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Tea Division Global CMC (CMI) PRM and Performance Marketing Analyst

Job ID: R-13776 Category: Marketing Location: Warsaw, Mazovia Date posted: 05/31/2021
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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 the standalone business, including a demerger, an initial public offering, a disposal or through partnership models. The process is expected to conclude by the end of 2021. The Tea businesses in India and Indonesia, and the partnership interests in the ready-to-drink Tea joint ventures will be retained within Unilever.

The balance of exciting and iconic Tea brands such as Lipton, Pukka, T2, Tazo and PG Tips, geographies and all Tea estates, with generated revenues of €2 billion in 2019, are 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

Connected 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.

Tea Company Vision:

  • To serve the best cup of wellbeing, in the most delicious and sustainable way

  • to champion a healthier future for people and the planet through plants

  • to grow a world of wellbeing through the power of plants

Your Role:

The Tea Company plays in a diverse category with very strong brands, across a wide variety of markets and across diverse channels (retail, foodservice, ecomm, dtc, etc). With this global operation, continuous understanding and steering the business forward with data driven insights is critical for success. It is critical to enable the whole CMC function to translate big data into insights & action married with thick empathic data. Lastly, it is critical enable the business to transform and build direct relationships with consumers.  Thus, we need people with passion for digital and data, who are not afraid to break convention and want to be revolutionary within our business. 

As the PRM and Performance Marketing Analyst in Teaco, you will be reporting into the Global Data & performance Manager and collaborating with a strong team of >20 CMC experts across the world. You will be responsible for driving business value through consumer data. We are looking for someone with excellent digital analytics and audience segmentation experience with an understanding of the full user journey through to sales/conversion (offline & online), to accelerate the category’s data driven marketing journey. You’ll be the brain that has the know-how on how to deliver against data and 1:1 strategies in the Tea Company.

  • You will lead for business growth through delivering data driven performance analysis and translating big data into insights/action – translating 1st/2nd/3rd party data, integrating these with our consumer and market intelligence data & insights (with an understanding of the full user journey path to purchase) into actionable business recommendations to improve overall sales and conversion.

  • You will enable the TeaCompany from a global perspective to design & deliver the best Data Strategy (including data acquisition that is consumer needs/audiences centered, .com infrastructure & tech) by collaborating with the Head of Data and Tstudios lead

  • You will synthesize and derive meaningful insights from 1st, 2nd and 3rd party data, owned & paid media behavioral and conversion data, as well as work with central DMP team to define, optimise and manage global audiences/segments that are fit to brand & business strategy

Your key tasks will include:

  • Deeply Understand the Global Beverages & Plant based wellbeing categories & its key markets, the Brands, customers and the key business objectives and challenges.

  • Audience segmentation and ROI thru the path to purchase

    • Responsible for developing and implementing Global brand audiences & provide brand & consumer strategy linked structure and inputs into the data acquisition strategy and implementation

    • Work with central DMP team to define, optimise and manage global segments leveraging internal audience tools

    • Measure the effectiveness & ROI of DDM and Performance Marketing efforts on sales & long term brand

    • Own the global analysis and reporting of segments performance/insights for the category

    • Support the delivery of improvement of ROI via more efficient DDM (data driven marketing)

  • Implementation & consumer centricity of data strategy into local markets

    • Develop an annual agenda for 1P data test and learn framework, working closely with market teams. Ensure learnings are scaled across brands and markets

    • Work closely with local markets to ensure the data and 1:1 strategies are successfully activated with the consumer needs in mind

    • Collaborate with the local CMI and digital hubs to implement and constantly calibrate global & local audience segments to enable efficient DDM

  • Globally curate meta-learnings on path to purchase & driving optimal performance marketing

    • Derive insights and meta-learnings from paid/owned asset data and ensure integration into multi-source analysis

  • Project Manage global data integrations where required

Scope and key interfaces for this role:

Scope

  • PRM and Performance Marketing Analyst

Key interfaces:

  • Internal:

    • Reporting to Global CMC Data & Performance Manager/Lead

    • Data teams & IT

    • T-Studios & Media teams esp Performance Marketing Teams

    • Global CMC Director

    • Global CMC teams (Strategy, Innovation & Performance; Brands CMC team; Channel & Shopper insights Manager)

    • Local & Market unit CMC leads

    • Global marketing teams

  • External:

    • Research, Data, Analytics & Consultant agency partners

    • Tea & research Industry experts and forums

    • Customers, Creative and Media agencies

Required Skills & experience:

  • At least 2 years working experience in a related field in market research, big data, social listening and analysis

  • Understanding of audience development with DMPs and future fit towards cookieless future

  • Understanding of effective 1:1 strategies (email, SMS etc)

  • Digital media background useful- understanding of programmatic and social media advertising

  • CRM experience as asset

  • Ecommerce experience as asset

  • Experience driving business value from consumer insights

  • Ability to work in cross functional and matrixed organisations

  • Digital tools: An experience with digital analytical tools (e.g. Google Analytics, Adobe Analytics, FB Audience Insights, Google Trends, Search)

  • Experience in an analytical role and providing insights and recommendation based on data storytelling

  • Experience of “storytelling” in a corporate context, and crafting clear, compelling messaging

Behaviors & Attitudes:

  • Self-motivated, articulate and ‘can-do’ attitude

  • Passion for data & the digital world and evolving companies into this new reality. While you are data driven, you are able to link these with frameworks grounded in deep human truths and channel and market knowledge.

  • You can & enjoy integrating and analysing multiple sources of data and insights, are able to synthesize these into quantified and sizeable actionable business ideas, and storytell into a provoking growth story to drive action

  • Think entrepreneurially strategically & prioritize – track record for thinking of the bigger picture, prioritizing and delivering strategic thinking (vs project thinking)

  • Action & results oriented: Track record of developing work which is fact-based rather than fact-filled, focusing on actionable recommendations and outcomes. Proven record of strong follow through of the work until action.

  • Drive & resilience: Strong drive to generate new initiatives and see them through to action – land new pioneering CMI and marketing initiatives into the business 

  • Positive & Hero mentality: A positive attitude and can-do outlook to keep the agency teams motivated and inspired to work with the team.

  • Pioneer – in how to grow brands using different & innovative approaches

Our values:

  • Sustainability

  • Fun loving

  • Risk taking ability

  • Simple thinking

  • Transparent and fair

  • Innovative

  • Promote diversity

  • Ownership and accountability

  • Entrepreneurial

Unilever is an organisation committed to equity, inclusion and diversity 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. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.

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