Unilever VietNam ★ 4.4

Job Purpose

The Content Lead is responsible for leading the digital content creation for Sunsilk & Dove Vietnam Hair Brand in the market to guarantee creative excellence, brand consistency and effectiveness (ROI), via:

Leveraging our E2E marketing technology capability (including Gen AI) Liaising with local social first content agencies. Guarantee creative excellence, brand consistency and effectiveness (ROI)

Main Responsibilities

Lead the development and execution of a market-specific content strategy that aligns with the global brand direction while resonating deeply with local cultural nuances and beauty trends. Own content effectiveness and excellence for the brands across consumer and shopper touchpoints Act as the brand's expert on the local market, possessing an intimate understanding of the local market culture, communities, and social media platforms, with a particular focus on beauty trends. Oversee the end-to-end content creation process, from ideation and planning to execution and optimisation, ensuring all content aligns with brand guidelines, BET strategy and assets – ensuring it resonates with the communities we are engaging with. Manage the relationship with key agency partners by providing clear and insightful briefs that Content Supply Chain (powered by AI) and the local creator ecosystem. Ensuring digital content is culturally relevant, engaging and authentic content output. Continuously analyse content performance metrics, derive actionable insights, and adapt the content strategy to optimise engagement, reach, and overall ROI.

Experience

WHAT YOU NEED TO SUCCEED

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 optimise content strategy. Gen AI Application (preferred): Demonstrable experience using generative AI tools for content creation

Skills

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 optimise 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.

Technology & AI Integration

Generative AI Understanding: Knowledge of how Gen AI tools work, their capabilities and limitations in content creation (e.g., generating copy ideas, image prompts). Tech-Savviness (preferred): Comfort exploring and evaluating new content creation tools and platforms relevant to beauty (AR/VR, interactive experiences, etc.). Data-Driven Approach (preferred): Leveraging data and analytics to inform AI-powered content decisions, personalise experiences, and maximise impact. Ethical Considerations (preferred): Awareness of potential biases and ethical implications of using AI in content creation, ensuring responsible and inclusive practices.

Agency Collaboration

Briefing & Communication: Expertise in developing clear and comprehensive briefs for local agencies, outlining objectives, brand guidelines, and desired outcomes. Relationship Management: Building strong relationships with agencies, providing constructive feedback, and ensuring seamless collaboration. Quality Control: Implementing processes to review and approve agency-created content, ensuring alignment with brand standards and messaging. Cultural Sensitivity (preferred): Understanding nuances of working with agencies across different regions, respecting cultural differences and adapting communication styles.

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