Associate Director CMI Skin Cleansing Demand Generation

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JOB PURPOSE
It is an exciting time in personal care, with new trends, benefits, and formats reshaping routines, habits, and attitudes surrounding personal hygiene. Personal Care products help people look, smell and feel better every day, and are a critical part of their everyday life that they would never compromise.
Driving growth for the US business is becoming more challenging and competitive. Unilever is a category leader in Skin Cleansing, and our role is to continue to address what the market and consumers need and desire for today and for tomorrow – leading the entire category’s growth and trends with our world-class brands like Dove, Dove Men+Care, Olly, Shea Moisture and Axe.

We’re looking for an analytical, strategic research and insight expert who loves hunting for key facts and insights from a wide range of resources, connecting the dots, and turning them into powerful perspectives and recommendations. We need someone who will quickly learn the dynamics of the category, understand the opportunities and problem areas, and be able to work cross-functionally to solve some of the business’ biggest challenges. This work will address business questions and issues (i.e., driving sales/share, understanding consumer segments, retailers, pricing, trends), and strongly guide business decision-making.

This key role sits in the UL Personal Care CMI team, and works closely with the US Skin Cleansing Category Vertical/ team.
Key responsibilities and leadership for this role:

• Lead Unmissable Brands’ Superiority for Skin Cleansing brands.
• Innovation Insights & Testing: Horizon 1 Innovation on Dove & Dove Men+Care, E2E on Olly & Shea Moisture Skin Cleansing.
• Deploy/ Creation, Testing and Measurement, including digital, social, POSM excellence: Engagement (including Social First Demand Generation) on Dove, DM+C, Olly, Shea Moisture and Axe.
• Lead the agenda for Social First Demand Generation for Skin Cleansing US – from social listening to driving creative quality to measurement of impact.
• Skin Cleansing Category Strategic Foresights: Emerging behaviors, changing/ evolving consumer needs, thought leadership/ future of demand generation marketing for US.
• Role reports into the CMI Head of Dove Skin Cleansing and Masterbrand, who is also the CMI Head of Skin Cleansing US vertical lead; this role is second-in-command for the US Skin Cleansing CMI and will be part of key leadership team forums - requiring high levels of leadership and ownership.

You will interact with many different business partners (cross-brands, cross-functional, local-global, internal and external) in a fast-paced, dynamic, inclusive and fun team culture. So, you’ll be exposed to, learn from, and contribute to a breadth and a depth of marketing and research aspects while working in this role.

WHAT YOUR MAIN RESPONSIBILITIES WILL BE

• Have passion to bring people (consumers, shoppers) as the center of everything we do
• Bring in Foresight to everything we do: not data, but insights. And not just insights but also implications (“so what”).
• Be able to think big picture, while also not being afraid to get their hands dirty and get into the weeds themselves.
• Run custom qualitative/quantitative research with or without research agency partners; desk research/analysis by using available sources.
• Ability to delegate and manage external partners and develop a future fit/ top talent for CMI as a leader.
• Manage social listening tools and conduct searches, keep a pulse on trends, and deliver insights related to growing spaces.
• Willing to learn and quickly get familiar with a wide range of business needs and questions. Learn to clearly understand each of them (big or small, structured or random), and then address them with your actionable recommendations/point-of-view. Key areas: in-market business. performance (sales, share, distribution, penetration, etc), pricing, consumer segments like Gen Z, shopper/channel insights, shelf strategy and executions (planograms), e-commerce, brand communication and brand health, innovations, trends.
• Be a CMI Future Shaper – actively leveraging the right tools that balance the best use of AI along with developing a close human, consumer intimacy across the Skin Cleansing US team.

WHAT YOU WILL NEED TO SUCCEED

Experiences & Qualifications

• Undergraduate degree required. Advanced degree in Marketing, Marketing Research, Analytics, Data Science, Statistics, Economics or Business is welcomed.
• Demonstrated high performance, 10-12+ years of relevant experience (such as data analytics, research, consulting, retail, or marketing). CPG experience is preferred.
• Experience in in-market performance data analytics (sales, purchase/usage panel, pricing, distribution, etc.) is a must – both scanning and panel data sources. Experience in brand equity/health area, custom quantitative and qualitative research in addition is preferred.
• Management experience is required – responsibility for leading and growing direct report.
• Strong inter-personal communication skills to work effectively in a high-speed, dynamic work environment with a large number of different business partners and stakeholders. Comfortable speaking up to land your perspectives.
• Curious. Go beyond “do what was asked for” to “proactively look for solutions and opportunities”. You will be a critical part of the business team, not an order-taker or internal supplier.
• Have a positive and can-do attitude even when facing challenging situations, and have fun!

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