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)