Digital Marketing Specialist - Unilever

eg. Accountant or Accounting or Kempinski



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Job Description: Responsibilities, Qualifications, and Necessary Skills





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The main purpose of the job:

As the Digital and eCommerce Lead you will be responsible for attracting customers & delivering exceptional experiences to them through developing, delivering, and optimizing relevant multi-touchpoint campaigns that drive leads through the sales pipeline & drive growth strategies.

  • Understand & drive the Full Operator Lifecycle
  • Develop & Drive Relevant Content Strategy
  • Own & Drives Business Growth Targets for Digital Reach, Penetration & Turn Over you will be responsible for managing the relationship with 3rd party (pure player and/or trade web shops) to drive effective sales & marketing campaigns maximizing sales conversion of UFS products, and/or responsible for managing a 1st party web shop by converting hot leads to closes the sale on UFS.com; ensures easy sample ordering, re-ordering and further operator growth. You will
  • Plan & Execute Digital Strategy in line with Business growth ambition
  • Plan & Execute eCommerce Strategy in line with Business growth ambition
  • Deliver Exceptional customer experience to drive Reach & Penetration
  • Deliver Sales Conversion % onsite Perfect Store online & Search score online


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Main Accountabilities

  • Support and drive business growth targets for Turn Over, Reach & Penetration including Digital
  • Understand & work with the team to drive the full Operator Lifecycle for key customer segments
  • Understand the end-to-end journey our customers go on when buying our products & address the key moments that matter to both customer perception of UFS and business performance.
  • Co-design omnichannel journeys and campaigns (together with content marketer) that drive the full lifecycle, including lead management and execute the journeys on all traffic-driving touchpoints (online and offline).
  • Support the team to deliver eCom Business Targets for TO, Reach & Penetration (Basket Size i.e. New Product Penetration, Cross Selling, Upselling, Inc. Frequency)
  • Deliver Sales and Profit plan for pure players & UFS & Trade Webshop in conjunction with local market strategic plan
  • Support the relationship with Pure player & Trade Webshop customers for eCom strategy execution
  • Drive Perfect Store Online with Top 10 SKU focus to win on the 1st page of search results
  • Drive Joint campaigns using both 3rd party touchpoints and 1st party touchpoints
  • Create compelling content: partner with the brand and marketing teams to create compelling ‘always on’ Digital shelf content, spanning both upper and lower funnel assets, triggering operators to buy our products
  • Test, learn and scale up right support models: run small scale pilots (critical to drive eSearch, and Multi Brand Campaigns) 
  • Issue weekly/monthly snapshot of Social Media, Trade Webshop & Pure players & other e-Com platforms’ performance and executive summaries 
  • Drives 3rd party data collection with UFS Business Excellence-Data Specialist team & work with Data specialist to analyze 3rd party data & bring insights to OCT
  • Plan campaigning calendar with behavioral and transactional data insights to improve traffic,
  • Monitor website usability and implements A/B tests to improve site performance, merchandising options, engagement, and conversion

Ability to apply the following digital tools:

  • Marketo
  • Facebook Business Manager
  • A/B testing software (i.e. Hotjar, Adobe Target)
  • Content suite, PXM, PIM, AEM and The Asset Bank (TAB) & KWERY
  • Clavis (EDGE Tool)
  • Power BI, Google Analytics

Business Partnering:

  • A key member of the key Business Teams ensuring KPIs are met and participate in idea generation and execution through sales team.

Direct Reports

  • No direct reports


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Key Interfaces

  • Pure players & Trade Partner e-com teams
  • Customer Development
  • Chefs
  • OX and Campaign & Marketing Automation Team
  • Business Excellence Team
  • OOH/UPro teams
  • Omnichannel Trade Marketing
  • Brand & Innovation
  • CMI

Critical Success Factors for the Job

Key Skills

  • Strategy into Action: Good understanding of different shopping missions, operator lifecycle, buying journeys, local eCommerce channel landscapes
  • Business acumen:  Understanding of UFS & customer P&L and measurement of campaign ROI
  • Customer Centricity
  • Content that converts: Good understanding of 7 Omnichannel Assets (7OA) and why it is important and can improve Perfect Store online scores with better 70A implementation. Basics of how SEO and SEM works.
  • Campaigning: Advanced campaign calendar planning skills with Trade Webshop & Pure Players. Good understanding of how to drive Trade Partners & Pure Player advertising. Ability to properly analyze the results of campaigns and optimize them accordingly.
  • Building value propositions: Able to build value proposition to engage pure players and penetrate more operators
  • Stake Holder Management

Relevant Experience

Essential:

  • 3-5 years of working experience in Digital and eCom or similar function in FMCG
  • Understands key metrics for eCom like page views, conversation rate etc. 
  • Create and execute Digital & Social media
  • Experience in SEO, SEA, A/B Testing, Content Suite

Desirable:

  • Passion for Food and the OOH industry
  • Industry knowledge for Operator Groups & Trade Customers
  • Experience in managing 3rd party B2B Webshop
  • Preferable experience within the Culinary or catering industry
  • Has managed 3rd party Webshop like Amazon & executed marketing campaigns before


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Leadership Behaviors

  • Purpose & Service: works from the purpose for the good of others.
  • Personal Mastery: always brings their best self.
  • Agility: constantly curious & courageous.
  • Business Acumen: generates value in channels & customers.
  • Consumer Love: creates better futures for our consumers, every day.
  • Passion for High Performance: inspires the energy needed to win & grow.
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