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Audience, Data

3 weeks ago

Kingston, Canada Unilever Full time

Job Title: Audience, Data & Measurement Manager

Location: Kingston, UK

JOB PURPOSE

The Audience, Data & Measurement Manager manages the use of data, its pertinence and performance across end-to-end digital activations to improve the reach and engagement of Unilever's brands and categories - a key step in building meaningful relationships with Unilever's consumers to achieve greater ROI, constantly unlocking the digital insights that bring the consumer into everything we do.
- Manages developing a strategic data marketing roadmap for priority brands to drive increased acquisition and use of consumer data to create effective and engaging consumer experiences.
- Promote a culture of measurement discipline within the business and be their strategic partner in helping them create new digital activities with the best chance of success.
- The audience & measurement manager is part of the DMC and works cross-functionally with different departments such as Brand Marketing, CMI, Media, eCommerce, and Performance Marketing.
- To have a previous experience of line management.

RESPONSIBILITIES

Data & Audience:

- Plays a big role in digital transformation by advising brands on their data-oriented marketing activities and providing input into their audience strategy.
- Manages the BU's execution of the Unilever Data Management Platform (i.e., audience management and trait usage) and working with related elements of the Unilever Cloud technology stack, to ensure consumer data is leveraged for insight and activation within our marketing campaigns.
- Define the needs of other teams working on data dashboards and help unlock new data sources /APIs.
- Working with the People Data Centre (PDC) CRM Manager, you will develop and approve roadmaps for the brand and media teams to increase consumer data usage and acquisition, as well as targeting capability.
- Proactively partner with (cross)category and brand teams to inform and inspire them on the practicalities and potential of using consumer data (1st, 2nd and 3rd party) to drive personalised marketing.
- Work with the Performance Marketing Manager and the dComm team to create and advise on audiences and data collection for performance marketing and dComm activities.
- Be the expert on new and current methods of targeting consumers on digital platforms, including the latest in the world of Cookieless.

Measurement
- Monitor in-flight campaign performance based on KPIs to provide recommendations (JTBD) to the BU for real-time optimization of non-retailer campaigns.
- Create a single view of the consumer through the funnel
- Provide a view of campaign performance and track agency performance against campaign goals.
- Establish a testing and learning roadmap based on input from BU, CD and DMC members.
- Manages off-platform channel specialists to optimize channels.
- Follow up on CXX achievements with the different teams and make recommendations to achieve the goals.

Campaign and media performance:

- Communicate with media agencies, DMC teams and brands to measure marketing effectiveness, personalization and campaign performance and present actionable insights and recommendations (PCA).
- Assist channel managers in media, social, creative and Ecomm to provide data, reporting and insights on cross-channel campaigns and brand performance.
- Liaise with colleagues in CMI, PDC and Competitor Intelligence (and others as appropriate) to provide the team with valuable information from a variety of sources.
- Manage the test and learn programme via measurement plans for campaigns, audiences and A/B or multivariate testing (T/L matrices) for the business and drive the business to take effective action accordingly.
- Promote the discipline of measurement within the company, ensuring that the lessons are effectively disseminated.

ALL ABOUT YOU
- Data oriented marketing ambassador
- Excellent communicator with senior stakeholders, brands, peers, and reports (conversation and presentation).
- Experience with tag management systems (e.g., Adobe Tag Manager), data management platforms (Adobe Audience Manager) or media buying platforms (e.g., DSP, Google Ads, Facebook Ads).
- You are comfortable with data.
- Excellent listening skills and ability to articulate client needs in both business and more technical language.
- Experience of managing relationships within a large multi-national, matrix organization.
- A collective team player in a fast-moving agile team.

NOTES

About Unilever

Unilever is one of the world’s leading suppliers of Food, Home and Personal Care products with sales in over 190 countries and reaching 2 billion consumers a day. Unilever has more than 400 brands found in homes around the world, including Dove, Tresemme, Lynx, Lifebuoy, Shea Moisture, Persil, Domestos, Ben & Jerry’s, Magnum, Marmite, The Vegetarian Butcher, Graze and Pot Noodle.

Faced with the challenge of climate change and the need for human development, we want to move towards a world where everyon