Demand à United States

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In Beauty and Wellbeing, we bring to life Purpose, Science and Desire through our deep consumer understanding, breakthrough innovations, strong customer relationships, and culture of care. The work we do internally and externally is rooted in our purpose to “Inspire Beauty-Full Lives so all people can live well and thrive.” Our business is primarily driven by our 5 core brands including Dove, TRESemme, Shea Moisture, Nexxus and Vaseline.

We are seeking a dynamic, consumer & culture obsessed Demand Creation Manager for Premium Hair Care (SheaMoisture & Nexxus) & Skin Care (Vaseline).

This role is the Brand Lead + Demand Creation leader, with a team of direct reports.

JOB PURPOSE

The marketing organization will be responsible for working with NA to create Canada’s future brand growth strategies, as well as in-year marketing led demand creation. They will also own the Innovation Strategy and be the Canada consultants. By having a clear distinction in scope of work for Marketing and Category Operations, we believe we can accelerate decision making and empower focused teams to ultimately better drive our growth agenda. This will enable marketers to truly do marketing.

WHAT WILL YOUR MAIN RESPONSIBILITIES BE

BRAND STRATEGY

• Fully own and lead the multi-year brand strategy to accelerate growth and drive competitiveness, including identifying future growth spaces 5+ years out, defining the destination brand architecture and the innovation / renovation roadmap to deliver competitive, profitable and sustainable growth.
• Input to the rolling 3-year B&W portfolio strategic plan and share accountability with the CSP / Ops team for delivering the final agreed upon brand-specific strategic plan targets. Responsible to deliver the competitive share and USG targets.
• Translate the multi-year brand growth plans into a comprehensive Brand Marketing Plan to deliver the brand-specific annual plan targets.Acting as the guardian of these plans and lead a team of specialists to execute them.
• For global brands, align with the global brand direction (or agree explicit exceptions) while ensuring CA plan resonates deeply with local cultural nuances and beauty trends, while synergizing with the US.
• Lead experimentation of new tools (Gen AI and more) as well as collaborative ways of working across specialisms and across brand teams and agencies, to capture demand while improving the ROI of our marketing.
• Build and manage an agency ecosystem to create and curate sufficient quantity, quality and diversity of content.

INNOVATION :

• Partner closely with brand innovation team to ensure sufficient quantity and quality of innovations to fuel demand creation, and to land the innovations with excellence and investment sufficiency.
• As the brand lead, you will create the CA 12Q plan with the NA innovation team. Once the handshake is done, you will hand it over to the NA team to ‘execute’ in collaboration with the CA CatOps team. The CA CatOps team will share input on customer requirements, pack requirements, business case inputs and execution timelines. You still own the strategy and therefore, need to sign off on the business case and final launch.
• Gatekeeping to only happen at the NA IB and CMO IB. No Canada gatekeeping. Business cases and gate changes to be aligned with BU Lead prior to pre-read submission at NA IB / CMO IB. as the innovation strategy owner, it is critical for you to ensure Canada is showing up as it should.

DEMAND CREATION :

• The Brand Demand Creation Lead is responsible for driving consumer demand and achieving business objectives. You are responsible for the competitive share and USG targets.
• This role involves translating business strategy into actionable marketing plans, defining the communications and marketing strategy, and leading a team of internal and agency specialists, including content creation and community management, influencer marketing, PR and media to execute that strategy.
• Implement the brand communications strategy, compelling brand narratives, developing high quality, engaging content, and consistent brand experiences that are social first by design and that deliver the high volume and diversity of content required to fuel our social rich media model. Borrow as much as possible from the US (NA responsible for US and EN CA. For Canada talent requirements on polycultural consumers, please still input to the NA team so they can incorporate in their master shoots)
• Brief and lead the creative development of tentpole campaigns for Canadian specific cohorts (Quebec)
• The individual needs to champion a digital-first, social-first approach to brand building and consumer engagement.
• Build and manage a focused agency ecosystem to create and curate sufficient quantity, quality and diversity of content.
• Be part of brand culture squads, including brand marketing specialists but also CMI, media, performance and shopper marketing to read data signals and optimize brand plans in real time, at the speed of social media.
• Lead and inspire a team of 2 specialists across areas of expertise such as content creation, influencer marketing, PR, experiential marketing and brand purpose (required specialties will vary by brand) to create and capture demand for the brand, fostering a culture of collaboration, innovation, and excellence in execution.

WHAT YOU WILL NEED TO SUCCEED

Experiences & Qualifications

You are a seasoned brand marketing leader, with 6-8 years of experience. You have independently led a portfolio of brands end to end. You are action oriented and OBSESSED WITH RESULTS. You are performance driven and doesn’t rest till you WIN! You are experienced in brand strategy and brand communication – and are eager to learn and develop as a social first demand creator. You are in tune with latest beauty trends and culture and have a knack for embedding your brand in culture to drive conversion! You are a natural leader who takes initiative and doesn’t wait for direction.

• You believe that Performance IS Care. Your values match Unilever values : Deliver with Excellence, Staying 3 steps ahead, Focus on what counts and Care Deeply
• You are an end to end thinker – strategic thinker and execution powerhouse.
• Strategic thinker and have a grasp on brand strategy, portfolio and architecture strategy, comms strategy.
• You are a results-driven, ambitious individual who likes to WIN competitively
• You are a creative, solution-oriented person who thinks outside the box
• You are always up for a challenge! You are constantly learning and improving to keep up with the evolving market and consumer
• You are analytical and can quantify the impact of your marketing plans and optimize them according to the data
• Manage a full agency ecosystem
• You think big but are detail -oriented
• You have great external and internal stakeholder management skills
• You are obsessed with putting your brand on the map!
• You are passionate about the experience a consumer has when they interact with your brand at every touch point. You are keen on making your brand the most luxurious experience ever.
• You are obsessed with beauty and aesthetics! Strong connection to relevant consumer beauty trends and hair / skin care trends
• You are in the know of your local community moments, events and engagements
• You get energy from improving execution and driving conversion!
• A self-starter with excellent bias for action, whoproactively loves brands and marketing and is keen on learning and deploying new marketing ways
• Understands the consumer landscape of Canada extremely well, with the nuances of the different consumer cohorts, including Quebec.
• Prior knowledge of the Beauty category is a plus.

Leadership

• You are an inclusive motivator of people. Your team deliver with real passion, growing and learning from each other whilst delivering quick wins.
• You are still responsible for your own results and as a manager, you also need to motivate others to deliver with passion, creating an inclusive and engaging climate around you. You can balance challenge with support and coaching. You understand the wider business context and you are emotionally intelligent enough to motivate people to deliver what is needed.
• Critical SOL (Standards of Leadership) Behaviors

PERSONAL MASTERY : Sets high standards for themselves. Has emotional intelligence to take feedback, manage mood and motivations, and build empathy for others.

• PASSION FOR HIGH PERFORMANCE : Generates intensity and focus to motivate people to deliver results at speed. Takes personal responsibility and accountability for execution and results.
• TALENT CATALYST : Invests in people – coaches individuals and teams to realize their full potential. Creates an inclusive climate, empowering everyone to be at their best.
• PURPOSE & SERVICE : Has humility, understanding that leadership is service to others, inside and outside Unilever.
• CONSUMER LOVE : Invests time inside and outside to understand the needs of consumers.
• BUSINESS ACUMEN : Creates sustainable growth with purpose, engaging different partners across the system for change.

Unilever Canada is an organization committed to diversity and inclusion 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. All qualified applicants will receive consideration for employment without regard to race, colour, religion, sex, sexual orientation, gender identity or expression, age, national or ethnic origin, marital status, family status, disability, genetic characteristics, and a conviction for which a pardon has been granted.

If you are an individual with a disability in need of assistance at any time during our recruitment process, please contact us at NA.Accommodations@unilever.com . Please note : These lines are reserved for individuals with disabilities in need of assistance and are not a means of inquiry about positions or application statuses.