Mariacarmen D. A.

Collaborating with all Unilever Business Groups (BGs), alongside both Global and Local Digital
Marketing, Media, and DCommerce hubs (DMCs), as well as Media Partners.
Built Global Consumer Data Strategies looking at new digital tech (i.e. connecting pack) and
Dynamic Creative Optimization to reach new audiences, in collaboration with all the BGs.
DDM JBP Lead for Meta and TikTok. i.e. unlock 1st Party Data usage on TikTok for targeting
purposes in paid media campaigns..
Set up Partners' Global Learning Agenda and measurement frameworks, KPIs and threshold
with CMI.
Trained 500+ employees on data collection, digital media, audiences & measurement

Supporting all Divisions in building full funnel DDM Global Strategies focusing on 1stPartyData.
Lead Data Capture and Activations through media partnerships capability (i.e Pixels, CPAS, CAPI)
Creation of a PowerBI report to generate 1stPartyData analyses to senior stakeholders.
Authored of strategic guidance on leveraging 1stPartyData eectively with Media Partners
Supporting the creation and adoption of Unilever Naming and Coding Convention across all
Unilever and Media Agencies

Digital Measurement & Performance Tracking (DMPT) & Global Media Insight for Hair Care
Build and establish Unilever Digital Mandatories and Metrics that Matter list, ensuring Digital
teams understand, follow and reports on them.
Run Brand lift Studies and Sales Lift Studies for Hair Care plus ensure live budget optimization.

Increased market share by relaunching Core Portfolio (15+SKUs) and Natural Range (10 SKUs)
Trend and Competitors analysis for Hair Care Category
Cross-functional Stakeholder management from R&D to Supply Chain, Global and Local