Dove Masterbrand Head of Cmi

6 months ago

London, United Kingdom Unilever Full time

**JOB TITLE** Dove Masterbrand Head of CMI

**LOCATION** 100VE

**JOB PURPOSE**

At close to Euros 6Bn, Dove is our biggest brand in Unilever and core to our Beauty & Wellbeing (B&W) and Personal Care (PC) businesses, with the Masterbrand anchored in B&W. Dove is also the #1 brand in 8 out of the top 15 countries, and beyond the top 15, Dove is also #1 in another 19 countries.

Dove has consistently grown over the past 10 years with with significant contribution to our overall business.

The future ambition for Dove is even higher for 2030, to shift to a new foundation for superior growth as a Masterbrand in both Beauty & Wellbeing and Personal Care. The main product categories that Dove operates are managed within each category constituency and business team, with this role being pivotal in building the base and horizon of the total overarching brand (relevant product categories that Dove operates are Hair Care, Skin Care, Skin Cleansing, and Deodorants).

The brand also has the privilege and the responsibility of leading the way in driving and evolving a different take on beauty and personal care across Unilever’s business. Dove leads the conversation in the beauty industry via its brand purpose. It is the trailblazing brand that shifted the industry conversation from toxic beauty ideals to a different and more real and inclusive form of beauty that’s accessible, since copied by many other brands and players in the sector. Dove brand also has a specific planet positive agenda.

As a Dove Masterbrand team, we aspire to build a team culture that constantly leads the way on how we do what we do - i.e. people & planet, digital excellence and new marketing models combining sharp rigour with passionate creativity that creates a thread across all facets of Dove.

**RESPONSIBILITIES**
- You will be part of the Dove Global Brand Leadership Team - chaired by the Dove CMO comprising of GBVPs from all Dove categories
- You will be part of both Beauty & Wellbeing and Personal Care Insights Leadership Teams
- You will lead specific cross Beauty & Wellbeing business initiatives and functional skills and capabilities transformations globally

In the day to day
- Your largest interactions will be with the Dove Masterbrand teams, based in the UK and US
- Equally, you will work very closely with Dove Category CMI Leads and Business Unit Leads for Dove markets across the two business groups
- Last but not least, with CMI topic and OKR pecific Leads by type including Core CMI and expertise teams in innovation, engagement, analytics, media, trends and PDC

Expect also interactions with
- Creative agencies and partners on a regular basis
- Packaging agencies and consultants
- Media & PR agencies
- Research and measurement partners
- R&D and CTI teams

You lead the voice of the consumer in shaping and continuously evolving and transforming Dove brand’s strategic, operational and performance agenda, by
- Co crafting brand vision, voice and tone; and reinforcing a One Dove mindset across all consumer touchpoints
- Identifying near and future horizons for Dove’s thought leadership and brand power leadership - Dove’s point of view in beauty overall and across categories, and in its people and planet purpose agenda
- Developing packaging guidelines for excellency and coherency
- Elevating Dove’s creative agenda towards unmissable creative effectiveness be in masterbrand brand say or category product advertising
- Bringing rigor and credibility to Dove’s ‘brand do’ initiatives around our Self Esteem Program
- Driving expertise and excellence
- in insights & measurement to embed RoI drivers for Dove’s
- ‘Others say’ (influencer marketing) initiative
- Digital forays (both paid and owned, especially in new media contexts)
- Web3 presence
- Identifying and realizing cross category opportunities that drive Dove’s overall growth in specific markets & regions
- Being a powerhouse of cultural & creative insights for positive beauty, superior care, self-esteem

**ALL ABOUT YOU**
- You are a strategic planner and doer at heart
- You are fully operational to leading edge in all facets of consumer and market insights work both qual and quant, including agile innovation, digital marketing and media
- You are able to spot & articulate real insights
- You are innately curious and personally engaged in culture(s)
- You think outside in to connect the dots
- You are motivated by outcomes and appreciative of processes (& _not_ the other way around)
- You have an eye for brand craftsmanship and a passion for beauty
- You appreciate the iterative & often ambiguous nature of creative development, while demonstrating need for speed and agility to deliver to networks
- You have practiced expertise in media funnel measurement, in digital marketing best practices; you drive channel first thinking when it comes to developing content
- You are able to use & connect data to drive compelling stories, but are not afraid to share your opi

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