Keurig Green Mountain is seeking a “Director, Digital Experience” to lead the consumer-centric creative and analytical process required to deliver a pleasing, intuitive, and engaging Digital experience that is aligned with, and supportive of, Keurig’s brand expression. In addition to enhancing brand affinity and deepening engagement, this strategic work must accelerate traffic and transactions on the company’s primary site - Keurig.com. This role also includes the oversight of digital content production/workflow that will be used by Keurig.com. This Director will be responsible for leading the Keurig.com’s desktop and mobile/app experience, including the development and execution of site content, usability, visual identity and “look and feel”, navigation, accessibility and information architecture strategy. The scope of this role includes the activation of brand and content strategy across all Digital platforms, and the management of the end-to-end customer Digital journey through an integrated content strategy that reflects the Brand’s positioning and product portfolio strategy. This work requires a deep understanding of the Keurig consumer and their coffee beverage occasions, and should increase brand awareness and preference, drive organic web and social traffic, time on site, conversion, customer engagement and brand loyalty.
Scope of Responsibilities
•Brand Expression – Track record of success in designing for emotion by effectively translating over-arching brand strategy and positioning into compelling content and an engaging, intuitive and pleasing user experience across all Digital assets. Comfortable with informing, framing and interpreting customer and design research to deliver the appropriate navigation, site mapping, page layout and “look and feel” that resonates with Keurig’s customers and is aligned with and supportive of the Keurig brand and its standards.
•Content Management – One of the primary responsibilities for the Director, Digital Experience is to develop a comprehensive content strategy designed to drive awareness, consideration and preference for the Keurig brands, and products; including how content drives organic search. Define content requirements and implementation, which should reflect a deep understanding of Keurig’s customers and their coffee and beverage usage occasions.
•Shopper Experience – Work closely with the Director of Proudct to optimize the website and shopper experience with an increased level of scale and the ability to increase traffic, drive conversion and enhance customer/shopper engagement. The stage is set for someone to influence and guide the (visual and interactive) UI design and development team and the delivery of an exceptional customer experience on Keurig.com.
•Insights & Test & Learn – Leverage Consumer Insights to inform and shape broader UX strategy and activation. Develop and implement “test and learn” frameworks (A/B testing, champion/challenger and multi-variate as the case may be) focused on learning—and failing—fast. Oversee and lead testing protocols to continuously optimize and course correct to ensure that user experience, navigation flow, page layout and design efforts reflect the needs, wants and motivations of Keurig’s Digital visitors and shoppers.
•Continual Process Optimization – Utilize leadership and design thinking to create a culture that stimulates and sustains digital innovation. Roll-out processes that drive meaningful feature, flow and functionality improvements efficiently and cost-effectively to meet the fast-growing needs of all Keurig brands and products. This includes function-wide planning, measurement, and share-the-learning approaches that will help improve both the internal ways of working on the team and the online shopping experience.
•Promotion & Merchandising – Working closely with Marketing and Supply Chain colleagues, influence promotional calendar and Digital merchandising efforts. Develop and activate targeted promoted and base content that drive incremental and profitable up- and cross-selling while supporting overall brand and product messaging.
•Digital Studio Management – Oversee the execution of digital work by the studio team. This include managing content calendars, creative and content development, alignment with demand generation and promotional teams, as well as product management team. This includes the oversight of available capacity in the studio team and the processes required to bring in more capacity as needed through the effective use of contractor, freelance, or external agency resources.
Scope of Responsibilities continued
•Budget & Agency Management – This Director will establish and manage an annual operating budget, and will work closely with other functions to ensure delivery of all UX business objectives—on time, and on-budget. They will also work collaboratively with Digital Marketing leadership, and external Digital agencies and Interactive suppliers, to push for “best-in-class” solutions and value-based vendor pricing.
Performance & Success Measures
• Sign-ups for subscription business
• Conversion Rate and Cost per Conversion (CPC)
• Task Success Rate and Time on Task
• Visits to purchase
• Share of search
• Bounce and Error rates
• Ease of use rating (System Usability Score – SUS)
• Net Promoter Score (NPS)
• 360-degree feedback from internal teammates; external customer feedback
Staff & Resources
· Manager, Digital Marketing UX
· Associate Manager, Digital Marketing UX
· Content Strategist
· Art Manager
· Digital Designers (2)
· User Experience/Site Design – Track record of success overseeing interaction models, user task flows, site map navigation, usability and design specifications. Comfortable in translating competitor and customer analysis and insights into UX strategy and requirements. Experience with Content Management (Acrolinx, Beegit, BrandpointHUB, Brightcove), wireframing (Balsamiq, Invision) and prototyping (JustinMind, Mockplus, Moqups, Pidoco), testing protocols (UserTest.io, Google Optimize, Optimizely), heatmapping (Heatjar, FullStory) and analytics (Heat, Appsee, Google Analytics). Understanding of, and appreciation for, top-tier UI and Interactive Design.
·Ecommerce Experience – Recent experience leading UX strategy in a broader Ecommerce context. Deep understanding of how smart, consumer-centric UX leads to enhanced conversion, task success rate, transaction acceleration and lower time on task and bounce rates. Fluent in the current eCRM marketplace and agencies/suppliers.
·Digital Marketing – Experience contributing to Digital Marketing plans with an understanding of the current online customer acquisition channels and agencies/suppliers. Must be familiar with a variety of tools, including SEO/SEM, Email, Programmatic Display, Affiliate, Retargeting, Social, and Mobile. Must have a keen sense of tactical execution.
·Functional/Team Development – Demonstrated success building organizational capabilities through process design, organizational development, recruiting and training high-performing Digital Marketing teams.
·Process Driven – Proven ability to scale processes and work across large networks of stakeholders to improve ways of working.
· World-class UX, product optimization and release management (technically proficient)
· Understanding of how visual and interactive design contribute to UX (“look and feel”)
· Strong relationship management and interpersonal skills (high EQ)
· Web Analytics and Digital Marketing (understands how to execute)
· Influencing skills (proven ability to persuade others towards an idea or goal)
· Innovative (need fresh, imaginative thinking)
· Organizational leadership and team development (leads through influence)
· Translates core business strategies into actionable initiatives (service orientation)
· Intellectual horsepower (highly creative and strategic)
· Listening skills (listen first, then respond)
· Highly resourceful (stretches people and money; compresses time)
· Ability to express ideas clearly both verbally and in writing (communication excellence)
· Commercial mentality (keen understanding of P&L & financial analysis)
Keurig Dr Pepper (KDP) is a leading coffee and beverage company in North America with dual headquarters in Burlington, MA and Plano, TX, with annual revenue in excess of $11 billion. KDP holds leadership positions in soft drinks, specialty coffee and tea, water, juice and juice drinks and mixers, and markets the #1 single serve coffee brewing system in the U.S. The Company maintains an unrivaled distribution system that enables its portfolio of more than 125 owned, licensed and partner brands to be available nearly everywhere people shop and consume beverages. With a wide range of hot and cold beverages that meet virtually any consumer need, KDP key brands include Keurig®, Dr Pepper®, Green Mountain Coffee Roasters®, Canada Dry®, Snapple®, Bai®, Mott’s® and The Original Donut Shop®. The Company employs more than 25,000 employees and operates more than 120 offices, manufacturing plants, warehouses and distribution centers across North America.
Benefits built for you: Our people are the heart of our business, which is why we offer robust benefits to support your health and wellness as well as your personal and financial well-being. We also provide employee programs designed to enhance your professional growth and development while ensuring you feel valued, inspired and appreciated at work.
Keurig Dr Pepper Inc. is an equal opportunity employer and affirmatively seeks diversity in its workforce. Keurig Dr Pepper Inc. recruits qualified applicants and advances in employment its employees without regard to race, color, religion, gender, sex, sexual orientation, gender identity, gender expression, age, disability, genetic information, ethnic or national origin, marital status, veteran status, or any other status protected by law. EOE Minorities/Females/Protected Veterans/Disabled
Candidates must be able to pass a background check and drug test, as applicable for the role.