Senior Retail Innovation Manager, MY-1U

JOB TITLE: SENIOR RETAIL INNOVATION MANAGER, MY-1U

FUNCTION: CUSTOMER DEVELOPMENT





ABOUT UNILEVER



On any given day, two billion people use Unilever products to look good, feel good and get more out of life. With more than 400 brands focused on health and wellbeing, no company touches so many people’s lives in so many ways. Our portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. We produce world-leading brands including Lipton, Knorr, Dove, Axe, Hellmann’s and Omo, alongside trusted local names such as Andrélon, Blue Band and Conimex.





PURPOSE OF ROLE

Integration of customer, channel, brand & category objectives, from insights about shopper journeys, needs and triggers into actionable strategies that drive category sales and conversion growth with retail execution.



Embed sustainability to optimize trade investment and champion sustainable growth initiatives to increase shopper loyalty and lifetime value.





KEY RESPONSIBILITIES

Collaborate with customer to identify category growth opportunity. Prepare category selling story on the outcome of the research and integrate into category jobs to be done.

Understand internal category strategy and jobs to be done.

Focus on winning shoppers at point of purchase by integrating and strategically targeting to enhance or enrich shoppers in-store experience in order to drive sales and brand equity.

Develop category management plan for collaboration with customer integrating category strategy based on Will, Skill, Importance classification. Identifying the sweet spot (triple win, job to be done and prioritising the right touch points across the full consumer and shopper journey (paths to purchase).


Plan channel shopper research and write research brief aligning to customer expectations. Work with Consumer & Market Insight on conducting research and outcome of the research.

Identify range gap and tail sku for recommendation to Customer Strategy & Planning (CSP).

Analyse the category performance and identify issues, gap and opportunity.

Review the account performance and develop the category prioritisation matrix within the account.


Define channels by using channel differentiators (primary shopper and shopping environment).

Prepare assortment strategy integrating internal Core of the Core (COTC) SKUs & NPD to drive shelf productivity and present to customer.

Understand shopper's decision hierarchy to design placement strategy.

Adapt category prioritisation matrix to channel visibility blueprint and allocate investment to execute the plan.

Use Shopper and Retailer data & insights to develop Channel/Account specific customised Shopper Marketing programmes.


Conduct Channel Audit by reviewing category performance by channel and identify issues and opportunity. Develop recommendation and present to CSP for input into Integrated Business Plan.

Review COTC performance using sell in data and benchmark to sell out and Nielsen. Work with CSP to reflect the right assortment strategy to win in Total Distribution Points (TDP).

Design placement strategy that better connect shoppers to the brands and to maximise the sales per linear foot, drive footfall to the stores, increase basket size and being competitive advantage for the customer.

Design customised visibility placement to drive growth and propose to customer. Coordinate with customer facing team to get customer approval to roll out the visibility plan.


Collaborate with CSP Lead to develop local Customer Facing Consumer Strategy (CFCS) and conduct will, skill and importance for customer prioritisation.

Present to customer on the category placement strategy.

Monitor implementation and evaluate effectiveness of the execution from the perspective of growth and ROI.





KEY STAKEHOLDERS

Internal: Customer Business Development (CBD) / Customer Strategy Planning (CSP)

External: Retailers, Promotional and Sell-Out Agencies





ESSENTIAL EXPERIENCE/SKILL/KNOWLEDGE

Data-driven and highly analytical

Proficient in Microsoft Application (e.g. Excel, Power Point & Power BI)

Proficient in Nielson Application (e.g. Spaceman & Nielson answer)