Digital CMI Manager

An exciting opportunity has arisen to join one of the world’s most successful, purpose-led businesses, our client, a leading global FMCG company with Brands such as Dove, Knorr, Persil and Magnum, as a Digital CMI Manager based at their iconic Head Office in Blackfriars, London (will involve a mix of working from home and working from the office).

This is a full-time temporary role to last until the end of April 2024, working a 36.25-hour week, to start ASAP. This role is paying up to £63,000 per annum, pro rata, depending on experience.

Dove is our biggest brand when we combine BW and PC, contributing significantly to the BPC turnover. It is the #1 brand in 8 out of the top 15 countries, and beyond the top 15, Dove is also #1 in another 19 countries.

In this role, you’ll partner with Dove Masterbrand teams working closely with (1) Dove Digital Team, (2) Dove Others Say-Influencer/ PR Comms Team, (3) Dove Media Team, (4) CMI BG and BU, PDC, Hive and D&A, (5) UL Data and PRM Teams, (6) DMC Teams, (7) Dove Digital /Others Says Agencies, (8) Best Practitioners (within and outside UL)

Key Accountabilities

Data Strategy & DDM

• Owning and executing Dove’s Global audiences, partnering with the Dove brand teams, category CMI, Media and DDM to land a consistent strategy across the brand.
• Building critical learning on Dove’s DDM Initiatives: furthering (and pioneering) audience segmentation, establishing KPIs, setting internal & external benchmarks, guiding content ‘big’ learning – partnering with categories and sub-brands directly

Digital Content & Performance

• Leading the full cycle of insights (qual, quant, advanced developmental research, and performance tracking) for our digital content
• Leading in-market tracking & performance for Dove digital campaigns (FB, YT and increasingly Instagram, TikTok) in partnership with research and media agencies, PDC towards optimization and creating a virtuous cycle of improvement
• Being an expert on both Seek and Interrupt Content for emerging channels & platforms; similarly lower funnel content for dComm conversion / social commerce performance marketing
• Understanding the role connected packaging has and exploring the earned media value of organic content on the brand

Influencer Marketing & New Models

• Leading insights, measurement and learning on Dove’s Others Say Pillar, looking at social influencers, brand as a publisher, iCommerce and online editorial with the objective of driving superior effectiveness and efficiency; and future proofing our Others Say program with next level spaces /platforms
• Identifying and driving funnel metrics and impact metrics for Others Say and PR
• Leading integration of media and digital learning and insight into the communication strategy planning/channel allocation process

Search & CXX

• Driving & supporting next level development and implementation of Dove’s Search framework
• Delivering and land CXX reporting & insights using a range of digital data sources across Dove’s key markets

Best Practices & Analytical Excellence

• Co-creating best practice on Dove and activate these into projects/campaigns and always-on programs, including forays into voice/ screenless future/ iCommerce
• Leading analyses using in-house tools like BGS, MTM/DMPT, CXX Dashboards, DDM Dashboards, Search Consoles, Google Analytics, Adobe Stack. FB Audience Insights etc.) to input into the Dove Digital Ecosystem for impact & efficiencies
• Synthesizing data and analysis into impactful, action-oriented deliverables for internal stakeholders, which includes creating a one-house dashboard for integrating data streams from agencies, media etc. towards a virtuous cycle of insights and action

Key Skills Required

• You have a wealth of CMI/research experience, as well as PRM/DDM/Digital Media.
• You have working understanding of online and offline advertising landscape; and are curiously engaged in Web1/ Web2 and Web 3 experiences for brands and marketing
• You understand media metrics & the application of golden media rules
• You bring a passion for content and media insight both, not one or the other
• You have a passion for the digital world and its implications for brands, from influencer marketing to dComm content to website & UX best practices
• You continuously ‘push the ceiling’ on your digital awareness and skills – & of CMI teams around you
• You are comfortable using a wide range of analytical tools (traditional and new) to inform campaign performance, brand equity and growth to inform campaign performance, and willing to get your hands dirty with dashboards and a wide pool of datasets
• You are well versed with traditional pre-testing methods for TV, Digital but are equally excited about using advanced learning, & analytical tools to fuel insights
• You excel at platform analytics for real time impact (Facebook, Instagram, Twitter, You Tube)
• You are able to use & connect data to drive compelling stories, but are not afraid to share your opinion based on experience, learning & inspiration
• You are as comfortable working with junior marketeers as presenting to a GBVP
• You display high levels of comfort with interdependence- working closely with /in collaboration/ partnership with Marketing, CMI, PRM, PDC, Media, Mindshare, External Agency Partners like MetrixLab, Kantar, Traackr and Cision
• You understand that ultimately all we do on digital needs to drive growth/return

Unilever