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Marketing Lead

2 weeks ago

Kuala Lumpur, Malaysia Unilever Full time

**Purpose of the Role**
As the Marketing Leader, you will define and drive the marketing growth agenda of UFS in Malaysia & Singapore. There are four critical elements of the role:
Brand & Innovation: leads portfolio strategy and mix development on core & future core, walks the talk on brand purpose Digital and Customer Experience (CX): creates exceptional omni-channel customer experiences that drives conversion Team Leadership: coaches, develops and motivates a team of category, digital, and trade marketers to higher performance; strategically influences multi-functional teams to land aligned plans Partners the Managing Director to achieve sustained, long-term and profitable growth

**Main Responsibilities**
CUSTOMER-CENTRIC, DATA-DRIVEN MARKETING VISION, STRATEGY, PLANS
- Uses data and insight to define growth strategy & plan with financial targets and clearly defined JTBD across operator groups and portfolios
- Is the “diner, operator, shopper, customer, competitor” insight expert together with CMI for trends, competitor landscape and insights.
- Develop 2-3 year Category Strategy for Savoury, Dressings & Plant-Based, Innovation roadmap, full marketing mix and business cases
- Crafts the CX Strategy, and Drives the full Operator Lifecycle for all key customer segments

GOAL SETTING, EXECUTION, MONITORING, & CONTINUOUS OPTIMIZATION
- Clear prioritization and resourcing for all country initiatives—including Brand building, product innovation, CX innovation, customer lifecycles and omni-channel trade planning & execution
- Ensures game-changing and insight-led innovations and core campaigns are brought to life to drive business growth, increase penetration, and market leadership
- Plans & executes omnichannel journeys and campaigns especially on e-commerce that drive the full lifecycle, and achieve conversion rates in line with ambition
- Works with PR, media, and activation agencies to land impactful communication
- Leads a team to strong integrated online & offline execution, monitoring and optimization of plans
- Bridge UFS marketing with cross-functional teams, Retail, Global, and Cross-MCO

LEADERSHIP, CULTURE AND COLLABORATION
- Change management: Develops a culture of customer-centricity, with data and insight as the foundation for successful marketing strategy and execution
- Clear prioritization and choices (START, STOP, PIVOT) for all country initiatives—including Brand building, product innovation, demand generation, conversion
- Coaches and develops the team to drive actions with clarity, speed and agility
- Establish and lead a high-performing marketing team
- Talent development and succession planning

DIGITAL TOOLS TO MASTER

Marketo (simple & advanced campaigns) AEM (including Adobe Assets) Google Analytics Facebook Business Manager Hotjar/Adobe Target SEM Rush

KEY METRICS

NPS Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL) Marketing ROI Reach & Penetration Innovation / Rennovation iTO Innovation Funnel sufficiency

**Who we are looking for**:

- Passion for shaping the future of food
- Curious and results driven
- Strong fundamentals in CX
- 8+ years experience across marketing disciplines: Brand Management, Product innovation, Activation (including Digital demand generation, precision marketing, CRM), PR and events
- Demonstrated experience using data and metrics to measure performance and determine improvements
- Passion for building a high-performing marketing team and nurturing talent
- Strong change management and stakeholder influencing skills in a complex and matrix organization - able to effectively communicate with customers, cross-functional teams, leadership teams, local and regional/ global teams
- Willing to travel 25% of time - across the local market to meet with customers