Senior Manager, Media & Digital Excellence - ekaterra

About The Tea Business

Unilever is proud of ekaterra, the biggest tea business in the world, with world class purpose driven brands such as Lipton, PG tips and Pukka. Recently, Unilever decided to separate the Tea business to ensure it can best achieve its potential. Unilever is currently reviewing several options for separation, including a demerger, an initial public offering, a disposal or through partnership models. The Tea businesses in India and Indonesia, and the partnership interests in the ready-to-drink Tea joint ventures will be retained.  

The balance of the Tea brands and geographies and all Tea estates, with generated revenues of €2 billion in 2019, is growing and profitable with proven potential both pre- and post-COVID-19. As a standalone entity, the Tea company remains number one in the world and is even better positioned to lead the industry and take full advantage of the opportunities in the category, with more focus and entrepreneurship driving greater growth and value. 

 

The current vision for the ekaterra is to champion a tastier, healthier, more sustainable world of plant-based drinking. Purposeful thinking will be the core anchor of the business, its brands as well as its culture, and enables simple and agile decision making, supports an entrepreneurial mindset and is driven by passion for our consumers. 

As we move through this journey towards separation, we are seeking employees with a passion for exciting entrepreneurial experiences, who want to pursue unique career opportunities and have a desire to be an integral part in building the bright future of this plant-based company. 

Job Title: Senior Manager, Media & Digital Excellence - ekaterra

Job Type: Fulltime

Your Role

Ekaterra is looking for an experienced Media and Digital Senior Manager to be a critical member of the Americas Marketing Team. This role would support the brand marketing teams to develop, lead, execute and continuously improve media plans and digital strategy/execution, all interlinked in driving growth for our key Tea Brands including Lipton, TAZO and Pukka.

Media Responsibilities

• Develop media strategy for brands that maximizes ROI and optimizes marketing spends across the portfolio and media channels. Responsible for paid and earned media plans.
• Partner with local marketing/media agency to craft media planning/buying/budget allocation and drive the execution. Manage and oversee day-to-day and operational relationships with our Media agency and Digital agency partners as well as Media Owners and Publishers where required. Must conduct an annual media audit to reconcile all purchases, make goods and rebates offered.
• Lead local negotiation for media buying optimizing media costs against a quality/value
• Partner with Media agency to apply media insights on optimizing media allocation to channels, brand assets in line with the campaign JTBD and consumer journey/path to purchase. Manage partner relationships (ex. Facebook, Twitter, Pinterest, Google, etc.)
• Work with Brand team for annual media strategy, which would include selection of media channels and innovations. Use Media/Marketing mix modelling to enable investment and priority decisions
• Must be acquainted with constantly changing media landscape/trends, media platforms/formats, media-related data and tech, as well as the tools developed by media publishers or 3rd party vendors, to provide strong expertise on media strategy field. Local media lead must exhibit disruptive media thinking to future proof media. Also responsible for ensuring branded content appears only on safe media.
• Monitor and review campaign media performance (incl. influence and performance media) across different platforms to drive sales & brand impact, based on brand health monitoring, SBA, effectiveness measurement and MMMs/analytics
• Set the highest standards for excellence for earned media within the organization and with external agencies. Serve as a trusted communications strategist for brands.
• Provide counsel for brand influencer strategies and plans; work with brand teams to deliver outstanding innovative brand PR programs that maximize brand exposure, strengthen brand equity and align with the brand marketing objectives and strategies.
• Manage, develop and oversee agency relationships to facilitate excellence in PR, Influencer Marketing and Experiential. Lead issues mitigation processes with agencies and brands to protect brand reputation. Work closely with other areas of communications to ensure program integration and multi-brand/corporate opportunities are maximized and ensure brand reputations are maintained.
• Represent the Tea Division to local Industry Media bodies externally, and bring industry recommendations and innovations into the business. The role will work with the Global Media Lead and multiple team members across the world.
  

Digital Excellence Responsibilities

• Lead Regional Digital Excellence Team to create and execute digital strategy across portfolio of brands to drive this high growth channel, considering both the digital foundation and digital campaigns for each brand.
• Liaise with Global Digital Excellence Team to maximize efficiency across Performance Marketing, Content Development, Data & Analytics and Ecommerce (i.e. Gifting)
• Drive consumers through the digital marketing funnel (including Acquisition, Engagement and Retention marketing), highlighting best practices within digital depending on the business and marketing objective.
• Lead Ecommerce strategy and e-commerce marketing workstreams, in conjunction with Customer Development Team Leads, to drive performance in both Pure Play and Omnichannel environments across all brands via media and promotional activities.
• Drive strategy, planning and execution related to digital marketing plans while tracking against key metrics in partnership with agency teams.
• Test, learn and optimize brand marketing opportunities within creative, audience segmentation, placements, and platforms across paid, earned and owned channels.
• Help define Key Performance Indicators, benchmarks and goals for digital campaigns.
• Lead the team of direct reports in the development weekly and monthly reporting to outline campaign performance across digital touchpoints including Paid Search, Digital Display, Social Media, and email/CRM. Work with business partners to synthesize findings into insights and execute actions base on those results .
  

Who We Are Looking For

• You have a startup mentality, willing to roll up your sleeves to drive your agenda and grow our brands
• You have knowledge of the media landscape in the US specifically. You have a digital mindset, but are excited by what our brands stands for and why consumers love it
• You have hands-on marketing analytics experience in areas such as search engine marketing (SEM), email marketing and customer relationship management (CRM)
• You have experience in evaluating performance attribution models across digital channels
• You’re not afraid of failing – and adapt quickly to learnings
• You thrive when bringing concept to reality
• You pride yourself in both your creativity and your analytics
• You have a passion for consumers – and what resonates with them, what language can excite them, and what they are driven by and need
• You naturally prioritize and synthesize complex inputs
  

Required Experience

• Bachelor’s Degree required, with a concentration in marketing strongly preferred; Master’s Degree welcomed
• Minimum of 5-8 years of media planning and/or digital marketing experience, preferred experience includes analysis, reporting, and media
• Site analytics and reporting experience highly preferred, in particular Google Analytics, Adobe SiteCatalyst and Tableau
• Experience working with data management platforms
• Ability to think strategically, both from a brand and portfolio view, and produce results in a highly entrepreneurial environment
• Demonstrated balance of analytical and presentation/storytelling skills
• Passion for health and wellness and/or plant-based products a big plus
  

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, gender expression, age, status as a protected veteran, status as an individual with a disability, genetic information, or other applicable legally protected characteristics by federal, state, or local law. For more information, please see Equal Employment Opportunity Posters

Equal Opportunity/Affirmative Action Employer Minorities/Females/Protected Veterans/Persons with Disabilities

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.