Dcom Category Strategy
2 days ago
Context & Main Purpose of Job
1.Responsible for in-year financial planning, channel tactics etc. for IC and Nutrition categories
2. Ensures focus on dCom strategy is delivering category and brand-level ambition & KPIs
3. Lead TTS, pricing and promo harmonization across the BU.
4. Lead key competitor analysis in the region; input into the S&OP process inc. forecasting
5. Accountable for sell in to trade for D4C innovation or manage x-country internal JBP (like CCD) to manage TMI...
6. Responsible for driving the innovation agenda to across product portfolio in line with Design4Channel requirements e.g., item level profitability, optimizing pack/price architecture etc.
7. Including Core Profitable Portfolio expansion & optimization for local priority Customers Across, develop/lead execution of core assortment [i.e., core expansion, profitable bundles, gifting, etc.] aimed at driving top line growth, enhancing consumer experience & operating efficiency and/or profitability
8. Leads Digital Net Revenue Management to optimize pack/price architecture 9. Identify Design for Dcom relevant portfolio opportunities and drive the networks to land them locally
10. Ensures focus on dCom strategy is delivering category and brand-level ambition & KPIs
Key Responsibilities / Focus Areas
1. Defines Category Strategy for the BU adapting the Nutrition & Ice-cream Category Strategy specific to dCom channels
2. Identifies priorities by customer and channel for the IC, & Nutrition categories, aligned to the BG Category Strategy. Drive channel specific action plans with our key retailers
3. Financial Delivery & P&L lead - achieve/exceed quarterly and annual revenue and profit targets, for both established and new items, and overall channel targets
4. P&L forecast & delivery (TO, GM and PBO)
5. 1Yr. and 3Yr. Strategy and forecast by channel and categories
6. Unlocks demand generation through activating right content + traffic levers (and new ways into commerce) & campaign planning and execution, in partnership with Media, DMCH and CS&P.
7. Supports DMCH and Country dCom CBD for dCom marketing requirements for all campaigns
8. Performance Marketing - lead adoption of holistic and iterative performance marketing plans, connecting brand, media and optimizing budgets across channels/tactics/brands based on KPIs
9. Measurement & Optimization - build business goals, develop the digital learning plan, set dCom goals, measurement, and data visualization plans, collaborating with Media, the DMCH and brand
10. Development and OTIF delivery of Customer JBPs; supporting negotiations with CBD as needed
11. Lead the required transformation with support functions Supply, R&D, etc.) to unlock the full potential of dCom, and ensure optimal resourcing allocation to execute the BG Strategy in the BU
12. Promotion/site merchandising - create an unparalleled shopping experience supporting the DMCH to optimize digital shelf and brand performance by leveraging analytic tools and techniques to understand content performance. 13. Lead NRM for dCom in the BU to define pack/price architecture opportunities & optimize ongoing in line with the BG Cat. Strategy e.g., new demand spaces, premiumization etc.
14. Deliver an evolving Digital Commerce-ready Portfolio as a beacon of growth while increasing Unilever and Retailer Profitability
15. Design for dCom recommendations/solutions back to the larger marketing organization
16. Drive the Innovation networks to land Dcom specific or D4E innovations: responsible for the 360 degree launch strategy and support for these innovations 17. Digital Commerce capability/training plans for the brand teams
18. Deliver innovation through strategy into action, demonstrating deep consumer insight, whilst owning funnel management for dCom Inc. SC network and RTM.
KPI’s and Dimensions
1. Market Share Improvement (Business Winning %)
2. Share of Search Improvement (where capability available)
3. ROMI improvement
4. MSI Improvement
5. Familiar with: Shopper Insights / Trade Margin 1. D4C Innovation OTIF 2. GM Improvement 3. P&L Delivery (TO & GM) 4. OTIF Customer JPB delivery
Key Interfaces
1. BU dCom lead in scaling & execution of the BU’s dCom Category Strategy for IC and Nutrition
2. BU brand, managing day-to-day operations and OTIF execution of campaigns, Strategies etc.
3. Country dCom CS&Ps and CBDs, ensuring OTIF and successful execution of JBPs
4. IC, Nutrition Strategy, marketing, and dCom teams to align on the BU specific Channel Strategy
5. BU dCom Data & Analytics leads to support the performance management and financial delivery, and identify critical mix management interventions driving insight to action
6. BU dCom NBD lead to support on Cat. specific interventions/capabilities to win in new models
7. DMCH to ensure that Content is being delivered OTIF and optimized to maximize conversion
8. BU Media leads, specific to investment prioritization for media plans to achieve KPIs
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