitoring of online conversations (e.g. several social
media, display advertising, SE advertising, newsletters, blogs, forums, news sites…)
on sector, competitor, company and brand level.
Online conversation management and maintain good relation with online brand
advocates in order to increase brand equity.
Maintain a process to collect relevant internal information and manage a social media
communication calendar.
Collect, create and write relevant content with use of optimized key words for
different online media channels.
Propose, develop and implement creative and effective posts, on-line campaigns and
animations in order to increase the awareness of Heel and Heel brands and in line
with the online marketing strategy.
Daily monitoring and analysis of web analytics and online consumer/customer
behavior, campaign performance and trends (emailings, website, social media
activities and channels …). Produce recurrent reports on the results and efficacy of
the various channels and activities. Active inclusion and implementation of these
outcomes in your online strategy.
Prepare a weekly detailed overview and analysis of relevant online consumer
conversations, behavior and trends, customer and market insights and competitor
activity.
Manage social media to improve internal communication and to create involvement of
Heel staff in social media through open communication and information.
Stay up to date with the latest trends and channels in digital marketing and explore
opportunities for integration of apps, mobile sites or video content.
Proactive and creative participation in and collaboration within the marketing team.
Inbound and outbound management of customers, prospects and leads.
Set up an e-mail marketing flow with specific and defined purchase offers to a welldefined and assigned group of customers, prospects and leads, with follow-up by
telesales to realize sales targets for specific products.
Install in a proactive way a customer oriented approach and attitude.
Define potential areas/ customers for growth based on our online presence and
interactions, follow up and report these.
QUALIFICATIONS / KNOWLEDGE/EXPERIENCE
Basic Education and technical capacities
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Bachelor or master in communication or marketing (option social media is a
plus)
Knowledge of and experience in web analytics, SEA, SEO, CRM, HTML, web
design, photoshop, email deployment
Knowledge of CMS and affinity with technical side of internet and websites
Appropriate computer skills (Word, Excel, Powerpoint)
Knowledge & understanding of healthcare and OTC industry. Knowledge of
pharmaceutical products and homeopathic drugs is a plus
Professional experience
-
Min 2 years of experience in digital marketing and a first experience in sales
or marketing
Good knowledge of, experience in and passion for internet marketing, online
marketing communication and social media
Language Skills
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Fluently Dutch, French and English (spoken and written)
COMPETENCIES / BEHAVIOURS
Personal Qualifications
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Good communication and presentation skills
Good writing skills (web copywriting)
Ability to steer internal (IT, CS) stakeholders and external partners
(customers, websites,…)
Good planning and organisation skills
Analytical and information synthesis skills
Creative (thinking out of the box)
Open minded
Results oriented with a hands-on spirit
Team player
Proactive (also in proposing new digital platforms to use)
Commercial attitude and drive
Consumer/customer oriented and focused (anticipates & understands
consumer/customer needs)
Eager to develop and grow in function related skills
Identifies with Heel’s Vision & Mission