Content and Holistic Search Lead Cluster FR/CH (m/f), Gaillard

Bayer est un groupe international dont les cœurs de métier se situent dans les secteurs de la santéet de l’agriculture. A la confluence de la chimie et de la biologie, Bayer contribue à améliorer la qualité de vie en proposant des produits et services en santé humaine, animale et végétale. La division Crop Science propose des semences de haute qualité, des solutions innovantes de protection des cultures à base de produits de synthèse ou biologiques, et des outils et services pour l’accompagnement d’une agriculture moderne et durable. Dans le domaine non agricole, CropScience développe des produits et services destinés à la lutte antiparasitaires. Chez Bayer, vous avez l’opportunité d’intégrer une entreprise dont la culture valorise la passion des salariés à innover et leur donne le pouvoir de changer.

Key Responsibilities

Content & Search Strategy

• Define and drive a digital first specific creative & content strategy across earned, owned, and paid channels, incl. SEO
• Help to define and drive SEO/SEA optimization and strategy for all brands.
• Drive the Holistic Paid Search agenda with focus on Google Search but also open the view for SEA on e-Retailers (mainly Amazon) and Social Plattforms (e.g. Tiktok and Pinterest)
• Setting up the strategy for the main brands with internal and external Stakeholder and support of media agencies
• Define a Holistic Paid Search roadmap in collaboration with the Media & Content Cluster Lead and execute tangible pilots in order to learn and scale
• Monitor closely market developments within the Field of Search and educate within the team about new tools and trends
• In partnership with brand managers, input in the creative & content part of integrated campaign briefs and ensures that all key elements are included for agencies to deliver best-in-class solution.
• Translate brand campaign platform ideas to executional creative & content.
• In partnership with the brand managers, lead the creative & content testing (both pre-flight & in-flight) agenda & optimize based on the results.
• In collaboration with the media & digital lead, define data driven creative & content personalization approach, based on audience segments, personas, on-site performance, conversion goals etc.
• Lead development & deployment test & learn roadmap (platforms, formats, new content tech. etc.) across campaigns and driving scalable learnings/case-studies.
• Define, implement, and optimize creative & content measurement for earned, owned, and paid channels across efficiency, quality, and effectiveness.
• Proactively partner with other creative & content leads, both within EMEA region & outside, to share best-practices, explore collaboration opportunities etc.
• Partner with Legal, Medical, and Regulatory teams to accelerate content approval process and go-to-market.
• Take over Cluster responsibilities with the support of the Junior Media & Content Manager in Switzerland for Content and Paid Search, similar as for France
• Leading the strategic agenda and priorities in collaboration with the Local Content Manager in Switzerland

Creative & Content Executional Excellence

• Support local market brand teams in creative development and production process incl. attending pre-production meetings, usage rights management etc.
• Drive adoption of asset management systems and tools like DAM ensure scaled usage & reapplication of existing assets.

Agency Management, Partnerships, and Training

• Inspire the agencies to make BCH the brand of choice for the best creative talents.
• Work closely together with the regional teams, colleagues and other internal stakeholders
• In partnership with media & content lead, drive collaboration with key media partners (Google, Facebook etc.).
• Build partnership creative tech providers (e.g. DCO partners) to get access to alpha & betas opportunities.
• In partnership with global capability building teams, define & deliver creative & content training/upskilling programs for all local market teams in the cluster.

Profile

• 5+ years of integrated creative & content experience across strategy & execution for Consumer Health, FMCG brands, or Digital Creative/Content Agency, with a solid track record of delivering creative & content driven business growth.
• Hands on experience in translating brand strategies into data-driven executional creative & content.
• In-depth understanding of all key creative & content formats, specifications, and best practices across owned, earned, and paid channels.
• Strong experience in SEO/SEA campaign set up.
• Strong experience in data-driven creative personalization strategies and agile optimization approach.
• Good understanding of content development & production process.
• Good understanding of creative & content storage and delivery systems like eDAM, CMS etc.
• Excellent analytical and project management skill.
• Experience partnering with cross functional teams.
• Strong learning, people, and change agility.
• Fluent in French and English.
• Working remotely with 2 day/week in the office (if possible).