Associate Director, Demand Creation - SheaMoisture

About this role

Job Summary: With 3.4 billion people in over 190 countries using our products every day, Unilever is a business that makes a real impact on the world. Work on brands that are loved and improve the lives of our consumers and the communities around us. We are driven by our purpose: to make sustainable living commonplace, and it is our belief that doing business the right way drives superior performance. At the heart of what we do is our people. We believe that when our people work with purpose, we will create a better business and a better world.

This position entails working on one of Unilever's most culturally significant brands. SheaMoisture has been a trailblazer in multicultural beauty for over 30 years, rooted in purpose and committed to creating products that empower women to express their most versatile, resilient selves. The haircare category has introduced an ever-growing number of new brands, and SheaMoisture is on a mission to defend and extend its leadership as the brand that Black women trust most, while making itself irresistible to the next generation.

We are seeking a highly experienced marketing leader (7-10+ years’ experience) with a strong creative eye, strategic POV and a track record of crafting social-first, talkable campaigns that drive engagement and conversion. As the Associate Director, Demand Creation - SheaMoisture, you will drive consumer demand, translate business strategy into actionable marketing plans, and champion a digital-first, social-first, culture-first approach across internal and agency specialists. Above all, you will bring a deep passion for building brand love on social and ensuring SheaMoisture stays at the center of culture for Black Gen Z women.

Key Accountabilities:

Strategy & Brand Planning • Translate the multi-year SheaMoisture growth plans into a comprehensive Brand Marketing Plan that delivers the annual plan targets. Act as the guardian of these plans and lead a team of specialists to execute them. • Partner closely with the brand product innovation team to ensure sufficient quantity and quality of innovation to fuel demand creation, and to land those innovations with excellence and investment sufficiency. • Manage marketing budgets and resource allocation effectively, balancing creative ambition with commercial rigor to maximize return on investment across all demand-generation initiatives.

Culture & Consumer Impact • Working with the brand director, define the brand communications strategy, brief and lead the creative development of tentpole campaigns that show up at the center of culture rather than at its edges. • Ensure all communications reinforce SheaMoisture's distinctive brand assets, purpose and equity, strengthening both brand love and business results. • Champion Black Gen Z relevance by embedding cultural fluency, foresight and consumer insight so that every campaign reflects the evolving needs, styles and aspirations of this consumer. • Connect purpose and community impact, championing work that advances SheaMoisture's mission of serving and empowering polycultural communities while delivering commercial growth. • Act as the brand's expert on the US social media landscape, with an intimate understanding of local culture, communities and platforms, and a particular focus on textured hair, styling and beauty trends.

Cross-Functional Execution • Build and manage a focused agency and creator ecosystem to create and curate sufficient quantity, quality and diversity of content. Manage the content lead who oversees the development and execution of SheaMoisture's content strategy across all touchpoints, with sharp attention to cultural nuance and social trends. • Lead brand culture squads, including brand marketing specialists as well as Consumer Market Insights, media, performance and shopper marketing, to read data signals and optimize brand plans in real time, at the speed of social. • Represent the brand externally with key retailers, agencies and select industry forums to reinforce SheaMoisture's leadership in multicultural beauty.

People Leadership & Project Vision • Lead and inspire a team of 4+ specialists across content creation, influencer and creator marketing, PR, experiential marketing and brand purpose to create and capture demand, fostering a culture of collaboration, creativity and excellence in execution. • Manage and coach direct reports, fostering a culture of consumer obsession, creativity, accountability and growth. • Drive High Performance & Standards of Leadership: Take personal accountability to deliver results with speed and excellence, maintain personal mastery and resilience, bring the voice of multicultural consumers into every decision, balance creative risk with commercial discipline, stay three steps ahead, and focus on what counts.

Required Qualifications: • 7+ years leading creative content teams or projects in beauty, fashion, lifestyle, or entertainment. • Proven experience as a social media creator or strategist with a deep understanding of platform nuances and trends. • Demonstrated expertise in building brand relevance among Black consumers and Black Gen Z women. • A proven track record of developing and executing engaging, on-brand content strategies through a strong creative portfolio. • Success briefing, managing, and collaborating with external agencies and creators to ensure brand consistency. • Track record for using analytics to measure performance, derive insights, and optimize campaigns in real time. • Experience leading direct reports and influencing senior stakeholders in a matrixed environment. • Mastery of exceptional copywriting, visual storytelling, project management, and performance analysis.

Preferred Qualifications: • Demonstrable experience using generative AI tools for content creation. • Strong grasp of beauty trends, ingredients, and industry terminology, with depth in textured haircare.

Pay:  The pay range for this position is $146,200 to $219,400. Unilever t

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