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Digital Audience Strategist, Foods

4 months ago

Englewood Cliffs, New Jersey, United States Unilever Full time

Background & Purpose of the Job

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-personalized 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 reinvigorating brand 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, spanning the People Data Center (PDC), customer relationship marketing and data analytics, media planning and programmatic buying, eCommerce, 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.

Who You Are

The Dynamic Audience Specialist is the champion of the use of segmented and personalized communications to drive better reach and engagement across Unilever's Foods & Refreshments brands and categories – a key step in building meaningful relationships with Unilever's consumers. You will work alongside Brand and Category Insight Managers, Marketing Operations, 1:1/CRM leads and local IT. You will be responsible for building a strategic data driven marketing roadmap across priority brands to drive the increased acquisition and use of consumer data to create effective and engaging consumer experiences. You will be responsible for embedding the use of Unilever owned audiences in marketing activities and ensuring that all briefs completed deliver maximum business value to Unilever.

What You'll Do


Primary Responsibilities:

  • Play leading role in the digital transformation by advising brands on their data driven marketing activities and providing input on their data strategy
  • Proactively partner with (cross) category and brand teams to educate/inspire them on the practicalities and potential of the use of (1st, 2nd, 3rd party) consumer data to drive personalized marketing
  • Lead realization of new omni-channel use cases that reach the right consumer at the right moment with the right message
  • Responsible for local execution of Unilever's Data Management Platform (DMP) (i.e., audience management and trait usage); Adobe Campaign and the Customer Profile Store (CPS)
  • Work with related parts of the Unilever Cloud tech stack, for example Adobe Audience Manager, Adobe Analytics, Adobe Target and Adobe Campaign Solution
  • Create new use case mechanisms and consumer journeys and support implementation of tag management across all digital assets that feed into the Data Management Platform
  • Collate and prioritize all brand requests for use of Unilever owned audiences in orchestration of media and direct to consumer communications. Work with brand teams to create data driven briefs, defining requirements for data analysis, insight and contact strategy recommendations to support marketing goals
  • Set the requirements of support teams who work on analytics, dashboards and help unlock new data sources /APIs
  • Partner with the People Data Center (PDC) CRM Manager to develop and agree roadmaps across brand and media teams to increase use and acquisition of consumer data, as well as targeting capability
  • Support the PDC function in generating audience and consumer journey insights to share with the Brands

Secondary Responsibilities:

  • Be seen as a trusted advisor to key business stakeholders on data driven marketing - working closely with agencies, Media, IT and Legal
  • Embed best practice and champion data standards into the business and be an advocate for improving data governance and quality
  • Be a conduit for local Brands to access global expertise in all areas of data driven marketing including technology, analytics, security, privacy to the brand teams

What You'll Need To Succeed

  • Bachelor's degree required; Master's degree preferred
  • A minimum of five years of experience in digital marketing
  • Experience with digital analytical tools (e.g. Google Analytics, Adobe Analytics), tag management systems (e.g. Adobe Tag Manager) and Data Management Platforms
  • Experience or understanding of data driven paid media, e.g., programmatic
  • Proven project management skills, particularly in terms of project planning, forecasting demand and managing human resource accordingly
  • Passion for the social and digital world and its implications for business

What We Can Offer You

Culture for Growth | Top Notch Employee Health & Well Being Benefits | Every Voice Matters | Global Reach | Life at Unilever | Careers with Purpose | World Class Career Development Programs | Check Out Our Space | Focus On Sustainability

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 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.