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Marketing and Media Lead, Hair Portfolio
lead · Marketing
Job Purpose
Beauty & Wellbeing (B&W) is a powerhouse business driving growth in Hair and Skin Care with iconic brands like Dove, Dove Men+Care, TRESemmé, Shea Moisture, Nexxus, and Vaseline. In Canada, Hair Care is the anchor of our B&W portfolio and a primary engine for our growth ambition.
The Marketing and Media Lead, Hair Portfolio, is the end-to-end leader for Unilever Canada’s Hair business, holding full accountability for Dove, Dove Men+Care, TRESemmé, Shea Moisture, and Nexxus. This role also stewards the total B&W Canada media investment strategy, integrating brand equity, demand creation, and media effectiveness into a unified growth engine.
As a key member of the B&W Canada Leadership Team, you will accelerate the growth of our power brands and spearhead the local transformation of our Social-First Demand Generation (SFDG) model to deliver best-in-class market impact and effectiveness.
Key Accountabilities
End-to-End Hair Portfolio Leadership:
- Own the multi-brand Hair Portfolio strategy, including 3-year strategic plans, growth roadmaps, and in-year activation across Dove, DMC, TRESemmé, Shea Moisture, and Nexxus.
- Deliver brand-specific targets (TO, NSV, USG, GM, PBO, market share, and Brand Health) in partnership with CS&P, Finance, and CD Ops.
- Safeguard brand equity by ensuring consistency of Brand Key, BCI, and Distinctive Brand Assets while adapting them for Canadian consumer and retail nuances.
- Execute simultaneous grow-and-turnaround agendas across our power brands.
- Localize global innovation and communications strategies by partnering with North America and Global teams to ensure speed and market relevance.
Media Investment Leadership:
- Define the total B&W Canada media investment strategy, establishing allocation principles, working-media targets, and ROI guardrails aligned with industry best practices.
- Steward the annual media plan across all power brands in partnership with the Media & Digital Engagement team.
- Optimize BMI effectiveness (B-Smart) and funnel sufficiency, establishing measurement disciplines that trace 80%+ of marketing spend to business performance.
- Champion social-first, connected commerce models, integrating paid, owned, earned, and retail media into cohesive full-funnel plans.
Demand Creation & Social-First Transformation:
- Operationalize the Social-First Demand Generation (SFDG) model, transitioning from campaign-based planning to an always-on, community-driven ecosystem.
- Drive strategic partnerships and cultural collaborations—across creators, platforms, and retailers—to unlock breakthrough demand and earned impact.
- Elevate brand distinctiveness through creative excellence and modular content development that maximizes ROI.
Cross-Functional Leadership & Business Delivery:
- Orchestrate integrated business plans (S&OP, IBP) through cross-functional partnership with CS&P, CD, Finance, Supply Chain, and CMI.
- Drive retail excellence, applying "shelf-back" thinking to ensure flawless execution (Perfect Store, POG, DWP) by brand and customer.
Talent & Team Leadership:
- Cultivate a high-performing, "play-to-win" culture focused on beauty and wellness.
- Model Unilever’s Standards of Leadership: Personal Mastery, Passion for High Performance, Consumer & Customer Focus, and Talent Catalyst.
Required Qualifications
- Bachelor's degree
- 10+ years of progressive marketing or brand management experience, within CPG
- Proven track record of leading multi-brand portfolios with end-to-end P&L accountability, including brand equity, innovation, and demand creation
- Strong expertise in media investment leadership, including BMI planning, working-media effectiveness, and full-funnel, social-first strategy
- Deep understanding of the Canadian consumer, retail environment, and cultural landscape
- Experience managing complex cross-functional relationships across local, North American, and Global teams with strong influencing and stakeholder management skills
- Demonstrated success in coaching, developing, and inspiring high-performing teams and agency partners
- Fluency in data-driven decision making, including Nielsen, Numerator, brand health metrics, and marketing effectiveness frameworks
Preferred Qualifications
- MBA or equivalent post-graduate qualification
- Direct experience in the Hair Care category
- Proven experience leading brand turnarounds and premiumization initiatives
- Ideally in beauty, personal care, or another consumer-driven category
Pay: The pay range for this position is $131,800-$197,600. Unilever takes into consideration a wide range of factors that are utilized in making compensation decisions including, but not limited to, skill sets, experience and training, licensure and certifications, qualifications and education, and other business and organizational needs.
Bonus: This position is bonus eligible.
Long-Term Incentive (LTI): This position is LTI eligible.
Benefits: Unilever employees are eligible to participate in our benefits plan. Should the employee choose to participate, they can choose from a range of benefits to include, but is not limited to, health insurance (including prescription drug, dental, and vision coverage), retirement savings benefits, life insurance and disability benefits, parental leave, sick leave, paid vacation and holidays, as well as access to numerous voluntary benefits. Any coverage for health insurance and retirement benefits will be in accordance with the terms and conditions of the applicable plans and associated governing plan documents.
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Unilever Canada is an organization committed to diversity and inclusion 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. All qualified applicants will receive consideration for employment without regard to race, colour, religion, sex, sexual orientation, gender identity or expression, age, national or ethnic origin, marital status, family status, disability, genetic characteristics, and a conviction for which a pardon has been granted.
If you are an individual with a disability in need of assistance at any time during our recruitment process, please contact us at NA.Accommodations@unilever.com. Please note: These lines are reserved for individuals with disabilities in need of assistance and are not a means of inquiry about positions or application statuses.
Unilever Canada est une organisation engagé à la diversité et à l'inclusion pour stimuler nos résultats d'affaires et créer un meilleur avenir chaque jour pour nos employés, les consommateurs globaux, les partenaires et les communautés. Nous croyons qu'un effectif diversifiée nous permet de faire correspondre nos ambitions de croissance et de stimuler l'inclusion dans l'entreprise. Tous les candidats qualifiés recevront la considération pour un emploi sans égard à la race, la couleur, la religion, le sexe, l'orientation sexuelle, l'identité ou l'expression de genre, l'âge, l'origine nationale ou ethnique, l'état matrimonial, la situation familiale, l'invalidité, les caractéristiques génétique, et une condamnation pour laquelle un pardon a été accordée.
Si vous êtes une personne handicapée qui a besoin d'aide à tout moment au cours de notre processus de recrutement, veuillez communiquer avec nous au NA.Accommodations@unilever.com. Veuillez noter: ces lignes sont réservées aux personnes handicapées ayant besoin d'aide et ne sont pas un moyen d'enquêter sur les postes.
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