Content Lead BWPC SNA

JOB PURPOSE
The Content Lead is responsible for driving Brand Power by leading the social & digital content strategy, content calendar & socially informed content creation for campaigns (SIC) for the Brand in market; delivering creative excellence, brand consistency (BrandVerse) and effectiveness (ROI) via:
• Social insight led, always-in, Content Calendar anchored in Cultural Tentpole moments, Star Stories (BrandVerse) and CasC (comments as creative)
• Leveraging E2E marketing technology capability (inc Gen AI)
• Partnering with social first content agencies to deliver creative excellence in insight led content, brand consistency (BrandVerse) & effectiveness (ROI)

MAIN RESPONSIBILITIES
• Lead the development and execution of the Brand content strategy that aligns with the Global BrandVerse & Star Stories, whilst resonating deeply with local cultural moments / nuances and social/beauty trends
• Leads & develop an always-in Content Calendar which plans for Brand participation in Tentpole / Cultural moments, key in-year moments eg Innovation, but ensures proactive content and the leaning into relevant social trends
• Own content effectiveness & excellence for the Brand across social, consumer and shopper touchpoints
• Act as the Brand expert in the local market, possessing an intimate understanding of the local market culture, Brand communities/cohorts, social media platforms and Brand SAS (science, aesthetics, sensory), in order for the Brand to capture and being seen to authentically lead social / beauty trends
• Oversee the end-to-end content creation process for socially informed campaigns (SIC), from ideation and planning to remixing & optimisation; ensuring all content aligns with BrandVerse, Star Stories & assets – ensuring it resonates with the Communities/Cohorts we are engaging locally and drives Organic Views
• Manage the relationship with key agency partners, providing clear and insightful Cohort-centric briefs for SMAs which drives Organic Views, consistently
• Continuously analyse content performance metrics, derive actionable insights, and adapt the content strategy to maximise Organic Views, BESS and overall ROI

WHAT YOU NEED TO SUCCEED
Experience:
• Content Creation Leadership: Proven experience in leading creative content teams / projects, ideally in beauty or a related industry (fashion, lifestyle)
• Social Media Content Creation: Experience as a social media content creator is highly desirable with strong understanding for local culture, social insights and platform nuances / trends and how to drive Organic Views
• Beauty Product Knowledge: Strong understanding of beauty products, trends, ingredients, and industry terminology across makeup, skincare, haircare, etc
• Proven Strategic & Creative Skills: A portfolio demonstrating strong content strategy & calendar development, execution, and a track record of creating engaging, on-brand content which drives Organic Views
• Tech-Forward Approach: Experience exploring and implementing new content creation technologies, and confidence to embrace / experiment with Gen AI tools including for content creation
• Agency Management: Proven success briefing, managing, and collaborating effectively with external agencies, ensuring high-quality output and consistency (BrandVerse)
• Data-Driven Mindset: Curiosity & confidence with analytics to measure content performance, derive insights and make data-informed decisions to optimise content strategy for consistent improvement in Organic Views
Skills

Core Content Creation & Leadership:
• Exceptional Writing & Editing: Mastery of language, tone, and crafting compelling beauty-focused copy across various formats (social posts, CasC, articles, video scripts, etc.) in line with BrandVerse
• Visual Storytelling: Strong understanding of visual elements (images, video, graphics, text) and how they contribute to brand storytelling, especially in beauty and for each social platforms
• Content Strategy: Ability to develop and execute data-driven content plans aligned with brand goals, Cohorts/Communities, and relevant to the different social platforms
• Team & Project Management: Experience leading, motivating, and providing clear direction to internal teams and external agencies, ensuring deadlines and quality of content/SMAs
• Performance Analysis: Tracking content performance metrics, deriving insights, and adapting strategies to optimise Organic Views, BESS and achieve objectives
• Passion for Beauty: A demonstrable passion for the beauty landscape, its products, keeping up with trends, innovations, and key players, reflecting a genuine enthusiasm for the field

Technology & AI Integration:
• Generative AI Understanding: Knowledge of how Gen AI tools work, their capabilities and limitations in content creation & remixing (eg generating copy ideas, image prompts)
• Tech-Savviness (preferred): Confidence exploring and evaluating new content creation tools and platforms relevant to beauty (AR/VR, interactive experiences, etc.).
• Data-Driven Approach (preferred): Leveraging data and analytics to inform AI-powered content decisions, personalise experiences, and maximise impact
• Ethical Considerations (preferred): Awareness of potential biases and ethical implications of using AI in content creation, ensuring responsible and inclusive practices

Agency Collaboration:
• Briefing & Communication: Expertise in developing clear and comprehensive briefs using Communities/Cohorts for local agencies, outlining objectives, brand guidelines, and desired outcomes for SMAs
• Relationship Management: Building strong relationships with agencies, providing constructive & data driven feedback, and ensuring seamless collaboration
• Quality Control: Implementing processes to review and approve agency-created insight-led content, ensuring alignment with BrandVerse
• Cultural Sensitivity (preferred): Understanding nuances of working with agencies across different geographies, respecting cultural differences and adapting communication styles.

Qualification:

• Bachelor’s degree in marketing or related field (preferred)

Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.