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Media & Digital Commerce Manager, MYSG

Job ID:
R-26519
Category:
Marketing
Location:
Kuala Lumpur, Kuala Lumpur
Date posted:
11/17/2021

Background:

Digital is changing everything about how consumer goods companies go to market. At Unilever, we were at the front of the media revolutions in print advertising in the 1890s, in radio in the 1930s and in TV in the 1960s. Now we intend to be at the front of the digital revolution.  At the heart of our response to this Digital Revolution are our DIGITAL HUBS – where our marketers come to work with a range of specialists to deliver data-driven marketing at scale.

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 optimization, 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.

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 external agency teams, media partners and to co-work effectively with a wide range of colleagues.

Team Structure:

  • Reporting to: Digital Hub & Media Lead, MYSGMCL

Key Responsibilities:

Campaign Planning:

  • Responsible for leading the full-funnel media agenda (awareness, engagement, and conversion) – developing campaign journey across key channels per audience sub-segment, leveraging past learnings.

  • Responsible for turning audience segments into actionable media plans and ensuring integration into holistic channel plans feeding into the Media blueprint.

  • Identify opportunities for data collection (based on brand data strategy), value exchange, 1st party data leverage along the campaign journey per segment.

  • Connecting with measurement team to ensure data loops are being fed back onto plans. Responsible for leading development of AB variant testing plan and agency briefing.

  • Responsible for fostering partnerships with Media, E-com JBP 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.

Campaign deployment and Optimisation:

  • Optimize media plan in flight and drive campaign performance based on agreed KPIs.

  • Oversee Media agency to deliver the following:

    • Robust E-com planning with BB, CD & Media agency

    • Execution against 1st pty data and augment with 2nd and 3rd pty data aligned to brand JTBD to execute real-time data-led marketing.

    • Inflight optimization of the communications plan, dynamic, real-time allocation of budgets based on KPIs, including AB testing.                                                                                                                                        

  • Execution of predefined triggers and plan - Deploy MMF / Tentpole activations like Singles day/Black Friday/ market events /tentpoles/planning for agility command centers and drive brand opportunities during these events.

Operations health and excellence:

  • Ensure Holistic (brand-to-demand) Media Planning across all brands and campaigns,

  • Ensure correct use of performance-based ad assets.

  • Lead the setting of Media & eCommerce media budget by translating brands’ eCommerce

  • Manage In-App Paid Ads on e-retailers sites to drive e-commerce sales.

  • Driving Data & E-com partnerships with leading Media, OTT and E-wallet players

  • Work with specialist colleagues to optimize continuously, driving quality traffic to Unilever properties and partners’ stores.

  • Leverage retailer platform functionalities to deliver improved ROI.

  • Partner with D-Commerce Customer Development team to design performance-based executions.

  • Define A/B testing opportunities, building these into media and content briefs.

  • Codify and share widely the learning/results from each campaign.

  • Co-create capability/training sessions to upskill brand teams on performance marketing

  • Responsible for 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 DDM 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.

    • Responsible for the capture of quality 1st party data, in line with agreed timelines and processes set by Unilever.

  • Create capability/training sessions to upskill brand teams on digital marketing. Scale best practice and learning as part of the agency process.

Key Stakeholders:

  • Internal: Brands & CD

  • External: Media agency, Media Networks, Tech Partners

Travel:

No travel is required.

Essential Experience/Skill/Knowledge:

  • Passion for the social & digital world and its implications for business. Very high willingness to learn.

  • High "bias for action" and leadership. Right Mental Attitude - open communication & walk the talk

  • 5 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, E-com companies

  • 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, e.g. to convert a Marketer's request into a stimulating media brief.

  • 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.

Desirable Experience/Skill/Knowledge:

  • 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.

About Unilever:

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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