Marketing and Media Lead, Hair Portfolio

Job Description

Marketing and Media Lead, Hair Portfolio | Unilever

The Tone:
This is a full-time leadership role at Unilever, located in Canada. Unilever’s Beauty & Wellbeing business is a significant driver of growth in Hair and Skin Care, featuring iconic brands such as Dove, TRESemmé, and Shea Moisture. This position is critical as it serves as the end-to-end leader for the entire Hair portfolio in Canada, directly impacting the primary engine of the company’s growth ambition. The role matters by defining media investment strategies, spearheading the transformation to a Social-First Demand Generation model, and ensuring strong market impact for powerhouse brands.

The TL;DR
• Role: Full Time
• Type: Full-time
• Location: In-person, Canada
• Pay: $131800–$181000 yearly
• Team: Key member of the Beauty & Wellbeing Canada Leadership Team
• Mission: Own the end-to-end Hair portfolio, driving brand growth, market impact, and effectiveness through strategic leadership and media innovation.
• Tech Stack: Nielsen, Numerator, B-Smart

What You’ll Actually Do
• Portfolio Strategy: Own the multi-brand Hair portfolio strategy, including 3-year strategic plans, growth roadmaps, and in-year activation across key brands like Dove and TRESemmé.
• Performance Delivery: Deliver brand-specific targets for turnover, net sales value, underlying sales growth, gross margin, and market share in collaboration with cross-functional partners.
• Global Localization: Localize global innovation and communications strategies, partnering with North America and Global teams to ensure speed, market relevance, and brand equity consistency.
• Media Investment: Define the total Beauty & Wellbeing Canada media investment strategy, establishing allocation principles, working-media targets, and ROI guardrails.
• Demand Generation: Operationalize the Social-First Demand Generation model by transitioning to an always-on, community-driven ecosystem and fostering strategic cultural partnerships.

The Must-Haves
• Background: Bachelor’s degree with 10+ years of progressive marketing or brand management experience within the CPG industry. Proven track record of leading multi-brand portfolios with end-to-end P&L accountability, encompassing brand equity, innovation, and demand creation.
• Experience: 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, alongside experience managing complex cross-functional relationships across local, North American, and Global teams.
• Skills: Fluency in data-driven decision making, including Nielsen, Numerator, brand health metrics, and marketing effectiveness frameworks. Demonstrated success in coaching, developing, and inspiring high-performing teams and agency partners, with strong influencing and stakeholder management skills.
• Bonus: MBA or equivalent post-graduate qualification. Direct experience in the Hair Care category or proven experience leading brand turnarounds and premiumization initiatives, ideally within beauty, personal care, or another consumer-driven category.