Audience Insight Specialist (Data Management Platform)

The Audience Insight Specialist / DMP consultant is the champion of the use of segmented and personalized communications to drive better reach and engagement across Unilever’s brands and categories – a key step in building meaningful relationships with Unilever’s consumers. You will work alongside Brand and Category Insight Managers, Marketing Operations, 1:1/CRM leads and local IT. You will be responsible for building a strategic data driven marketing roadmap across priority brands to drive the increased acquisition and use of consumer data to create effective and engaging consumer experiences. You will be responsible for embedding the use of Unilever owned audiences in marketing activities and ensuring that all briefs completed deliver maximum business value to Unilever.
Responsibilities
1.Primary Responsibilities
- Plays an advising role in the data driven marketing activities and providing input on their data strategy
- Play a leading role in the discussion around on super segments (e.g. young moms)
- Proactively partners with (cross) category & brand teams and educate/inspire them on the practicalities & potential of the use of (1st, 2nd, 3rd party) consumer data to drive personalized marketing
- Leads realization of new omni channel use cases that reach the right consumer at the right moment with the right message
- Responsible for local execution of Unilever’s Data Management Platform (i.e. audience management and trait usage the Customer profile store
- Working with related parts of the tech stack for example Adobe Audience Manager, Adobe Analytics, Adobe Target and Adobe Campaign Solution
- Create and advise on new use case and consumer journeys and support implementation of tag management across all digital assets that feed into the Data Management Platform
- Collate and prioritize all brand requests for use of Unilever owned audiences in execution of Media and direct to consumer communications – Work with brand teams to create data driven briefs, defining requirements for data analysis, insight and contact strategy recommendations to support marketing goals
- Set the requirements of support teams who work on analytics, dashboarding and help unlock new data sources /API’s
- Partner with the SBA/PRM Specialist to develop & agree roadmaps across brand and media teams to increase use & acquisition of consumer data, as well as targeting capability
- Support the PDC function in generating audience and consumer journey insights to share with the Brands
2. Secondary Responsibilities
- Be seen as a trusted advisor to key business stakeholders on data driven marketing - working closely with agencies, Media, IT and Legal
- Embed best practice and champion data standards into the business and be an advocate for improving data governance and quality
- Be a conduit for local Brands to access global expertise in all areas of data driven marketing including technology, analytics, security, privacy to the brand teams
3. Interfaces
- Primary delivery responsibility to both Global Categories & assigned regional (market / cluster) brand teams
- Will deliver multiple project simultaneously; time & resource is managed by PDC Delivery Hub Manager
- Work with other PDC delivery roles to ensure that all outputs are delivered on-time and in line with internal customer requirements

- Competitive Total Package - Healthcare Plan For You and Your Family - Training & Development