Chargé de Marketing Digital & E-commerce

Accessibility: the programme is open to all, including students with disabilities. Tailored adjustments are available to ensure a supportive learning environment.

For accessibility arrangements, contact: saeh@ema.education

Block 1 – Define an organisation’s digital marketing and e-commerce strategy

• Conduct quantitative and qualitative research by collecting data using a range of tools and implementing market monitoring to produce a market study, identifying the potential and expectations of the target market, customer behaviours, and developments in digital accessibility.
• Segment the organisation’s B2B and B2C clients and prospects by analysing internally collected information, particularly media behaviour, to define inclusive buyer personas and determine the company’s communication and offer.
• Carry out a SWOT analysis of the organisation’s communication, identifying strengths and weaknesses in the current strategy, and opportunities and threats from the external environment, to set objectives and key priorities for a responsible digital marketing and e-commerce strategy that complies with regulations.
• Select the 360° digital marketing levers – inbound and outbound – to be activated at each stage of the conversion funnel by mapping the buyer persona’s journey, in order to design a responsible action plan to achieve the set objectives while complying with all regulations (RGPD, sector-specific rules, etc.).
• Calculate the investments and internal/external resources required to implement the digital marketing strategy using spreadsheets, to estimate the annual budget and allocate expenditure according to priorities.
• Build forecast performance dashboards integrating digital marketing KPIs to monitor and ensure the successful execution of the action plan.

Block 2 – Produce and manage the digital assets needed to deliver the action plan

• Create the website mock-up, incorporating user experience (UX) principles, using tools such as Adobe XD, Figma, or Axure to prototype pages and screens, customising and complementing the chosen CMS in line with the project brief.
• Create professional accounts on social media platforms in line with brand strategy to increase company visibility, acquire new customers, and foster loyalty.
• Centralise all professional accounts by configuring a social media management platform to schedule, publish, and moderate the company’s social media content.
• Prepare campaigns by selecting all 360° communication channels suited to the brand’s buyer personas, in order to persuade the maximum number of prospects within the defined catchment area.
• Design multimedia content (text, images, video, audio) using content creation software (e.g. Canva, Adobe Suite) and generative AI tools, tailored to the chosen communication channels, to enhance the company’s visibility and showcase its expertise.
• Improve UX for all audiences – including people with disabilities – by applying appropriate techniques that generate leads, increase revenue, and build customer loyalty in compliance with regulations.
• Build visitor trust by securing the website and regularly checking its security level to encourage traffic, time spent, purchases, and safe online payments.
• Keep the site content up to date by publishing fresh material, correcting errors, and updating information in compliance with regulations, to optimise search engine ranking (SEO) and generate traffic while retaining customers.

Block 3 – Manage digital marketing and online sales activities within a responsible (CSR) approach

• Interpret ROI and performance ratios from monitoring dashboards, identifying any gaps, and working with relevant operational teams to make timely and sustainable decisions based on the results of each campaign.
• Make necessary adjustments by evaluating campaign impacts against objectives, optimising results in a responsible manner.
• Implement one or more inclusive communication tools by selecting, with multidisciplinary teams (web, IT, marketing, etc.), the most suitable software (e.g. Trello, Monday, Drive) to organise, monitor, and optimise task completion throughout the digital marketing and e-commerce project.
• Introduce a continuous improvement tool (ticketing system) for customer experience, using a method accessible to people with disabilities, enabling stakeholders to report issues and incidents to technical teams.
• Prepare written and oral reports tailored to all audiences – including people with disabilities – using office tools, spreadsheets, and/or specific reporting software (HubSpot, Google Sheets, etc.) to present the outcomes of the implemented strategy and support decision-making with management and relevant teams.