Sunday 18 April 2010

New Role: Product Manager, dunnhumby, London

dunnhumby combines proven natural abilities with big ideas to find clues and patterns as to what customers are buying and why. dunnhumby turns insights from over 200 million households Worldwide into actionable strategies that create dramatic growth and sustainable loyalty, ultimately improving brand value and the customer experience.


dunnhumby Retail Media context
dunnhumby develops, markets, sells and evaluates a range of media solutions for use by Tesco and its suppliers within the Tesco estate of stores. The current portfolio includes 14 different products ranging from ‘in the home’ (Clubcard coupons) to online ( to in-store (TV screens and in-store sampling) to ‘out-of-home’ (petrol nozzles).

Based on dunnhumby’s industry-leading expertise in measuring and analysing shopper behaviour through extensive shopper data dunnhumby is in a unique position to add value to its media portfolio with insight, targeted media planning and campaign evaluation.

Retail Media Vision

To revolutionise the media market and become an integral part of the total media mix for all consumer focused brands. This is achieved by creating integrated retail media solutions that offer levels of customer personalisation, reach, relevance and measurable results that are superior to any other traditional media vendor.

Building on the Insight work done through Plato, an important next stage of development of the portfolio is the creation of client needs-based packages of ‘Insight into Action’. These bundles include readily available insight tools and currently available Retail Media – packaged and priced up, easy to sell and buy to specifically meet particular client’s objectives. Examples will be “Launching NPD”, “Growth through increasing Share of Wallet” or for example “Improving return from broadcast promotions by following with targeted media”. As well as formulating these packages it is vital that all component media parts of these packages are optimised to achieve best possible results for suppliers and Tesco.

Media Propositions

The Media Propositions team within RM is responsible for product management and the portfolio strategy for the media products. The team supports the MP sales team with sales tools and collateral, innovation case-studies and best-practise learnings.

Overall purpose of the role

The Senior Product Manager (‘SPM’) supports the Product Director (‘PD’) in the management of innovation and renovation of in-store media and publications, ensuring that objective-led packages contain in-store and publications media mechanics that deliver optimal results for clients. The SPM must use insight including historic, current and future campaign insights to make decisions on how best to progress with renovation and innovation of each media mechanic. What is best for the customer remains at the heart of all media development and the SPM must create recommendations that benefit the customer, Tesco and Dunnhumby.

There is considerable work to be done on in-store media as there has been little innovation nor renovation of this area for some time. The workload requires proactive support which means the SPM is responsible for delivering specific projects with directional advice from the Product Director. The SPM must be able to champion how individual in-store and publications media mechanics work to deliver against client objectives. He/she must also identify where media mechanics do not work, providing recommendations for future development and/or alternative media mechanics.

This vital assessment and development work will be a key strategic driver behind the success of these media for MP suppliers. The SPM feeds into the annual product development plan, helping to ensure that renovation and innovation projects across in-store media and publications are delivered as agreed. The SPM will also support the development of objective-led packages, ensuring that specific media mechanic campaign learnings feed into this work.

The SPM works with the PD to ensure that the MP client team are supported in the achievement of revenue and profit goals. The SPM will also help in the production of internal and external support materials and training programmes. Providing sales tools and sales arguments and compelling media propositions as well as participating in important client meetings form a key part of the role.

Where the PD is unavailable, the SPM must manage product development and innovation with external agencies that fulfil and provide creative content for the media products.

The SPM will also be involved, on an ad hoc basis, in discreet marketing team projects that drive the business priorities and goals.

Key Responsibilities

Using insight to renovate and innovate in-store and publications media mechanics to maximise results for clients
Assess in-store and publications media mechanics and recommend further development &/or alternative media mechanic/channel development where appropriate
Trialling and launching renovation and innovation in tight collaboration with Tesco strategy
Take a ‘media portfolio’ perspective in the development of in-store and publications media to ensure that recommendations add value, are complimentary and are visionary
Proactive in-store media and publications product management – must be responsible to delivering against set projects that relate to key business priorities
Applying insights from evaluated activity and the analysis teams to develop media mechanics to greatest effect for the customer, Tesco and dunnhumby
To support and contribute to individual media mechanic strategies, feeding into the annual product development plan
Taking the role of product ambassador for all the media mechanics within their remit, working with the MP and media planning teams and clients as appropriate
To work with the media planning team to ensure that all media mechanic development delivers against key business priorities
To work with the analysis team, MP client team to achieve joint business objectives, namely the overall RM revenue and profit targets through activities aligned with Tesco customer objectives.
Ensure that media mechanics’ specific performances are tracked consistently
Keep up to speed with wider media developments in the market place, provide feedback on the competition, as well as the future of media (visionary thinking on media development – e.g. where do we go over the next 12 months, 2 years, 5 years?)


This is a vital proactive self-starter support role required to work alongside the Product Director on New Propositions & Publications, ensuring delivery against single media mechanic renovation and innovation, as well as creating effective ground-breaking objective-led packages that deliver against supplier and Tesco objectives with the customer at the heart of each proposition recommendation.

Personal Specifications:


Basic understanding of:
consumer brand marketing
UK media environment
UK grocery retail sector
University degree 2:1 or above or equivalent
Good knowledge of Microsoft office & outlook
Ability to develop annual product marketing plans


Affinity with grocery retail
Strong understanding of at least one of: media / retail media / brand management
Interest in data analysis


Blue-chip experience in a consumer brand / branded environment.
Established marketing & commercial experience.
Exposure to research analysis
Some experience of either: product or brand management, trade marketing, shopper marketing, media planning.

Experience within leading FMCG and big consumer brands.

No comments: