Digital Marketing Specialist at Unilever

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 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

Main Accountabilities

• Support and drive business growth targets for Turn Over, Reach & Penetration including Digital
• Understand & work with team to drive full Operator Lifecycle for key customer segments
• Understand end-to-end journey our customers go on when buying our products & addresses 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 executes 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:

• 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

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

Leadership Behaviors

• Purpose & Service: works from 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.