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Associate Brand Manager, Lipton Communications & Purpose – Tea Division

Job ID: R-14464 Category: Marketing Location: Englewood Cliffs, NJ Date posted: 05/19/2021
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Background – About the Tea Business

Unilever is proud of its Tea business, the biggest in the world, with world class purpose driven brands such as Lipton, PG tips and Pukka. Recently, Unilever decided to separate the Tea business to ensure it can best achieve its potential. Unilever is currently reviewing several options for separation, including a demerger, an initial public offering, a disposal or through partnership models. The Tea businesses in India and Indonesia, and the partnership interests in the ready-to-drink Tea joint ventures will be retained.   

The balance of the Tea brands and geographies and all Tea estates, with generated revenues of €2 billion in 2019, is growing and profitable with proven potential both pre- and post-COVID-19. As a standalone entity, the Tea company remains number one in the world and is even better positioned to lead the industry and take full advantage of the opportunities in the category, with more focus and entrepreneurship driving greater growth and value.  

The current vision for the Tea company is to champion a tastier, healthier, more sustainable world of plant-based drinking. Purposeful thinking will be the core anchor of the business, its brands as well as its culture, and enables simple and agile decision making, supports an entrepreneurial mindset and is driven by passion for our consumers.  

As we move through this journey towards separation, we are seeking employees with a passion for exciting entrepreneurial experiences, who want to pursue unique career opportunities and have a desire to be an integral part in building the bright future of this plant-based company.  

Tea Company Mission

Prosperity for everyone connected to our business and greater value for our consumers, our communities, our climate and our company.

CONSUMER: We will become the universal beverage of choice: picking, creating and serving only the tastiest plant based beverages that delight consumers and enrich their physical, emotional and social wellbeing.

CLIMATE: We have a deep and enduring connection to the land and the communities in which we do business. we shall lead the way and create a net positive by giving back to nature much more than nature is giving us.

COMMUNITY: We will ensure growth for all by delivering more value per cup and share that growth amongst growers, blenders, customers, employees, and shareholders.

Purpose of the Job

This role will be responsible for leading and delivering Lipton Brand Strategy, most notably in the areas of Communications Development and Purpose Activities.  Lipton is by far the biggest brand in the US Tea Portfolio and the strategic agenda is critical in driving the growth agenda for the various parts of the brand portfolio.  You will work closely with the key agencies to develop brand communication strategy and creative assets (original and adaptations) to drive emotional and functional messaging to consumers.  In addition, you will design and execute Purpose driven activities within the DO/SAY/MOBILIZE framework to deliver against social impact goals for the brand.

Who You Are & What You’ll Do

The Associate Brand Manager, Lipton Communications & Purpose will need to bring dynamic attitude and passion to:

  • Defining Brand Communication Idea and Communications Strategy

  • Designing and Creating best practice creative assets across TV, Print, Digital, Audio throughout the entire creative process including insight development, briefing, ideation, consumer testing, creative development, production and adaptation.

  • Refining and Establishing Lipton Purpose Do/Say/Mobilize activities, and weaving into communications plans as appropriate

  • Working closely with Creative Agency to develop communications ideas and executions

  • Working closely with Consumer Marketing Insights Team to qualitative and quantitative test creative assets with consumers.

  • Developing Purpose strategy, with key actions around the DO/SAY/MOBILIZE and working with agency and potential non profit organizations to maximize impact

  • Liaising with the Ready to Drink Team at the Pepsi Lipton Partnership to ensure cohesive Masterbrand Communications Plans and Activities

What You’ll Need To Succeed

  • Bachelor’s degree in marketing or related field required; Master’s degree preferred

  • 3+ years in Marketing, with some experience in Communications Strategy and Development. 

  • Experience within the beverages/tea category beneficial.  Enthusiasm for Purpose driven marketing (specifically around wellness) and a dedication to sustainability and the planet also a plus.

  • Experience briefing creative agencies required.  Digital Marketing & Asset Development Experience also a plus. 

  • A keen knowledge of media channels and activities and best practice planning and execution.

  • A well-informed creative “gut” coupled with an eye for aesthetic, design and attention for details.

  • A Passion for Consumers and Shopper Understanding.

  • A balance of art & science – ability to think creatively & strategically, with strong business mindset.

  • A Problem Solving mindset and willingness to challenge the established norms.

  • Comfortable with using data throughout aspects of the role, turning consumer and social insights into strategic thinking.

  • Passion for big iconic brands and desire to leave a mark.

  • Highly organized; able to multi-task and communicate with numerous touch points including cross functional partners, external agencies and potential non profit organizations.a

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Unilever is an organization committed to diversity and inclusion to drive our business results and create a better future every day for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, genetic information, or other applicable legally protected characteristics by federal, state, or local law. For more information, please seeEqual Employment Opportunity Posters

Equal Opportunity/Affirmative Action Employer Minorities/Females/Protected Veterans/Persons with Disabilities

Employment is subject to verification of pre-screening tests, which may include drug screening, background check, credit check and DMV check.

If you are an individual with a disability in need of assistance at any time during our recruitment process, please contact us at NA.Accommodations@unilever.com. Please note: This email is reserved for individuals with disabilities in need of assistance and is not a means of inquiry about positions or application statuses.

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