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 ourDIGITAL HUB– where our marketers come to work with a range of specialists to deliver data-driven marketing at scale.
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.
About the role
Data Driven Marketing Manager will facilitate with stakeholders the creation of always-on data-driven marketing. Working with the multi-functional team in an agile way of working...
As a Digital hub lead
Lead TWHK data strategy and define clear roadmap for total company
Upskill marketing team’s capability in Data Driven Marketing
Drive data partnership with key retailers
Has capability for utilizing data analysis to generate consumer insights, trend reports
Responsible for maintaining data governance
Lead team to develop corporate and brand level CRM program and generate business insights from data
Lead team to work closely with IT partner and external agency for CRM hub development and ensure project delivery on time in full
As a DMP consultant
Plays leading role in the digital transformation by advising brands on their data driven marketing activities and providing input on their data strategy
Proactively partners with (cross) category & brand teams to educate/inspire them on the practicalities and potential of the use of (1st, 2nd, 3rd party) consumer data to drive personalised marketing
Responsible for local execution of Unilever’s Data Management Platform (DMP) (i.e. audience management and trait usage)
Create new use case mechanisms and consumer journeys and support implementation of tag management across all digital assets that feed into the Data Management Platform
Collate and prioritise all brand requests for use of Unilever owned audiences in orchestration of Media and direct to consumer communications. Work with brand teams to create data driven briefs, defining requirements for data analysis, insight and contact strategy recommendations to support marketing goals
Be seen as a trusted advisor to key business stakeholders on data driven marketing - working closely with agencies, Media, IT and Legal
Embed best practice and champion data standards into the business and be an advocate for improving data governance and quality
Be a conduit for local Brands to access global expertise in all areas of data driven marketing including technology, analytics, security, privacy to the brand teams
About the role
7+ years of experience in data driven marketing or CRM in MNC
An excellent communicator with senior stakeholders, brands, peers and reports (conversational and presentational)
Experience with digital analytical tools (e.g. Google Analytics, Adobe Analytics), tag management systems (e.g. Adobe Tag Manager) and Data Management Platforms
Experience managing relationships within a large, multinational, matrix organization
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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