National Visibility Manager

Unilever is currently hiring for National Visibility Manager

Function: Customer Development - Ice Cream

Location: Karachi HO

Work Level: WL1

Job Purpose:

Visibility is a huge category driver in this business, as 60% of purchase decisions are taken at the POS in impulse categories. Given the increasing challenges associated with disrupting consumers to trigger impulsive purchasing behavior, this role is key in turbo charging IC consumption through innovative ways to unlocking growth OOH. We are looking for someone with an entrepreneurial spirit and creative flair to transform how we’re driving disruption and desirability along the path to consumption to ensure standout in the fragmented world of today. This role has a strong digital and social component to ensure we close the gap between Traditional POS and the global ice cream transformation agenda. We are seeking a highly motivated and passionate individual with a love for operational rigor, strategic thinking in a truly global role.

WHAT WILL YOUR MAIN RESPONSIBILITIES BE

• Develop the overall Visibility Strategy for Ice Cream based on business requirement.
• Develop breakthrough visibility based on key market/channel insights across the path to consumption to drive stopping power & real desirability.
• Lead the experiential pillar of the visibility strategy providing relevant business solutions to reinforce brand awareness and relevancy.
• Define national range board designs, national POSM, POP UP Stores and tailored solutions for key ice cream OOH and IH and Premium channels.
• Lead key initiatives that mobilize the entire ice cream community such as WEEK OF JOY.
• Inspire and lead agencies in product photography and video briefs. Understand market dynamics across the regions, plans, and activates the brand according to those dynamics.
• Works with regions/markets and business partners (CMI, CD) to drive consumer research briefs and timely roll out of visibility innovation (price boards, guidelines and POS assets).
• Lead member of the National Visibility community with the support of OOH CD teams and CMKT to land key innovations in the market OTIF.
• Define the objectives and scope of various visibility tools (ROI analysis) and be responsible for business planning (Budgeting, impact on sales because of visibility).
• Coordination with Field Team to meet visibility requirements to counter competition and with 3P service provider to ensure all business plans pertaining to visibility are executed flawlessly.
• Drives traffic to store & improves store profitability by creating operational in-store action plans to increase customer acquisition, retention, satisfaction, cross sell & up sell sales and services.
• Implements marketing strategies & action plan given by Brand marketing manager to improve brand’s performance. Responsible for brand portfolio activation development, implementation & evaluation.
• Supervises the execution of the marketing action plan of the local markets & analyzes results (Store events, direct marketing, promotions).
• Defines action plan per store based on Mystery shopping.
• Builds overall channel understanding from real life customer perspective, profit/cost drivers, channel issues, and trends at customer’s level.
• Develop trade marketing strategies consistent with the agreed channel marketing objectives.
• Translate trade marketing strategies into activations to ensure that the plan is effectively communicated and implemented through all relevant touch points.
• Sharing consolidated performance of activated geographies.
• Ensure that localized POS/ merchandizing are made and implemented in activated nationally.
• Prepare customized solutions for different geographic needs/ conditions.
• Continuously track competitor activities and create a dynamic reporting system
• Devise cost effective and scalable branding options for uplifting the trade.

WHAT YOU NEED TO SUCCEED

Work Experience & Education:

• Bachelor’s Degree.
• 2-3 years of relevant experience in FMCG/Snacking industry is preferred (can also have activations background).

Job Skills

• Strong on analytical and creative skills to launch customized visibility and POSM solutions for the right store.
• Strong leadership and communication skills. Should be able to negotiate with customers and manage multiple stakeholders.
• High on objective rigor where efforts are focused towards a business target pegged to key priorities and market realities.
• Extremely up to date with technology globally and leverage it in their area.
• Project management, Customer Development, Brand Development or Brand Building experience are relevant.
• Good understanding of Out of Home market or Ice cream experience.
• Open minded, creative and new business catalyst (transformational mindset)

Critical SOL (Standards of Leadership) Behaviors

• PASSION FOR HIGH PERFORMANCE: Takes personal responsibility and accountability for execution and results. Has an owner’s mindset, using data and insight to make decisions.
• PERSONAL MASTERY: Sets high standards for themselves. Actively builds own wellbeing and resilience.
• CONSUMER LOVE: Whatever their role, always looks for better ways to serve consumers. Invests time inside and outside to understand the needs of consumers.
• PURPOSE & SERVICE: Has humility, understanding that leadership is service to others, inside and outside Unilever.
• AGILITY: Explores the world around them, continually learning and developing their skills.

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