Global Assistant Brand Manager – Axe Strategy

Job title: Global Assistant Brand Manager – Axe/Lynx Strategy

Location: UK, London, 100VE

JOB PURPOSE

Have you heard of Axe, the #1 male grooming brand in the world? Are you curious about youth culture and what’s on hype beastthis week? Axe (known as Lynx in a few markets like the UK) is one of Unilever’s top brands, loved by millions of consumers globally for our irresistible fragrances and witty humour, a leader in its top deodorants and skin cleansing categories, a big ($1Bn+) and profitable business, and an and an icon in the advertising world.

We are embarking on a new adventure with a global brand relaunch in 2021 (check this out!) and the goal to turn the brand back to growth globally. We aim to become the most talked about FMCG brand for Gen Z guys and to lead the charts once again in award-winning creativity and innovation.

At this special conjuncture in the brand’s history, in this role you will be able to leave your mark by taking part on the journey to transform Axe into an iconic brand. We are looking for a passionate Assistant Brand Manager to work alongside the Senior Global Brand Manager on the global Limited Editions programwhere the key JTBD is to create bang on LEs for gen-Z guys that drive talkability and fame to the brand. Have a look at some of the latest work we have done on this space with DogeCoin launch to the Moon and Lynx Marmite.

YOUR RESPONSIBILITIES

You will be co-leading the global Limited Editions program for the brand with the ambition to launch spot on, fame driving, talkable, culturally relevant, and FOMO-creating drops catered to our bull’s eye Gen Z target. Reporting to the Global Senior Brand Manager, you will be working closely with the brand’s all-round crew of experts to crack this one.

Key responsibilities include:

• Need for a constant lookout for inspiration: AXE is a unique brand. Used mostly by 12-24-year-olds, our boss is the consumer, and we must serve them with products that drive FOMO and hype. More than any other job, the expectation is that you will be frequently on the lookout for inspiration on the next big LE: have an eye for great practices from other brands, understand what young guys are talking about (“cultural relevance”) and have the passion to explore unique (and crazy, in the good sense) ideas!

• Definition of Global LE Strategy and Plans: Central participation in the definition of the Axe Global LEs yearly plan in partnership with lighthouse markets, cross functional team and potential collab partners. This will include concept/ idea generation, product development and comms package development to unlock
  • Scalable LEs: The ones you’ll find in the shelves (being them virtual or real), that aim to drive talkability on the shop floor and beyond.

• PR LEs: Culturally relevant as well as culturally reactive Limited Edition drops that will live on the feeds of our guys and be brought to life via high street like retail and/or social commerce.

• Drive Talkability: Support the development of the brand’s talkability model via Limited Editions, using social listening to identify both planned and unplanned cultural moments alongside the Engagement team and creative agencies.

• Project Management: Ownership of project management delivery to ensure E2E scalable LEs on time in full delivery for scale Limited Editions in lighthouse markets. This includes taking leadership at gate keeping moments, lead cross functional teams, drive decision making at key critical times in the network.

• Lead agency interface: Be a key team interface with multiple agency partners, ranging from Design to Creative agencies, from PR to Research agencies.

ABOUT YOU

What you will need to succeed

• Passion and relentless Curiosity about our target – You must be passionate about gen-Z, wanting to be where they are, behave like they do to understand them better. Show passion and understanding of Gen Z culture, the digital landscape (especially social media, PR, influencers, and new mediums to reach our audience). Experience working within the gen-Z landscape is a plus!

• Be a team player –Live and breathe the mindset that one of us is smarter than all of us combined, show passion to be part of the team and play a key role within the Limited Editions Team.

• Creativity – It is easy for you to generate ideas, turning consumer insights into relevant on-brand concepts. You are passionate about design and comms and have an eye for beauty. You’re also not afraid to take risks and explore seemingly “crazy” ideas!

• Communication/Relationship Management – strong written and verbal communication skills (including power point), with the ability to communicate effectively across different functions and seniority levels of the organization.

• Global Mindset – You show a genuine interest in learning about and understanding global, regional, and local markets and their consumers, understanding how solutions might defer across geographies.

• Balance of Art & Science– Ability to articulate data to leverage consumer data and observations into actionable insights to drive clear, spot-on, and talkable propositions as well as think creatively and shows ability to develop and judge creative work.

• Sense of humour – Not mandatory but a bonus

NOTE

In September 2020, Unilever announced the intention to build a new sustainable campus site in Kingston, London to house the employees who currently work in 100 Victoria Embankment in Blackfriars, Lever House in Kingston, Unilever House in Leatherhead and Graze in Richmond.

We are creating our own Unilever sustainable, agile work environment, purposefully bringing us together in our own Unilever ecosystem. The campus is due to be completed in December 2023 and will consist of two interconnected buildings, as well as landscaped surrounding areas.

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