DirecciónScope : Latam
Loca lidad : México, Bosques
T érminos & Condiciones : Tiempo Completo
Context:
Consumers expect to experience our brands in a consistent and coherent way across all touchpoints in an increasingly interconnected world. With the convergence of media, commerce, and marketing, coupled with the acceleration of digital commerce becoming the fastest segment of retail, Unilever has an opportunity to accelerate our growth in line with the new Compass organisation by creating a new role to lead an integrated cross-functional agile team of experts across Digital Marketing, digital commerce, and media within our Business Units.
This role requires a strong leader to accelerate our journey at exponential pace who has a passion for all things digital, commerce and media from technology and data to content and retailer media and is excited about helping our brands navigate the dynamic future ahead.
Purpose of the Role:
This person will lead the Digital Marketing & Commerce Hub, Media, and Digital Commerce for the Business Unit and act as a single point of contact. This leader will be able to work across the disciplines of end-to-end holistic Media planning from TV to retailer media, Data-driven marketing, Digital Commerce from developing Channel Strategy to Retailer execution and have a solid understanding of the enabling technologies. They will coordinate these activities across different countries in a Business Unit and be accountable for driving the digital agenda and the end-to-end consumer and shopper experience.
The role will report to the Business Unit General Manager. They will be responsible for both cross-market and in-country deliverables and manage SME teams across multiple disciplines from Content, Measurement and Analytics, Media Planning, Audience Specialists, dCom Channel Strategy and disperse best practices across the countries.
Size and seniority of the teams under this leader will depend on the the size and maturity of the overall media market (i.e., our media investments, the complexity of the media environment, the media competitive context), and specifically the digital maturity of the market (i.e., the three-year growth expectations of Digital Commerce TO, and the strategic role of digital), as well as the complexity and affordability of each Business Unit.
Job Responsibilities:
- The day-to-day responsibilities focus on driving integrated activities across :
- Lead BU specific Media planning, buying and execution, across all touchpoints from traditional to digital, including retailer and performance media working in close collaboration with agencies and brand teams to drive maximum ROMI and breakthrough innovation
- Lead and develop the Digital Commerce strategy for the BU across the ecosystem i.e., innovation, building and executing multi-year capability programs to enable profitable and sustainable growth. Key areas include
- Lead in-year financial planning, channel tactics etc. and input into Digital Net Revenue Management to successfully execute Design for Channel/Retail.
- Lead Data & Analytics e.g., item level profitability, sales velocity, inventory analytics, vendor management etc. collaborating with the DMCH to deliver E2E optimisation
- o Identify and secure new revenue streams and business models to ensure future-fit dCom capabilities
- Deploy data-driven digital execution via the BU dedicated Hubs relating to – 1 st party data capture, audience creation, and deployment of the same in digital plans – using 1st, 2nd and 3rd party data (This includes the entire current PRM scope). This includes end to end digital plans, including implementation of investment on all retailer media platforms through best in class Performance marketing / retailer media optimization
- Oversee all content creation and adaptation of assets (including search) via BU dedicted teams (Ustudio / Sapient) , and deployment across digital / retail platforms
- In addition to BU responsibility, Lead the ‘One Unilever’ country activities - including
- o Investment across BUs within that country to negotiate best commercial rates and JBPs with Media Vendors and Media agency management to maximize synergies and scale including savings, contractual delivery, third-party audits, and management of resource and capability review.
- o Lead the external media agenda including relationships throughout the industry both with traditional media players eg ITV and digital players eg: Facebook, Amazon.
- Lead Digital Marketing transformation, which includes activities related to the role of data governance, measurement, and the future proofing UL for evolving digital landscape and for data privacy changes. Key areas include
- o Pioneer media innovation in areas such as connected TV, live streaming, social commerce, podcasts, DTC etc. ensuring we can access safely but in a timely way new and emerging platforms and formats.
- o Work closely with Business Operations to manage the technology and data infrastructure required (i.e., marketing tech) to leverage scale
- Future proof talent and drive capability across the BU and the country
- o Liaising with global corporate centre teams to drive capability building and best practice sharing.
- o Line Management responsibilities for X digital hub managers, X media team members, X dCom managers.
Job Dimensions:
- Lead on all things Digital Marketing, Digital Commerce and Media to internal stakeholders through depth of knowledge, providing expertise on specific channels and opportunities, data strategies, and by explaining complex information in an easily digestible way.
- An entrepreneurial and pioneering spirit to drive Digital Commerce growth and embed thought leadership into all BU and Brand strategies, capabilities, and innovation into media and data strategies and communication plans
- Strong leadership, collaboration and influencing skills – with the ability to pioneer and lead your team, indirectly influencer related agendas, and encourage multi-stakeholder projects to thrive including stakeholder management at a senior leadership level.
- Problem solving mindset, able to work with agility and adapt to a changing Digital landscape given media convergence and exponential Digital Commerce growth and market conditions (new business models I.e., Social Commerce, Live Streaming )
- Strong analytical skills to define, interpret and respond to data insights.
- Outstanding communication skills to focus stakeholders and embed best practices.
Measures of Success
- Improvement in digital media spend at driving 4G growth and BrandPower
- Leading performance in new commerce channels, speicifcally Market Share improvement in Digital Commerce
- Improved ROI of Digital Marketing by leveraging our world-class 1PD asset of our digital media spend
- Future proofing Digital Marketing strategies around data and targeting • Delivery of hub efficiencies and savings
- Deliver a channel-centric portfolio; adapted/modify or created for Digital Commerce
- Ensure that 100% of Hero & Core SKUs have best-in class Content in place across all platforms
- Better performance marketing outcomes
- Quality of media and brand execution, and innovation and media value delivered Delivery on Data Driven Marketing KPIs
- Pioneering and shaping the future of digital commerce, marketing and media, and embedding innovation into plans
- Seamless integration of the hub as part of marketing and CD teams to ensure delivery of holistic brand plans
Experience Required
- Proven track record in leading multi-disciplinary digital teams, and experience in handling complex stakeholders in a matrixed organization, with multi-country set-up.
- Holistic brand communication management experience at a large brand. Or, crossbrand leadership experience at an agency.
- Extensive experience in Digital Commerce, including search and content expertise (internal and external).
- Advertising/Media budget management experience at a large scale at a senior level.
- Driving change and embedding innovation in the business.
- Deep experience in data-driven marketing and performance/digital commerce Exposure to disciplines as such as CRM, Mar-Tech and Ad-Tech platform management.
- Regional and global digital experience is a plus
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 bring ing 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.
