B&W Arabia Demand Creation Lead and Marketing Transformation Lead PTAB

Title: B&W Demand Creation Lead Arabia & Marketing Transformation PTAB

Function: Marketing

Reports To: Manan Gupta – B&W PTAB General Manager

Work Level: WL3X

Location: Dubai, UAE

Employment Type: Full time. International Assignment (IA) to be provided for expatriate talent upon visa eligibility

ABOUT UNILEVER

With 3.4 billion people in over 190 countries using our products every day, Unilever is a business that makes a real impact on the world. Work on brands that are loved and improve the lives of our consumers and the communities around us. We are driven by our purpose: to make sustainable living commonplace, and it is our belief that doing business the right way drives superior performance. At the heart of what we do is our people – we believe that when our people work with purpose, we will create a better business and a better world. 

At Unilever, your career will be a unique journey, grounded in our inclusive, collaborative, and flexible working environment. We don’t believe in the ‘one size fits all’ approach and instead we will equip you with the tools you need to shape your own future.

BEAUTY & WELLBEING PTAB

Beauty and Wellbeing PTAB business is €800m in size, spanning 17+ countries, multiple sourcing sites and BW sites in UAE and Pakistan. The Demand Creation Lead Arabia & Marketing Transformation Lead PTAB is responsible for a €227m business in Arabia spanning 6 countries (UAE, KSA, Oman, Kuwait, Bahrain, Qatar) driving consumer demand and achieving business objectives for a portfolio of beauty brands in the designated markets and reports to the General Manager and Commercial Lead for the Business Unit and will be a key member of the PTAB B&W leadership team in this capacity.

This role is pivotal in translating business strategy into actionable marketing plans, leading demand creation teams, and championing a digital-first, social-first approach to brand building and consumer engagement across channels.  The role also drives Marketing Transformation across PTAB, an exciting area where the role will influence a social-first shift in brand building by partnering with country GMs and Marketing Leads – ensuring brands are digitally dominant and culturally relevant across the region.

MAIN RESPONSIBILITIES

• Translate the Business Unit's strategic vision into comprehensive Brand Marketing Plans specifically tailored for the market, leading the development and execution to achieve growth in Arabia, focusing on mix development and innovation with strong executional excellence
• Lead and inspire the market Demand Creation Teams, fostering a culture of collaboration, innovation, and excellence in execution.
• Oversee all Demand Creation activities across the portfolio of beauty brands in the market, encompassing advertising campaigns, consumer engagement initiatives, Direct-to-Consumer strategies, and the execution of global brand innovations.
• Lead PTAB-wide Marketing Transformation Initiatives with a Social-First Focus: Spearhead the transformation of marketing practices across PTAB by embedding a social-first, digital-first mindset into brand building and consumer engagement. Partner with General Managers and Marketing Leads across all PTAB countries to co-create and deploy transformation programs that elevate market capabilities in social first adoption.
• Build and enhance capabilities within the market and across the region in social-first marketing and the evolving beauty media landscape. Act as a driving force and guardian for the quality and consistency of execution.
• Collaborate closely with Business Groups to develop impactful brand assets, create compelling content, and amplify brand messaging across digital and retail platforms in the market, coordinating these efforts for broader regional alignment.
• Drive all marketing activities focused on (digital) Consumer Demand Creation, including brand activation, consumer insights generation, data analytics, content development, strategic partnerships, and the planning and execution of in-market experiential events across all brands in the market, with coordination responsibilities for the region.
• Lead the Digital Marketing agenda, developing and implementing strategies to plan and deliver seamless, engaging digital consumer experiences and campaigns.
• Own the OLT (Operating Leadership Team) processes and governance for the region, representing the region in Business Group discussions and decisions.
• Define, develop, and translate BG innovations vision and strategy into actionable plans within your geographies. Your innovations team will be responsible for deploying this strategy through a continuous innovation marketing plan, ensuring maximum value delivery to key brands and Unilever.

WHAT YOU NEED TO SUCCEED

Experience

• Demand Creation Leadership: 10+ years of proven experience in marketing, with a strong emphasis on demand generation, brand building and digital marketing within the consumer goods industry. Experience in the beauty or a related sector (e.g., fashion, luxury, lifestyle) is preferred.
• Innovative Marketing Expertise: A track record of integrated marketing experience, particularly in brand product and asset development through disruptive methodologies.
• Strategic Planning & Execution: Demonstrated success in developing and executing integrated marketing plans that align with business objectives, drive consumer demand, and deliver measurable results.
• Digital Marketing Expertise: Deep understanding of digital marketing channels, tactics, and best practices, including social media marketing, influencer marketing, content marketing, search engine optimization (SEO), and paid advertising.
• Commercial Expertise: Understanding complexity of Modern Trade, Dcom and Health Beauty channels is preferred.
• Team Leadership & Management: Proven ability to lead, inspire, and develop high-performing marketing teams, fostering a collaborative and results-oriented environment.
• Cross-Functional Collaboration: Experience working effectively with cross-functional teams, including sales, product development, finance, and creative agencies, to achieve shared goals.
• Budget Management: Strong financial acumen and experience managing marketing budgets, tracking ROI, and optimizing campaign spending.

Skills

Strategic Marketing & Demand Creation:

• Strategic Thinking & Planning: Ability to translate business objectives into actionable marketing strategies and plans that drive consumer demand and achieve measurable results.
• Demand Generation Expertise: Deep understanding of demand creation principles, tactics, and best practices across various channels, including digital, social, and experiential.
• Brand Building & Storytelling: Skill in crafting compelling brand narratives, developing engaging content, and creating consistent brand experiences that resonate with target audiences.
• Passion for Beauty: Passionate about all things Beauty the landscape, its products, innovations, and key players, reflecting a genuine enthusiasm for the field, obsessed with consumers, trends.

Digital Marketing & E-commerce:

• Digital Marketing Mastery: Comprehensive knowledge of digital marketing channels, platforms, and tools, including social media, search engine optimization (SEO), paid advertising, email marketing, and marketing automation.
• Social First Expertise: In-depth understanding of social media platforms, trends, and best practices for building brand awareness, engaging audiences, and driving conversions.
• E-commerce & D2C: Experience with e-commerce platforms, digital merchandising, and direct-to-consumer (D2C) marketing strategies.

Innovative Marketing Expertise:

• Innovation Leadership: Experienced in leading innovation projects and/or launching new businesses or brands from scratch.
• Strategic Integration: Lead integration with key Unilever brands and teams. Your goal will be to ensure that all projects are fully leveraged, delivering impactful and innovative solutions.
• Capability Building: Identify and address capability gaps within the Innovation marketing team. You will take a proactive approach to developing relationships with both internal stakeholders and external partners, enabling the team’s success and fostering a culture of continuous improvement.
• Consumer-Centric Innovation: Close collaboration with global and local teams in the Business Unit. You will oversee designing of innovations that resonate across diverse consumer trends and unique market dynamics, gaining deep insights into consumer behaviour.

Trend Curiosity & Consumer Obsession:

• Cultural & Trend Sensitivity: Deep curiosity about emerging beauty, lifestyle, and digital trends, with a strong pulse on consumer behaviour, cultural shifts, and platform dynamics. Ability to translate these insights into relevant, resonant brand strategies and innovation pipelines.

Leadership & Collaboration:

• Team Leadership & Management: Proven ability to lead, motivate, and inspire high-performing marketing teams, fostering a collaborative and results-oriented culture.
• Cross-Functional Collaboration: Strong interpersonal and communication skills to effectively collaborate with cross-functional teams, external agencies, and stakeholders.

Analytical & Data-Driven Mindset:

• Data Analysis & Insights: Proficiency in using data analytics tools and techniques to track marketing performance, measure ROI, and derive actionable insights.

Budget Management & Optimization: Strong financial acumen and experience managing marketing budgets, optimizing

LEADERSHIP BEHAVIOURS

Care Deeply

We care about how consumers experience our brands, the growth and development of our people, and their impact on the planet. We emphasise the importance of performance and care, moving from ambiguity about success to fairness and transparency.

Focus on What Counts

We priorities what truly matters, setting clear and stretching goals. We aim to shift from having everything as a priority to focusing on fewer, bigger things that are delivered to conclusion and are being rewarded.

Stay Three Steps Ahead

We encourage bold and creative thinking to make breakthroughs in performance. We focus on anticipating and staying ahead of consumer needs and external trends, shifting from reacting to leading, shaping, and disrupting the market.

Deliver with Excellence

The emphasis is on delivering everything with excellence and pace, taking personal ownership, and holding each other accountable. We aim to shift from pride in thinking to pride in execution, developing breakthrough solutions and ensuring the best in reality.

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.