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Company

Elida Beauty at Unilever · 13 hours ago

Ice Cream eCommerce & Shopper Marketing Manager

Remote - USA

Full-time

Remote

Senior Level, Lead/Staff

$111K/yr - $166K/yr

10+ years exp

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Responsibilities

The Shopper Marketing & eCommerce manager will engage across the Customer Business Development (CBD) team and customer contacts responsible for the Mass/Club business to understand the main barriers to Unilever’s growth in the digital/physical space and understand the key jobs-to-be-done to drive commercial results for Unilever.

In partnership with key CBD team members, you will help determine the retailer-specific goals, areas of opportunity, joint business plan items, and solutions and execute to drive results.

You will be accountable to define and drive effective drivers of consumer engagement, conversion, repeat, etc., and help the team and the customer to apply the right assortment, content, marketing, and operational support across ice cream to drive disproportionate growth for Unilever.

Additionally, you will be accountable for Turnover, Share, and Perfect Store Online metrics within the team.

Your role serves as the eCommerce expert who can navigate both Unilever and the customer organization effectively to accelerate omnichannel sales.

You will focus on the development and execution of fully integrated shopper and eCommerce plans.

These plans will deliver on the brand Jobs-to-be-Done as well as customers unique positioning to fit the objectives of that retailer.

Programs will drive category growth, promote cross-category conversion & be profitable for both Unilever & the customer.

Responsible for activation programs from start to finish including annual planning, writing agency briefs, overall agency guidance, creative reviews, and program optimization & evaluation.

Relationships: Develop strong relationships with key contacts including agency partners, brand teams, Sales teams, Walmart merchants and Walmart marketing teams to deliver against brand/portfolio objectives.

Program Evaluation: Evaluate and share out Shopper Marketing and eCommerce programs.

These findings/recommendations are a comprehensive view of the program performance, return on investment value, sales results and include relevant market information.

Agency Management: Develop and collaborate with our agency partners to ensure accountability & delivery on requirements.

Ensure effectiveness & delivery on all account management responsibilities (i.e. program & financial management).

Identify and evaluate content, in-stock, assortment, and other opportunities through regular Walk the Store Online (weekly), routine analytics on digital sales data, and competitive benchmarking review (digesting L2 Big Box Digital IQ Index and Kantar retailer rankings).

Deliver eCommerce Turnover, Share, and Perfect Store Online goals by establishing eCommerce fundamentals, prioritizing opportunities for quick growth, and operating the business in partnership with other Customer Business Managers (e.g., ensuring retailer takes 7OA & closing 7OA content gap, improving customer’s in-stock performance, retailer.com assortment review, Search performance, etc.).

Ensure that ePOS data is secured in alignment with eCom channel reporting requirements.

Apply key eCommerce best practices around content, traffic, conversion in conjunction with core CD practices such as holistic customer investment management, forecasting, promotions, and analytics.

Qualification

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ECommerce experienceShopper marketingDigital marketingCustomer developmentCommercial goals managementCross-functional collaboration

Required

Bachelor’s Degree, Marketing Degree & MBA a plus

Prior eCommerce or omnichannel experience a must - Working knowledge of eCommerce retail basics, traffic and conversion drivers, search, the consumer’s path to purchase journey, and omni-channel retailer models

Heavy analytical and data-driven decision-making experience

10+ years’ experience in CPG or Retail industry, including roles in sales or customer development

Experience interfacing with the customer and owning commercial goals

Deep knowledge of shopper marketing including omni, digital, in store, .com, promotional tactics, process flow, execution, and fulfillment processes

Extensive experience in digital marketing and understanding of consumer behavior in this space

Creative thinking to approach things differently than historical plan

Attention to detail, planning and preparation

Highly organized; able to independently run a team and manage a wide range of engagements