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Tea Division Global CMC (CMI) Market Insights Performance Analyst

Job ID: R-13779 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 data, who are not afraid to break convention and want to be revolutionary within our business. 

As the Global Market Insights Performance lead, you will be reporting into the Global Data & performance Manager and collaborating with a strong team of >20 CMC experts across the world. Your role will be critical in steering the business’ long term strategies as well as tactical needs/opportunities to drive business growth through a deep understanding of the consumer through data, human understanding and market channel knowledge. In this role, you will be responsible for partnering with the global teams to deliver…

  • Global Performance & Opportunity steering through multi-source data analysis and growth analytics – as input into global strategies as well as always on, consistent growth & opportunity spotting

  • Expert in all consumer, market and channel performance data, access, dashboards, toolkits in the Tea company and how to fully leverage these into creating focus on key actions required across the 6Ps.

  • Draw valuable insights from data analytics, and partner with agencies to deliver key modelling & analytics projects to help focus investment and activities  

  • Drive Automation of performance tracking data across key KPIs and diagnostics to enable faster, easier, more insightful analysis and actions

  • Marry big data with consumer empathy/thick data to create compelling growth stories

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. Be the consumer, media and shopper insights expert. Use your innate ability and passion to understand and empathise with consumers and customers to deliver valuable insights to the business.

  • Be the subject matter experts on overall continuous tracking, consumer, market & channel data in the business and how to best leverage these to derive business opportunities for growth

  • Ownership of the key contracts & relationship with our continuous tracking partners like Nielsen, Europanel, etc. ensuring quality and delivery of value

  • GLOBAL PERFORMANCE STEERING

    • Provide analytical support to steer key global strategic activities (i.e. Strategy refresh, annual planning, M&A, or exploration/deep-dive into key global topics)

    • Actionable business steering through consistent monthly, quarterly and annual analysis of the global market landscape & 6P drivers in Teaco performance– category, teaco brands & competitors and how overall consumer behaviors are evolving & shaping business growth

    • Related to above - Seamless multisource analysis of all data sources (Euromonitor & other syndicated studies, continuous tracking, in-store observations, social & search data, digital engagement data, ecomm conversion data, 1st & 2nd party data and other primary research) to help understand the actions required- across all the marketing 6 Ps.

  • Deliver special projects that utilize consumer data to unlock growth such as Growth Hacking (data-driven experimentation to drive growth actions), M&As, expansion of brands new white space channels or markets, a new business model, understanding an untapped consumer segment etc

Scope and key interfaces for this role:

Scope

  • Global Market Insights Performance Lead for the Tea Company

Key interfaces:

  • Internal:

    • Reporting to Global CMC Data & Performance Hub lead/Manager

    • Global CMC Strategy, Innovation & Performance lead

    • Global Brands CMC team

    • Global Channel & Shopper insights Manager

    • CMC global community

    • 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 3 years working experience in a related field in market research, market insights/research, big data.

  • Required significant experience with continuous research data (retail and consumer panel, brand tracking)

  • Analytically minded and numerically oriented

  • Strong communication, storytelling and presenting skills to present internally & externally

  • Opportunity spotting skills, with data deep diving abilities in order to identify  short to mid term growth acceleration opportunities across 6Ps

  • Good understanding of CMI tools, especially related to consumer segmentation, usage & attitudes, etc.

  • Good understanding of Social, search, Digital tools and capabilities

  • Good understanding of market research especially quantitative methods

  • Capability to derive insights from integration of different data & connecting the dots

  • Ability to take a brief and help ensure that the research will deliver what our internal customer needs, not just what they asked for

  • Good facilitation skills to be able to build capabilities of CMI & Business Partners through facilitating sessions

  • Able to lead big projects and balance priorities for self and team

  • Develop output, which is simple, fact-based rather than fact-filled, focusing on storytelling, recommendations and impact to get growth

  • Demonstrable track record of outstanding partnership with business partners and stakeholders, communication, OTIF delivery, strong point of view, identification of growth opportunities

Behaviors & Attitudes:

  • 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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