Job Description | Data Driven Marketing (DDM) Measurement & 1:1 Optimisation Specialist

Also known as: CRM Digital Analyst

Background

Digital is changing everything about how consumer goods companies go to market. At Unilever we were at the front of the media revolutions in print advertising in the 1890s, in radio in the 1930s and in TV in the 1960s. Now we intend to be at the front of the digital revolution.  At the heart of our response to this Digital Revolution are our DIGITAL HUBS – where our marketers come to work with a range of specialists to deliver data-driven marketing at scale.

Data Driven Marketing at Unilever does not mean creating niche, highly-targeted activities. Rather, it is the delivery of mass personalised communications, using multiple messages to increase relevance and impact amongst various sub-segments. It is founded on each market having a clear data strategy, with each brand having a clear audience segmentation strategy, and these being used to inform the creation of programmatic media campaigns with highly relevant and effective creative assets.  Activities will be key drivers of data acquisition and eCommerce growth, while also re-invigorating brands’ equity. Over time this will lead to an increased emphasis on performance marketing and may -in some cases – lead to one-to-one marketing.

DIGITAL HUBS bring together a range of internal and external specialists, covering People Data Centre (PDC) – People Relationship Marketing and data analytics, media planning and programmatic buying, e-Commerce, social media and social listening, Community management, as well as asset creation via our own U-Studio as well as ad agencies and other content partners. We need people with passion for digital and analytics, who are not afraid to break convention and want to be a revolutionary within our business.

About the role

The DDM Measurement & 1:1 Optimisation Specialist is responsible for supporting brand teams in the definition and implementation of measurement strategies, producing meaningful marketing KPI insights and delivering frequent, cross-channel performance reports with actionable insights. The role will also involve providing data to drive campaign optimisation for the Media team, as well as conducting and advising on web conversion optimisation and web personalisation. The successful candidate will not necessarily come from a pure web analytics background but will have an excellent, in-depth level of knowledge of digital marketing, along with experience in strategic and analytical management of digital campaigns.

Responsibilities

Primary ResponsibilitiesMeasure marketing effectiveness and value of media and web personalization campaigns, and present actionable insights and recommendations based on data results and best practicesCreation of personalised experiences for selected audiences within Adobe TargetProvide analysis, reporting and insights on cross-channel campaigns and brand performance, often making recommendations for adjustment to marketing campaigns in-flightBuild custom analytics dashboards and reports that can effectively present digital performance to the appropriate audiencesAdvise marketing teams on audience selection for campaign optimisation and web personalisationSupport brand teams in the development of measurement plans for campaigns, audiences and A/B testingConstruct test & learn marketing activity and analyze results for presentation to stakeholdersWork with the DMP consultant to brief appropriate audience selections for Media and web personalization campaignsLeverage data to gain insight into trends, user experience and behaviour in order to drive the appropriate digital marketing, mobile and social strategiesExpert and go-to person on Adobe Analytics and Adobe Target towards brands and brand execution teamsData analysis of ad hoc requests

Secondary ResponsibilitiesSuggest experience optimisation for specific audiences (i.e. serving different content variations peraudience to see what works best)Ensuring standardisation, quality and best practices in analysis and reporting

Interfaces

Primary delivery responsibility to both Global Divisions & assigned regional (market / cluster) brand teams (squads)Deliver multiple projects simultaneously; time and resource is managed by PDC Digital Hub LeadWork with other PDC delivery roles to ensure that all outputs are delivered on-time and in line with internal customer requirements

Skills and Experience

Primary Traits (‘required’)Has 3+ years of experience in marketing analyticsKnowledge of Digital Marketing campaignsKnowledge of standard campaign reporting schedulesKnowledge of how segmentation is applied in practice within data driven marketing environmentsExperience in working within a marketing/business intelligence environmentExperience in data analysis techniquesAbility to use data visualisation techniques to tell a story and be able to articulate findings to senior business stakeholdersExperience working with reporting, analysis and visualisation software (eg Tableau), including Adobe AnalyticsAdvanced Excel userExperience working with website optimisation tools for A/B and multivariate testing, including Adobe TargetExperience in measuring and analysing online marketing campaigns including: natural and paid search, email, affiliate, display and socialExperience driving business value from consumer insightExperience introducing new (digital) services or capabilities at a major organisationPassion for the digital world and its implications for businessLogical thinker with ‘data mindset’Self-driven and motivated to add value to the teamExperience in working in teams yet autonomous able to work with high levels of trustPassion for the social & digital world and its implications for business

Unilever is an organisation committed to equity, inclusion and diversity 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. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.