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Digital, Content & Community Strategist - Greenhouse

Job ID:
R-16358
Category:
Marketing
Location:
Englewood Cliffs, NJ
Date posted:
08/09/2021

About Greenhouse

Greenhouse was founded to cultivate the next generation of iconic food brands from within Unilever’s Food & Refreshments (F&R) division. In short, we grow food. Greenhouse holds a distinct license to experiment and develop unique capabilities in the areas of eater obsession, innovation, and commercialization. We are a team deeply obsessed with standout experiences that surprise and delight both palates and hearts of eaters, delivering it all with ambitious commitments to sustainability. Through close integration with F&R department leadership and an independently dedicated Greenhouse team, we specialize in crafting products to meet emerging megatrends and bringing them to life in emerging channels such as eCommerce and natural grocery to supplement mainstream distribution.

Greenhouse evolved from the teams leading Sir Kensington’s and Maille, the two inaugural brands within the platform.  Over time, Greenhouse’s mandate will grow to include inventing new brands in growth categories, global Unilever brands not yet active in the US, as well as serve a landing destination for select incoming mergers and acquisitions. With the core cultural tenets of eater obsession, purpose and impact, and creative and entrepreneurial empowerment, we define our culture through four core values:

Our Values

1.    Our secret ingredient is people.
2.    We act with honor, even when no one is looking.
3.    We put special sauce on everything.
4.    We think long term, yet act in short order.

Come grow with us!

Background and Purpose of the Job

The Sir Kensington’s Digital, Content and Community Strategist is responsible for growth and experimentation across the digital ecosystem for the Sir Kensington’s brand. As part of the Eater Obsession team, this person will own the one-to-one relationships with our eaters across owned and paid digital channels. At Greenhouse, we believe that small brands are able to fuel growth on word-of-mouth, but brands in the next stage are able to scale that intimacy as they grow. This is our ambition.

This role pioneers, develops and leads the owned platforms at Sir Kensington’s – we call this the Content Engine. The task for this role is not to develop the content, but rather run a set of well oiled, high-functioning, community-centric assets for the brand, centered around a content strategy, an editorial calendar and compelling brand voice. This role delivers a content and growth strategy that the supports the wider brand objectives. You will deliver briefs to our internal and/or external agencies and then execute, track and optimize content. 

The role requires expertise in digital and performance marketing. Outside of owned content and communities, this person will support the Brand Crafting Leads for both Sir Kensington's and Maille in the strategy and execution of digital campaign elements. At Greenhouse, we’re building a digital powerhouse which requires exceptional digital fluency – you will lead this charge.

What You’ll Do

  • Content Strategy:
    • Craft and execute brand content strategy in partnership with internal creative team and external creative partners
    • Partner with Brand Crafting Lead to ensure brand proposition (look, feel, tone of voice) is translating to our eaters in a consistent and compelling way
    • Manage brand content and editorial calendar across Instagram, Facebook, website, email and omnichannel (7OA, A+, Brand Store)
    • Explore emerging platforms (e.g., TikTok, Clubhouse) and determine brand role
  • Content Performance Analysis and Insights:  
    • Manage content performance, tracking and insights collection across all key channels culminating in monthly scorecards
    • Use Google Analytics, Google Trend Data, Google Search Data, Sprout Social, Later, MailChimp, and more to collect and distill results
    • Use insights, performance and learnings to iterate on existing strategy with a focus on experimentation and growth
    • Funnel learnings to creative briefs
  • Community Strategy:
    • You will be responsible for scaling our existing communities (social, email) of brand fans and exploring new communities for growth
    • Our dedicated fan community, the Taste Buds, has reached over 30,000 members in less than one year. You are responsible for scaling the affinity and advocacy we have created with this group
    • You will be our in-house expert around the influencer and digital ambassador landscape
  • Community Engagement:
    • You will manage a direct report, our Sir Kensington’s Community Experience Manager. This team member is responsible for the below, under your supervision:
      • Customer Service management (brand CS inbox)
      • Platform engagement (social media, Taste Buds, VITs, fan mail, influencers)
      • Eater insights tracking
      • Social Media Content Support (editorial calendar assistance)
  • Digital and Performance Marketing:
    • Develop and own ROI and strategy model for digital campaigns spanning paid social (Facebook/Instagram, Pinterest, YouTube and more), search (Google/Bing, Amazon, eRetailer), video (OTT, Programmatic) and display (Programmatic, Amazon, eRetailer) in alignment with brand marketing and overall campaign objectives
    • Manage brand SEO in partnership with web developer to fuel performance
    • Manage brand CRM in partnership with media agency to fuel audience development and targeting
    • Partner with eCommerce Business manager to inform campaign investment, fuel ROAS and determine customer prioritization
    • Collaborate with Brand Crafting Lead and Greenhouse studio to define creative appropriate for both existing and emerging digital marketing channels
    • You will lead our experimentation with DTC business models

What You’ll Need

You are first and foremost entrepreneurial in nature. This job should feel more like a newsroom than managing likes and comments. So, you are curious, tenacious and creative yet results-driven. You most likely come from the food world but if not, we’d love to hear about your applicable success. You most likely will have spent considerable time in social, digital or media—brand or agency side. You are a rabid trend-chaser, meme lover and know how to leverage today’s pop culture to build a lasting relevant position for this brand.

  • Bachelor's degree required
  • Minimum of 3 years of relevant experience
  • Operational knowledge of the content and community management across email, social, website
  • Excellent data analytical skills as it relates to digital and performance marketing
  • Entrepreneurial mindset, high sense of project ownership and pro-activity
  • Proficiency in MS Office (Word, Excel, PowerPoint, and Outlook) required

What We Can Offer You

Culture for Growth | Top Notch Employee Health & Well Being Benefits | Every Voice Matters | Global Reach | Life at Unilever | Careers with Purpose | World Class Career Development Programs | Check Out Our Space | Focus On Sustainability

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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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