1. 1
Multichannel Campaign
Management

2. Multichannel Campaign Management | The Process and Platform
Effectiveness Teamwork Efficiency
• Centralised & standardised
campaign library.
• Define & agreed on Process Map.
• Campaign planning templates.
• Clarified R&R for different
functions – SC, PM, Marketing.
• Timely communication on
campaigns progress/ rollout.
• Mindset change.
• Timeline management.
• Inventory.
• Risk management.
• Stakeholder management.
• Communication.
• Leadtime estimation –
development, stock planning,
gift fulfillment.
• Key success criteria (e.g.
Cooperation with other
functions –for product training,
KPI setting.)
• Evaluate performance
• Refine R&R in campaign
process.
• Leadtime estimation e.g.
stocking, printing,
development.
• Content of communication.
2

3. Scale in APAC
 Scale of APAC Campaigns
• 4 regions,10 markets in APAC.
• Greater China (GC) – China, Hong Kong, Taiwan
• SEA – Singapore, Malaysia, Philippines, Thailand
• ANZ – Australia, New Zealand
• Japan
• 5 languages
• Simplified Chinese (CN)
• Traditional Chinese (HK, TW)
• Thai (Thailand)
• Japanese (Japan)
• English (rest of markets)
• 11 Websites in APAC
• Around 150k active customer base
Efficiency Teamwork
3

4. Working Model – The Complexity
Country
Marketing
Product
Marketing
Inventory
Mgmt Sales Customer
Service
SIOP
Planning
Campaign
Mgmt
Creative
Agency
Printer
Media
Services
Product
Category
TranslatorInsight
eCom
Online
Search
Data
Analytics
GIT
Legal
Process
Value Proposition
CI
Finance
Awareness
Resource
Customer Touches
Mindset Mgmt
Standardisation
4
Activity/
Campaign
Owner
Efficiency Teamwork
Customer
Experience

5. R&R of Multichannel Campaign Management
Master Creation
Mechanism
Master Creation
Design
Master Creation
Approval
Country
Implementation
• Initiate activity/campaign
discussion
• Campaign presentation
• Alignment of elements at
regional creation - no change
• Alignment of elements at
Country level – localisation
• Get approval
• Ensure proper documentation
• Campaign mgmt will
manage the roll-out
according to the agreed scope
• Define campaign objectives
• Define KPM
• Implementation Country
• Budget
• Target customers
• Campaign period
• Cost of gift
• Tier value
• Tier gift
• T&Cs
• Channel of promotion
• Campaign message
• Campaign plan at regional &
Country level with clear R&R
• Information updated to
shared folder
• Sign-off campaign scope and
localisation scope
• BAU
• Initiate campaign discussion
• Data analysis & feedback
Phase
Action
Output
CLM Campaign Mgmt
R
Responsible
Country Marketing Manager
A
Action
C
Consult
I
Inform
Planning
Campaign Management
CLM
Country Marketing Manager
Planning
Campaign Management
CLM
Country Marketing Manager
Planning
Campaign Management
Country Marketing Team
CLM
Governance
Handover
Efficiency Teamwork
5

6. Check List before Campaign Execution
 Campaign scope agreed and sign-off.
 Objectives
 KPI
 Implementation markets
 Channel of communication & frequency
 Online: Email, campaign landing page, SEM, banner and etc.
 Offline: direct mailer, and etc.
 Incentive mechanism – free gift, buy X get Y free, discount% and etc.
 Product
 Product(s) are compliant in target markets.
 Product list
 Products are transactable on web.
 Funding for campaign items are agreed and secured.
 Proposed product discount aligned with Pricing team.
 Letter of agreement on the agreed supplier funding.
 Project team (Depending on type of activities, TBC during campaign execution phase)
 Primary contact from CLM.
 Primary contact from Product team.
 Primary contact from Product Marketing team.
 Primary contact from eCommerce.
 Primary contact from Planning & Inventory Management.
 Primary contact from APAC Pricing.
 Primary contact from Service Delivery & Operations.
 and etc.
6
Efficiency Teamwork

7.  Lead-time established on
 Size of the campaign  implementation time,
resource utilisation
 Translation and localisation
 Web development
 UAT
 Media Code preparation, 2 weeks for,
 Integrate with loyalty team
 Campaign team to setup Media Code
logic
 The Way We Work.
Appendix I - Continuous Improvement | Snapshot
 Product campaign
 Audit before campaign process started
 Products are transactable on web.
 Ensure funding for stock is agreed and
secured.
 Manage inventory for campaign products.
 Product pricing on web = printed material.
 Campaign design & supplier funding
package.
 Knowledge-base and guidelines
 Standardisation – URL, Service Messaging
Efficiency Teamwork
7