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Global Director U-Entertainment Unilever London

Job Description: • 2-minute read •
The Brand Communications Excellence team (part of Global Marketing) plays an integral role in delivering powerful brand communications across Unilever.
The mission of the team is to Transform Unilever’s approach to Brand Communications - both in Advertising & Content - to make it fit for the Connected World.
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This is achieved through bringing in future-facing/industry-leading thinking and practice, and then applying it to Unilever’s top, global brands. In this way, the team can quickly deliver tangible transformation where it matters most, as well as helping to raise the brand communications capabilities of all 6000+ Unilever marketers.
In Unilever we recognize that in the Connected World, there are two trends which affect how we approach brand communications
Firstly, more and more people are blocking and avoiding Interruption-based Advertising. When we are interrupting people’s lives with our Branded Messages, we need to make sure they are better. Or, in this digital world, it is now so easy for people to cut out our Advertising.
Secondly, ‘search’ behaviour is now ingrained in people across the globe. People curate, pull, and seek-out experiences with brands. The cleverest brands use Seek-out Content to capitalize on this behaviour. They create branded properties, services and information that people genuinely seek-out.
We believe brand communications is splitting into two ‘worlds’:
The world of Interruption Advertising
The world of Seek-out Content
And when people seek-out based on their Passions, we need to be there. 'Passions Content' is about Entertainment. Think TV Series, games, web series, music. We can drive big brand saliency effects, especially with Millenials, by operating in this space
For ‘Passions Content’, we are setting up a new, very light cross-category entity called ‘U-Entertainment’. It will connect global brands with the right partners in the Entertainment Industry, in order to create Content which we will co-own. Attracting investment from other parties so we can build long-lasting intellectual properties. Think Unilever operating in Hollywood & Bollywood.
This role relates to Passions/Entertainment Content and ‘U-Entertainment’


Primary Function of the Role:

To build the new Passions/Entertainment Content entity, called ‘U-Entertainment’ within Unilever.
U-Entertainment is to be a connection point between Brands and the Entertainment Industry
This role is to run U-Entertainment – set its vision, build its mode of operating, build its ‘roster’ of partners, build its Entertainment industry reputation, build its financial & measurement approaches, and oversee multiple brand projects per year.
Tight integration with Brand Communications Excellence colleagues to ensure that U-Entertainment is embedded into their plans

Key Accountabilities:

Lead the day-to-day running of the new cross-category entity, U-Entertainment
Set the vision for U-Entertainment – how it will develop in year one, year two, and onwards
Working with the Global VP, Brand Communications Excellence and Global Category SVPs/Global Brand VPs to determine which brands will brief U-Entertainment each year
Helping Global Brand teams to put together relevant briefs for U-Entertainment
Assessing then connecting Brand briefs with the most appropriate Entertainment Industry partners
Overseeing the briefing of those Entertainment Industry partners
Overseeing contractual negotiations with Entertainment Industry partners to forge appropriate ‘Co-development’ deals
Overseeing the concept development process, from inception, to pitch stage, through to production and distribution across multiple projects per year
Overseeing the contractual negotiations with Third Party funding/co-production entities, eg. TV networks, Multi-channel networks, Gaming companies, etc.
Helping to decide on pitch strategies & market prioritisations across such projects
Managing the process of involving Media and Local Brand Teams in any negotiations involving ‘Media Leverage’ in order to aid the commissioning of any deals
Overseeing the International Sales/Distribution element/stage of multiple projects, in conjunction with Entertainment Industry partners and Third Party entities
Partnering with the Media team and local brand teams to explore opportunities for further exploitation of the Passions/Entertainment Content properties, eg. through Advertising and other Promotional avenues
Internal stakeholder management relating to brand teams, media teams and senior management
Building a roster of Entertainment Industry partners across the globe to continually expand the breadth and scope of U-Entertainment
Building U-Entertainment’s network of contacts and reputation in the Entertainment centres of the world – Hollywood, NYC, London, Bollywood, Hong Kong, China.
Budget management of ‘seed-funding’ for co-development deals
Budget management input into production deals, including securing deficit financing via various avenues
Budget management of revenue sources flowing back into Unilever from exploitation of these Passions/Entertainment Content properties.
Build a framework for best practice around measurement of Passions/Entertainment Content – making direct, comparable assessments versus paid-for media
Driving the current Passions/Entertainment pilot projects to success
Life-cycle management of Passions/Entertainment Properties as they progress into their 2nd year onwards
Building U-Entertainment’s visibility at Entertainment Industry events, like MIP, etc.
Building U-Entertainment’s visibility internally across global, regional, and local teams
Work closely with Brand Communications Excellence colleagues to drive how U-Entertainment will impact on their initiatives – ie. Global Director, U-Studio, Global Director, Consumer Journeys & Advertising Transformation and Global Director, Purposeful Brand Communications.


Skills/ Experience/ Qualifications:


Extensive years experience in the Entertainment Industry – working for ‘Creator’ companies, eg. production companies (big or small), gaming companies, music companies, networks, etc.
Extensive experience in ‘Executive Production’ roles
A track record of successful Executive Production credits and projects
Ideally some experience in developing Passions/Entertainment Content for Brands
Ideally a mix of Entertainment Industry and Client-side experience
Creative Entrepreneurship
Executive Production
Concept Development
Pitch Packaging
Pitching to networks/third parties
Production Financing & Revenue Management
Deal-making and Co-development/production legals/contracts
Talent deal-making
Extensive Entertainment Industry Network and Contacts
Ability to quickly build strong personal relationships and alliances within this very large organisation
Being a great influencer is key to this role
Ambition, determination and desire to question conventional approaches
Ability to see unorthodox solutions

Major internal customers and contacts:

Category/Brand EVPs, SVPs, VPs, Directors, Managers
Global, Regional, Local Brand Teams
Global, Regional, Local Media Teams
CMI
Global Marketing teams, especially ‘Digital 2.0’ team
Legal
Finance
Entertainment Industry Partners
Creative Agencies
Media Agencies
Global Director, Consumer Journeys & Advertising Transformation
Global Director, U-Studio
Global Director, Purposeful Brand Communications

Standards of Leadership:

Bias for Action
Building Talent and Teams
Growth Mindset
Consumer and Customer Focus
Accountability & Responsibility

Direct Reports:


Global Manager, U-Entertainment
Number of Managers to expand as and when U-Entertainment expands



REQUIRED LEADERSHIP BEHAVIOURS

Accountability & Responsibility
Growth Mindset
Consumer and Customer Focus
Bias for Action
Building Talent & Teams
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