Content Lead BWPC SNA at Unilever

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)