Manager, First Party Data Strategy

Background

Established in 2018, Unilever’s Health & Wellbeing business is a collective of fast-growing, science-backed companies powering a lifestyle of wellbeing designed for a lifetime of possibilities. Comprised of Liquid I.V., Nutrafol, OLLY, Onnit, SmartyPants, Welly and Equilibra (in Italy), the Health & Wellbeing Collective operates with a start-up mindset and is supporting consumers on their proactive wellbeing journey by bringing innovative products to the market.    

Who You Are & What You’ll Do

You will partner directly with the Full Funnel Media Lead to influence strategies that maximize financial performance, user acquisition & retention, along with overall customer experience across the Health & Wellness Collective. The key deliverables of this role will be to increase opted-in 1st party data profiles, Customer Lifetime Value (CLV) and Return On Ad Spend (ROAS).  

Strategy 

• Partner directly with Operating Companies leadership to influence strategies that maximize financial performance, user acquisition & retention, along with overall customer experience.
• Own the Collective 1st Party Data & Media strategy, extracting from the Consumer Data Platform (CDP)
• Develop analytics strategy for 1st party Data + third-party CVP partner while determining clear KPIs, measurement plan and cadence for analysis.
• Develop retention technology strategy & lead relationships with third party partners.

Deliverables

• In this role, you will be responsible for developing solutions and actionable insights for increasing Opt-In Rates; decreasing Customer acquisition cost (CAC) in regard to targeting + data sourcing.

• Evolving and documenting Customer value proposition (CVP) operational model based on client feedback and learning.
• Agency + Partner Management
• Management of Tooling and Engagement, Digital Transformation, and team budget

Market Knowledge

• Provide Business leadership and context as it relates to 1PD analytics insights.
• Identify areas of 1PD enhancements and education data
• Champions new ways of gaining consumer insight to result in competitive advantage.
• Understands larger macro consumer insights and translates into business impact.

What You’ll Need to Succeed

• 4-6+ years of experience
• Strong experience with Ecommerce customer, site analytics data sets and CRM (e.g. customer journeys, conversion funnels) along with paid media, and acquisition/retention strategies
• Familiar with Segment or other CDPs, Attentive, Klaviyo, Hubspot, etc.
• Drives action independently and carry out responsibilities accurately and efficiently with minimal direction; enterprising in seeking new opportunities for the business.
• Nice to have: familiar with SQL, AMC, Media Mix Modeling

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