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Global Knorr Consumer & Market Insight (CMI) Brand Lead
GLOBAL KNORR CONSUMER & MARKET INSIGHT BRAND LEAD
ROTTERDAM – Weena
Local conditions apply
Unilever is one of the world`s largest Fast Moving Consumer Goods (FMCG) businesses, with interest across Personal Care, Homecare, Refreshment and Foods product categories. We make products that people love – and that make a difference. Nutritious foods. Household care essentials. Indulgent ice creams. Refreshing teas. Luxurious shampoos. Affordable, disease-combating soaps... and many more. In fact, we make around 400 much-loved brands including global brands such as Knorr & Dove, but also local brand such as Calvé (the Netherlands) and Suave (the Americas). Shoppers buy them in more than 190 countries. That means you’ll find at least one of our products in seven out of ten households on the planet. And we want every one of those products to make a positive impact on the lives of the people who buy them.
We want our business to flourish, and we know that our success depends on others flourishing around us. That's why our purpose is to make sustainable living commonplace, and why sustainable, long-term growth is at the heart of our business model.
BACKGROUND AND PURPOSE OF THE JOB
Unilever Consumer & Markets Insight (CMI) mission is to provide inspiration and provocation to drive transformational business growth. This means delivering insights, ideas and impact– and in a world that is changing at an accelerating pace of change. In this role you will contribute to the CMI mission by being the lead CMI business partner to Knorr Global.
Knorr is one of Unilever’s biggest brand with an annual Turn Over of €4.6Bn across both Retail (€3.6Bn) and UFS (€1.1Bn). Present in 87 countries it has a strong footprint in both the Developed and D&E markets and has a long and successful history of close to 180 years. The portfolio today is made up of three Platforms: Scratch Cooking (Bouillon & Seasonings), Smart Cooking (Meal Solutions & Sauces) and Heat to Eat (Soups and Mini Meals.
Knorr Purpose is to Re-invent Foods for Humanity, with the ambition to help 2 billion people to eat in a way that is better for them and better for the land by 2025.
ROLE AND RESPONSIBILITIES
The Knorr CMI Brand Lead partners with the Global Brand Vice President of Knorr, Knorr Masterbrand Director and team; driving the brand growth agenda into the GBC & across the world – responsible for identification & translation of consumer & customer needs, insights & behaviours into powerful growth action in brand strategy, performance, communication & activation initiatives.
Be the Knorr brand power growth champion – setting the strategic agenda & actions on the brand to make it meaningfully different in peoples lives through consistent, distinctive & culturally powerful brand execution – Brand SAY and DO
Lead full cycle of Content Creation- Qualitative and Quantitative, across both Seek and Interrupt Content, TVC and Digital Content
Lead in-market tracking/optimizations for market specific campaigns (in partnership with the PDC/media agencies and local CMI) and uncover learnings and insights and embed into future campaign planning
Actively steer brand performance for growth – infuse this into overall actions on mental & physical availability, design, communication & activation ensuring that Knorr purpose and credentials flow through into consumer experiences
Unlock new growth opportunities for Knorr e.g tapping into new moments, needs, locations, tribes and latest trends to reach more users more often in a more relevant way
Inspire the Knorr team with insight and analysis on sustainability to help build out the sustainability agenda on both product and packaging globally
Deliver through people, leverage your ability to create partnerships and collaborate with a wide spectrum of functions including marketing, R&D teams, brand agencies, research agencies, CTI & CMI expertise teams and external partners, to deliver against business needs.
Be independent and deliver fact based, objective views of the business. You will provide inspirational and credible recommendations to marketing business partners.
Operate in a professional manner, applying CMI tools and techniques with rigour and discipline.
Use your innate ability and passion to understand and empathise with consumers and customers to deliver valuable insights to the business.
What you’ll need to succeed
You’re a born leader: You will need to lead from the front at times and from behind at others, galvanising people around impact you want create. You will always bring the consumer to the forefront for your team & leverage this understanding to strategically influence your key business partners
You’re a dot connector: You will be pulling together insights and foresights from multiple sources to paint a picture of business opportunity for your teams
You are passionate about the digital evolution of consumer engagement, embracing this fast paced and changing world with a spirit of experimentation and constant learning, becoming an expert to the team on content & media deployment
You love to win, and have fun doing it: You are passionate about winning in the marketplace and your understanding of the consumer and market will identify opportunities for growth for the business
You are constantly curious: Naturally inspired by what makes people tick & how the power the latest culture, celebrity & fashion trends & the role of brands in tapping into these to stay culturally relevant
You’re a culture & change champion: You will be empowered to harness the power of the full global & local CMI structure & global & local marketing structure. You will build your networks internally as well as with agency partners and embrace new ways of organizational working to deliver the best that CMI has to offer
You have a minimum of 10 years’ experience in Marketing and/ or in Market Research
Working experience preferably in FMCG or similar industry
Relevant experience and proficiency in quantitative and qualitative primary research methods and analytic approaches, (syndicated data, quantitative and qualitative research, application of social listening tools) with communication insight research and /or media insights
Passion for brand purpose: Experience with and/ or passion for purposeful brands and driving/ translating purpose in a way that is meaningful and motivating for the consumer
Pioneer – in how to grow brands using different & innovative approaches
Leading edge on Communication/ Content & Media: Depth and breadth of experience across all brand communications channels – TV, Social, PR, Influencer, Digital. This role requires high level of knowledge of Digital Marketing Campaigns. Ability to help the team uncover powerful emotional consumer & cultural insights, and translate these into successful communication
Influencing: High levels of leadership in influencing senior stakeholders, brand teams, peers
Drive & resilience: Strong drive to generate new initiatives and see them through to action – land new pioneering CMI and marketing initiatives into the business
Interdependence: Develop high impact actions in collaboration/ partnership within CMI & marketing, and external partners
Digital Marketing Excellence: An experience with digital analytical tools (e.g. Google Analytics, Adobe Analytics, FB Audience Insights, Google Trends, Search)
You have people leadership experience – direct and indirect reporting/ line manager
WHY YOU SHOULD WORK FOR UNILEVER:
Unilever is the place where you can be yourself and bring your purpose to life with the work that you do – creating a better business and a better world. Furthermore, we offer some great reward and benefits!
A competitive salary package according to role & experience
Attractive short and long term incentives
Company Pension (Only applicable if based in the Netherlands)
Flexible career opportunities
Library full of learning & well-being resources whenever and wherever
An exciting & dynamic work environment where you can make things happen
EXCITED ABOUT THE ROLE:
Join Unilever and our team! To apply, you must do so online. Please do not forget to upload your CV and a motivation letter. Your application will be reviewed against our requirements and we will be in touch shortly after the closing date to provide you with an update on the status of your application.
Looking forward to meeting you!
Please note this is a Direct Search led by Unilever. Applications from agencies will not be accepted, nor will fees be paid for unsolicited CVs.
Equal Opportunity Employer: Unilever is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, gender expression, national origin, or any other basis protected by applicable law, and will not be discriminated against on the basis of disability.