Associate Director Nexxus Demand Creation - B&W NA

Unilever•Hoboken, NJ

13d•$146,200 - $219,400•Hybrid

About The Position

This position entails working on one of Unilever's top brands, Nexxus. Born in 1979, Nexxus is poised for its next chapter of growth in North America. With a focus on innovation that fuses advanced science, elevated sensorial, and evolving consumer needs, the brand continues to strengthen its leadership in high-performance haircare. As one of Unilever’s power brands and a strategic priority within Beauty & Wellbeing North America, Nexxus plays a critical role in accelerating premium growth across the portfolio. 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 equity, engagement, and conversion with consumers. We are looking for someone who has their finger on the pulse of beauty trends and can grow Nexxus “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. The candidate must be able to apply performance metrics to creative work and engage in ongoing social analysis and agility. A leader, creative visionary, and an individual passionate about brand development is needed for this role. The position is based in Hoboken, NJ with a hybrid schedule of three in-office days and two remote days per week. DEMAND CREATION LEAD: The Brand Demand Creation Lead is responsible for driving consumer demand and achieving business objectives for Nexxus 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.

Requirements

Proven experience in leading creative content teams or projects, ideally in beauty or a related industry (fashion, lifestyle).
Experience creating brand equity, with an understanding of how to translate brand equity to performance marketing.
Strong understanding of beauty products, trends, ingredients, and industry terminology.
A portfolio demonstrating strong equity and content strategy development, execution, and a track record of creating engaging, on-brand content.
Experience exploring and implementing new content creation technologies, with a willingness to embrace and experiment with AI tools.
Proven success briefing, managing, and collaborating effectively with external agencies, ensuring high-quality output and brand consistency.
Comfort using analytics to measure content performance, derive insights, and make data-informed decisions to optimize content strategy.
Ability to develop and execute data-driven content plans aligned with brand goals, target audience, and different platforms.
Tracking content performance metrics, deriving insights, and adapting strategies to optimize engagement and achieve objectives.
Mastery of grammar, tone, and crafting compelling beauty-focused copy across various formats (social posts, articles, video scripts, etc.).
Strong understanding of written and visual elements (photography, video, graphics) and how they contribute to brand storytelling in beauty.
Experience leading, motivating, and providing clear direction to internal teams and external agencies, ensuring deadlines and quality.
A demonstrable passion for the beauty landscape, its products, keeping up with trends, innovations, and key players, reflecting a genuine enthusiasm for the field.

Nice To Haves

Demonstrable experience using generative AI tools for content creation

Responsibilities

Translate the multi-year brand growth plans into a comprehensive Brand Marketing Plan to deliver the brand-specific annual plan targets.
Act 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, and experiential marketing 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 Nexxus 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 competitive landscape, possessing an intimate understanding of the local market culture, communities, and social media strategies, 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.