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Shopper Marketing & Net Revenue Management Manager, MYSG

Job ID:
Customer Development
Kuala Lumpur, Kuala Lumpur
Date posted:

About the Role:

The role of the Shopper Marketing & Net Revenue Management Manager is to drive shopper-based and data-driven thought leadership that increases, develops, and sustains Unilever and Category growth opportunities to internal and external stakeholders. This includes the development, execution and measuring of the impact of shopper marketing plans that are category, channel, customer, or regionally based. You will also drive Unilever’s Net Revenue Realization (NRR) through defining holistic Net Revenue Strategies and then seeing them through execution​. Using Net Revenue Management (NRM) tools to generate relevant fact-based output insights to drive better commercial decision-making and to be incorporated into Marketing and customer plans with measurements in NRR​ and provide direction on the preparation of planning events by incorporating key NRM Levels.

You will have an opportunity to build an accelerated career path where business acumen, financial acumen, strategy development and leadership are core competencies.

Team Structure:

  • Reporting to: Home Care Thailand and Home Care Customer Strategic & Planning (CSP) Lead MYSG

Key Responsibilities:

Shopper Marketing

  • Lead the development, execution, and measurement of the impact of shopper-based plans that are rooted in data-driven shopper and consumer insights aligned to brand and customer objectives.

  • Immerse themselves in their category, channel and customer's strategies while being “shopper obsessed” to deliver accelerated growth plans for Unilever, the Category, Channel and Customer.

  • Develop strong relationships with the marketing departments of key customers and with sales personnel.

  • Work closely with key internal/external stakeholders to align shopper marketing activities against key objectives.

  • Adopt, Adapt and implement Global Best Practice of Point of Purchase initiatives, working in collaboration with Brand teams to deliver best in class point of purchase solutions that delivers value for the retailer, is shopper based and drives incremental sales.

  • Ensure “best in class” execution excellence of Shopper Marketing Plans with clear KPIs through clear briefs to internal and external execution teams as well as ensuring measurement of impact.

  • Present quantified data-driven shopper marketing opportunities that allow the business to make the right investment choices and trade-offs.

  • Manage category, channel or account-specific budgets and reconciliation to ensure they are in line with the specific brand, category, account, and funds available.

  • Lead a rigorous and transparent post-evaluation analysis of specific activations, initiatives that guide the business on its success based on agreed KPIs.

  • Lead the team in building digital expertise as a shopper marketer of the future.

Net Revenue Management

  • Responsible to drive Unilever's Home Care Category Net Revenue realization through defining holistic Net Revenue Strategies and then seeing them through to execution into the Marketing functions and wider commercial business.

  • Ensure appropriate Net Revenue Management (NRM) tools are used to generate relevant fact-based output insights:

    • Insights are used to drive better commercial decision-making.

    • The decisions are incorporated in all Marketing and Customer plans.

    • The plans are executed, measures and evaluated to create a virtuous cycle of net revenue improvement.

  • Provide direction on the preparation of brand planning events (NPD/relaunch, pricing, promotion) by incorporating all the key NRM Levers (brand portfolio pricing, pack and price architecture, drive mix at pack and SKUs level and promotion).

  • Improve capability for Net Revenue Maximization, including the acquisition and processing of appropriate data, performance monitoring and reviewing, with constant improvement.

Pack-Price Architecture

  • Lead the Pack-Price strategy recommendations.

  • Ensure the Core of the Core is 'alive' and support a 'winning portfolio' SKU range.

  • Reassure Marketing team performs price analysis - including 9-box matrix, elasticity by brand/pack/channel, competitive positioning, and internal profitability status, to draw up detailed Brand pricing actions.

  • Support Marketing team to track Category Pack Price by channel, to perform pack size profitability/positioning (at sales channel level, to overlay on Brand strategies) to propose Pack Innovation actions where possible.

Trade Promotions

  • Reassure the promotion strategy is annually defined at category/brand/channel/key customer level incorporating Brand Strategy and planned Promotion Budget.

  • Support teams to define/update Category Promotion Guidelines.

  • Improve the effectiveness of trade promotional activities and investments.

  • Perform analysis to review historical promotional activities to draw up guidelines and recommend allocation of trade promotion budget by channel and category.

Key Stakeholders:

  • Internal: Brand Team, CSP Team, Customer Management Team (for retailer engagement), Field Sales (for execution), E-Commerce Team

  • External: Market Research Companies (Nielsen, Kantar)


5-10% of the time for travelling from Malaysia to Singapore, as and when is required.

Essential Experience/Skill/Knowledge:

  • Bachelor’s degree.

  • Solid work experience in Trade Marketing, Category Strategy.

  • FMCG business experience.

  • Strong data analytical skills, strategic thinking commercial judgment, and business and financial acumen.

  • Proven work experience in external market data tools such as Nielsen Answers and Kantar Panel.

  • Advance working knowledge of data visualization and modeling work software (Tableau, PowerBI) and Microsoft Office Applications (Excel, PowerPoint).

What’s in You

  • You are self-driven with high energy and confidence and result-oriented.

  • You are always obsessive in data and consumer intimacy and completely immersed in the world of the consumers, shoppers and customers through data-driven insights, trade visits and immersions, intimately understanding consumers' current needs and curious about future needs.

  • You have an entrepreneurial mindset, always embrace a high growth mindset with a strong love for consumers, shoppers and customers and big data.

  • You are strong in presenting complex information in a simplified manner and clearly articulate impact to the business, e.g., join-the-dots between data analytics and creating simple with actionable insights.

  • You are excellent in interacting and working well in a team to collaborate and co-create opportunities, work cross-functionally and lead from within the role.

  • You are excellent in communication and presentation skills.

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.

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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