Unilever is the place where you can bring your purpose to life with the work that you do – creating a better business and a better world. If you CAN: drive shopper-based thought leadership to internal and external stakeholders. This includes the development and execution of Shopper Marketing plans that are category, channel, customer, or region-based. The role will work closely with THE Marketing Team to drive shopper uptake.
What Will Your Main Responsibilities Be
Develop and Deploy Shopper Marketing Plans
- Responsible for bringing on strong shopper input early in the funnel.
- Acts as the voice of the shopper in the market deployment decisions.
- Develop ‘best in class Shopper Facing Strategies – translating category marketing plans to shopper marketing plans to include trade event plan, channel/shopper,
- Jobs-to-be-done, budget need, promo guide, shopper activation plan.
- Provide shopper perspective to brand development and lead execution of shopper-based plans that are rooted in shopper and consumer insights aligned to brand objectives.
- Manages delivery of shopper benefits: promotion, pricing, assortment availability,
- merchandising on and off the shelf etc
Driver Shopper Mission & Objectives
- Drive shopper objectives that deliver an increase in Category growth opportunities.
- Ensure Shopper Mission and Shopper/Channel understanding in all plans, activations, and innovations that deliver long-term consumer behaviour change, incremental sales and build brand equity.
- Create and track trade plans of launches and re-launches through the key account team.
- (incl. managing run-out, trade selling stories)
- Responsible for excellent in-store shopper activation and communication, drive
- shopper insights into action
- Present quantified and qualified shopper marketing opportunities that allow the business to make the right choices and trade-offs.
- Ensure omni-channel launch plans are optimal for shopper advantage.
Drive CATMAN & Market Deployment Activities
- Drive Input into the creation of the various category & channel blueprints based on the channel strategies to help unlock the growth across the channels, brands, and categories.
- Manage CATMAN and range & shelf review projects with key customers.
- Monitor and exploit opportunities in taking part/leading CATMAN projects with MT, Brands & Field Sales teams.
- Set targets and monitor results of CATMAN projects.
- Support the CSP team with assortment recommendations in case of new product launches.
- Keep up-to-date shelf layout for Unilever categories for all store formats and
- category sizes in the channel/customer.
- Manage corporate activity programs and events with CSP, MT & Field Sales teams.
- Opportunities for value-adding, experimenting, and couponing.
- Support the perfect store program and manage it together with sales force and CSP team.
- Build general trade knowledge and shopper insight for key customers/channels.
- Prepare analyses from available sources of data (i.e. Nielsen scan track, scanning
- database etc.) for major promotions
- Propose actions to improve promo efficiency.
- Support both CSP and CD Excellence teams to better understand category trends /
- performance/competitors/shopper behaviour etc.
- Track local shopper research with CMI and share actionable learnings with CSP team (initiate research if needed and justified).
- Lead a rigorous and transparent post-evaluation analysis of specific activations, and initiatives that guide the business on its success based on agreed KPIs.
What You Need To Succeed
Experiences & Qualifications
- At least 5 years experience in Marketing, Direct Impact to Shopper based Role (Shopper Marketing, Sales, E-Commerce, Big Data or Psychology experience is considered a plus)
Skills
- Category management Skills (CATMAN)
- Shopper marketing Skills
- Field sales Skills
- Project/Innovations management
- Understanding the Shopper toolkits
- NRM
- Stakeholder management
- Design 4 Channels
- Strong Business & Finance Acumen
- Digital & Analytical Skills
- People Management and Leadership Skills
Leadership
- You are energized by delivering fantastic results. You are an example to others – both your results and your resilience. You are constantly on the lookout for better ways to do things, engaging and collaborating with others along the way.
- As an individual, you are the one responsible for your own wellbeing and delivering high standards of work. You must also focus on the Consumer and what they need. You are humble and have your head up, looking around to interpret evidence and data smartly, spot issues and opportunities to make things better.
- Critical SOL (Standards of Leadership) Behaviours
- PASSION FOR HIGH PERFORMANCE: Takes personal responsibility and accountability for execution and results. Has an owner’s mindset, using data and insight to make decisions.
- PERSONAL MASTERY: Sets high standards for themselves. Actively builds own wellbeing and resilience.
- CONSUMER LOVE: Whatever their role, always looks for better ways to serve consumers. Invests time inside and outside to understand the needs of consumers.
- PURPOSE & SERVICE: Has humility, understanding that leadership is service to others, inside and outside Unilever.
- AGILITY: Explores the world around them, continually learning and developing their skills.