Associate Director, Demand Creation - TRESemmé

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TRESemme US – Demand Creation Overview
This position entails working on one of Unilever's top brands, TRESemmé. TRESemmé is America’s #1 Hair Styling Brand. Over the past few years, the haircare category has introduced an ever-growing number of new brands, and TRESemmé is on a mission to grow its legacy positioning as the most desirable and sought after salon quality hair brand.
We are seeking a highly experienced marketing leader (8-10+ years experience) with a strong creative eye, strategic POV and track record of crafting social-first talkable campaigns that drive engagement and conversion with consumers. We are looking for someone who has their finger on the pulse of beauty trends and can grow TRESemmé brand love on social. This role will focus on social-first 360 campaigns, content creation, and brand social channels that drive demand creation with our consumer target.
A leader, creative visionary and an individual passionate about brand development is needed for this role. The position is based in Unilever Hoboken, NJ/ USA where the TRESemmé US team is located twice a week, remote three days a week.
DEMAND CREATION LEAD:

• The Brand Demand Creation Lead is responsible for driving consumer demand and achieving business objectives for TRESemmé in the US.
• 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.
• The individual needs to champion a digital-first, social-first approach to brand building and consumer engagement.

MAIN RESPONSIBILITIES

• 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.
• Lead and inspire a team of 4+ 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.
• Working with the brand director, define the brand communications strategy, brief and lead the creative development of tentpole campaigns.
• Build and manage a focused agency ecosystem to create and curate sufficient quantity, quality and diversity of content. Manage content lead who oversees the development and execution of TRESemmé US’s content strategy across all touchpoints, keeping in mind cultural nuances and social trends.
• Lead brand culture squads, including brand marketing specialists but also Consumer Market Insights, media, performance and shopper marketing to read data signals and optimize brand plans in real time, at the speed of social media.
• Act as the brand's expert on the US social media landscape, possessing an intimate understanding of the local market culture, communities, and social media platforms, with a particular focus on beauty trends.
• Partner closely with brand product innovation team to ensure sufficient quantity and quality of innovations to fuel demand creation, and to land the innovations with excellence and investment sufficiency.

WHAT YOU NEED TO SUCCEED

Experiences & Qualifications

• Content Creation Leadership: Proven experience in leading creative content teams or 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 and platform nuances and trends.
• 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 development, execution, and a track record of creating engaging, on-brand content.
• Tech-Forward Approach: Experience exploring and implementing new content creation technologies, with a willingness to embrace and experiment with AI tools.
• Agency Management: Proven success briefing, managing, and collaborating effectively with external agencies, ensuring high-quality output and brand consistency.
• Data-Driven Mindset: Comfort using analytics to measure content performance, derive insights, and make data-informed decisions to optimize content strategy.
• Gen AI Application (preferred): Demonstrable experience using generative AI tools for content creation

Core Content Creation & Leadership:

• Exceptional Writing & Editing: Mastery of grammar, tone, and crafting compelling beauty-focused copy across various formats (social posts, articles, video scripts, etc.).
• Visual Storytelling: Strong understanding of visual elements (photography, video, graphics) and how they contribute to brand storytelling in beauty.
• Content Strategy: Ability to develop and execute data-driven content plans aligned with brand goals, target audience, and different platforms.
• Team & Project Management: Experience leading, motivating, and providing clear direction to internal teams and external agencies, ensuring deadlines and quality
• Performance Analysis: Tracking content performance metrics, deriving insights, and adapting strategies to optimize engagement 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.

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