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Multi-Channel Marketing

Maximizing the performance of each multi-channel – physical retail, phone, online, and mobile – to maximize the return from each sales opportunity through the implementation of an integrated strategy and plan.
Level 1 Demonstrates introductory understanding, directing people to the appropriate source for further information.

BEHAVIORS

  • Facilitates the integration of new product setup, season promotional programs with key retail customers, and retailer POS execution across all channels.
  • Assists the marketing team in developing multi-channel strategies to drive the business (e.g. retailer/partner incentive programs, advertising opportunities, merchandising plans and PR opportunities).
  • Develops an annual planning calendar aligned with product launch plans and areas of focus for each channel.
  • Monitors and analyzes consumer reviews and feedback gathered from each channel.
  • Monitors, manages and executes partner marketing plans and tracks partner marketing activities.

QUESTIONS

  • Tell us about a time you collected and maintained internal and external data to inform customer decisions.

Probing Questions

* What was the situation?

* What was your role in the process?

* How was this data used?

* What was the result of your efforts?

  • Describe a situation where you produced reports summarizing customer channel information.

Probing Questions

* What was the situation?

* What information did you gather and summarize?

* What methods were employed?

* What was the report used for?

Level 2 Demonstrates introductory understanding, directing people to the appropriate source for further information.

BEHAVIORS

  • Analyzes drivers for customer behavior in each channel to understand the role and importance of each touchpoint.
  • Works closely with the organization’s marketing team and external partners to create and manage marketing collateral for each channel.
  • Works closely with the marketing team to develop, implement, and manage marketing and call campaign programs to increase pipeline and sales through multi-channel partners.
  • Generates and analyzes custom reports providing detailed information on key performance indicators by channel.
  • Develops, implements, and manages promotions, programs, and other marketing activities across channels.

QUESTIONS

  • Describe an occasion when you recommended channel marketing activities for a product or service.

Probing Questions

* What was the product or service?

* What key factors did your recommendation address?

* What information did you base your recommendation on?

* What were the results of your recommendations?

  • Tell us about a time you conducted customer analyses on internal and external data to identify drivers for setting or changing a communication channel.

Probing Questions

* What was the product or service requiring channel decisions?

* What data and analysis were you tasked with providing?

* How did you conduct the requested analysis?

* What were your findings or recommendations?

* What was the impact of your analysis on product/service/brand performance?

Level 3 Applies the competency in the full range of typical situations, requiring guidance in only the most complex or new situations.

BEHAVIORS

  • Implements the multi-channel annual plan in collaboration with the marketing and sales teams.
  • Provides inputs into the planning team’s communication strategy for all campaigns including message hierarchy, product focus and segmentation.
  • Creates and enhances reporting systems to track portal quality metrics, and results.
  • Supports report requirement for portals, and POS data.
  • Identifies and develops metrics to measure the success of the enablement platform and identifies opportunities to increase relevance and value.
  • Helps interpret customer/consumer insight to support the development and implementation of category strategies that grow profit and volume, including category direction, new product development, and product entries into new segments, pricing, and merchandising and distribution strategies.

QUESTIONS

  • Describe a situation where you implemented strategic pricing policies across a range of products/services and market segments.

Probing Questions

* What was the situation?

* What strategic pricing policies were implemented?

* How was the implementation conducted?

* What were the results of your efforts?

  • Tell us about a situation when you managed customized marketing activities for a channel portfolio.

Probing Questions

* What was the pricing portfolio?

* What factors did you need to address?

* How did you address them?

* What were the results of your work?

Level 4 Applies the competency in new or complex situations and advises others.

BEHAVIORS

  • Develops an integrated strategy to define how customers interact across all multi-channels and touchpoints.
  • Leverages a multi-channel development framework to develop sales and technical tools and enablement platform pages designed to drive success.
  • Recommends and enhances systems based on analysis, feature performance, engagement metrics, productivity, and other measures against industry performance benchmarks.
  • Develops and manages tools to evaluate and improve ongoing operational models and processes to evaluate and improve program performance.
  • Identifies key issues and relationships relevant to goal or vision, and anticipates and devises plans to manage risks.

QUESTIONS

  • Tell us about a situation when you developed pricing strategies.

Probing Questions

* What was the situation?

* What additional factors did you consider?

* How did you determine which marketing strategies would be most appropriate?

* What were the results of your efforts?

  • Describe a time you identified market shifts and trends and anticipated how to adapt customer channel strategy.

Probing Questions

* What was the situation?

* What were your personal responsibilities?

* What market changes and trends did you identify?

* What changes to channel strategy did you recommend?

* What was the outcome of these recommendations?

Level 5 Develops new approaches and methods in the area. Is recognized as an expert within the organization.

BEHAVIORS

  • Directs the overall multi-channel strategy and direction for customers, partners and distributors.
  • Drives alignment of multi-channel marketing budget with key business initiatives and multi-channel needs.
  • Establishes the organization’s framework for the planning and implementation process for a multi-channel strategy.
  • Leverages technology for customer insights, operational efficiencies, and business intelligence and performance analysis in order to drive functional efficiencies/effectiveness.
  • Educates the organization about multi-channel marketing principles.

QUESTIONS

  • Tell us about a time you promoted the strategic and creative use of multi-channel marketing to achieve organizational objectives.

Probing Questions

* What was the situation? What was your role?

* What strategic and creative uses of pricing did promote?

* How did you determine which strategic and creative uses should be promoted?

* How did these impact organizational results?

  • Describe a situation when you influenced the organization's strategic direction through potential multi-channel strategies.

Probing Questions

* What was the situation? What were your role and responsibilities in this situation?

* What were the multi-channel strategies?

* How did you develop multichannel strategies?

* How did the multi-channel strategies influence the organization's strategic direction?