Join us as Hair Demand Creation Lead – Beauty & Wellbeing Arabia
Function Marketing
Work Level WL2C
Reports to Head of Demand Creation Arabia
Scope Arabia (UAE, KSA, Kuwait, Bahrain, Oman, Qatar)
Location Dubai, United Arab Emirates
Terms & Conditions Full-Time
JOB PURPOSE
This role exists within the Beauty & Wellbeing division to drive category growth and market leadership by translating insight and category strategy into impactful, integrated demand creation across our Hair portfolio. Reporting to the Demand Creation Lead, the role acts as the category custodian, shaping portfolio and investment choices while leading the end-to-end demand creation agenda across multiple brands.
You will be responsible for crafting and executing holistic, consumer-first marketing plans that bring together all demand creation levers, with a strong emphasis on digital-first and social-first brand building. This includes leading integrated brand planning, driving best-in-class campaigns, and ensuring strong consumer relevance across touchpoints.
Working closely with cross-functional teams, you will lead brand teams to deliver against ambitious business objectives, strengthening brand equity, accelerating growth, and winning in a highly competitive and dynamic Hair Care category.
You’ll be part of a team that believes in doing work that matters – for people and the planet. We invite you to be part of something bigger.
KEY RESPONSIBILITIES
• Category & Brand Strategy
o Lead the development of the Hair category growth strategy for Arabia, ensuring alignment with global and regional strategy
o Build a deep understanding of consumer, shopper, and competitive dynamics to inform strategic choices
o Identify growth opportunities across segments, formats, and price tiers
o Define strong brand positioning, equity, and differentiation, aligned with brand purpose and Jobs-to-be-Done (JTBD)
o Shape portfolio and investment choices to maximize category and brand growth
• Demand Creation & Brand Experience
o Lead the end-to-end demand creation agenda, translating strategy into integrated, consumer-first marketing plans
o Own the development and execution of best-in-class, purpose-led brand experiences across all touchpoints
o Lead delivery of integrated marketing campaigns (IMC) across digital, media, e-commerce, and in-store channels
o Drive culturally relevant communication tailored to Arabia markets to strengthen consumer relevance and engagement
o Lead and inspire a Demand Creation team to execute social-first marketing strategies and campaigns
o Partner with media and digital teams to ensure best-in-class planning, execution, and ROI
• Digital & Social Leadership
o Champion a digital-first and social-first approach to brand building and consumer engagement
o Drive content, influencer, and social strategies to build brand love and community engagement
o Act as a digital pioneer, advancing e-commerce and digital execution to deliver seamless consumer experiences across channels
• Innovation & Portfolio Management
o Lead local deployment of global innovation pipelines and identify relevant local innovation opportunities
o Identify whitespace opportunities across benefits, formats, and price-pack architecture
o Manage the full portfolio lifecycle, including launches, renovations, and delists
o Ensure innovation is aligned with category growth drivers and evolving consumer needs
• Business Performance & P&L Ownership
o Own delivery of key KPIs including Turnover, Market Share, Profitability (PBO), and Penetration
o Manage marketing budgets and optimize allocation to maximize ROI and business impact
o Drive pricing, promotion strategy, and investment decisions
o Lead monthly performance tracking, identify risks/opportunities, and implement corrective actions
• Cross-Functional Leadership
o Lead and align cross-functional teams across Sales, Supply Chain, Finance, and Customer Marketing to deliver business objectives
o Lead the Integrated Business Planning (IBP) process for the category
o Ensure strong alignment between category strategies and customer/channel plans
o Drive seamless execution from strategy through to marketplace delivery
• Agency & Stakeholder Management
o Manage creative, media, and digital agencies to deliver best-in-class outputs
o Build strong collaboration with global, regional, and market teams
o Influence senior stakeholders through data-led storytelling, insights, and clear recommendations
REQUIRED QUALIFICATIONS
• 6–10 years of experience in marketing, brand management, or category roles
• Experience working in cross-functional, matrix environments
• Proven track record in category and portfolio brand management within the consumer goods industry, with strong experience developing and executing brand strategies, leading teams, and driving brand growth and business results
• Expertise in integrated marketing planning across digital, social, experiential, and traditional channels
• Strong commercial and financial acumen (budget management, performance tracking, data-driven decision-making)
• Effective collaboration with CSP and country teams for in-market execution, and the ability to manage and partner with creative, media, and digital agencies to deliver best-in-class outcomes.
PREFERRED QUALIFICATIONS
• Experience in FMCG or Beauty & Personal Care preferred
• Experience in social-first marketing, with a deep understanding of content, influencer, community, PR/earned, experiential, and paid media strategies
• Experience in e-commerce strategy development, online channel management, and optimisation of digital consumer journeys
At Unilever, inclusion is at the heart of everything we do. We welcome applicants from all walks of life and are committed to creating an environment where everyone can thrive/succeed. All applicants will receive fair and respectful consideration, and we actively support the growth and development of every employee.
ADDITIONAL INFORMATION
TA must insert further details regarding role location, right to work requirements, whether Unilever will assist with:
1. Relocation Clause
2. Compensation and benefits Clause (if any)
3. Work location:
a. Remote – Country Name
b. Hybrid
c. Office-based role
Or any other additional information (based on local requirements such as visa or education certification)>
ARE YOU INTERESTED? (Copy only for Internal Post)
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We are committed to making reasonable adjustments to provide a positive, barrier-free recruitment journey. Should you require additional information or reasonable adjustments to allow you to present your best self during this process, please contact your Talent Partner.
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.