Trade Marketing And Demand Generation Director

Unilever is the place where you can bring your purpose to life with the work that you do – creating a better business and a better world. We are looking for talents that would like to join this exciting journey with us.

Our Food Solutions team is embarking on an exciting journey!

The role is responsible for commercial and RTM strategies and Demand Generation development and execution. Commercial and RTM includes investment structure, incentive and loyalty programs; NRM, ROI and trade investments effectiveness; RTM mapping, development and performance tracking, including JBP, promotional calendars and sell-out initiatives. Besides direct responsibilities, the leader will be responsible for co-designing GTM structure and tracking productivity. The role is also responsible for the Demand Generation teams (chefs and gastronomy consultants), execution and performance, connecting them to business selling strategy. The role also co-leads digital selling with marketing to have an efficient conversion funnel for the key operator groups, specially leading own and external ecommerce platforms (clients, pure players, complementary models) and CRM tools operation. The role also includes the leadership of Business Intelligence team, which supports the whole company with data and analysis of operators and customers behaviors, profile and needs, also business results and performance. BI responsibility is executed by data scientists, engineering and analysts. Main outputs of the position are to provide the correct data, tools and analysis to plan, take decision and execute strategies to increase reach and penetration and to establish a comprehensive and effective RTM that allow the converted operators to easily find and achieve UFS solutions.

What can you expect from the role?

• Lead UFS Trade Marketing and Demand Generation for Brazil teams of:

- Trade Marketing;

- Ecommerce;

- Chefs;

- Business Intelligence;

- Demand Generation

• Co-lead Digital Transformation Strategy together with Marketing, planning, executing, tracking and optimizing operator buying experiences by identifying the most effective on and offline touchpoints and driving maximum conversion from awareness and consideration to conversion, also creating and executing need-based campaigns base on behavioral and profile data;

• Deliver operational objectives of sell in, sell out, reach, penetration and DOH, working together with Marketing, SC and CD teams to define strategy and to offer the tools and capabilities required for it;

• Create and execute data-supported joint campaigns with Trade Partners to expand reach and penetration, frequency and average ticket per buying;

• Co-create with marketing compelling content for chefs to deliver digital influence strategy;

• Create and execute chefmanship strategy to deliver capabilities for the whole organization to understand operator’s needs and operational requirements, portfolio solutions and gastronomy trends and possibilities;

• Develop UFS and third parties’ ecommerce platforms to accelerate quantitative and performance indicators, such as mix, frequency and churn;

• Lead the creation and execution of trade active reselling programs for RTMs and teams (DSRs / Distributors / Wholesalers / C&C);

• Co-lead Chains strategy and development together with CD;

• Lead the Business Intelligence team and co-lead Latam BI Community, supporting all business areas for data driven decisions;

• Co-create agendas for the functional UFS Brazil leads (Marketing, Sales, Supply Chain, Finance, HR);

• Lead or co-lead core business processes (S&OP, IBP, QBR, Investor Board, Talent Management), assuring effectiveness, ownership and agility:

• Co-lead with Agile coach to embed Agile WoW;

• Co-lead with HR and other areas a people resources strategy and execution focusing on attracting, retaining and developing a diverse, capable and agile team, creating a psychological safety and challenging environment, engaging talents on the future view and supporting them on designing their own professional journey and purpose;

Digital & Data Tools:

Ability to execute or contribute to execution of the following tools:

• Data and information tools (eg Power BI);

• CRM tools (Salesforce);

• Marketing communication and performance tools (Marketo / Google Analytics);

• Basic A/B testing softwares

Does this sound like you?

We are looking for:

• Track record in CD & Trade Marketing leadership;

• Track record in Digital Selling (CRM and ecommerce);

• Market understanding: RTM structure on & offline, operator groups’ characteristics and buying journeys, digital and ecommerce landscapes, basic local gastronomy;

• Business acumen: turn data into business insights; read financial reports and take part on discussions and decisions; commercial operations from margins and marke-ups to incentives, negotiations and JBP; marketing basics; people leadership and development; digital (eg SEO) and ecommerce (eg perfect store online) indicators and operations;

• Solid strategic thinker, not easily distracted by tactical pressure;

• Exceptional drive and passion to structure and execute commercial and digital selling strategies;

• Deep operator & customer empathy and inquisitiveness to find solutions beyond the obvious;

• Agile mindset and WoW: transparency, accountability, trust, empowerment, collaboration;

• Always in service of our operators, customers and teams, unlocking team’s barriers;

• An attitude of humility and learning. Creates psychological safety since all voice’s matters;

• English speaker.

Desirable:

• Experience on foodservice market;

• Passion for food.

Why Unilever?

Unilever is the place where you can bring your purpose to life with the work that you do – creating a better business and a better world. You will work on brands that are loved and improve the lives of our consumers and the communities around us. You will lead innovations, big and small, that will make our business win and grow. You will learn from brilliant business leaders and colleagues who provide mentorship and inspiration so that you can become a better you.

A Unilever é uma organização comprometida com equidade, inclusão e diversidade para impulsionar nossos resultados de negócios e criar um futuro melhor, a cada dia, para nossos diversos funcionários, consumidores globais, parceiros e comunidades. Acreditamos que uma força de trabalho diversificada nos permite igualar nossas ambições de crescimento e impulsionar a inclusão em todo o negócio. Na Unilever estamos interessados em cada indivíduo trazendo seu "Eu como um todo" para o trabalho e isso inclui você! Assim, se você precisar de algum suporte ou requisitos de acesso, nós o encorajamos a nos aconselhar no momento de sua inscrição para que possamos apoiá-lo através de sua jornada de recrutamento.