In a nutshell
This role communicates and leads the implementation of Argos’ product content strategy within their category. They work collaboratively – and successfully – across all areas of the business. This role focuses particularly on all product content touch points. Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimised for search and user experience for all channels including online, social media, email, point of purchase, mobile, video, print. This is to be done for each buyer persona within Argos. They supervise content creators to deliver their content strategy and will be the gate keeper of best product content creation.
What I need to do
Drive successful commercial results across all our digital channels (UK/ROI/mComm/Apps) by setting the Content Strategy for their allocated category, providing a content plan for up to 6-12 months.
Ensure growth of relevant categories through successful implementation of category content plans, ensuring product content is executed in line with customer journeys and optimise the customer experience. Use insight and analysis to drive through new initiatives, which focus on increased sales, conversion, customer engagement, digital participation and reducing customer returns and Q&A.
Create a 6-12-month category content plan with the Product Information Team, Digital Category Managers and Trading teams, focusing on both promotional activity and optimisation of product information/new functionality
Use insights and analysis to drive through a continuous improvement programme across your categories
Ensure the Dynamic Trading Cell they understand the 12-month content strategy for their categories, and buy into an agreed plan of action to deliver this strategy.
Act as project lead where needed on key Content uplift projects, which form part of the digital development roadmap for example LHN, Search optimisation.
Work collaboratively with other areas of the business (Promotions, Trading, Digital Marketing) to understand high-level requirements of campaigns and projects, and ensure these are built into the overall content plans and supported across all digital channels.
Own supplier relationships where required
Ownership and governance of the content strategy for each of your ranges through:
Redefining the content standards required of suppliers and the studio across their categories
Define the customer journey packs, creating a set of Guidelines for implementation of content and producing a set of actions required to uplift the category.
Manage the execution and quality of product content, Text and Richer content.
Collaborate with the digital teams to input into static content and campaigns on all digital channels.
Own natural search and SEO for ranges and ensure best ways of working are incorporated into content
Support the promotional/sales plan for ranges and propose complimentary content for key events which can be taken forward.
How I will succeed
Support weekly targets across Sales/Conversion/Participation through successful implementation of product content plans and optimisation of the customer experience
Support our digital sales channels by enabling our customers to easily find the right product first time as easily as possible
Reducing Q&A and returns within your category by addressing content challenges
What I need to know
Highly visible role that needs a candidate of credibility & excellent understanding of Product content and experience in building and delivering content plans.
Experience of managing projects with strong planning and organisational skills.
Educated to degree level or equivalent experience
Full competency with current Microsoft Operating systems and Office applications
Experienced in delivery of content Strategies and complex projects requiring cross functional buy-in of stakeholders.
Superb communication, able to adapt style to influence stakeholders
Knowledge of SharePoint and experience utilising Office 365
Background in commercial is desirable
Strong presentational skills both in terms of public speaking and in the promotion and presentation of self
Experience managing a network of stakeholders & suppliers
Experience negotiating with and influencing an array of varied and challenging stakeholders
Able to identify the needs of varying customer segments and how these requirements translate across our “good, better, best” hierarchy
Able to challenge effectively at all levels to drive positive change
Analytical mind-set and the ability to look past the “now”
What I need to show
Act as the key liaison for content activities with senior stakeholders in Digital, Bradwell, Trading, and Suppliers.
Job holder needs to influence across the wider Trading, Digital, & operating companies.
Effective stakeholder management is the fundamental skill required of the Digital Content Planner role. The successful candidate will need to challenge, influence, negotiate and lead internal and external stakeholders, adapting as required
Job holders needs to be capable of securing support for proposals & plans across functions.
Job holder to be able to build relationships & effectively influence external agencies & organisations.
Able to simplify complexity
Commercially aware, sensitive to changes and evolutions in the market, using this knowledge to inform day to day and longer term decisions
Has a thirst for learning and acts upon a desire to achieve potential?
Able to make decisions at pace & manage multiple projects simultaneously.
Flexibility and ability to respond to the changing business and customer needs’
Able to work at pace, managing and working under pressure.
Self-motivated personal development
Able to multi-task, remaining organised and collected when faced with multiple priorities.
Ability to work in ambiguous environment with complete ownership of workload commitment.
Resources available to me
Job holder has no direct responsibilities for budgets. However, budget may need to be sought by other teams to facilitate some projects.
Job holder needs to be aware of financial impacts of decisions & to ensure risks & opportunities are mitigated / flagged to budget holder.
The Digital Content Planner role will be responsible for relations with circa 50 suppliers and 3rd party agencies and a cross functional network of internal stakeholders spanning Traders, Digital, Creative and Marketing
Support of 45 team members within the Product information team which deliver the enrichment of product content for new and existing products.
Product Information team to support with implementation of content plans
Bradwell Media- our own photographic and video studio is available to produce content for the needs of the business.
approx. 6 various skill sets within the Product Information team grade E
What decisions I can make
The Digital Content Planner role directly influences the customer journey, through the translation of customer research into the implementation of quality customer facing content
The Digital Content Planner has final accountability for the integrity and quality of content and how it is surfaced to the customer.
Allocation and briefing of content requirements into Bradwell Media to support the delivery of content plans.
Refuse and approve product content provided from suppliers
Design and approve the product data requirement, customer experience for navigation and richer content experience across the Argos channels.
Producing and implementation of product and category content plans aligned to the commercial Strategy