Unilever Food Solutions Fuels Growth with Digital Transformation and Targeted Sales Strategies
Los Angeles, CA – Unilever Food Solutions (UFS), the $2.5 billion+ foodservice division of Unilever, is aggressively pursuing growth through a combination of digital innovation and a refined sales approach. The company is focused on reaching 2.5 million operators by 2030, leveraging both online and offline strategies to engage chefs and customers.
The Rise of Data-Driven Foodservice Sales
UFS is accelerating its digital transformation, emphasizing data-driven and technology-enabled Go-to-Market (GtM) capabilities. This shift reflects a broader industry trend where understanding customer data is paramount. The company is focused on enriching customer data to enable more personalized campaigns and improve the overall operator and customer experience.
This isn’t just about online ordering. It’s about using data to understand what chefs demand, predict trends, and offer tailored solutions. For example, analyzing sales data can reveal which menu items are gaining popularity, allowing UFS to proactively offer relevant ingredients and support.
Regional Sales Manager Role: A Hybrid Approach
The Regional Sales Manager position in Los Angeles exemplifies this fresh approach. These managers are responsible for leading the execution of UFS’s customer engagement strategy, both offline and online. Key responsibilities include coaching a Customer Development team, delivering business targets for independent operators, chains, and trade partners, and expanding reach to regional restaurant chains.
A significant aspect of the role involves cultivating relationships with key distributors to promote UFS products effectively. This highlights the importance of a multi-channel approach, combining direct sales efforts with strong partnerships.
Focus on Digital Engagement and E-Commerce
Driving digital engagement is a core component of the Regional Sales Manager’s role. This includes implementing UFS digital tools, following up on leads generated through platforms like Marketo, and driving customer engagement with UFS’s digital platforms – UFS.com, UFS Academy, social media, and webinars.
the role emphasizes driving digital buying behavior through e-commerce platforms, including UFS’s webshop and those of its trade partners. This reflects the growing importance of online ordering and digital marketplaces in the foodservice industry.
Joint Business Planning and Trade Partnerships
UFS is prioritizing Joint Business Planning (JBP) with key trade partners, including trade term agreements, sell-out activities, and defined KPIs like sell-out, reach, penetration, and e-commerce performance. This collaborative approach aims to create mutually beneficial partnerships and drive sustainable growth.
Engaging trade customers to align on Secondary Sales Data (SSD) partnerships is also a priority, with a focus on demonstrating the value of data sharing – for example, generating traffic to trade webshops through UFS campaigns.
Skills for Success in the Modern Foodservice Landscape
The skills required for success in this evolving landscape are diverse. Strategic selling, impactful virtual customer engagement, a deep understanding of UFS product solutions, and business insights are all crucial. Strong digital and IT skills, including proficiency in e-commerce, Salesforce, and Marketo, are also essential.
Beyond technical skills, chefmanship, commercial acumen, negotiation skills, and data analysis capabilities are highly valued. The ability to translate data-driven insights into actionable strategies is key.
Compensation and Benefits
The pay range for the Regional Sales Manager position in Los Angeles is $103,000 to $154,400 annually. The position is also bonus and Long-Term Incentive (LTI) eligible. Unilever offers a comprehensive benefits plan, including health insurance, retirement savings, life insurance, and paid time off.
FAQ
What is Unilever Food Solutions?
UFS is the $2.5 billion+ foodservice division of Unilever, serving operators across 72 countries.
What is the company’s digital ambition?
UFS aims to reach 2.5 million operators by 2030 through a combination of online and offline strategies.
What skills are essential for a Regional Sales Manager at UFS?
Strategic selling, digital proficiency, data analysis, and strong relationship-building skills are all essential.
Is this position eligible for a bonus?
Yes, this position is bonus eligible, as well as LTI eligible.
Where can I find more information about Unilever’s commitment to inclusion?
You can find more information about Unilever’s commitment to inclusion here.
Did you know? Unilever Food Solutions is actively investing in digital tools and platforms to enhance customer engagement and drive growth.
Pro Tip: Developing strong data analysis skills will be invaluable for success in the modern foodservice industry.
Want to learn more about career opportunities at Unilever? Explore our careers page.
