Grade： 2C

Location：Shanghai China

Additional Information Contract term: This role will be using China local fixed-term.
Please be aware if you are applying for this role from outside the China, if successful, your application will be treated as a self-initiated transfer. This means any relocation costs must be self-funded. Please speak to your Talent Partner if you have any questions. 

Unilever’s Beauty & Wellbeing (B&W) represents a fast paced high transfromation/high growth Beauty challenger Business Group (BG), with a stratified strategy that aims to selectively win and lead market share and market development by specific portfolios, country, segements and channels – some local to a specific country, and some globally scaled. Our BG is comprised of 8 equally critical Business Units (BU) to our business, vertically integrated end to end as one BGBU for all B&W worldwide. We recognise that our future and growth can only be spearheaded and led oustide-in, bringing the future forward, authentically Consumer first all the way. Our strategy aims to both drive higher performance and competitive market share in existing cores of portfolios, markets, channels and segments, as well as transform our business to reshape and lead Beauty market and marketing to an advantage right to win, behind a formidable set of consumer loved brands. Premiumisation and channel shifts in sales and media are not just a strategic endeavour, they are reason to exist desirably in a Beauty and Health industry. Our Insights’ mission is to objectively and independently lead the business, brands and marketing into transformation for competitive growth. In B&W Insights we are yway ‘consultants’ in showing the business where & how to win, or internal ‘service’ or ‘business partnering’ provider. We are an agnostic and sled accountable team of business leaders who are expert in the field of brand& channel building insights, foresight, culture and measurement, with skin in the game. This role significantly contributes to delivering the BG’s mission, leading a key strategic cell across our Hair Care and Skin Care business, brands and sales and media channels insights across all Hair Care and Skin Care categories. It is both a strategic leadership and highly operational role, requiring rigorous, relevant and independent points of view, growth provocations and transformational abilities, ruthless objectivity & market foresight, strong business acumen, the ability to lead and influence through direct and non-direct reporting teams, and build B&W’s talent pipeline for the future. All grounded in Insights expertise, rigour & continuous learning in disrupting ourselves and our industry. 

The Role

The main purpose of this role to lead consumer-focused insights for strategic planning and flawless end-to end- execution in social media and sales channels marketing and commerce across touchpoints. With particular application on (i) Insights-led content design and measurement for brand world building in media and commerce, (ii) market development in deployment of innovations and existing core businesses into growth hacking multi-year growth, (iii) support global brand design teams in executing and transforming local research with relevance (iv) brand design and deployment for Lux hair care brand in China and (v) insights and data model for non-mass premium, channel led brand building and go-to market models. This role covers end to end insights, measures and transformation of Insights in a social world cross all our Power Brands demand generation, offline and onlined channels and desirable brand world building at scale. This role also oversees in annual workplan items the country’s sources of quantiative data and market mix modelling applications that are common across business group, through a direct reporting China country lead manager.

Who You Are & What You’ll Do

You will be responsible for the identification and translation of consumer, market, channel, community, cultural and trends insights for social and sales channels brand engagement and demand generation. Translating these into actionable differentiated brief responses and data ecosystems for assets & measures executions across brands by platform cross. You are a digital native, preferably also a premium beauty junkie, who happens to have skills and experiences in generating the right human, cultural, social & commercial insights & measures that matter into tangible business outcomes in a Beauty world.

•     You’re a digital and social Insights professional with discernment on what really matters to perform: independent and fearlessly impartial. Deliver fact based, objective solutions for integrated insights & measures for differentiated & relevant brand engagement in a social Beauty world.  You will provide inspirational and credible transformational growth actions to grow our brands preference at premium worth in market.

•     You’re a business acumen first Insights professional: Identify strategic possibilities for business growth through portfolio leverage in core and growth pockets, input and output KPIs, Desire brand world building specs ,and higher performance opportunities across our end to end demand generation system. Insights rigorous, yet business pragmatic not academic / interesting research with little outcomes.

•     You’re a dot connector: Facilitate & lead Insights-led social by design brand experiences for demand generation, using the relevant plethors of multi source insights - across all our Power Brands’ engagement, media and Dcom marketing insights and measures. This needs to translato differentiated Brand Worlds Building with commercial value.

•     You bring the outside in: use your innate ability and passion to understand and empathise with consumer and channel audiences current & emerging, as well as experts, partners and capabilities to transform the brand preference and ROI of Beauty social activation to our Power Brands.

•     You’re a change agent: anticipate the future and shift us into market shaping repeatable, scalable models. As well as shameless quick following. By proactively identifying and simplifying deeply competitive insights and data into demand creation adaptations where needed cross markets, and quickly cross fertilising what works and what doesn’t work across our brands and markets.

•     You’re a paradox navigator, who thrives in ambiguity & constant adaptability: Deliver through dynamic, fast paced change, variable people and teams. By leveraging your ability to create partnerships and collaborate with a wide spectrum of CMI, marketing teams and agency teams, with CMI expertise.

•     You’re a culture & change champion: Motivate and lead business partners and direct & non-direct reports internally & externally to local consumer passion and relevance in Power Brands design for social at global scale. While building Beauty CMI transformation from within.

You’re a supreme collaborator: with an accountable owner’s mindset, highly commercial outcomes driven in shaping & traslating insights and capabilities embedded with our Brands & Markets teams. You’re open to continually unlearn & relearn with collective genius, ruthlessly simplify, challenge our own status quo, and lead for applied agile principles and practices into the organisation.

By this point in your career, you have a breadth of experience within CMI led digital & social branding, customer and channels management, enabling you to proactively entice change through seamless integration of both insights, data & measurement.  You’re a lifetime learner. You continue to develop your Leadership behaviours as well as your talent & team development capabilities, with particular emphasis on ability to build and drive internal with external alliances and capabilities from scratch, and productive virtual relationships with all Brands, BUs and cross functional teams.

You will lead internal and external OKR teams of non-direct reports, with a challenger growth mindset and high intensity agility in speed, insights & mesures imppact and technology simplification. You will also have a passion for developing and coaching relevant brand engagement cross touchpoints in a demand generation engines end to end across global Power Brands cross functional teams in Insights, Marketing, Analytics, Media, Dcom and Customer relationship management.

Key Responsibilities

1.    Insights, foresights and measurement for total brand marketing and demand creation for our beauty brands in China. 
2.    Brand specific insights in new developments, exceution and measurement of unbeatable brand superiority and brand experience cross promotion, place and pricing in China 
3.    Social brand experience insights and measures improvements in upstream and downstream brand content insights cross media and sales channels 
4.    Supporting Power Brand Leads in creating integrated brand plans via consumer activations, partnerships, shopper & retail experiences (POS design, retail theater, in-store activations). 
5.    Leading the end to end insights transformation deployment of our full-funnel content Supply Chain (Branded Ads, Social Media Ads, Commerce Ads, etc.) & drive creative excellence, brand consistency & effectiveness across brand equity building and media short and long term return impact on our brands . 
6.    Responsible for the social equity of our brands in consistent brand world cross consumer targets and audiences definitions and executions. 
7.    Cultivating cultural market-leading intimacy and influence at scale within social communities insights, through expertise in influencer marketing, earned & paid content media, and insights communities management. 
8.    Supporting all the brands with earned first expertise insights beyond performance marketing. Actively setting up and engaging the right and relevant high speed low cost real time Beauty industry data and insights at scale.
9.    Leading the design, innovation and deployment insights of Lux hair care brand in China
10.    Determining the critical and competitive insights gaps for a facts-led market and channels data systems for China, deployed through China country insights lead
11.    Coaching & manage a team of cross functional specialists to generate and deploy relevant Power Brand social branding and engagement assets, with return on both brand preference and spend ROI 
12.    Systemising all B&W’s Social by Design Brand insights and measures, execution requierements and competitive advantage

13.    Deep diving into specific channel audiences and shoppers passion points and repretories to dentify the key cultural moments to establish compelling assets that resonate with target audiences and align with brand values
14.    Simplifying and storytelling seemingly complex research, data, insights and measures into use friendly, punchy storytelling, visualisation and actionability
15.    Defining and deploying marketing data and insights analytics and foresight needed for growing our consumer and channel conversion, adoption and loyalty across hair and skin brands

Interfaces

B&W & China Country GM and cross functional Leadership TeamB&W Global Marketing and Insights leaders and communitiesExternal partners and experts Work regularly with peers, senior stakeholders and Insights ecosystem partners to co-create transformative insights solutions

Team

You will be working across global Power Brands & local market B&W Insights teamsYou will also be working with current & new vendors, R&D, Finance, CTI, Innovation, and Demand Generation leadsYou will have a team of 6 direct reports and 6-10 non direct reportsYou will also lead ‘squads’ of cross functional non direct reports in China and cross countries

Skills and Experiences

Track record in transforming and integrating market intelligemce, social, consumer and market insights and business performance insights into transformative business growth solutionsSkills / knoweldge of digital branding and marketing action, Insight led master content briefing, sales and media insights and impact measuresEcommerce consumer journeys and pathways demonstrably turned into touchpoints that enhanced brand competitive growthAbility to define, segment and generate tailored segments and target audiences for differentiated Power Brands in a portfolio of brands / marketsA self-starting individual who is willing & resilient to challenge the status quo to shift paradigmsUnderstanding and passion for Beauty Brands in the digital branding ecosystem (including social media & commerce) and their strategic moves in both developed and emerging market contextsExcellent analytical thinking and communication skills, with the ability to simplify complex topics and influence decision making across senior stakeholdersExcellent communication and interpersonal skills, with proven ability in building relationships and positively influence others at all levels of an organisationAbility to foster and maintain relationships with confidence, respect and mutual understandingInsights & big data project management skillsDemonstrable 7 Virtues of of a B&W Insights Leader: Truth Teller, Collaborator, Winner, Pioneer, Crafter, Challenger, SimplifierMinimum 15 years experience as an Insights, Media, Dcom or Businesss Intelligence lead with demonstrable business outcome led in marketing activation and market developmentExperience / expertise in super-premium Beauty / Health industry in China/globally, demand generation and/or channels development and growth hacking will be a plus

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.