eCommerce F1 Growth Marketing Specialist

DEADLINE:
(o) First-Draft: 22/06/21
(o) Second-Draft (with alterations/additions): 30/06/21

SUPPORTING DOCUMENTS
(Imperative to Task):
(o) F1Authentics - Strategic Commercial POA
(Secondary Supporting Documents)
> Audience Buyer Persona Research
> Auction – Target Audience & Channels Research

ACCOUNT SPEND (Forecasted Approximately):
>Please specify % split e.g. 50% ad spend towards Google shopping, 20% remarketing page visitors, 20%paidsocial incl. Facebook/Linkedin/Facebook

F1AUTHENTICS USPS:
> USP: We are the authority of all things F1, exclusive official F1 Licensed partner memorabilia goods
>USP: Our credibility is forged through direct legal relationships with Formula 1 teams and Drivers
>USP: We are a premier partner, standing out from the competition (our site links back and forth to the official F1 site), many of our employee’s are ex F1 staff and race track mechanics

CONSIDERATIONS:
(o) Please review all adjoined attachments, especially [auction channels.pdf] and [Buyer Persona Audience Research] , please also pay particular attention to advised channel approaches and offer your input on this, i.e. whether you agree or disagree based on our goals highlighted in this brief
(o) Leading with mobile first, majority of traffic received via mobile (75%) yet accounts for 3x less conversions (indicating a problem with mobile experiences), which we will look to resolve via shopify CRO audit actions.
(o) Social (paid/owned) will be underpinned by influencer marketing (Again, once shopify acc is live)
(o) We are migrating from CS Cart to Shopify – at the end of the month. This will enable us to load in thousands of new SKU’s/product variants and ramp up our digital marketing spend to a six-figure value, post migration, as well as address issues highlighted Audits: CRO and SEO.

----- BRIEF STARTS ----

TASK REQUIREMENTS/ DELIVERABLES
(o) 10 -12 pages PowerPoint (high-level but detailed) – Presentation format similar to mimic what’s created/attached presently (if possible) for uniformity of design
(o) Develop key strategies for three key F1A (f1authentics.com) commercial product ranges
IMPORTANT: Must take into account how to target (HNI) High Network individual across popularised channels to drive; impressions, engagements and revenue
(o) There are three product revenue generating categories requiring actions, please see below:

1. Race cars & Memorabilia (Onsite Auction and eShop “Buy Now”)
Task: Competitor SWOT Analysis – who are the top 5-6 competitors, who own most market share (with source), who sell F1 and Le Mans GT Endurance race cars, what do they do well pricing wise and marketing aspects (as descriptive as possible) vs. our site:
https://www.f1authentics.com/f1-racing-cars-for-sale/
Task: How do we position ourselves to HNI’s (High Network Individuals), how to build an active database online?
Task: How do we become the #1 marketplace destination for users to buy F1 Race cars and Le Mans GT Endurance race cars – as competitors (Sotheby’s do both)....people typically buy both F1 race cars and GT Endurance cares from the same sources (Target audiences are usually the same)
Task: How do we become the #1 marketplace destination for racecars to sell/consign f1 race cars and memorabilia like we are doing with f1 race cars?
Task: How do we become the #1 marketplace destination for F1 memorabilia via the onsite auction and estore?
Notes of Interest:
 We are new players in the market, how can we abstract market share for already established players
 Some Competitors to consider: Sotheby’s, motorsportauctions.com,com, HallOfFameCollection, Memorabilia collectables, theGPBox, exclusiveauctions.com/buy-now-race-cars/

2. Premium Auction
Task: How do we build/maintain an active auction database? Pertinent to our niche
Task: How do we become the #1 marketplace to buy F1 Memorabilia on auction and reach purist HNI (High Network Individuals) collectors?
Task: How do we become the #1 marketplace to sell and consign your memorabilia?

3. Concierge
Task: How do build that right clientele, (we get contacted by VIP clients, to help them build their memorabilia collection), how do we attract HNI database of customers and other VIP concierge (High Network Individuals) collectors companies to tell them of our service and who we are? (We’re new players in the market) the like’s of; Sotheby’s, premium look and feel.[See Auction Channel Research – LinkedIn section] – do you agree/disagree with this approach, perhaps sales navigator?
Task: How do we become the #1 service to “build your f1 collection” based on customer’s budgets, or! Rare items users may be in search of”?