Barilla is recruiting an Online Listening Manager, to join the Group Digital & Content Marketing team.At Barilla we believe that excellent content is the centrepiece of the relationship between a brand and people. We know the power that great content can have, and people’s expectations from brands requires us to think and act like publishers. That’s why we created our own Content Unit. We see this team as our newsroom, an editorial team able to listen to people’s needs and create awesome content in a short time, with an agile approach.
The role will report to the Group Digital & Content Marketing Director and it will be based in Parma.
Job Purpose
Ensure the management of the Global Online Listening activities for the Company and its Brands, defining practices and instruments to bring learnings and insights to different stakeholders (ie. Marketing Teams, Barilla Leadership Team, etc.), as well as scouting and deciding the adoption of the right listening tools and partners.
Key Accountabilities
Monitoring Company & Brand Reputation
- Cooperate with the chosen partners to set in place the continuous monitoring of conversations around the Barilla brands and products;
- Provide Content Managers insights and data to design better and more relevant content.
- Define and implement the monitoring activities to understand and protect Barilla Group reputation;
- Contribute to prevent potential crisis by working closely with other departments (External Relation, Crisis Committee, Legal, Consumer Contact, etc) providing timely reports on conversations around sensitive topics.
Measuring of Market Activities & Trends
- Collaborate to the definition of KPIs in order to ensure the highest return on investment in terms of consumers’ engagement, brands awareness and image, implementing the necessary tools and practices to evaluate the performance and impact of marketing activities on consumers and shoppers;
- Coordinate with Regional and Local marketing teams and their respective agencies to set in place the defined practices, in order to assess the results of current initiative, set a benchmark for future activities and inform future strategic decisions;
- Collaborate with Regional/Local marketing teams and Research&Development to detect and explore new trends, analyzing food industry conversations and search patterns, providing and updating reports in order to support the definition of a reaction strategy.
