Brand Director, Owned Content Leader - NA Oral Care

Procter & Gamble

22h•Onsite

About The Position

The Franchise Owned Content Leader is responsible for owning the end-to-end Paid-Owned-Earned (POE) content operating model for the brand franchise. This role translates brand and POE strategies into clear content priorities, calendars, and execution plans, while establishing governance, decision rights, SLAs, and escalation paths across owned and earned content. The leader will define and sustain an always-on publishing cadence, align with various departments to ensure consistency and impact, and simplify ways of working for speed and compliance. Key areas of focus include compliance, claims, brand stewardship, community engagement, issue management, retailer and digital experience content excellence, and performance analysis for system evolution.

Requirements

Superior Brand Communication: Leads development and execution of integrated brand communication across owned and earned channels.
Translates brand strategy into clear, consistent narratives that build equity, trust, and relevance.
Ensures brand meaning is expressed cohesively across platforms, environments, and moments.
Brand Stewardship & Risk Judgment: Safeguards brand integrity, claims accuracy, and compliance across all owned and earned content.
Exercises enterprise-level judgment in speed vs. risk trade-offs.
Applies governance, escalation protocols, and guardrails consistently to prevent reputational risk.
Integrated Content Strategy & Governance: Designs and governs end-to-end owned and earned content operating models.
Establishes decision rights, SLAs, escalation paths, and operating cadences.
Codifies standards and ways of working to enable scalable, disciplined execution.
Community, Earned Engagement & Issue Leadership: Leads community engagement across owned and earned environments (social, reviews, earned media, KOLs).
Oversees issue identification, escalation, and resolution in partnership with Legal, GCR, PR, and Brand.
Uses sentiment and earned signals to inform content refinement and engagement strategy.
Digital Experience & Credibility Content Excellence: Owns quality, accuracy, and freshness of content across brand.com and retailer PDPs.
Ensures alignment between owned content, retailer environments, and third-party credentials.
Partners with R&D, eContent Publishing, Digital Experience, and PR to ensure substantiated, credible content.
Performance, Learning & System Evolution: Defines success measures for owned and earned environments (engagement, sentiment, authority, AI visibility).
Interprets performance, listening, and earned signals to evolve strategy and standards.
Codifies learning into playbooks and system improvements.
Cross-Functional & External Partnership Leadership: Builds strong partnerships across Brand, Media, Analytics, Digital Experience, Legal, R&D, PR, and Agencies.
Aligns teams around shared accountability, clear ways of working, and execution excellence.
Enables collaboration across franchises while maintaining brand and communications standards.

Responsibilities

Own the end-to-end Paid-Owned-Earned (POE) content operating model for the brand franchise.
Translate brand and POE strategies into clear content priorities, calendars, and execution plans.
Establish governance, decision rights, SLAs, and escalation paths across owned and earned content.
Define and sustain always-on publishing cadence (planned + reactive).
Align with Brand, Media, PR, Listening, Digital Experience, and partners to ensure consistency and impact.
Simplify and standardize ways of working to enable speed and consistency with compliance.
Serve as primary owner of brand and claims integrity for owned and earned content.
Lead legal, regulatory, and brand review workflows for always-on content.
Make enterprise-level judgment calls on speed vs. risk.
Partner with Legal, R&D, GCR, and PR to anticipate and mitigate risk.
Strengthen upfront guardrails to reduce rework, delays, and preventable issues.
Oversee brand engagement across owned and earned environments (credentialing; earned media, etc.), including social, reviews, and select influencer/KOL touchpoints.
Ensure timely, consistent, and brand-appropriate responses to consumers and stakeholders.
Define and manage escalation protocols for complaints, product issues, and reputational risks.
Partner with GCR, Legal, Brand, and PR to resolve issues effectively and transparently.
Use sentiment, reviews, and earned signals to inform content planning and refinement.
Own PDP quality, accuracy, and freshness across key retailers.
Ensure consistency between brand.com, retailer environments, and earned credentials.
Partner with eContent Publishing, R&D, Digital Experience, and PR on claims, imagery, and substantiation.
Oversee syndication of approved content, imagery, reviews, and third-party credentials.
Balance retailer, platform, and partner requirements while maintaining brand and claims integrity.
Define what “winning” looks like across owned and earned environments (engagement, sentiment, authority, and AI visibility).
Establish success measures for LLMs, AI citations, backlinks, authority prompts, and risk-mitigation topics.
Use performance, sentiment, and earned signals to evolve content strategy and standards.
Codify learning into playbooks, standards, and system improvements over time.
Lead development and execution of integrated brand communication across owned and earned channels.
Translate brand strategy into clear, consistent narratives that build equity, trust, and relevance.
Ensure brand meaning is expressed cohesively across platforms, environments, and moments.
Safeguard brand integrity, claims accuracy, and compliance across all owned and earned content.
Exercise enterprise-level judgment in speed vs. risk trade-offs.
Apply governance, escalation protocols, and guardrails consistently to prevent reputational risk.
Design and govern end-to-end owned and earned content operating models.
Establish decision rights, SLAs, escalation paths, and operating cadences.
Codify standards and ways of working to enable scalable, disciplined execution.
Lead community engagement across owned and earned environments (social, reviews, earned media, KOLs).
Oversee issue identification, escalation, and resolution in partnership with Legal, GCR, PR, and Brand.
Use sentiment and earned signals to inform content refinement and engagement strategy.
Own quality, accuracy, and freshness of content across brand.com and retailer PDPs.
Ensure alignment between owned content, retailer environments, and third-party credentials.
Partner with R&D, eContent Publishing, Digital Experience, and PR to ensure substantiated, credible content.
Define success measures for owned and earned environments (engagement, sentiment, authority, AI visibility).
Interpret performance, listening, and earned signals to evolve strategy and standards.
Codify learning into playbooks and system improvements.
Build strong partnerships across Brand, Media, Analytics, Digital Experience, Legal, R&D, PR, and Agencies.
Align teams around shared accountability, clear ways of working, and execution excellence.
Enable collaboration across franchises while maintaining brand and communications standards.