Job Description

The B2C Marketing Expert is responsible for the development, co-ordination and implementation of local B2C marketing concepts and the local implementation of centrally developed marketing campaigns for the Airlines of the Lufthansa Group. She/ he creates brand awareness and acts as a brand ambassador. She/he initiates activities with the goal to increase sales and ensure a customer-centric approach by optimum positioning of LHG Airlines. She/he ensures B2C marketing activities increase for the Lufthansa Group Airlines, brand awareness in the market. The tasks include the following: - Develop a local yearly B2C marketing plan and coordination with the Lufthansa Group Airlines across multiple communication channels (ATL/BTL). - Consult with local market and consumer insights in the development and implementation of Marketing campaigns and activities. - Create and give input to agency briefings - Adapt ATL and BTL (brand/ product) campaigns and creative assets; adapt/ version and execute tactical (price) campaigns. - Consult, create and approve transcreations and adaptions, and steer and approve local media - Give local/language feedback to translations on airlines specific content - Assure quality in (pre-) production of content and assets - Develop, manage and execute integrated marketing programs – alignment of ATL/ BTL marketing spend – with heavy focus on digital, affiliate, social media and influencer campaigns - Execute social media and be responsible for real-time engagement on all of the brands Social channels and associated content - Handle B2C newsletter (if applicable) - Create local content for .com info sites - Coordinate content generation concerning relevant product developments, local partnerships, corporate responsibility communication etc. for B2C marketing channels (e.g. social media, advertisements) in close cooperation with the regional marketing department and corporate communication, where relevant and manage local agencies (e.g. marketing agencies, social media agency) - Continuous monitoring of competitors marketing actions and ensuring seamless flow to all relevant regional departments - Ensure continuous improvement of communication flow to the customer (including application of new technologies) - Monthly evaluation of marketing campaigns - Continuously update relevant marketing databases and regular update of the “Marketing Plan” and tracking of marketing budget spend in online marketing budget tool and reconciliation with SAP - Plan and implement local B2C events as well as local communications, direct marketing and initiatives to support sales (for B2C target groups e.g. newsletter and promotions) - Procure and inventory control of B2C marketing materials - Handling of sponsoring requests