PC Arabia Content & Social Lead Unilever

JOB PURPOSE

The purpose of the PC Content and Social Lead is to spearhead the transformation of marketing towards a social-first approach and act as the champion for landing global capability agenda and tools in Arabia.

WHAT WILL BE YOUR MAIN RESPONSIBILITIES BE

• Own roadmap and execution of Social first transformation across PC Arabia. Ensure implementation of ecosystem (across content, community management, influencer, gen AI), working model and performance management.
• Partner with brand leads to ensure BG Demand Creation transformation is successfully delivered to the region i.e. ensuring brand worlds and brand experience toolkits are localised successfully by brand / content
• Implement the Content Supply Chain. Build a light house market and scale across PC Arabia
• Drive capability building program across Arabia PC marketing community for Social 1st transformation building the right understanding, tools adoption and evolved ways of working in close collaboration with global team
• Develop and execute a comprehensive influencer marketing strategy aligned with our brands overall marketing objectives, target audience, and budget.
• Build an intimate understanding of the local market culture, communities, and social media platforms and trends
• Conduct qualitative analysis of social media conversations, identifying trends, sentiment, and opportunities to improve brand messaging and content.
• 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
• Develop and execute strategic PR plans aligned with brand marketing objectives, leveraging a deep understanding of the industry, PR partners & Content distributors.

Experiences & Qualifications

Content Creation Leadership: Proven experience in leading creative content teams or projects, ideally in the respective category or a related industry.

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.

Product Knowledge: Strong understanding of the respective products, trends, ingredients, and industry terminology for the respective brand(s).

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 copies 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.
• 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 Growth: A demonstrable passion to build brand desire and drive purchase through conversion, keeping up with trends, key players and insights and 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 relevant platforms (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.