Digital Data Specialist

Job description

MAIN JOB PURPOSE:

We believe that Unilever is unlike any other organisation. We seek long-term sustainable growth through responsible business practices and product innovation, providing our consumers with exceptional brand experiences, today and tomorrow.

We live in a hyper-connected world, where digital technology is empowering consumers and creating widespread fragmentation. It is no surprise that digital technology is transforming the way we drive product and service innovation, how we take them to market and also how we market to our consumers. Unilever's dedication to digital transformation is already well established, but we intend to accelerate and grow this rapidly.

To succeed in this hyper-competitive business environment, we need to move quickly, test new opportunities, learn rapidly and adapt our ways of working. To achieve this, we need people with a passion for digital, analytics and organisational change, who are not afraid to break convention and who want to be a revolutionary within our business.

With 2.5 billion consumers using Unilever products every day, there are very few other opportunities to influence a business of this scale.

JOB SUMMARY

Unilever are focused on continuing to build a world class data-driven, digital direct response marketing capability across our business. As part of this commitment, our UK&I Personal Care Category team are hiring for a driven, motivated and highly capable Digital Retention Lead.

The digital landscape is transforming how our consumers discover products and shop, with rapidly growing roles for data-driven direct response marketing linked to ecommerce and Direct to Consumer (D2C) models. The Personal Care category business is at the forefront of this shift, connecting consumers with our wide range of leading products across a growing number of physical and digital shopper touch points.

The ambition of this role is to drive accelerated growth within the data-driven, digital direct response marketing space, with clear opportunity for the right candidate to show significant impact on the business from the outset.

As the Digital Data Specialist you will define, lead and deliver the consumer and performance data strategies across paid, earned and owned media for our Personal Care products in the UK.

You will ensure we have high quality, practical data sources and use your skillset and experience to quickly turn this into sharp consumer and campaign insight, driving smarter action and optimisation across our activity.

You will report into the Digital Activation Director, responsible for the broader UK Personal Care Category Digital plan. The full end-to-end funnel, contributing to our Personal Care brands stellar growth in the UK.

You will be empowered to lead and make decisions based on data that drive demonstrable benefit. The efforts of your actions will be clear and will create the benchmark for the rest of the business to follow.

You will not work alone or in a silo, instead you will form part of a unit that partners across Acquisition and Retention digital objectives. This team will adopt an energetic, agile way of working in order to rapidly test, learn and scale success.

This role is based in Leatherhead, UK, with some travel to Blackfriars, London and occasionally overseas.

KEY REQUIREMENTS

This role is suited to a mid-level data analyst/ performance data manager with 3+ years' experience in the digital marketing or media industry, either agency or client side.

Our ideal candidate will have a demonstrated ability to work across multiple datasets (first, second, third party), building consumer journey/segmentation and campaign optimisation plans to increase ROI. They will be able to build repeatable use cases/approaches to operate at speed, optimizing performance against clearly defined KPI's, while thriving in a fast-paced environment and supporting aggressive timelines.

You will principally be responsible for building and driving the digital data strategy for the small ‘c' category. You will help build digital consumer journeys and segmentation, performance benchmarking and monitoring across activities, including campaign channel performance tracking and optimisation, plus build up/cross sell and frequency consumer journey plans and campaigns. You will inform ever-better ways to uplift ROI; across both acquisition and retention objectives. You will build and lead first, second and third-party data requirements, working closely with our internal teams and partner agencies.

The right candidate will be able to demonstrate a wide range of capabilities and attributes.

Practical analyst: turn data into action orientated recommendations, hypothesising at speed and continuously improving performance
Curious connector ; ability to connect the dots across the people, projects and partners, creating new opportunities for innovative collaboration that enables successful activation of digital brand strategies
Commercially minded ; has delivered commercially driven outcomes as part of digital marketing activity
Doer, not just a thinker; a bias for action, making strategic choices and activating them
Team-worker; proactive networking across a complex organisational hierarchy
Resilient and influential; thriving on challenge, bringing colleagues along on the journey

Confident but considerate; a strong, respected voice that leads by example and simplifies complexity.

Entrepreneurial in mind-set; asking challenging ‘why' questions, suggesting new routes to success
An active listener ; taking into account the perspective of others, activating the right plan based on holistic understanding of the business challenge and business need,
Tenacity and sense of urgency; the ability to make things happen quickly with large, less nimble partners and/or teams.
Strong communicator: Superior verbal and written communications skills with extreme attention to detail. Experience of presenting analytical findings to a non-analytical audience

They will have demonstrable experience

Strong analytical competency: able to perform quantitative analysis and reach sound conclusions. High level of aptitude with Excel (pivot tables) required. Demonstrated experience in modelling, analysis, research. Working knowledge of SQL preferred. Desirable: Numeric degree or equivalent e.g. Stats, Maths, Physics, Economics etc. Knowledge of advanced SAS techniques such as macros. Knowledge of advanced Excel such as VBA programming
Performance Optimisation: Minimum 3 years of relevant work experience delivering data led insight to drive ROI based response marketing across multiple channels
Proven success: track record of delivering growth from multiple sources including online advertising and/or mobile advertising, and executing key analyses with minimal supervision. Must be able to work autonomously.
Expertise in ad and digital tech: platforms, tracking, success metrics, geo-targeting and optimization techniques. You will be expected to work ‘hand-in-hand' with agencies and multiple ad platforms. Confident understanding of marketing and analytics packages e.g. Google Analytics, Adobe Marketing Cloud software, programmatic, creative development and content management systems
Exceptional project delivery management: Strong time management skills. Ability to thrive in a fast-paced environment, and to manage multiple, competing priorities simultaneously.

Responsibilities.
· Build and work across multiple datasets (first, second, third party), building consumer journey/segmentation and repeatable campaign optimisation analysis to increase ROI.
· Build and manage consumer digital data set up, capture from multiple channels/tagging and platforms to build and manage strategic consumer segmentation model (Recency, Frequency and Monetary Value).
· Work with media, ETS and existing agencies to access, audit and define optimal tech and data management platform.
· Physical hands-on extraction (SQL) and processing of customer data from relational databases. Subsequent creation of targeting datasets to printer / email house – ‘campaign delivery'
· Management of campaign delivery projects within resource budget, to brief specification, within company (e.g. strict quality check processes) and industry best practice and DPA guidelines, and in adherence to strict timelines
· Working on multiple campaigns at once, forge strong working relationships with other campaign PRM analysts, media team/agencies and customer development teams (shopper data), to ensure each individual campaign is effectively and accurately targeted within the best resource budget
· Working closely under the guidance of the Digital Activation Manager to prioritise non-campaign delivery developmental work
· Challenge and improve campaign capability through development of toolkit or processes, focusing on standardisation & automation opportunities in particular. Influence key stakeholders and build business cases for change where necessary
· Work closely with CMI/PDC consumer insight teams to ensure sound knowledge of the consumer, maximise capabilities and unlock smarter and faster insight and subsequently design best-in-class targeting
· Digesting / delivering the insight from campaign evaluation to feed into further campaign planning.
· Using DM marketing knowledge to improve campaign performance and design/ensure robust tests are implemented
· Conduct daily analysis to inform weekly performance marketing/trading activity and reporting leveraging multiple platforms: Adobe, GA, Hadoop etc
· Consumer analysis: build consumer digital journey. Identify needs/behavuiral insights and better ways to reach, engage and convert across digital marketing funnel to inform the Digital Activation PC UK team
· Channel and Campaign Analysis: Paid, Earned and Owned media channel CPA/ROI analysis. Manage test cell set up and benchmarking to robustly identify ROI. Deliver cost per acquisition model determined by return consumer segments will deliver, sharply focusing BMI investment on the areas that will yield the best return and modelling potential to ensure we can robustly scale the business
· Demand Analysis: Product sales and inventory and range analysis by consumer / product segment and markets. Identify trigger products that lead to greater sales, top performing and low performing products, identifying gaps and opportunities to act upon across our growing spread of channels
· Conduct promotional activity analysis to test and set the optimum offer threshold to maximise volume and margin.
· Deliver broader analysis for business reporting and modelling as required, working with finance and marketing team eg market entry or exist analysis
· Support new business case analysis eg subscription, new products, new categories, gifting bundles, personalisation etc
· Own CRM segmentation and activation, working with inhouse media/PRM teams. Champion data privacy best practice standards and consumer preferences.
· Play a lead role in adoption of data-driven, digital direct response marketing at Unilever and upskilling the broader marketing teams in the category with digital expertise
COMPANY OVERVIEW

Unilever is a global Fast-Moving Consumer Goods company in the UK and Ireland. We are already on target to achieve our huge ambition to double the size of our business globally whilst reducing our environmental impact. We are growing our business and also doing what is right for our consumers, community and environment. We are developing brands for people's lives today and for the changing environment tomorrow - making sustainable living commonplace.

Working at Unilever means that you get to take part in this exciting journey and work with amazing people who are really passionate about our large portfolio of famous brands. We want to improve billions of lives and you too can join us in making a sustainable difference.

APPLICATION PROCESS

Online Application >> Digital Interview >> Face to Face Interview >> Job Offer

Please note: As part of the job application, you will be asked to complete a brief online application form. Completion of the form is required in order to be considered. Please allow yourself enough time to complete the application form as when filled out partially or not at all it may adversely affect the progress of your application. Please be aware that you will have to complete the form at once as you will be unable to return to it later.

For further information about this position please call: 0800 0284390. Please do not contact this number if you are an agency/third party. This number is strictly for candidates only.