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Head of CMI Americas - Tea Division

Company: Unilever
Location: Englewood Cliffs
Posted on: June 9, 2021

Job Description:

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.

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 company.

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 growth.

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.

Your Role:

  • -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:

Required Experience:

  • Bachelor's Degree required
  • 8+ years of experience in marketing, market research or relevant fields.
  • 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 multi-source analysis.
  • 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 communication
  • Experience with/passion for driving purpose that is meaningful for consumers
  • 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 management
  • Overall brand engagement: Content & media into brand power & share growth
  • 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 environments
  • 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, Search)
  • -----------------------------------

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 Posters

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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