Marketing and web marketing at APRIL
APRIL has five major job categories:
Marketing and web marketing at APRIL
Introduction
The aim of marketing and web marketing is to attract and retain consumers. In the insurance chain, they are involved in both the product creation (design) and product provision (distribution) stages.
As the development of online media has pushed APRIL's distribution method toward multi-channel distribution, it has also affected the jobs themselves. "Product marketing" and "networks" have been joined by "web marketing", which is contributing to the Group's web development strategy.
Product Marketing
Objective
- Oversee the entire product life cycle, including design, innovation, development, market entry, end-of-life, changes and distribution.
Main responsibilities
- Conduct market intelligence,
- Conduct benchmarking and competitive studies,
- Understand innovation needs and distribution methods,
- Help develop the product range strategy,
- Determine and develop the methods for promoting the range based on the relevant distribution channels,
- Create tools for launching the product in the market,
- Develop marketing campaigns for increasing sales,
- Support distributors as they gain familiarity with products.
Education / training
- University degree in marketing or communications from a business school or equivalent
Desired skills and qualities
- Project management
- Creative and innovative
- Analytical
- Objective
- Complies with deadlines
Network Marketing (brokers / direct sales)
Objective
- Support and coordinate the distribution networks as they seek to develop business.
Main responsibilities
- Conduct marketing activities appropriate to the network
- Monitor and assess the activities' performance (events, direct marketing, merchandising, etc.)
- Develop direct marketing campaigns to drive traffic to retail outlets
- Tailor the communication tools used in the field to the company's communications strategy
- Conduct market intelligence
- Conduct benchmarking and competitive studies
Education / training
- University degree in marketing or communications from a business school or equivalent.
Desired skills and qualities
- Operational marketing
- Coordination of B2B and B2C sales networks
- Excellent command of computer graphic tools
- Innovative
- Well-organised and detail-oriented
- Creative and dynamic
- Independent and resourceful
Web Marketing
Objective
- Manage and develop websites
Main responsibilities
- Add content
- Improve the site's organic positioning
- Manage the site
- Develop specific projects
- Update and optimise the site's sections and editorial content
Education / training
- Web marketing training
Desired skills and qualities
- Expertise in new technologies
- HTML language
- Content management
- Computer graphics
- Good writing skills
- Detail-oriented
- Independent
- Innovative
Loyalty Marketing
Objective
- Implement the retention policy
- Retain client portfolios through targeted and appropriate initiatives
Main responsibilities
- Analyse after-sale client survey results
- Create targeted marketing campaigns to retain clients
- Implement them operationally
- Customise the marketing communications strategy
- Track performance indicators for each campaign
Education / training
- University degree in marketing or communications from a business school or equivalent
Desired skills and qualities
- Experience in loyalty marketing
- Innovative
- Well-organised and detail-oriented
- Creative and dynamic
- Independent and resourceful
