Job Description

Job Advert Summary

We're looking for a

Digital Specialist

to lead our strategy and execution across this fast-growing communication channel. The role focuses on turning retail sales agents into brand advocates through engaging WhatsApp journeys, training content, and impactful campaigns.

Minimum Requirements

Bachelor's degree or diploma in Digital Marketing, Marketing, Communications, or Multimedia 3-5 years in digital marketing, performance marketing, or social media management; paid campaigns experience (Meta, Google Ads, LinkedIn); analytics experience SEO, SEM, paid media, audience segmentation; email marketing platforms; CRM systems; A/B testing, reporting, optimization; content creation for digita Data-driven and analytical; project management; excellent written communication; up-to-date on digital trends and compliance (POPIA/data privacy)

Duties & Responsibilities

Strategy & Planning

Channel Strategy

: Develops the overarching strategy for using WhatsApp as a marketing and communication channel with the primary focus on training our retailer's sales agents into advocates for our brands. This includes creating WhatsApp journeys that and training module content that achieves high completion rates, open rates and positive sentiment for our brands.

Goal Setting:

Establishes clear objectives for WhatsApp marketing, such as increasing data base, increasing pass rates, open rates, participation rates, driving key campaigns aligned to retailer and Sleep Group goals.

Audience Segmentation:

Identifies and segments target audiences for different types of WhatsApp campaigns (e.g. Pepkor, Groups, IRD, Hospitality, Top-of-Mattress).

Campaign Management & Execution

Campaign Creation:

Plans, builds, and executes broadcast campaigns (or "notification campaigns") for promotions, new product launches, updates, and newsletters.

Content Creation:

Crafts compelling, concise, and personalized text messages. They also integrate other media like images, short videos, PDF catalogs, and audio notes optimized for the platform.

List Management:

Manages opt-in and opt-out lists meticulously, ensuring strict compliance with privacy regulations.

Analytics, Reporting and Optimisation

Performance Tracking:

Monitors key metrics and applies learnings to shape the content strategy.

A/B Testing

: Conducts tests on different message copy, timing, and CTAs to optimize campaign performance.

Feedback Loop:

Uses insights from customer interactions to inform the broader marketing, product, and support teams.

Compliance & Best Practices

Regulatory Compliance

: Ensures all practices comply with WhatsApp's strict policies, and local data protection laws.

Permission-Based Marketing:

Implements and manages a clear opt-inprocess for users, ensuring all communication is consented to.

Upholds Brand Voice:

Maintains a consistent, appropriate, and professional brand tone in a very personal messaging environment