Associate Director Consumer & Market Insights, Home Care

ABOUT UNILEVER

With 3.4 billion people in over 190 countries using our products every day, Unilever is a business that makes a real impact on the world. Work on brands that are loved and improve the lives of our consumers and the communities around us. We are driven by our purpose: to make sustainable living commonplace, and it is our belief that doing business the right way drives superior performance.

At the heart of what we do is our people – we believe that when our people work with purpose, we will create a better business and a better world. 

JOB PURPOSE

The CMI Director for Home Care USA will be at the forefront of driving innovation, leveraging state-of-the-art technologies, and developing a world-class predictive analytics capability with a deep understanding of consumer and shopper behaviors. You will lead a high-performing team, guiding the organization in making strategic decisions based on foresight, and sophisticated consumer insights.

KEY RESPONSIBILITIES

You will be responsible for the identification and translation of consumer, customer, market and channel needs & desires, multi-source insights and behaviors to guide the brand crafting’ strategy, innovation and portfolio, digital marketing and commerce, channel & shopper insights as well as drive performance and insights to drive growth.

Accelerate Business Unit Growth

• Provide intelligence to shape and future proof our businesses by identifying emerging trends, around People, Customer, Category, Market, Macro trends etc. Identifying broader common themes and Insights on consumer & customer pain points or aspirations (needs & wants) across categories and markets, leveraging the full suite of business intelligence resources available from Unilever.
• Lead Consumer Insights team as a critical business partner building and embedding a deep understanding of the core Seventh Generation consumer, the category, and the marketplace we serve.
• Define target consumer for Seventh Generation brand & stay at the forefront of the Seventh Generation target consumer’s shifting attitudes, unmet needs, shopping and purchase behaviors, and media habits.
• The role includes coaching and guidance to The Laundress business on how to leverage and maximize the data they have available (without executing the research)
• Lead the development and execution of comprehensive annual insights agenda against business objectives, ensuring business strategy, brand positioning, innovation, and go to market activities are grounded in Seventh Generation target consumer.
• Member of Global HC CI LT – representing US BU within CI function and ensuring US Home Care BU is tapping into all CI resources available through Unilever.

Innovation design and deployment

• Collaborate to develop growth strategies and create an innovation pipeline that is grounded in Conscious Consumer from upfront, discovery, ideation, and validation phases
• Providing local insight into global Big Bold Move innovation and leading insight into local market renovation and innovation deployment.
• Ad hoc projects to support BG CMI/homecare transformation office when they are interested in looking at the US (usually competitor intelligence.

Brand and Communication

• Cross-Functional Collaboration: key partner to brand managers, advocacy and sustainability teams, to integrate consumer insights into brand activities
• Lead work to understand the impact of our marketing investments holistically and drive strategic marketing plans through marketing mix modeling and brand health tracking
• Lead consumer guidance into local communications development particularly into demand creation and social first initiatives improving digital creative quality and ROI on media investment.
• Partner with media and creative agencies, and research agencies on key business objectives/needs related communications/campaign development and testing, data driven marketing including audience development, in-market

Shopper and Channel

• Collaborate with Category Strategy Director to provide a holistic consumer-shopper view to enrich audience understanding and inform development of shopper plans

Talent Leadership and Development

• Team Development: Manage, develop, and inspire two direct reports – one CI Manager – Innovation and one CI manager – Engagement. Build and mentor a high-performing insights team, fostering a culture of curiosity, collaboration, and continuous learning.
• Work collaboratively with BG CI on building connection with predictive analytics professionals and consumer insights experts, fostering a culture of innovation, collaboration, and excellence.

Partner Agency Lea