Digital Media and Performance Marketing Lead, Beauty & Wellbeing, North America

Title: Digital Media and Performance Marketing Lead, Beauty & Wellbeing, North America

Background & Purpose of the Job

We believe that Unilever is unlike any other organization. With 2.5 billion consumers using Unilever products every day, there are very few other opportunities to influence a business of this scale. We seek long-term sustainable growth through responsible business practices and product innovation, providing our consumers with exceptional brand experiences, today and tomorrow. To succeed in this business environment, we need to move quickly, test new opportunities, learn rapidly, and adapt our ways of working. Consumers are more on digital platforms than ever before and its only going to go up. To achieve this, we need people with a passion for digital, ecommerce and organizational change, who are not afraid to break convention and want to be a revolutionary within our business.

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. We have embraced the Digital Revolution so much so that more than half of our media spends are on digital. With an intention to stay at the front of the digital revolution, we have decided to set up 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. To accelerate our journey at 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 role aims to drive the adoption and continued excellence of data driven marketing practices within Unilever and our digital media 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 brand teams plus other media agencies. There is extensive cross-functional, cross-discipline working with an extensive range of stakeholders. This role 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 in the digital space
  

Campaign Planning

Who you are & What you’ll do

• 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
• Lead Performance marketing on Digital platforms and use Influencer marketing to grow desirability for our brands
• 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 A/B variant testing plan and agency briefing
• Responsible for fostering partnerships with media 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 Optimization

• Optimize media plan in flight and drive campaign performance based on agreed KPIs;
• Inflight audience optimization
• Pinpoint trends in the data from DSPs and analytics suites/dashboards and turn them into optimizations and/or actionable items
• Oversee Media agency to deliver following Execution against 1st party data and augment with 2nd and 3rd party data aligned to brand Jobs-to-be-done to execute real time data led marketing
  

Inflight optimization of 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

• Lead “ULTRA” - Unilever’s programmatic trading hub for the market. Day to day leader with programmatic /biddable media technology partners
• Responsible for the health and performance of the programmatic offering in the market with increased adoption in media plan. Work with the global media team to improve programmatic media practice including managing/updating the tech stack
• Create and lead bidding, inventory supply, frequency, and audience strategies
• 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 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 Agency process
    
What You’ll Need To Succeed

• Bachelor’s degree in marketing or related field; Master’s degree preferred
• A minimum of 3-5 years of performance marketing experience in the and superior knowledge of social media, search or programmatic cross-channel plans
• In-platform experience or developing / implementing social media strategy on the digital platforms like Facebook, Pinterest, Instagram, YouTube, TikTok, etc.. is preferred
• 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
• 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 working as or with marketing stakeholders/agencies and an understanding of their likely challenges and information requirements
  
What We Can Offer You

Culture for Growth | Top Notch Employee Health & Well Being Benefits | Every Voice Matters | Global Reach | Life at Unilever | Careers with Purpose | World Class Career Development Programs | Check Out Our Space | Focus On Sustainability

For office-based, Research & Development, and remote positions, proof of COVID-19 vaccination is required to be eligible for employment. Religious and/or medical accommodations will be considered on a case-by-case basis.

Unilever is an organization committed to diversity and inclusion 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. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, age, national origin, or protected veteran status and will not be discriminated against on the basis of disability. For more information, please see Equal Employment Opportunity Posters

Employment is subject to verification of pre-screening tests, which may include drug screening, background check, credit check and DMV check.

If you are an individual with a disability in need of assistance at any time during our recruitment process, please contact us at [email protected]. Please note: This email is reserved for individuals with disabilities in need of assistance and is not a means of inquiry about positions or application statuses.