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Global Channels & Shopper Insights Manager
Global Channel & Shopping Insights Manager- Tea Company
Job Type: Fulltime
About the Tea Business
Unilever is proud of its Tea business, the biggest in the world, with world class purpose driven brands such as Lipton, PG tips and Pukka. Recently, Unilever decided to separate the Tea business to ensure it can best achieve its potential. Unilever is currently reviewing several options for separation, including a demerger, an initial public offering, a disposal or through partnership models. The Tea businesses in India and Indonesia, and the partnership interests in the ready-to-drink Tea joint ventures will be retained.
The balance of the Tea brands and geographies and all Tea estates, with generated revenues of €2 billion in 2019, is growing and profitable with proven potential both pre- and post-COVID-19. As a standalone entity, the Tea company remains number one in the world and is even better positioned to lead the industry and take full advantage of the opportunities in the category, with more focus and entrepreneurship driving greater growth and value.
The current vision for the Tea company is to champion a tastier, healthier, more sustainable world of plant-based drinking. Purposeful thinking will be the core anchor of the business, its brands as well as its culture, and enables simple and agile decision making, supports an entrepreneurial mindset and is driven by passion for our consumers.
As we move through this journey towards separation, we are seeking employees with a passion for exciting entrepreneurial experiences, who want to pursue unique career opportunities and have a desire to be an integral part in building the bright future of this plant-based company.
To grow a world of wellbeing through the regenerative power of plants Company Mission
A virtuous cycle of growthfor everyone connected to our business
CONSUMER: we will craft winning brands that become the universal beverage of choice: serving only the tastiest products that enrich physical, emotional and social wellbeing
CLIMATE: we will lead the way and create a net positive, giving back to the planet much more than we take.
COMMUNITY: we will enrich lives by delivering more value per cup and share that value amongst growers, blenders and farming communities.
EMPLOYEES: we will nurture the growth of every employee, maximising learning and impact of every individual
SHAREHOLDERS: we will lead value creation with sustainable high performance, delivered with transparency and consistency
The Tea Company plays in a particularly diverse category with very strong brands across markets with few truly global competitors. We have a very mix of strong global and local brands like Lipton, Brooke bond family, Tazo, Pukka, T2, PG tips, Elephant, Joko, Glen, Supreme, Saga, etc. The TeaCo channel footprint is equally diverse covering mainstream retail operations, own-retail stores, DTC, fast growing e-commerce, foodsolutions & other nascent channels such as pharmacy, health & beauty, organic, etc. This breadth of brands and channels makes this a very exciting role.
As the Global Channel & Shopping Insights lead, you will be reporting directly to the CMC Director and will be directly responsible for the fullshopping insights agenda of the Tea Company Portfolio with a key focus on Retail, Foodsolutions, eCommerce, and the channel transformation of our brands which will go through global expansions like Tazo and T2. You will directly partner the Global D4C team and work together with the local CMC in driving the Shopper insights agenda. You will be responsible for the following:
Identification & translation of Shopper insights, needs & behaviors based on data, market understanding, performance & deep insighting into opportunities to gain fair share of growth, especially via understanding their path to purchase. You will ensure that the business keeps the consumer & customer at the heart of every business decision
You will ensure that the business leverages the use of prescriptive and predictive consumer & customer smart data (including social & business analytics, data driven marketing and ecom B2B and B2C) as well as thick and longitudinal data (such as strategic understanding, deep insights & immersions), creating both a rational & empathic feel of the consumers & customers we serve.
Leading the Shopping insights agenda across key channels for our Tea portfolio growth
Building the whole Shopping insights programme with the CMC director & D4C team, where you would be leading globally & coordinating needs and efforts locally
Partnering with the D4C team in building & implementing D4C strategies for all our relevant channels including ecomm, gifting, FS, Retail, and new revenue streams – and in using insights to drive partnerships with key retailers
Business steering based on Tea & our Brands’ performance in P2P in channels
Partner with the CMC community in driving Shopping insights into brilliant performance marketing and improving ROI in key channels
Thus, driving competitive sustainable growth across all the markets of the TeaCo.
Identify current & future strategic possibilitiesto deliver business growth
You will pro-actively identify strategic possibilities for our growth in channels via trend shaping, market development, tactical opportunities, D4C innovation or portfolio expansion, and brilliant execution, for the marketing teams to capitalize on. This will be based on strong consumer voice, understanding of the markets & business, beverage categories, channels, and brand performance.
Deliver throughSuperiorTalent & Relationships
You will deliver through people and systems, leveraging your ability to create partnerships and collaborations with a wide spectrum of CMC, D4C, marketing, key partner agencies and other external partners & experts to deliver against business needs.
As a key member of the Global CMC leadership team you will play a critical role in creating & enabling synergies where applicable & best practice cross brand & cross country pollination to drive consistency & best in class CMC application in business.
Your Key Taskswould include:
Shaping the Shopping Insights Agenda: Co-creating with the CMC director the Shopping insights program annually to be applied globally & also locally where necessary, working with
Shopping Behavior Strategic Understanding: Lead ad hoc research on understanding shopping behavior – from shopping missions to decision at shelf for the different categories and across the different channels, as well as new studies to unearth growth in retail, foodsolutions and ecomm. This would include channel understanding on communication initiatives based on shopper understanding – i.e. POS activation, promotion plans, etc.
Champion the COPE into execution: Marry & build out occasions thinking into the category growth strategy esp for FS
Building & driving Strategies: Business partner with the D4C teams to shape & deliver the Channel strategy online & offline across Retail, FS, Gifting, as well as the CGS (Category growth strategy) and Category trade story. This will providing consumer input into e-commerce channel strategy, priorities, objectives and portfolio relevance.
Drive Channel & Shopper input at start of processes: Business partner with the D4C and the CMC community to drive channel strategy & input at the start of any marketing activity – Innovation process, communication, holistic superiority, etc as Shoppers and customers should be key in design not just implementation
Channel Performance steering: steer the business on where to prioritize efforts based on size & ease of action (using data ,shopping understanding, & brand performance across the Path to purchase)
Steer to WTP & HTP on strategy, portfolio & execution: Identify & input current & changing shopping behaviors to help inform “where to play” and “how to win”
New revenue streams: Partnering with the D4C team in exploring sizable new revenue streams, and how this fits in consumers’ lives and path to purchase
Shopping insights into Performance Marketing: Work together with the Brand & Innovation CMC leads in driving the right performance marketing actions in line with Shopping behavior
Shopper Foresight: Track & share Shopper & Channel trends across the world and provide foresight to the D4C teams.
Shopper focus: Champion upskilling the organization to understand how people shop, and demonstrate the difference in how they shop to how they think that they shop, and how to make a difference in-store (physical and on-line stores)
Bolster relationships with Key Customer/Channel Support shaping and landing strategies with Key Customers & Channel owners. This includes meetings & presentations of insights, learnings & thought leadership pieces to Key Customers, D4C, Marketing, and CMC community
Glocal network & learning sharing: Guide the CMC Shopping Insight agenda & roll out global methodologies, learnings & best practices into local CMC teams to drive synergy & consistency
Detect & understand D4C team’s needs and business questions to transform them into meaningful research questions that drive action
Scopeand key interfaces for this role:
Directly responsible for the full shopping insights agenda of the Tea Company Portfolio with a key focus on Retail, Foodsolutions, eCommerce, and the channel transformation of our brands which will go through global expansions like Tazo and T2. You will directly partner the Global D4C team and work together with the local CMC in driving the Shopper insights agenda.
At least 6 years of experience in market research, CD or relevant fields driving holistic cross-channel growth.
Passion for the shopper – proven track record for putting the shopper at the center of business decisions to enable growth
Able to show good understanding of retail & channel landscapes (on and offline) globally and some key markets
Able to show a good understanding of market researchfundamentals (qual and quant)and experience in using different shopper studies like decisions trees, path to purchase, etc.
Able to lead big projects
Think strategically – Experience in driving and delivering not just projects but strategic thinking into business partners
Multi-country experience - ability & experience in designing, developing and landing cross-country level work
Influencing to partner & lead for change across work levels: Experience in providing clear actionable consumer insights with the business, partnering across work levels, and functions, in a virtual work environment, providing firm POV on what needs to be done & how
People leadership – managing direct or indirect talents inside the company & from external agencies in delivering their best; preferable but not required to have direct line management experience
Self leadership- Handle multiple projects & brands at once whilst keeping passionate about excellence & impact. You will need to work collaboratively across teams, with internal and agency experts, to drive brilliant execution.
Action & results oriented: Track record of developing work which is fact-based rather than fact-filled, focusing on actionable recommendations and outcomes. Proven record of strong follow through of the work until action.
Drive & resilience: Strong drive to generate new initiatives and see them through to action – land new pioneering CMI and marketing initiatives into the business
Positive & Hero mentality: A positive attitude and can-do outlook to keep the agency teams motivated and inspired to work with the team
Pioneer – in how to grow brands using different & innovative approaches
At least fully operational all areas of CMI skills in Understanding Market Research Fundamentals, Mastering Market Research Techniques, Bringing Integrated Consumer, Media and Shopper Insights into the Business, Showing the Business How and Where to Win
Strong communication and influencing skills
Strong Business acumen
Business partnering & stakeholder management
Shopping insights custom researches
Understanding/Working knowledge on social search, Digital and Business Analytics for both insights and business operation
Deep Brand and Consumer understanding
People Leadership Skills (Internal and external)- Ability to build, inspire, and coach a team in virtual and cross cultural environments
Language Requirements: English fluency as minimum
Risk taking ability
Transparent and fair
Ownership and accountability
Excited about the Role?
Please apply online. Your application will be reviewed against our requirements and we will be in touch to provide you with an update on the status of your application.