Title: Global Director, Consumer Journeys & Advertising Transformation
Location: United Kingdom-United Kingdom (County level)-London-100VE
Job Number: 160008D2
Job Title: Global Director, Consumer Journeys & Advertising Transformation
Salary: Competitive
Benefits: Car Allowance, Bonus, Pension, Healthcare, Agile Working
Location: London, Blackfriars
Travel: Some Travel Required
Business Context & Main Purpose of the Job
The Brand Communications Excellence team (part of Global Marketing) plays an integral role in delivering powerful brand communications across Unilever.
The mission of the team is to Transform Unilever’s approach to Brand Communications - both in Advertising & Content - to make it fit for the Connected World. This is achieved through bringing in future-facing/industry-leading thinking and practice, and then applying it to Unilever’s top, global brands. In this way, the team can quickly deliver tangible transformation where it matters most, as well as helping to raise the brand communications capabilities of all 6000
Unilever marketers.
In Unilever we recognize that in the Connected World, consumer journeys are now much more complex leading to a complex marketing landscape with many more touch-points. The Connected World affords us great possibilities for communicating with people, but we must balance that with the reality of budgets and resource. So how do we prioritise resource and investment in the Connected World?
Through looking at Consumer Journeys today – the holistic sum of experiences that consumers go through with a brand over time, from their perspective.
We believe that working deeply with a Consumer Journey led approach can help us identify the most important touch-points, show us blind spots where improvement is needed, and highlight opportunities for new assets and tactics
We believe that a Consumer Journey-driven approach is also key to how we Transform our approach to Advertising & Content over the next few years
This will help us become much more relevant, fluid, nimble and reactive in our Advertising & Content, especially in Digital channels.
(NB = Unilever looks at brand communications through two lenses:
The world of Interruption Advertising, ie. interrupting lives with our branded messages
The world of Seek-out Content, ie. branded stuff that people genuinely seek-out)
Consumer Journey-driven thinking will touch both Advertising & Content, but there is an immediate need to understand how it can help us to make our Advertising processes and assets fit for an increasingly Connected World
This role relates to Consumer Journeys & Advertising Transformation
Main Accountabilities:
Primary function of the Role:
To be the champion and standard-bearer for Consumer Journey thinking and Advertising Transformation within Unilever.
To set the vision, best practices and ways of working for Consumer Journey-led brand communications in Unilever
To set the vision, best practices and ways of working for Advertising Transformation in Unilever
To build an appropriate ‘roster’ of agencies and partners to achieve the above
To own and grow the Brand Communications Excellence team’s relationships with the big Digital platforms, eg. Facebook, Google, Twitter, etc.
To develop the Brand Communications Excellence team’s relationships with newer Digital platforms, eg. Whatsapp, WeChat, Snapchat, etc.
To work with a shortlist of global brands across all four super categories to embed Consumer Journey thinking and innovative approaches to Advertising into their brand communications plans
To partner these brands in developing and producing innovative Advertising assets, especially in the digital space
Tight integration with Brand Communications Excellence colleagues to ensure that Consumer Journey thinking and Advertising Transformation are embedded into their plans
Key Responsibilities of the Role:
To be the go-to person for Consumer Journey thinking and Advertising Transformation matters within Unilever
Set the vision for Consumer Journey-led brand communications and Advertising Transformation in Unilever – how this should develop in year one, year two and onwards
Develop best practices for how Consumer Journey thinking can transform our Advertising output
Develop guidelines for processes and ways of working which facilitate Advertising transformation through Consumer Journey thinking
To bring future-facing/industry-leading thinking and examples from outside into the Unilever business as a fuel for building internal knowledge and capabilities
To be constantly curating the above on behalf of the Unilever business
To work with the Learning team in Global Marketing on how best to disseminate this future-facing knowledge in a fluid and dynamic way
To continuously input into the Connected World learning/change programme within Unilever – thus helping to drive Consumer Journey & Advertising Transformation thinking into the core of these Digital step-up activities
To continuously meet, assess and build relationships with new and existing agencies/partners in order to build a ‘roster’ of recommended partners to help Unilever brands progress in using Consumer Journeys to transform their Advertising approaches
To be the champion of these agencies/partners in the Unilever business
To introduce these agencies/partners to brand teams where appropriate
Working with Global VP, Brand Communications Excellence and Global Category SVPs/Global Brand VPs to determine the shortlist of brands to work on each year
Embed Consumer Journey thinking and ways of working into a shortlist of global brands each year
Develop and produce innovative Advertising approaches and assets (especially in the digital space) with a shortlist of global brands each year
Track the success of the above and disseminate learnings on Consumer Journeys and Advertising Transformation to the wider business
Own and continuously develop the Brand Communications Excellence team’s relationship with big Digital platforms, eg. Facebook, Google, Twitter, etc
Own the Brand Communication Excellence team’s relationships and break new ground with newer Digital platforms, eg. Whatsapp, WeChat, Snapchat, etc.
In both instances, to then work closely with the Global Media team to develop best practices and ways of working regarding these digital platforms, for further dissemination to the wider Unilever organisation
Work closely with all CMCO functions (especially Media, CMI and Learning) and appropriate Brand Leaders to build the visibility and centrality of Consumer Journeys and Advertising Transformation in the Unilever business
Work closely with Brand Communications Excellence colleagues to drive how Consumer Journey thinking and Advertising Transformation will impact on their initiatives – ie. Global Director, U-Studio, Global Director, U-Entertainment and Global Director, Purposeful Brand Communications
Skills/ Experience/ Qualifications:
Extensive years experience in a mixture of Strategic Brand Planning, Engagement Planning and/or Communications Planning roles
Ideally having worked in Digitally-driven companies, eg. Digital agencies, Digital Platforms, Digital start-ups and/or Digital teams in Client organisations
Extensive use of Consumer Journey thinking and Data Analytics to guide Brand Communications processes
Strong track record of developing innovative creative work, especially for digital channels
Ideally some experience in team/org Transformation
Ideally both Agency and Client-side experience
Skills:
Strategic Brand Planning
Engagement Planning and/or Communications Planning, with a Creative flair
Consumer Journey Mapping, Analysis & Insight Generation
Data Analysis, especially through digital sources
Creative Briefing, especially for digital channels
Managing Creative Development, especially for digital channels
Understanding of innovative Advertising formats and approaches, from start to finish of the process
Understanding of future-facing Advertising processes and the ability to operationalize those within an organization
Curation of future-facing Advertising approaches, to then educate an organization
Ability to quickly build strong personal relationships and alliances within this very large organisation
Being a great influencer is key to this role
Ambition, determination and desire to question conventional approaches
Ability to see unorthodox solutions
Standards of Leadership:
Bias for Action
Building Talent and Teams
Growth Mindset
Consumer and Customer Focus
Accountability & Responsibility
Key Interfaces:
Global Brand VPs, Directors, Managers
Global, Regional, Local Digital Teams within Brand Teams
Creative Agencies
Digital Agencies
Media Agencies
Search Agencies
Digital Platforms
CMI
Learning Team
People Data Centres team
People Relationship Management team
E-commerce team
Global, Regional, Local Media Teams
Global Marketing teams, especially ‘Digital 2.0’ team
Global Director, U-Entertainment
Global Director, U-Studio
U-Studio Editorial teams
U-Studio Agency teams
Global Director, Purposeful Brand Communications
COMPANY OVERVIEW
Unilever is a global Fast-Moving Consumer Goods company in the UK and Ireland.
We are already on target to achieve our huge ambition to double the size of our business globally whilst reducing our environmental impact. We are growing our business and also doing what is right for our consumers, community and environment.
We are developing brands for people’s lives today and for the changing environment tomorrow - making sustainable living commonplace.
Working at Unilever means that you get to take part in this exciting journey and work with amazing people who are really passionate about our large portfolio of famous brands. We want to improve billions of lives and you too can join us in making a sustainable difference.
HOW TO APPLY
Hear stories from our Unilever Makers and understand how you can start your own Unilever career at:
http://www.unilever.co.uk/careers-jobs/professionals/.
Or to apply now, click on “Apply to this job”. All candidate applications are reviewed in accordance with the criteria outlined for the job role. Please note that the closing date for the receipt of applications is 04 th
May 2016
Candidates who have applied online can track their application through the candidate tracking link or, if you have any additional queries, you may contact the Recruitment hotline number on 0800 0284390 .
Job: Marketing