Global eCommerce Marketing Manager, Unilever International

Job description

JOB TITLE: Global eCommerce Marketing Manager, Unilever International

JOB LOCATION: Singapore

UNILEVER INTERNATIONAL IS:

Unilever International (UI) is an alternative but complimentary route to market, servicing white space opportunities not exploited by local operating countries. It is a global business unit with 9 hubs (Singapore, US, UK, Korea, India, Dubai, France, the Philippines and Australia) with a diverse range of products, with expertise in utilizing 3rd party distributors and consolidators to reach consumers in over 75 countries.

UI have been operating successfully as an alternate Route to Market (RTM) to complement Multi-Country Organizations (MCOs) to serve these white spaces through a network of 500+ market expansion service providers and specialists via seeding initiatives. The market expansion providers or distributors in countries provide brand building and customer development services to UI under the agreed operating frameworks using the brand toolkits provided. UI have strategically evolved its portfolio from availability led growth to seeding in the last 5 years. UI now has ambitious plans to add incremental €1B in the next 4-5 years.

We treat the business as our own.

As intrapreneurs , we introduce Unilever’s brands into white space geographies Pacific Islands, Korea, Mongolia, and spearhead launches of iconic household brands like Dove, Lifebuoy, Sunlight, Fair & Lovely, TRESemme into big markets like U.S, China, Western Europe and SEAA.

As Unilever’s growth engine, we establish global white space businesses in key channels such as Health & Beauty, Discounters, E-Commerce and alternate channels such as travel retail, marketing to institutional partners like the United Nations, and seeding Unilever brands to overseas diaspora who crave for a taste of their familiar home brands.

Singapore is our global hub leading strategy, marketing thinking, seeding plans, and alignment with the global categories and supply chain.

Game changing business

SPEED is the mantra for our resounding success. To serve the underserved , we embrace a founder’s mentality , explore unchartered territories, redesign end-to-end business models to establish successful businesses. We make a difference by working fast and smart, nurturing our tribe, winning together and living by five tenets :

· We will be the fastest route-to-market globally;
· We go where no (man, woman or distributor) has ever explored;
· Impossible is an opinion, not a fact;
· Speed is our currency;
· When brands are built right, they can last a lifetime.

ABOUT ECOMMERCE IN UI:

eCommerce is a strategic channel for UI and our cross-border sourcing capability sets us up with a strong advantage to win in the increasingly fragmented consumer demand spaces and the resultant long tail.We are now building a new team of passionate, entrepreneurial people to create a €500m business in 5 years.

The Ecommerce Team Culture:

· Built for agility and entrepreneurship. Crafting capability for in-house deployment as well as capability for managing outsourced partnerships.
· Structured from insight to prototype, with maximum speed
· Win fast / Fail fast / Scale fast.

THE ROLE IS IMPORTANT BECAUSE:

In your role as the global eCommerce marketing manager, you will be responsible to create and operationalize a cross channel performance marketing strategy for our digital campaigns, deployed across Amazon (1P and 3P), eB2B and Direct to Consumer business verticals with the goal of maximizing conversion and digital performance KPIs across the funnel. The 3 key elements of the job are:

· Performance Marketing for Amazon, UI eB2B and UI DTC business verticals
· Using every campaign opportunity to drive, as appropriate: a) lead acquisition, b) performance in digital engagement KPIs (CTR, VTR, etc.), c) sales in eComm channels,
· Working with the analytics, digital lead & media agencies to continuously optimize, in-flight, for campaign objectives and performance metrics
· Ensuring qualitative traffic to Unilever properties and partners stores, aimed at converting to either data capture or sales, while identifying new opportunities and maximizing the Return on Investment.

· Executing Design 4 Ecommerce, Select 4 Ecommerce and eNRM programs – working alongside the product development, global category and R&D teams to create/adapt eCommerce-fit portfolio and champion Design4Ecommerce as a core philosophy

· Lead & Manage Capability Development Initiatives to build performance marketing skillset in the global, regional and local teams

The role is part of the central eCommerce team and works cross-functionally with different departments such as global category teams, central eCommerce key accounts and media teams, while also closely operating with our agencies and media planners. You are the internal expert when it comes to conversion led planning and optimization for digital media performance.

This is an individual contributor role.

MAIN ACCOUNTABILITIES:

· Translating marketing jobs to be done to conversion led objectives (either for data capture or sales)
· Designing, monitoring and managing campaigns together with the media planners
· Set up new performance marketing activities
· Involved in budget planning and owning reporting back to various budget owners and stakeholders
· Defining A/B testing opportunities (audience segments, channel and content) and building into media & content briefs
· Use of existing consumer datasets & understanding the technology stack (Unilever Cloud) for audience identification and performance optimisation
· Working with analytics specialist on campaign data for in-flight optimisation to improve performance and results
· Partnering with eCommerce team and eCommerce account manager to design sales led planning and activate eCommerce channel media
· Recommend (if applicable) design and UX changes to maximise conversion opportunities
· Loop back learnings and best practices to become the norm and default in the upcoming campaigns and actively promoting best practice sharing through the business (local and global)
· Connect with Unilever global eCommerce Performance Marketing teams to consolidate plans and align objectives, share learnings
· Use any opportunity to upskill and drive a performance marketing mindset across our eCommerce marketing teams in various clusters through creating a community of practitioners, running structured workshops, sharing best practices and leading by example.

You will start by implementing a process, organization and structure to deliver on these results and then work on continuous improvement in all these areas.

YOU’LL WORK CLOSELY WITH:

· Global & Cluster Ecommerce teams
· Our 3P marketplace sellers
· Unilever’s media agencies
· Regional performance marketing teams
· Global Category teams
· Category brand & digital teams

TO BE A STAR, YOU’RE LIKELY YO:

· You are capable of communicating with impact & across different levels across the organization and be able to influence the organization as a performance marketing ambassador
· You should be able to act as an entrepreneur and you are capable of making the difference in Performance Marketing
· Agile and Scrum experience is a plus
· Comfortable within site analytics platforms, namely GA & Adobe Analytics
· Understanding of how performance media channels work
· Proven experience in campaign setup & management across main channels (google, FB, display)
· Monitors campaign setup and in-flight optimization
· Gathers learnings and guards the continues channel development
· Educational: spreads the channel expertise within the organization .

TO BE GREAT AT THIS, YOU’LL HAVE:

· University Educated (preference: Technical Studies or econometric)
· 4+ years of practical Performance Marketing experience with a proven ability to build programs geared towards conversion (Facebook or Programmatic hands-on experience is a plus)
· Capable to manage large number of stakeholders at all levels within and outside the company

TO BE EXTRA AWESOME AT THIS, YOU’LL HAVE:

· At least 2 years+ of digital marketing experience in CPG
· Experience working in a fast-growing startup

IN RETURN, YOU’LL GET:

· Freedom to execute your ideas and plans.
· A highly entrepreneurial culture, a flat organization with no hierarchies and passionate people.
· An opportunity to be part of the fastest growing business in Unilever with peers drawn from over 60+ countries.
· Global mobility and opportunity to take up future roles in any of our global clusters – New York, London, Dubai, Singapore, Mumbai and South Korea
· Best-in-Industry package and benefits

IN SHORT, THIS ROLE IS:

Challenging, dynamic, fast-paced, agile, experimentative, entrepreneurial and revolutionary

TO APPLY:
Please apply online by clicking on “Apply Online” below. Your application will be reviewed against our requirements. Should you not meet our immediate requirements, your profile will be registered in our talent pool system and we will match your profile to suitable future vacancies.

You will be able to access your status update through the candidate tracking link.

Thank you for your interest and application.

*Candidates with FMCG experience will be prioritized.

*We regret that only shortlisted applicants will be notified.

Unilever is an organisation committed to equity, inclusion and diversity 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. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.