Category Lead Baby Care

Category Lead Baby Care - Elida Beauty

Work Location - Rueil-Malmaison, France

Work Level - WL2B

Job Type - Full Time

Who we arewe are Elida Beauty

Elida Beauty is a very exciting new beauty business within Unilever. We are re-founding iconic brands by remixing them for today’s generation, making them even bigger beauty hits than they were the first time around. Our remixes democratize beauty, because we want everyone on the ‘beauty dance floor’ with top-quality products at great value.

Driven by our colleague’s creativity, agility and close connection with consumers, customers, and suppliers, we are able to unleash the true potential of our already loved brands with a fresh start. We ‘Re-Found’ them using a start-up mentality that always ‘finds a way’. Our ‘no silos’, one team approach drives both personal and business growth so that together we deliver outcomes that are music to the ears of consumers, customers, colleagues and the planet alike.

Your Role & Key Responsibilities

We are looking for an experienced innovation, brand communication and activation professional to lead the Baby Care category and brands for the Elida Beauty business. This role reports into the Chief Marketing Officer for Continental Europe, with line management responsibility for a team of 2 direct reports.

Our baby care brands are brands that have a rich heritage and have high awareness from the consumers in their respective countries.

Exciting and fast-paced, this will be a busy and dynamic environment where you will be expected to work collectively with teams across the business to unlock the power of our brands for both consumers and the customer. This is a wide encompassing role that spans the full marketing spectrum, with the brand teams responsible for brand positioning and strategy, innovation, communication and campaign development, audience definition and media planning through to in-market activation and retailer sell in. A passion for consumer understanding will be key, as we seek to lead with emotionally connecting communication and insightful functional product performance. You will need to work particularly closely with commercial, finance, and supply chain teams internally as well as external agency partners (including our tailor-made Digital Hub) and distributors, balancing short term growth and delivering against forecasts, against longer term strategic thinking.

Your Key Responsibilities
- Brand Strategy and Positioning: Ensuring that our brands have a clear purpose, vision, and personality vs. the external competitive set. You will take the lead on working with the commercial teams to ensure that we bring this to life for the retailer.
- Insight into Action: Together with the consumer insight lead and analytics managers, you will identify a bank of clear pain points and tensions that consumers face or needs that they express in the baby care category, and leverage to build your innovation funnel.
- Category & Innovation roadmap: With the help of the global innovation engine teams, you will land NPDs, renovations and NRM specific projects that will drive growth and be GM accretive to the brand and the entire portfolio for the baby care category.
- Audience and Communication Strategy: Working closely with media and digital hub partners you will ensure both brands have clearly articulated and distinct target audience, mapped against the portfolio identified consumer online personae and user journeys. Using this audience data you will create a clear media comms and channel strategy to inform content development.
- Campaign Development and Activation: Gathering insights from a range of sources, including retailer and commercial inputs, you will work with the digital hub or other agencies to create engaging and cut through campaigns, activations and creative assets that bring the brands’ purpose and personality to life. Overseeing the media planning and execution for these brands in Italy will be a key part of the role.
- Performance and Analytics: Together with the consumer insight lead you will ensure that all brand activity is measurable, tracked and that learnings are put into action.
- Financial forecasting and planning: You will need to manage the brands’ P&L, ensuring that marketing planning is seamlessly linking communication/activation to sales forecasts. To support this, you will be required to build business cases where necessary, manage brand marketing investment to approved budgets and phasing, and identify potential opportunities for profit enhancement.
- Retailer Planning and Activation: Working together with shopper marketing, consumer insight and commercial teams you will ensure that brand plans are considering, incorporating, and delivering against retailer feedback and strategy to ensure brilliant in-store and eCommerce execution. This will include thinking through NPD sell in and how this contributes to the wider category, presenting directly to customers where re