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Tea Division Global CMC Data & Performance Lead in CMC

Job ID: R-13537 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 Global CMC Data & Performance Hub Lead for in Teaco, you will be reporting directly to the Global CMC Director and collaborating with a strong team of >20 CMC experts across the world. Your role will be critical in not just ensuring the integration of multiple CMC data sets but also in the digital transformation of the CMC function, as well as the business.

  • You will lead for business growth through delivering data driven performance analysis and translating big data into insights/action - by incorporating market research, business intelligence and competitor intelligence, focusing on integrating consumer & market insights from continuous tracking, 1st/2nd party data tools (both thick and big data) for insights generation, syndicated industry/market reports etc.. The integration of [empathy] and [data] will be the essential to the team’s daily work.

  • You will own the key contracts & relationship with our global agency partners like Nielsen, Europanel, etc. ensuring quality and delivery of value

  • You will lead the Global & Data performance hub to deliver across the following CMC and business needs:

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

    • Social & Business Analytics to derive actionable insights from search, social listening, reviews or other data integration which will be delivered through utilizing internal tools or through external agencies which you will determine based on business need

    • Enable the data & tools portfolio of the CMC function to derive deeper insights faster and cheaper via consistent tools building & assessment

    • Global Data driven & Performance Marketing  which 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. Be the consumer, media and shopper insights expert across Americas. 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 data (category &brand performance data, digital paid/owned consumer behavior & media data, prm data, as well as social & business analytics)

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

  • Lead the Data and Performance hub which will have 4 areas of expertise, 3 of which you will have a team for. Together with the Global CMC director, you will identify and implement the key Data & performance hub strategy & levers of delivery

    • 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.

    • SOCIAL & BUSINESS ANALYTICS

      • Translate internal briefs for social & business analytics (to include refining the initial brief and asking the ‘right questions’, working through potential hypotheses and storyboarding the output) which will be delivered internally or through our agency squads

      • Identify the right agency, squad or tools to utilize to deliver the key analytical SBA projects of the business

      • Collaborate with the Performance lead to support the business navigate growth opportunities by identifying insights through social and business data (internal data, external data, social listening, search, reviews analysis, 1st and 2nd party data, etc.) to input into strategy, 6P execution and all SUP that enables it (ex. Consumer journeys, path to purchase)

    • GLOBAL DATA DRIVEN & PERFORMANCE MARKETING

      • 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

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

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

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

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

      • Support the delivery of ROI/ Fuel for growth via more efficient DDM

Scope and key interfaces for this role:

Scope

  • Lead for the Global CMC Data & Performance hub supporting CMC across markets

  • 3 direct reports within Poland & 1 in Turkey  

Key interfaces:

  • Internal:

    • Reporting to Global CMC Director

    • 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 5 years working experience in a related field in market research, big data, digital marketing/research.

  • Proven track record in being able to integrate, synthesize and tell a compelling story for business growth using multiple data sources – internal, external, traditional and digital

  • Digital Transformation experience highly preferred

    • Experience on driving digital transformation in teams and businesses, adoption of new mindset and technology to acquire, analyze and act on big data

    • Experience in being a data translator, manager

    • Big data & data science training – understands the ins & outs of data and digital environments, data acquisition, etc. to be able to assess validity and robustness of tools and data sets

  • Business oriented market research experience

    • At least fully operational all areas of CMI skills in Understanding Market Research Fundamentals, Mastering Market Research Techniques, Bringing Integrated Consumer, Media and Shopper Insights into the Business, Showing the Business How and Where to Win

    • Strong Business acumen with Deep Brand and Consumer understanding

    • Thinking strategically & entrepreneurially

    • Business partnering & stakeholder management

    • People Leadership Skills (Internal and external)- Ability to build, inspire, and coach a team in  virtual and cross cultural environments

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

  • Other Big data & Digital

    • Some data modelling or query building experience

    • Working knowledge or some skills/experience in  using social analytics, NLP tools, search, digital data and translating big data into insights and actions

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

  • General skill and experience

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

    • Strong communication and influencing skills

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

    • Language Requirements: English fluency as minimum

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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