Data-Driven Marketing at Unilever does not mean creating niche, highly targeted activities. Rather, it is the delivery of mass personalised communications, using multiple messages to increase relevance and impact amongst various sub-segments. It is founded on each market having a clear data strategy, with each brand having a clear audience segmentation strategy, and these being used to inform the creation of programmatic media campaigns with highly relevant and effective creative assets. Activities will be key drivers of data acquisition and eCommerce growth, while also re-invigorating brands’ equity. Over time this will lead to an increased emphasis on performance marketing and may -in some cases – lead to one-to-one marketing.
There has never been a more exciting time in marketing and media than now. And as Unilever’s Media team, we pioneer the future of media and marketing communication through our global scale, expertise and iconic brands. To accelerate our journey at an exponential pace we are looking for the best digital talent, fellow kindred spirits who have the passion for all things digital and are not afraid to break convention to be change catalysts within our business.
We are looking for a committed, enthusiastic and experienced professional who has proven digital media planning and deployment expertise. The person in this job will work in the Digital Hub and closely with the local media and marketing teams.
The Purpose of Role:
The role aims to drive the adoption and continued excellence of Data-Driven Marketing practices within Unilever and our partner agencies. This involves planning data-led campaigns, owning the process of implementation and optimisation, and ensuring the health of the infrastructure in place to deliver these plans in a seamless, automated way.
This role involves close work with the market teams plus other agencies. There is extensive cross-functional, cross-market working with an extensive range of stakeholders. This role does not have any direct reports: rather, it requires one to manage a large external agency team and to co-work effectively with a wide range of colleagues. A part of the role is also to co-create and share training material and learning that will increase marketers’ capabilities in the changing environment.
Reporting to: Digital Hub & Media Lead, MYSGMCL
Lead the Data-Driven Marketing full-funnel media agenda (awareness, engagement, and conversion) – developing campaign journey across key channels per audience sub-segment, leveraging past learnings.
Turn audience segments into actionable media plans and ensur integration into holistic channel plans feeding into the Media blueprint.
Strengthen the standard of Media operations, and execute operations with excellence for ongoing Media value, productivity creation.
Custodian of Media Strategy for the local business and drive Data-Driven Marketing agenda in collaboration with cross-functional teams (Data Management Platform and Consumer & Market Insights).
Bring Media-Led amplification opportunities for Brands, derive learning, share, and re-apply across categories and across the region and market.
Connect with measurement team to ensure data loops are being fed back onto plans, lead development of AB variant testing plan and agency briefing.
Foster partnerships with media Joint Business Partner players to drive data-led marketing use cases - explore new partnerships and expand current ones with increased data focus.
Responsible for holistic search management, integrated into programmatic.
Identify opportunities for data collection, value exchange, 1st party data leverage along the campaign journey per segment.
Campaign Deployment and Optimisation:
Oversee Media Strategy and Implementation.
Optimize media plan in flight and drive campaign performance.
Pinpoint trends in the data from Demand Side Platforms and analytics suites/dashboards and turn them into optimizations and/or actionable items.
Oversee Media agency to deliver the following:
Execution against 1st party data and augment with 2nd and 3rd party data aligned to brand to execute real-time data-led marketing.
Inflight optimization of the communications plan, dynamic, real-time allocation of budgets.
Execution of predefined triggers and plan - Deploy Multi-Media Filters/Tentpole activations and drive brand opportunities.
Operations Health and Excellence:
Identify cross-category or cross-market opportunities in Data-Driven Marketing.
Inflight optimization of assets across awareness, demand, and precision.
Ownership of analytics and KPIs, Identification, setting up, benchmarking, and reporting. Determine and report ROI for all investments made.
Oversee the health and performance of the programmatic offering in the market with increased adoption in the media plan. Work with the global media team to improve programmatic media practices.
Create and lead bidding, inventory supply, frequency, and audience strategies.
Oversee media operations and governance around the use and deployment and collection of data by the media teams and agencies.
Oversee Media agency to deliver the following:
Deploy Data-Driven Marketing via programmatic, with clear KPIs on increased efficiency, better brand safety.
Deploy search across the full consumer journey, with increased efficiency and effectiveness across multiple audiences.
Create capability/training sessions to upskill brand teams on digital marketing and scale best practices and learning as part of the agency process.
In Market: The role will have local scope and deal with all brands in the active market.
The job holder will be expected to Media 4 Growth agenda and priorities Data-Driven Marketing work for the wider fluid team, working with them and their functional leadership to ensure a joined-up approach.
The job holder will be accountable to the market Leadership Team for the local delivery of the Media & Data Strategy for the Country.
Regional Reporting: Engagement with regional Media and Digital teams on a quarterly basis, sharing case studies, performance reviews.
Externally: Face of Unilever in the local market – networking with industry bodies, media networks is extremely critical and important to drive innovation and better negotiations.
No travel is required.
Passion for the social and digital world and its implications for business. Very high willingness to learn.
High "bias for action" and leadership. Have the right Mental Attitude - open communication and walk the talk.
Four or more years experience and superior knowledge of media, digital, programmatic, performance marketing or similar. Probably gained in a leading multinational media agency, advertiser or global digital platform.
An excellent English language communicator with senior stakeholders, peers and reports (conversational and presentational).
Excellent listening skills and the ability to understand and articulate customer needs in business and more technical vocabulary.
Experience managing relationships in a large, multinational, matrix organization.
Experience working as or with marketing stakeholders/agencies and an understanding of their likely challenges and information requirements.
Experienced project manager, particularly in terms of project planning, forecasting demand and managing human resources accordingly.
Hands-on experience of eCommerce and Social Commerce, from a media perspective.
Facilitation and capability-building skills. Able to contribute to a significant change program.
Cross-cultural sensitivity and working capability.
Organizational change-agent mindset.
Agile and Scrum experience is a plus.
How to Apply:
Please apply online and add your updated resume. Your application will be reviewed against our requirements and we will be in touch to provide you with an update on the status of your application if shortlisted.
Be part of the world’s most successful, purpose-led business. Work with brands that are well-loved around the world, that improve the lives of our consumers and the communities around us. We promote innovation, big and small, to make our business win and grow; and we believe in business as a force for good. Unleash your curiosity, challenge ideas, and disrupt processes: use your energy to make this happen. Our brilliant business leaders and colleagues provide mentorship and inspiration, so you can be at your best. Every day, many Malaysian households use our products to feel good, look good and get more out of life-giving us a unique opportunity to build a brighter future.
Every individual here can bring their purpose to life through their work. Join us and you will be surrounded by inspiring leaders and supportive peers. Among them, you will channel your purpose, bring fresh ideas to the table, and simply be you. As you work to make a real impact on the business and the world, we will work to help you become a better you.
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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