Report to: CLEAR & TRESEMME BRAND LEAD
Job Purpose
- The Brand Experience Lead Supports Brand Leads in creating integrated brand plans.
- Lead in developing and executing Brand activations, shopper & retail experiences (POS materials artwork, in-store activations).
Main Responsibilities
- Develop and execute innovative and engaging brand experiences that connect with the target audience, reinforce brand positioning, and drive measurable results.
- Lead the planning and execution of in-store activations, events, and retail experiences, creating memorable moments that enhance the shopper journey and drive sales.
- Collaborate with the Influencer Marketing, PR and Content team to integrate partnerships into brand experiences, leveraging their reach and engagement to amplify events and generate content.
- Manage external agency relationships, providing clear briefs, overseeing creative development, and ensuring seamless execution within budget and timeline parameters.
- Analyse the performance of brand experiences, tracking key metrics such as attendance, engagement, social media buzz, and sales impact to measure ROI and inform future strategies.
Experience
WHAT YOU NEED TO SUCEED
- Proven Experiential Marketing: Typically 3+ years of experience directly conceiving, planning, and executing brand activations, ideally with a digital-first approach.
- Track Record in Beauty (preferred): Experience within the beauty industry or with beauty brands is highly advantageous, understanding the target audience and trends.
- Shopper Journey Optimisation: Demonstrated success in analysing and improving customer experiences across multiple touchpoints (online store, social media, etc.).
- Project Management Prowess: Evidence of managing complex projects with multiple stakeholders, budgets, and timelines, ensuring successful delivery.
- Digital Marketing Exposure: Familiarity with digital marketing channels, tactics, and their role in amplifying brand experiences.
Other
- Retail Experience: If the role has a physical retail element, experience with visual merchandising, store design, or in-store events is valuable.
- Agency Background: Working at an experiential marketing agency can provide diverse experience across multiple brands and projects.
- Data Analysis Skills: Comfort using data to track activation performance, measure ROI, and inform future strategies.
Skills
Brand Strategy & Vision:
- Brand Understanding: Deep understanding of brand identity, values, and how experiences can effectively translate and reinforce them to consumers.
- Strategic Alignment: Ability to align activations with overall brand goals and marketing objectives, ensuring consistency in messaging and brand expression.
Experiential Marketing Expertise
- Creative Concept Development: Generating innovative and engaging brand experience concepts that align with brand objectives, target audience, and budget.
- Event Planning & Execution: Strong organisational and logistical skills to plan, manage, and execute brand activations, events, and retail experiences flawlessly, whether online or offline (e.g., pop-up events, influencer partnerships, interactive digital campaigns).
- Online and Offline Experience: While the role requires a digital-first approach, proven success in designing and executing impactful brand activations in both online and offline environments
Shopper Journey & Retail
- Shopper Journey Mapping: Analysing and optimising the customer journey across all touchpoints (online store, social media, physical retail if applicable). This includes identifying pain points and opportunities to enhance the experience at each stage.
- Retail Understanding: Knowledge of visual merchandising, store design principles, and in-store customer experience tactics.
Project & Budget Management
- Project Management: Strong organisational skills to manage multiple activations, budgets, timelines, and stakeholders (internal teams, agencies, vendors).
- Budget Management: Experience managing budgets, negotiating with vendors, and optimising spending for maximum impact.
Digital Fluency & Technology
- Digital Marketing Integration: Understanding of digital marketing channels and tactics to amplify brand experiences, drive online engagement, and track results.
- Technical Proficiency: Familiarity with event management software, project management tools, and other relevant technologies, including those specific to beauty activations (e.g., AR/VR try-on experiences, shoppable social content, interactive video).
Beauty Consumer & Trend Insight
- Passion for Beauty: A demonstrable passion for the beauty landscape, its products, keeping up with trends, innovations, and key players, reflecting a genuine enthusiasm for the field.
- Beauty Consumer Insight: Deep understanding of beauty shoppers motivations, behaviours, and preferences. This includes the ability to tailor experiences that resonate with the target audience and drive desired actions.
- Trend Awareness: Keeping up with emerging technologies, experiential trends, and competitor activations in the beauty space to stay ahead of the curve and identify new opportunities.
Creative & Analytical Skills
- Visual & Sensory Storytelling: Strong aesthetic sense and understanding of how to create visually captivating experiences that appeal to the senses, which is particularly important in the beauty industry.
- Data Analysis & Reporting: Ability to track and measure the impact of activations, using data to optimise future experiences, demonstrate ROI, and inform strategic decisions.
- Teamwork & Collaboration: Ability to effectively collaborate with internal teams (e.g., marketing, sales, creative) and external partners (e.g., agencies, vendors) to deliver seamless brand experiences.
- Communication & Presentation Skills: Excellent written and verbal communication skills to articulate ideas, present concepts, and inspire stakeholders.
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.
