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The Digital Product Manager will be commercially focused and will represent both business and customer needs globally to identify opportunities to improve and enhance the effectiveness of the website, driving operational resolutions whilst defining and delivering a portfolio of initiatives for the ongoing development and optimisation of our multi channel proposition. They will focus on delivering and maintaining an excellent customer experience via multi-channel touch points across the world, primarily focused on the global website and other future digital channels along with optimisation of existing capability on all channels, competitor analysis, business process change management, facilitation of workshops, specifying requirements for introduction of new functionality and being an expert in key disciplines such as data management, usability, accessibility, digital marketing and analytics.
Optimising existing functionality to drive revenue or improve conversion through refining and improving user journeys, making calls to action both prominent and relevant, and removing all impediments to a successfully converting customer experience
Identify and drive through short-term initiatives that enhance the performance of the department KPIs alongside longer term projects [cont below right]
Exploit opportunities to develop all channels to enhance revenue, reduce costs, optimise conversion or improve customer experience
Responsible for ensuring all change is delivered against agreed scope, ensuring all business activities are delivered within timescales and to budget
For traditional project methodologies, create and own the business project plan for the business elements of the project and ensure dependencies are factored into the IT delivery plan and vice versa including provision of all business led documentation for the IT Project Process e.g. SoR, Business Case, Comms Plan, Stakeholder Management in time for stage gate sign off where appropriate
As Product Owner, convey the vision and goals at the beginning of every release and sprint, participating in daily stand ups, sprint planning & review meetings and retrospectives as well as leading end of iteration show and tells
Work with IT Project Managers where appropriate to plan any deliverables defined within the IT Project Methodology
Manage key stakeholders and business customer’s expectations throughout any project or channel initiative through regular communications.
Work with IT Project Managers and Testing teams to plan and manage the testing and required quality assurance of change. Complete overall sign off of the project or continuous improvement cycle on behalf of the business
Manage overall budget position for non-IT supplier Channel Planning activities within allocated portfolio
Ensure that live projects or initiatives meet proposed benefits and objectives as outlined in the business case owning projects through to benefits measurement and delivery.
Implement regular progress reporting and communications to all business areas and business stakeholders detailing project progress, advising of any scope change and celebrating project success across VAA at launch and as objectives and milestones are achieved.
Ensure operational effectiveness of Website.
Provide point of escalation within business for issues that have arisen and have to be managed internally or with third party non-IT suppliers
Ensure business monitoring of Website performance, key service level agreements and key performance indicators
Qualification in eCommerce, Business Studies, Digital or Online Marketing or Information Management preferable
Proven Project Management experience in a B2C environment or Direct Channels environment essential
Certified Product Owner desirable
Knowledge of the travel or retail industry desirable but not essential
An understanding of usability, accessibility and analytics essential
Experience of working in a challenging, fast moving environment
Enjoy responding quickly and influencing people to deliver
Strong interest and enthusiasm for marketing and digital channels
Excellent interpersonal skills, with the ability to communicate at all levels within internal departments and external agencies and with the ability to explain complex elements in a simple way
Good listening skills with the ability to question and challenge even where not necessarily a subject matter expert
Sound time management skills, ensuring that work is produced to agreed deadlines and high standard
Highly organised, focused and committed to achieving goals
Ability to remain calm under pressure, behave with diplomacy at all times and be an ambassador for the eBusiness team
Ability to work under pressure and within tight deadlines on several initiatives simultaneously
Strong team player, with the ability to manage and prioritise own work and be autonomous.
Experience of making challenging decisions or challenging ideas and costs
Strong analytical skills able to draw conclusions from data, management information and trends
Innovative and able to think open and broadly to seize opportunities to enhance customer experience
Ability to learn a new subject quickly
Strong technical aptitude
Good presentation skills and confident presenting style
Digital Product Manager job description
Identify key customer experience and business benefits, cost savings and revenue enhancements associated with any new concepts, clearly agreeing the goals, objectives, and scope of a project or initiative
Define anticipated time, budget and scope working with IT and third party business suppliers for inclusion in business case or rationale
Work with team to understand management information and analyse trends and user research to inform, determine and define appropriate customer experience for each channel
Keep abreast of industry trends, to ensure the channel stays ahead of the competition, and research topics thoroughly to ensure VAA is innovating in line with its brand values.
Complete detailed analysis and benchmarking of competitors proposition, marketing communications and capabilities to propose best of breed enhancements across multi-channel touch points to drive revenue enhancement or improve customer experience [cont left]