Ice Cream Asia Regional Marketing Lead (Cornetto)

Job Title: Ice Cream Asia Regional Marketing Lead (Cornetto)

Location: Thailand

About Unilever

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At Unilever, your career will be a unique journey, grounded in our inclusive, collaborative, and flexible working environment. We don’t believe in the ‘one size fits all’ approach and instead we will equip you with the tools you need to shape your own future.

Main Responsibilities

This role will lead the business for Cornetto brand in Asia, with an aggressive agenda for growth. It will be responsible to develop the growth strategy for each one of the scale markets across Asia, the long term innovation funnel and communication.

We need an experienced brand crafter, 6+ years experience developing mixes and comms, with prior experience in Foods& Beverage and ideally in Asia. It would be a plus for the candidate to have experience in Ice Cream.

KEY RESPONSIBILITIES

• Development of the innovation (inc. premiumization) strategy and roadmap with adequate funnel sufficiency to support the brand’s growth ambition. OTIF delivery of key innovation projects, including communication development, pack design, competitive claims, Price board guidelines and winning products in collaboration with R&D teams.

• Closely partner with other in-market dockers to facilitate selection and roll out of best mixes for North Asia and SEA countries.

• Effectively partner with cross functional teams (CMI, R&D, Supply Chain, Artwork Excellence) to ensure successful and OTIF launches.

• Collaborate with agency partners to craft winning communication with best-in-class digital & content strategies, for the brand to win in the must conquer platforms (e.g. Tiktok, Little Red Book, Live Streaming) to reach and engage consumers.

• Help drive cross brand strategy to win with our multi-brand portfolio.

• Dock with country Marketing Teams and work closely with them to ensure we land delightful mixes that are relevant to local consumers and drive value for customers.

• Understand brand performance, challenges and opportunities in each of the markets to tailor the mix / activity plan and strategy to win.

• Recommend adequate media support & business models in collaboration with the country marketing team, media team and media agency.

• Lead, develop and coach brand managers and assistant brand managers.

• Accelerate Brand Assets and Ways of Working synergy across 1 Asia.

Candidate Criteria

Experience & Qualification​

Required:

• Previous experience in Brand Mix Development is essential

• Proven track record in crafting Innovations, communications & brand engagement as well as previous experience in beauty is preferrable.

  • Medium and Long term innovation and communications experience – crafting mixes from intuition and insight, requesting resource, developing project teams and networks to deliver new product benefits, claims and demonstrations of proof.

• Stakeholder Management: Lead interdisciplinary teams across functions -  CMI to maximize consumer impact, Supply Chain to expedite capabilities and maximize efficiency, Claims & Legal to develop and support superiority claims, Finance to build profitable business cases, Packaging and Creative agencies.

• Ability to make things happen at the fast pace of Asian markets, from early signals, trends to product in market ~6mths.

• Inspire, energize and develop your reports, other functional reports and project teams

• Ability to work as part of virtual teams overcoming the geographical and cultural differences with the key markets of focus. Ability to work independently, no collocated with one manager

• Appreciation for local culture, ability to spot & leverage on market, social and cultural changes.

• Fluent in English language, both speaking and writing

Desirable:

• 6+ years of experience in Global & local (China, Thailand) marketing roles

• Experience in Foods and Beverage

• Experience in digital marketing

• Right to work in Thailand

• You are an inclusive motivator of people. Your team deliver with real passion, growing and learning from each other whilst delivering quick wins.

• You are still responsible for your own results and as a team leader, you also need to motivate others to deliver with passion, creating an inclusive and engaging climate around you. You can balance challenge with support and coaching. You understand the wider business context and you are emotionally intelligent enough to motivate people to deliver what is needed.

• Critical SOL (Standards of Leadership) Behaviors

Demonstrable skills and/or inclination in the following areas:

• Consumer love – ability to immerse in the lives of our consumers and shoppers, understanding their pain points, needs and desires, what delights them so as to craft most relevant innovations and coms.

• Analytical Power: ability to transform data and consumer insights into brand growth opportunities & excellent at using data to make informed decisions and recommendations.

• Entrepreneurial mindset and bias for action – independent, self-starter who is not taking things for granted and challenges the status quo when it gets in the way, applying critical thinking and creativity to problem solving. High change agility and adaptability to respond to changing market dynamics.

• Excellent interpersonal & Influencing skills: build effective relationships with partners based in different countries; being comfortable working with senior stakeholders and able to influence them.

• Team leadership – driving psychological safety, creating an environment where everybody can express their ideas and different views are respected. Be a talent magnet and a leader who develops strong well-knit teams.

• Communication/leadership skills – leading & galvanizing external partners, cross functional & local teams.

• Eye for beauty: attention to details and consistently delivers high-quality work.

• Passion for growth and high performance – putting great care and rigor into what we do, being accountable for and taking pride of our work.

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