Head of CMI Americas - Tea Division
Location: Englewood Cliffs
Posted on: June 9, 2021
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
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.
Job Title: Head of CMI Americas - Tea Division
Job Type: Fulltime
Tea Company Mission
Prosperity for everyone connected to our business and greater
value for our consumers, our communities, our climate and our
CONSUMER: We will become the universal beverage of choice:
picking, creating and serving only the tastiest plant based
beverages that delight consumers and enrich their physical,
emotional and social wellbeing.
CLIMATE: We have a deep and enduring connection to the land and
the communities in which we do business. we shall lead the way and
create a net positive by giving back to nature much more than
nature is giving us.
COMMUNITY: We will ensure growth for all by delivering more
value per cup and share that growth amongst growers, blenders,
customers, employees, and shareholders.
Purpose of the Job
Americas is one of the biggest out of the 5 marketing units in
the Tea Company, with USA and Chile being the biggest markets. Our
portfolio includes powerhouse brands such as Lipton, Tazo, Pukka,
PG Tips. What makes this CMI role particularly exciting is the key
focus on Tea & plant based wellbeing and driving the holistic
consumer agenda (consumer, media, shopper) to partner for business
As the Head of CMI for the Americas, you will be reporting
directly to the Global CMC Director. You will directly partner the
MU President, Country GMs and local marketing leads & teams to
drive the business growth agenda. You will identify & translate
consumer & customer needs, insights, data & behaviors into powerful
growth action in brand strategy, performance, innovation,
communication & activation initiatives.
- -Co-Lead creation & implementation of Business strategies
(including regional, category & brand strategies and positioning,
localizing global strategies, defining/executing Purpose, Market
development roadmap, innovation strategy & destination portfolio,
media & communications).
- -Develop and implement short term & long-term consumer research
programs & help bring these into life in content, media,
innovation, renovation, activation and other marketing initiatives.
Build a consumer obsessed culture throughout the business.
- -Partner with marketing and digital teams to develop brand
content & communication for both precision and performance
marketing - understanding consumer media behavior, needs &
motivations to guide the execution of the right content in the
right channel at the right time.
- -Partner to deliver local innovations by leveraging consumer
insights and validation with the right speed and rigor to drive
incrementality to the overall Tea Company & category.
- -Identify and translate Consumer, Media & shopper needs,
insights, behaviors, data, market understanding & performance into
opportunities to gain fair share of growth. Ensure that the
business keeps the consumer & customer at the heart of every
business decision. (Shopper across retail, foodservice & ecom)
- -Marry big & thick data for clear actions. Ensure 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.
- -Collaborate on strategic initiatives for brands' growth
through trend shaping, market development, tactical opportunities,
portfolio expansion, design for channel, and even acquisitions or
partnerships. This will be based on strong consumer voice,
understanding of the markets & business, beverage categories,
channels, and brand performance.
- Lead the CMI Americas team overall, motivate & build superior
talent within your Americas team and empower them to deliver with
their best selves - including your direct report as well as partner
agencies and experts.
- -Act as a key member of the Global CMC leadership team to
create & enable synergies & best practice cross brand &
cross-country pollination to drive consistency & best in class CMC
practices. Lead global thought leadership given the importance of
the Americas within the Tea Division.
Who we are looking for:
- Bachelor's Degree required
- 8+ years of experience in marketing, market research or
- Track record in driving business growth through holistic
understanding of the consumer from desires/pain points/motivations
to relationship with the category, consumption behavior to path to
purchase/media behavior & touchpoints, to shopping behavior.
- Experience managing direct or indirect talents inside the
company & from external agencies
- Experience in driving and delivering not just projects but
strategic consumer insight work using multi-disciplinary teams and
- Experience across all communications channels - TV, Social, PR,
Influencer, Digital. Knowledge of Digital Marketing Campaigns a
plus, with a balanced appreciation of all other types of media and
their purpose. Ability to help the team uncover powerful emotional
consumer & cultural insights, and translate these into successful
- Experience with/passion for driving purpose that is meaningful
- Experience in providing clear actionable consumer insights with
the business, partnering across work levels, and functions, in a
virtual work environment
- Ability to multitask working collaboratively across teams, with
internal and agency experts
- Demonstrated experience with Market Research Fundamentals and
Techniques including qualitative & quantitative (knowledge in basic
innovation & communication research tools and methodologies, as
well as reading continuous tracking studies)
- Operational knowledge of all areas of CMI skills in
Understanding Market Research Fundamentals, Mastering Market
Research Techniques, Bringing Integrated Consumer, Media and
Shopper Insights into the Business
- Strong communication and influencing skills
- Deep Brand and Consumer understanding
- Strong Business acumen; business partnering & stakeholder
- Overall brand engagement: Content & media into brand power &
- Innovation development & market research knowledge requirements
on problem discovery, risk assessment, validation, etc.
- Understanding/Working knowledge on social search, Digital and
Business Analytics for both insights and business operation
- People Development Skills (Internal and external)- Ability to
build, inspire, and coach a team in virtual and cross cultural
- Action & results oriented: Track record of developing work
which is fact-based, focusing on actionable recommendations and
outcomes. Proven record of strong follow through
- Strong drive land new pioneering CMI and marketing initiatives
into the business
- Experience with digital analytical tools (e.g. Google
Analytics, Adobe Analytics, FB Audience Insights, Google Trends,
Unilever is an organization committed to diversity and inclusion
to drive our business results and create a better future every day
for our diverse employees, global consumers, partners, and
communities. We believe a diverse workforce allows us to match our
growth ambitions and drive inclusion across the business. All
qualified applicants will receive consideration for employment
without regard to race, color, religion, sex, sexual orientation,
gender identity, age, national origin, or protected veteran status
and will not be discriminated against on the basis of disability.
For more information, please see Equal Employment Opportunity
Equal Opportunity/Affirmative Action Employer
Minorities/Females/Protected Veterans/Persons with Disabilities
Employment is subject to verification of pre-screening tests,
which may include drug screening, background check, credit check
and DMV check.
If you are an individual with a disability in need of assistance
at any time during our recruitment process, please contact us at
NA.Accommodations@unilever.com. Please note: This email is reserved
for individuals with disabilities in need of assistance and is not
a means of inquiry about positions or application statuses.
Keywords: Unilever, Tenafly , Head of CMI Americas - Tea Division, Other , Englewood Cliffs, New Jersey
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