Shopper Marketing Specialist - Ice Cream, Arabia

Reports to: IC CSP Manager -Arabia

Scope: Arabia

Location: Dubai, UAE

Terms & Conditions: Full-Time

With 3.4 billion people in over 190 countries using our products every day, Unilever is a business that makes a real impact on the world. Work on brands that are loved and improve the lives of our consumers and the communities around us. We are driven by our purpose: to make sustainable living commonplace, and it is our belief that doing business the right way drives superior performance. At the heart of what we do is our people – we believe that when our people work with purpose, we will create a better business and a better world. 

At Unilever, your career will be a unique journey, grounded in our inclusive, collaborative, and flexible working environment. We don’t believe in the ‘one size fits all’ approach and instead we will equip you with the tools you need to shape your own future.

Job Purpose

Unilever is the place where you can bring your purpose to life with the work that you do – creating a better business and a better world. We are seeking a passionate and results-oriented Shopper Marketing Specialist to lead the development and execution of shopper marketing strategies for assigned projects within the Ice Cream category across the Arabia (Gulf) region (UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, Oman). This role is a key driver in increasing brand growth and market share by increasing shopper understanding and championing brilliant in-store execution and shopper activation. The Shopper Marketing Specialist will be responsible for implementing shopper-centric programs that resonate with consumers, drive conversion, build brand loyalty, and maximize impact at the point of purchase in physical retail environments. This role also contributes to developing a strong shopper-centric culture within Unilever, ensuring alignment between category strategy and in-store activation. This role requires strong analytical skills to understand market trends and measure the impact of shopper marketing activities

What will your main responsibilities be

• Shopper Insights & Analysis:
  • Gather and analyze data related to shopper behavior, purchase drivers, and retail environments across the Arabia (Gulf) region for the Ice Cream category.
  • Work with the Category Strategy Manager in conducting shopper research and analyzing data (including Kantar, PDC, and CMI) to identify key insights and opportunities for improvement.
  • Translate shopper insights into actionable in-store tactics that support category and brand objectives, as defined by the Category Strategy.
• Program Execution:
  • Execute innovative and impactful shopper marketing programs, including in-store promotions, displays, and events.
  • Develop compelling point-of-sale (POS) materials that drive brand visibility and encourage purchase.
  • Work with the Category Strategy Manager to ensure alignment with brand guidelines, budget, and seasonal/cultural events during program execution.
  • Work closely with sales teams and retail partners to support the effective implementation of shopper marketing programs in-store.
• In-Store Activation:
  • Implement in-store communication strategies, ensuring best practices are followed across the Arabia (Gulf) region.
  • Work with the Category Strategy Manager to validate that activation ideas can be efficiently amplified in store and are aligned with the overall category strategy.
  • Develop an understanding of retailer dynamics and strategy, to create shopper-centric initiatives.
• Performance Monitoring & Analysis:
  • Track and manage the shopper marketing budget for assigned projects within the Ice Cream category across the Arabia (Gulf) region.
  • Analyse shopper marketing program performance, identifying areas for improvement.
  • Prepare reports on shopper marketing activities and results.
  • Conduct sell-out analysis to understand product performance at the retail level.
  • Monitor and analyse market share data to identify trends and opportunities.
  • Utilize Nielsen data to gain insights into category performance, competitor activity, and the effectiveness of shopper marketing programs.
• Stakeholder Collaboration:
  • Collaborate with brand marketing, sales, trade marketing, and agency teams to support the effective execution of shopper marketing programs, ensuring alignment with the category strategy.
  • Build strong working relationships with retail partners.
  • Support the management of external agencies and vendors to deliver high-quality shopper marketing materials and programs.
• Learning & Development:
  • Stay up-to-date on the latest trends and best practices in shopper marketing, specifically within brick-and-mortar retail environments.
  • Contribute to the sharing of best practices and learnings within the marketing organization.

WHAT YOU NEED TO SUCCEED

Experiences & Qualifications

• Bachelor’s degree in marketing, Business Administration, or a related field.
• 1-3 years of experience in shopper marketing, trade marketing, or sales within the FMCG industry, experience with retail promotions is a plus.
• Basic understanding of shopper behavior, retail environments, and point-of-sale marketing techniques.
• Experience with sell-out analysis, market share monitoring, and Nielsen data is a plus.
• Analytical skills and the ability to interpret data.
• Strong communication, interpersonal, and presentation skills.
• Ability to work independently and as part of a team.
• Proficiency in English and Arabic is preferred.
• Basic project management skills.

Skills

• Shopper Marketing Fundamentals
• In-Store Execution Basics
• Retailer Marketing
• Data Analysis
• Sell-Out Analysis
• Market Share Analysis
• Nielsen Data Analysis
• Communication & Presentation Skills
• Teamwork & Collaboration
• Project Management

Leadership

• You are energized by delivering fantastic results. You are an example to others – both your results and your resilience. You are constantly on the lookout for better ways to do things, engaging and collaborating with others along the way.
• As an individual you are the one responsible for your own wellbeing and delivering high standards of work. You must also focus on the Consumer and what they need. You are humble and have your head up, looking around to interpret evidence and data smartly, spot issues and opportunities to make things better.

• Critical SOL (Standards of Leadership) Behaviors
  • PASSION FOR HIGH PERFORMANCE: Takes personal responsibility and accountability for execution and results. Has an owner’s mindset, using data and insight to make decisions.
  • PERSONAL MASTERY: Sets high standards for themselves. Actively builds own wellbeing and resilience.
  • CONSUMER LOVE: Whatever their role, always looks for better ways to serve consumers. Invests time inside and outside to understand the needs of consumers.
  • PURPOSE & SERVICE: Has humility, understanding that leadership is service to others, inside and outside Unilever.
  • AGILITY: Explores the world around them, continually learning and developing their skills.

Unilever embraces diversity and encourages applicants from all walks of life! This means giving full and fair consideration to all applicants and continuing development of all employees regardless of age, disability, gender reassignment, race, religion or belief, sex, sexual orientation, marriage and civil partnership, and pregnancy and maternity. 

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.