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JOB TITLE: Lifebuoy Masterbrand and SFDG lead
ABOUT LIFEBUOY
Lifebuoy is one of Unilever’s most iconic purpose-driven brands. Established in 1894 to make hygiene accessible for all, the brand now leads global germ protection and is undergoing a major strategic reset and transformation towards a future-fit Skin Protection Masterbrand. This role is central to shaping the next phase of global brand and digital growth.
JOB PURPOSE
This role exists to define the brand’s long-term strategy, strengthen its identity system, and accelerate its shift to a social-first global brand. You will lead multi-year transformation programs, embed digital-first ways of working, and ensure globally consistent yet locally relevant execution. You will also manage one Global Assistant Brand Manager (ABM) and collaborate with markets, agencies, and cross-functional teams.
You’ll be part of a team that believes in doing work that matters.We invite you to be part of something bigger.
KEY RESPONSIBILITIES
Masterbrand Transformation Leadership: Set the long-term brand blueprint, including positioning, brand architecture, and strategic direction. Build and codify a distinctive global brand identity and lead the global rollout of the refreshed visual identity across packs, communications, and digital systems.
Lead Social First Digital Growth (SFDG): Embed platform-native, social-first thinking across global and market teams. Develop scalable social-first playbooks for creativity, content systems, and performance optimization. Build a strong creator and influencer ecosystem anchored in culture and community.
Brand Strategy & Growth Delivery: Translate insights and cultural intelligence into clear global growth opportunities. Define strategic guardrails and guidelines to drive consistent high-quality execution across markets. Shape long-term strategic plans and portfolio strategy with clear prioritization.
Cross-Functional & Agency Leadership: Partner with creative, design, and social-first agencies to deliver breakthrough brand and digital solutions. Align and influence markets to deliver against transformation priorities. Drive operational excellence with strong planning, governance, and ways of working.
Key Performance Indicators (KPIs)
Masterbrand Transformation: Global adoption of the Masterbrand blueprint, identity system, and toolkits. High consistency scores across priority markets for visual identity application. Quality and usability of guidelines delivered to market teams.
Social First Digital Growth: Growth in social-native KPIs (engagement, view-through, equity lift). Market adoption of social-first frameworks and modular content systems. Demonstrated ROI from creator and influencer programs.
Brand Strategy & Business Outcomes: Improvements in share, equity, or penetration in transformation markets. Strength and alignment of strategic plans and portfolio strategy. Clear and fast translation of strategy into execution.
Executional Excellence: On-time, on-budget delivery of major workstreams. Reduction in rework through stronger governance and creative standards. Positive feedback on collaboration from markets and stakeholders.
Capability Building & Ways of Working: Number of markets adopting new digital and social-first practices. Improvement in content quality, agility, and speed to market. Embedding of new workflows, governance, and toolkits.
People Leadership: Development and capability growth of the Global ABM. Strong leadership reputation with markets, agencies, and partners.
REQUIRED QUALIFICATIONS
At least 7+ years’ experience in Marketing across Global & Local Marketing, including leading Global projects.
Experience in “crafting” is a must. Strong background in innovation, mix development, and communication development.
Experience with multi-culture working context.
Core Social First Skills
Expertise in platform-native content (TikTok, YouTube, Reels, emerging platforms).
Deep understanding of influencer and creator ecosystems.
Ability to use real-time analytics for rapid optimization.
Skilled in social listening, culture spotting, and digital trend mapping.
Personal Attributes
High agility, entrepreneurial mindset, and comfort with ambiguity.
Strong influencing, communication, and relationship-building skills.
PREFERRED QUALIFICATIONS
Experience in personal and beauty categories would be preferred.
Experience in global brand transformation including positioning, architecture, and identity rollouts will be preferred.
Eye for beauty: attention to details and consistently delivers high-quality work.
TO APPLY
Please apply online by clicking on the “Apply” button. Your application will be reviewed against our requirements. Should you not meet our immediate requirements, your profile will be registered in our talent pool system, and we will match your profile to suitable future vacancies.
You will be able to access your status update through the candidate tracking link.
In line with Singapore Government regulations, we are committed to giving priority to local Singaporean candidates during our hiring process. Applications from foreign candidates will be considered if suitable local talent is not available
Thank you for your interest and application.
Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.