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Assistant CMI Manager, Global Oral Care

Job ID: R-16091 Category: Marketing Location: Mumbai, Maharashtra Date posted: 06/04/2021
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Global Oral Care CMI Lead for South Asia and NAME

Location: Mumbai

Background to role:

The world around us has changed and the pace of change is accelerating.  We are facing a lot of disruptors, from local players who are agile in responding to local consumer & market trends to start-ups who are utilising latest breakthrough technology. Having future fit innovation insights team to partner marketing is now even more critical than before, to accelerate competitive, profitable​​le, consistent and responsible growth.

This specific role is part of the Global Oral Care CMI team -but with a clear regional focus on South Asia and NAME. Based in Mumbai, it reports directly into the CMI Director for the category (over time/ once settle we might change reporting lines to either Smile of Closeup global leads who are based in Singapore).

The role drives insight related to both innovation & engagement for Closeup (in both regions) & Smile (Pepsodent in India, Signal in NAME)  – covering strategic point of view on where to win & how in these regions and drive brand growth via foundational insights, excellence in innovation /renovation research and the Innoflex approach and comms research, last but not the least in tracking performance for the category, brands, launches in these regions.

The role will partner the Global Team for South Asia (also based in Mumbai) and NAMET (based in Dubai)

CMI teams help:

  • Refocusing CMI on growth: This role will partner the business teams as well to proactively search for growth territories and identify pains & gains & thus that are locally relevant, winning ideas in these spaces, towards existing business improvements & new projects

  • Partner the marketing team to follow through the launched innovations in-market & be a partner to Global CMI as well as Country CMI in identifying successes & improvements needed

  • Equally partner with marketing post project pre-start - as insight lead, defining the right research approaches & tools to use

  • Report the results and guide the business on actions and recommendations

  • Drive a virtuous cycle of learning (through strategic interventions but equally through individual projects) on driving bigger, better innovations in the Oral Care category

  • Bring relevant, cultural insights to guide comms creation & partner marketing teams in guiding engagement excellence with the right pre-testing tools

Core responsibilities for this role:


  • Lead different innovation research projects from ideation/co-creation to final testing of the full mix

  • Identify & integrate consumer insights into various innovation projects -this will include funnel innovations & renovations on Core and NPD

  • Work with global marketing teams & country CMIs on the PLEs (post launch evaluation) of launched innovation/renovation projects to identify successes & improvement areas

  • Drive meta learnings, cross-pollination, innovation monitoring (incrementality KPI etc) and real time management of innovation projects

  • Be responsible for building and developing relationships with the global-wide Innovation team and across key business partners including CTI, Marketing, R&D and Finance

  • Pilot new methods & approaches, technology and new suite of research toolkits across categories

  • Work with early adopters’ communities to co-create new opportunities


  • Full cycle of content creation- qualitative and quantitative, including advanced developmental research- across TV and digital content + plus also last mile eComm conversion content

  • Lead in-market tracking/optimizations for market specific campaigns (in partnership with the PDC/media agencies) and uncover learnings and insights and embed into future campaign planning – like ROI drivers, campaign performance drivers, partner with the People Data Centre to understand campaign-related social listening/impact of influencers/etc and marry with media KPI data, embed digital measurement tools like Metrics that Matter into the way markets report digital performance of brands.

  • Be responsible for building and developing relationships within the global engagement team and across key business partners within Media and CMI

  • Support initiatives outside of project work to unlock growth opportunities to create excellent content.

Qualifications for role:

  • 4+years’ experience for WL1

  • Basic understanding of market research, strong analytical skills

  • Passion for innovations, trends and creativity; experience in innovation (must), comms or media research

  • Basic understanding of online & offline advertising landscape

  • Business partnering skills

  • Demonstrates consumer love -with an acute ability to put the human first and ‘be in the search mode’ / interest in human behavior to unleash true human needs, adding value to people’s lives (via jobs, pains/gains, using empathy and other techniques)

  • Strong project management skills, able to lead projects

  • Good analytical thinking and communication skills to present clearly, simplify complex topics and influence decision-making 

  • Comfortable working independently and as part of a virtual and global team; a team player; accountable, open minded who likes to work in rapid and agile way

  • Curiosity and strong attention to detail

Right candidate:

The right candidate for this role will bring a good balance of

  • Skills to study market opportunities (de-averaging to find pockets of growth)

  • Problem discovery & sizing, growth hacking skills via also connecting the dots

  • Data proficiency (towards also tracking innovation impact & performance in market)

  • Experience in mix development research (concept, product, pack etc.) – both traditional & new age methodologies

  • Experience in comms research (qual, quant/pre-testing)

  • Experience in presentation skills (often to senior stakeholders)

In terms of mindset

  • Ability to influence business partners & decisions in favour of the consumer / market interest 

  • Proactive in identifying new trends & brining outside inspiration for the business

  • Constantly curious

  • Demonstrating MVP thinking – towards building & creating, towards making things real

  • Has pulse on cultural insights in South Asia

  • Experimentative & keen to try new approaches, tools to get to the best way to answer key business questions

  • Strong collaboration & partnership spirit, in being a key team player

  • High bias for action & ownership

Key CMI interactions for this role:

  • Global CMI team– especially engagement to successfully pass knowledge acquired along idea creation

  • Key country based CMI teams – to collaborate on jobs to be done, & in ensuring innovations are landed and tracked with all background knowledge

  • Hive will be a key partner to the innovation teams, in running most of the tests

  • Close partnership with RIF CMI/ CMI Engagement team to continuously identify gaps in innovation agile tools

  • Close partnership with PDC to land trends early and at scale

Key business partners for this role:

  • Global Marketing Team for South Asia and NAME

  • CTI partners, R&D project leads, Finance leads

Key agency interactions:

  • Usual innovation partners BASES, IPSOS, METRIXLAB, KANTAR + other innovation agencies

  • Usual comms partners KANTAR, METRIXLAB + other qual agencies

  • Qual agencies expert in ideas to mix evaluation to comms insights & development guidance

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