Digital Data Lead

UNILEVER

KEY REQUIREMENTS
The right candidate will be able to demonstrate a wide range of capabilities and attributes.

• Practical analyst: turn data into action orientated recommendations, hypothesising at speed and continuously improving performance
• Curious connector; ability to connect the dots across the people, projects and partners, creating new opportunities for innovative collaboration that enables successful activation of digital brand strategies
• Commercially minded; has delivered commercially driven outcomes as part of digital marketing activity
• Doer, not just a thinker; a bias for action, making strategic choices and activating them
• Team-worker; proactive networking across a complex organisational hierarchy
• Resilient and influential; thriving on challenge, bringing colleagues along on the journey
• Confident but considerate; a strong, respected voice that leads by example and simplifies complexity.
• Entrepreneurial in mind-set; asking challenging ‘why’ questions, suggesting new routes to success
• An active listener; taking into account the perspective of others, activating the right plan based on holistic understanding of the business challenge and business need,
• Tenacity and sense of urgency; the ability to make things happen quickly with large, less nimble partners and/or teams.
• Strong communicator: Superior verbal and written communications skills with extreme attention to detail.Experience of presenting analytical findings to a non-analytical audience

They will have demonstrable experience

• Strong analytical competency: able to perform quantitative analysis and reach sound conclusions. High level of aptitude with Excel (pivot tables) required. Demonstrated experience in modelling, analysis, research. Working knowledge of SQL preferred. Knowledge of advanced SAS techniques such as macros.  Knowledge of advanced Excel such as VBA programming

• Performance Optimisation: Minimum 3 years of relevant work experience delivering data led insight to drive ROI based response marketing across multiple channels
  Proven success: Track record of delivering growth from multiple sources including online advertising and/or mobile advertising, and executing key analyses with minimal supervision. Must be able to work autonomously.
  Expertise in ad and digital tech: platforms, tracking, success metrics, geo-targeting and optimization techniques. You will be expected to work ‘hand-in-hand’ with agencies and multiple ad platforms. Confident understanding of marketing and analytics packages e.g. Google Analytics, Adobe Marketing Cloud software, programmatic, creative development and content management systems
• Exceptional project delivery management: Strong time management skills. Ability to thrive in a fast-paced environment, and to manage multiple, competing priorities simultaneously.

İŞ TANIMI

Unilever’s dedication to digital transformation is already well established, but we intend to accelerate and grow this rapidly.
We live in a hyper-connected world, where digital technology is empowering consumers and creating widespread fragmentation. It is no surprise that digital technology is transforming the way we drive product and service innovation, how we take them to market and also how we market to our consumers.
To succeed in this hyper-competitive business environment, we need to move quickly, test new opportunities, learn rapidly and adapt our ways of working.
To achieve this, we need people with a passion for digital, analytics and organisational change, who are not afraid to break convention and who want to be a revolutionary within our business.
With 2.5 billion consumers using Unilever products every day, there are very few other opportunities to influence a business of this scale.
 
MAIN JOB PURPOSE:
As the Digital Data Lead you will define, lead and deliver the consumer and performance data strategies across paid, earned and owned media for our products.

JOB SUMMARY

• You will ensure we have high quality, practical data sources and use your skillset and experience to quickly turn this into sharp consumer and campaign insight, driving smarter action and optimisation across our activity.
• You will be empowered to lead and make decisions based on data that drive demonstrable benefit. The efforts of your actions will be clear and will create the benchmark for the rest of the business to follow.
• You will not work alone or in a silo, instead you will form part of a unit that partners across Acquisition and Retention digital objectives. This team will adopt an energetic, agile way of working in order to rapidly test, learn and scale success.
• You will Build and work across multiple datasets (first, second, third party), building consumer journey/segmentation and repeatable campaign optimisation analysis to increase ROI.
• You will build and manage consumer digital data set up, capture from multiple channels/tagging and platforms to build and manage strategic consumer segmentation model (Recency, Frequency and Monetary Value).
• Physical hands-on extraction (SQL) and processing of customer data from relational databases. Subsequent creation of targeting datasets to printer / email house – ‘campaign delivery’
• Management of campaign delivery projects within resource budget, to brief specification, within company (e.g. strict quality check processes) and industry best practice and DPA guidelines, and in adherence to strict timelines
• You will work on multiple campaigns at once, forge strong working relationships with other campaign PRM analysts, media team/agencies and customer development teams (shopper data), to ensure each individual campaign is effectively and accurately targeted within the best resource budget
• You will challenge and improve campaign capability through development of toolkit or processes, focusing on standardisation & automation opportunities in particular. Influence key stakeholders and build business cases for change where necessary
• You will digest / deliver the insight from campaign evaluation to feed into further campaign planning.
• You will use DM marketing knowledge to improve campaign performance and design/ensure robust tests are implemented  
• You will conduct daily analysis to inform weekly performance marketing/trading activity and reporting leveraging multiple platforms: Adobe, GA, Hadoop etc
• You will conduct promotional activity analysis to test and set the optimum offer threshold to maximise volume and margin.
• You will deliver broader analysis for business reporting and modelling as required, working with finance and marketing team eg market entry or exist analysis
• You will support new business case analysis eg subscription, new products, new categories, gifting bundles, personalisation etc
• You will own CRM segmentation and activation, working with inhouse media/PRM teams. Champion data privacy best practice standards and consumer preferences.
• You will play a lead role in adoption of data-driven, digital direct response marketing at Unilever and upskilling the broader marketing teams in the category with digital expertise