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Job description / Role
Department: Brand Building - Marketing
Reports to: Marketing Director, Personal Care, Gulf
Scope: Gulf
Location: Dubai, United Arab Emirates
General Overview
NAME (North Africa Middle East) is an MCO with over $1.5bn Turnover. It is split into four business units across 21 countries. The Gulf Business Unit (GBU) is the biggest and most profitable BU in NAME with a turnover of over $540 Million. Beauty & Personal Care, Gulf (BPC) is the largest and most profitable CCBT within NAME with an annual turnover of $300 Million. Hair Care is the 2 nd largest category within BPC, Gulf with a turnover of more than $70 Million. Our Hair Care portfolio consists of 6 brands which cater to different need segments, with a total market share of 25% and a strong track record of growing faster than market.
The primary role of the Marketing Manager is to lead the Hair category team to ensure that the business continues to deliver well on its business targets of USG, GM and Market Share. The Marketing Manager must also continue & accelerate the journey that has been started of making the Hair Care category the best in class on digital marketing.
Main Accountabilities
Consumer Insight:
- Provide inputs to generate inspiring consumer insights.
- Synthesize & share consumer insights.
Marketing Strategy for each Category:
- Strategy development and supervision of implementation.
- Creating a vision of the market.
- Anticipate competitor actions (competitor specific).
- Building required marketing capabilities.
- Providing input into the business planning process.
- Key contact with the Regional Brand Team on portfolio/Brand strategy.
Brand Innovation:
- Manage the innovation project portfolio for the local market.
- Guide development of winning innovation concepts suited to the local context.
Brand Activation:
- Develop the platform for integrated promotional, advertising and PR campaigns.
- Plan the annual media deployment calendar across traditional and digital mediums
- Supervise effective launch activities for new products/variants.
- Plan and execute brand "experience" for consumers especially in-store.
- Define local marketing objectives by brand & channel. Involve Key Accounts and Customer Marketing.
- Drive Visibility with the assistance of Key Accounts and Customer Marketing, bringing the brands to life at consumer destinations.
- Monitor and protect brand profit and margin.
- Monitor competitor activity and performance
Key relationships
- Internal: local & regional marketing teams, in-house media buying unit team, supply chain and commercial functions, as well as the sales operations and customer marketing team across Gulf Business Units
- External: advertising agencies, joint venture partners, local suppliers.
General skills
- Hold people accountable.
- Influencing skills building commitment to a common agenda.
- Strong leadership skills, promoting and facilitating co-operation within a cross-functional team framework
- Strong numerical skills & analytical abilities
Key Skills
- Market Development
- Brand equity management
- Able to develop brand marketing plans to support overall category strategy
- Business acumen a and business case development skills
- Communication channel management
Requirements
Relevant Experience / Years of Experience
- Must have 6 to 8 years experience in the Marketing Function
- BB experience is a must
- Past experience in CD/CCD would be preferred
- Must already be in a WL2C
- Hair Care/ Personal Care category experience is preferred, especially on any beauty brands
- Arabic Speaker would be an advantage
- Business planning and program implementation experience as well as project management.
About the Company
Unilever is one of the leading FMCG company with 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many people's lives in so many different ways.
Our brand portfolio has made us leaders in every field in which we work. It ranges from much-loved world favourites including Lipton, Knorr, Dove and Omo, to trusted local brands such as Blue Band and Suave.
From comforting soups to warm a winter's day, to sensuous soaps that make you feel fabulous, our products help people get more out of life.
We're constantly enhancing our brands to deliver more intense, rewarding product experiences. We invest €1 billion every year in cutting edge research and development, and have five laboratories around the world that explore new thinking and techniques to help develop our products.