Senior Director, Brand Activation, OPI

Position Title: Senior Director Brand Activation OPI

Department: Marketing

Location: Calabasas CA (Hybrid 3 Days Onsite)

Reports to: VP Global Brand/SVP Marketing

Scope/Brand: OPI

ABOUT THE WELLA COMPANY

TogetherWEenable individuals to look feel and be their true selves.

WellaCompany is one of the worlds leading beauty companies comprised of a family of iconic brands such as Wella Clairol OPI Nioxin and ghd. With 6000 employees globally presence in over 100 countries WellaCompany and its brands enable consumers to look feel and be their true selves. As innovators in the hair and nail industry WellaCompany empowers its people to delight consumers inspire beauty professionals engage communities and deliver sustainable growth to its stakeholders.

For additional information about the Wella Company please visit .

Role Overview

The Director of Brand Engagement & Activation leads OPIs brand activation strategy and programming globally driving cultural relevance and commercial impact across earned paid and owned channels. This role shapes the global activation framework and content strategyspanning PR and brand communications ambassadors/celebrity events influencers/creators community social web and e-retailwhile enabling markets to tailor execution locally within a consistent masterbrand platform.

This leader owns end-to-end U.S. earned and owned activationtranslating global strategy into marketwhile partnering closely with key markets (including the U.S. and UK) to ensure activation excellence is delivered consistently. The role is accountable for maintaining the brands #1 EMV ranking and driving strong performance across owned channels (e.g. social engagement traffic and AEO rankings) using insights to optimize execution and scale best practices globally.

Key Responsibilities

Global Brand Strategy & Masterbrand Leadership

• Lead OPIs Masterbrand Campaign and Annual Activation Idea defining the global strategic vision and activation framework
• Own the annual global communications and activation calendar with the VP ensuring the right sequencing of brand moments to build equity and drive performance
• Own the Annual Global Activation Brief to markets including brand theme priorities and budget allocation guidance
• Develop and lead the Annual Global Paid Media Strategy and Brief including A&CP investment guidance in partnership with media and finance teams (approx. $1.5M A&CP excluding U.S.-specific budget)
• Ensure alignment across brand innovation and base business storytelling within the global brand platform

Content Engagement & Activation Strategy (Global)

• Lead the Always-On Content and Activation Strategy for Brand Innovation and Base Business across Earned Paid and Owned channels
• Define differentiated strategies for Professional and Consumer audiences ensuring relevance across touchpoints
• Set the global vision for social influencer ambassador and event activation with clear toolkits for markets

Owned Channel Strategy & Execution

• Lead the team to define and activate Global Owned Channel Strategies including social web/ CRM/email and e-retail/eCommerce ecosystems ( E-Retail Pure Play partners)
• Oversee digital content and activation strategy across social web and e-retailensuring strong performance in engagement traffic conversion-driving content and AEO rankings
• Oversee eCommerce content creation for both base business and innovation ensuring commercial relevance and brand consistency
• Establish content standards toolkits and governance to enable scalable global execution while allowing markets to locally tailor activation

Earned Influencer & Paid Activation

• Lead global brand communications (PR) strategy and storytelling including ambassador celebrity and event programming
• Set the owned earned and paid content & activation strategy including influencers creators and community building
• Define and oversee paid content strategy (brand and creator-led) to amplify key brand moments
• Ensure influencer ambassador and celebrity strategies reflect OPIs authority creativity and inclusive brand values

U.S. Earned & Owned Execution

• Own and lead U.S. execution of earned and owned brand activationtaking global strategy and executing it in-marketserving as a model market for global best practices
• Own the relationship with the local U.S. PR agency and deliver all PR-earned-owned (P-E-O) programming including ambassador influencer/creator celebrity and event moments
• Manage the brand across multiple engagement channels and agency partners to develop campaign ideas and capture elevated content that expresses each GTM execution
• Partner closely with U.S. commercial teams to deliver high-impact brand moments
• Test learn and scale new content and activation approaches for global reapplication

Measurement Reporting & Optimization

• Own performance measurement and reporting across owned and earned activation including Brand NPS EMV AEO rankings social engagement PR impact and traffic and content performance
• Use insights and analytics to optimize content media PR and engagement strategies
• Share learnings and best practices across regions and markets

Collaboration Agency & Team Leadership

• Lead and develop internal social/owned channel teams and manage external agency partnersincluding the U.S. PR agencyto deliver best-in-class earned and owned activation
• Manage and lead third-party agency relationships across PR social content influencer/creator community and paid amplification
• Collaborate closely with internal creative teams to develop campaign ideas and capture elevated content that expresses each GTM execution
• Partner closely with cross-functional teams (including Product Marketing) and regions/markets (including the U.S. and UK) to ensure activation is successful and locally tailored within the global framework
• Build mentor and inspire a high-performing global engagement and activation team

Qualifications & Experience

• 810 years of experience in integrated marketing brand communications and activation (beauty fashion or lifestyle preferred)
• Proven experience developing and executing content and activation strategy across a multitude of owned and earned platforms including social web PR influencers/creators community and events
• Ability to articulate a clear strategic framework and enable markets outside the U.S. to locally tailor the brand strategy while protecting global consistency
• Experience owning U.S. execution within a global matrixed organization; strong capability to translate global strategy into market plans
• Deep expertise across social content influencer/creator earned media paid amplification and eCommerce content
• Strong agency leadership and cross-functional collaboration skills; experience partnering closely with internal creative teams
• Strategic thinker with a hands-on execution-driven mindset

What Success Looks Like

• A clearly articulated and consistently activated global OPI masterbrand platform with toolkits that enable local market tailoring
• High-impact culturally relevant brand campaigns with strong market adoption and elevated content across channels
• Best-in-class U.S. earned and owned activation (PR-earned-owned programming) that sets the standard globally
• Sustained leadership in key success metrics including Brand NPS #1 EMV ranking AEO rankings social engagement and traffic growth

• Engaged teams aligned partners and scalable best practices across markets (including strong partnership with the U.S

We disclose the compensation range for positions in compliance with local law. Actual salaries will vary and may be above or below the range based on various factors including but not limited to location experience skills and in comparison to internal incumbents currently in similar roles. Pay Range: $180000 - $235000 salary per year. The range listed is just one component of Wella Companys total rewards package for employees. Other rewards may include annual bonus plan or variable pay depending on the addition Wella Company provides a rich variety of benefits to employees including health insurance life and disability insurance 401(k) retirement plan paid holidays and paid time off (PTO).

NOTICES

All qualified applicants will receive consideration for employment without regard to race color sex sexual orientation gender identity religion national origin disability veteran status or other legally protected status.

If you need assistance and/or a reasonable accommodation due to a disability during the application process please email. This email account will not respond to inquiries regarding the status of a candidates application.

Qualified Applicants with arrest or conviction records will be considered for employment in accordance with the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act.

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