Manager Audience Data & Media Martech

Relocation for local and international candidates is not provided

BACKGROUND & PURPOSE OF THE JOB

The role aims to drive the adoption and continued excellence of data driven marketing practices within Unilever and our partner agencies. This involves planning data led audience strategies, database growth & enrichment, 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 market teams plus other media agencies. There is extensive cross-functional, cross-market working with an extensive range of stakeholders. This role does have one direct report but also, 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.

WHAT WILL YOUR MAIN RESPONSIBILITIES BE

• Audience Planning:
  • Responsible for turning audience segments into actionable targets for BU use and integration into holistic channel plans feeding into the Media blueprint
  • Identify opportunities for data collection, 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
• Audience deployment and Optimization:
  • Optimize audience testing plans and drive campaign performance based on agreed KPIs;
  • Pinpoint trends in the data from various sources including analytics suites/dashboards and turn them into optimizations and/or actionable items
  • Oversee Media agency to deliver following
    • Execution against 1st pty data and augment with 2nd and 3rd pty data aligned to brand JTBD to execute real time data led marketing
    • Inflight optimization of holistic budgets based on KPIs, including AB testing
  • Execution of predefined triggers to drive brand opportunities during these events (ex BFCM, Prime Day)
  • Manage the Marketing Data & Analytics Specialist (one) in the delivery of:
    • The testing road map, data attribute enrichment, and database growth programs
    • Creation of audiences (PRM and Media), building in marketing automation capabilities (SONATA and DEGRASSE) to improve media investment efficacy and efficiency
• 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 media tech stack
  • Create and lead bidding, inventory supply, frequency, and audience strategies
  • Responsible for correct set up of website tagging to drive analytics and retargeting capabilities
  • 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
    • 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 WILL NEED TO SUCCEED

• Primary Traits (‘required’)
  • 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
  • Six or more years’ experience and superior knowledge of media, digital, programmatic, performance marketing or similar. Probably gained in a leading multinational media agency, advertiser or global digital platform.
  • An excellent English language communicator with senior stakeholders, peers and reports (conversational and presentational)
  • Excellent listening skills and the ability to understand and articulate customer needs in business and more technical vocabulary
  • Experience managing relationships in a large, multinational, matrix organization.
  • Experience working as or with marketing stakeholders/agencies and an understanding of their likely challenges and information requirements.
  • Strong people management skills

• Secondary traits (‘nice to have’)
  • Experienced project manager, particularly in terms of project planning, forecasting demand and managing human resource accordingly
  • Hands-on experience of eCommerce and Social Commerce, from a media perspective.
  • Facilitation and capability building skills. Able to contribute to a significant change programme.
  • Cross-cultural sensitivity and working capability.
  • Organizational change-agent mind-set
  • Agile and Scrum experience is a plus