Media investment (Advertising) is a critical growth driver for Unilever and a significant expense item on the P & L. Maximising return on this marketing investment for business growth is therefore a key priority. Unilever’s media/channel strategy is focussed on delivering outstanding solutions for brands and providing world class capability to drive brand, category and business growth. This involves leveraging all media channels and driving our presence across all media in the most creative and cost-effective manner.
At the same time, Digital is changing everything about how consumer goods companies go to market. Now Unilever intend to be at the front of the digital revolution. At the heart of our response to this digital revolution are our DIGITAL HUB– where our marketers come to work with a range of specialists to deliver data-driven marketing at scale.
The Country Media and Data Senior Manager is responsible for development and execution of the media strategy in the market delivering maximum ROMI, breakthrough innovation and functional excellence. The role includes involvement in the overall management of the media value chain, with specific responsibility for media and digital agencies.
The role reports into the cluster media leader and is business partner for marketing leaders and country GM. And will have one subordinate for media and one for data.
1. Lead development and execution of media vision and strategy in market, working with global/ regional media teams and country marketing teams.
2. Responsible for development and delivery of identified country KPIs supporting the overall business/marketing plan.
3. Lead development and execution of channel ideas, furthering brand areaness, engagement and conversations with consumers based on insights from data analytics.
4. Lead and leverage both internal and external partners, in developing media/channel strategies towards driving brand, category and business growth.
5. Lead localisation of global media/channel strategy into a country media/channel plan.
6. Support development of brand engagement ideas, specifically provide and use local country consumer / media insights. Integrate and execute these brand ideas across communication platforms.
7. Create measurable value (both quantitative & qualitative) for media investment within the country. Drive value with emphasis on “real time” campaign management.
8. Lead & optimise media agency performance
9. Initiates and oversees Audits as required by global policy, ensure media discipline governance.
10. Builds and grows strong external relationships within the market.
11. Data leader needs to lead to develop data strategy with clear roadmap for data collection and data usage in all occasions for full scope, not limited to media. And data leader is partnering marketing and sales team on insights from data, audience strategy, activation evaluation and CRM program.
12. Drives capability building through sharing and embedding best practice, developing and delivering training and creating a learning and sharing environment.
1. Value creation through delivery of cost & quality targets
2. Delivery of initiatives that enhance media/channel strategy effectiveness and maximize return on investment.
3. Breakthrough innovation in media/channel strategy via execution of big ideas that generate high “talkability” and engagement.
4. Flawless execution of media/channel strategy.
5. Delivery of functional excellence and rigorous/disciplined/strong management of media/channel strategy value chain across all key channel partners.
6. Strong leadership of media agencies, media platforms and key stakeholders
7. Data collection scale and data usages % and effectiveness
