Social First and Digital Acceleration Lead - Home Care

Position Title: Social First and Digital Acceleration Lead - Home Care

Function: Media

Reports to: Home Care Head Pakistan

Work Level: WL1

Scope: Local

Location: Karachi Head Office

Terms & Conditions: Full Time

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.

Job Purpose

We are looking for an innovative and strategic Social First and Digital Acceleration Lead to spearhead online full-funnel marketing strategies for paid media. This role requires a visionary aspiring young leader to drive consumer engagement, influencer marketing, data-driven marketing, and platform innovations while aligning with Unilever’s “Audience First, Platform First, Content First, and Culture First” framework. The ideal candidate will deliver ROI-focused digital plans, build partnerships, and lead capability-building initiatives to shape the future of digital media.

This is an opportunity to lead transformative digital acceleration for one of the most dynamic and innovative brands globally. You will shape the future of social-first strategies, precision marketing, and platform partnerships while driving meaningful consumer engagement and business growth.

What Will Your Main Responsibilities Be

Online Full-Funnel Marketing for Paid Media

• Develop and execute paid media strategies to drive digital growth across the full consumer journey.
• Ensure seamless integration of digital campaigns with broader marketing plans.
  
  

Platform Joint Business Plans (JBPs)

• Design, negotiate, and track JBPs with digital platforms to maximize mutual value and performance.
  
  

Social-First Framework Implementation

• Implement Unilever’s social-first framework, focusing on:
• Audience First: Target the right audiences with precision.
• Platform First: Prioritize platform-native strategies for better results.
• Content First: Drive content tailored to platforms and audiences.
• Culture First: Align campaigns with cultural trends and moments.
  
  

Influencer Marketing Leadership

• Lead end-to-end influencer marketing strategies, from selection to campaign execution.
• Drive meaningful consumer engagement through partnerships with influencers.
  
  

ROI Model and Benchmarks

• Design brand-wise ROI models for digital media plans.
• Set and track benchmarks to evaluate campaign performance and impact.
  
  

Media Partnerships Development

• Build and nurture partnerships with telcos, OTT players, and emerging media platforms to unlock new opportunities.
  
  

Digital Investment Management

• Manage Unilever’s central digital investment plans to ensure optimal allocation and impact.
  
  

Digital Audits and Governance

• Lead all internal and external audits for digital media to ensure compliance, transparency, and efficiency.
  
  

Media Innovation and Precision Marketing

• Drive media innovation through new formats, platforms, and programs.
• Enhance precision marketing using cohort-based and data-driven approaches.
  
  

Data-Driven Marketing (DDM)

• Build and manage the DDM ecosystem, including:
• Collection and utilization of first-party (DID) and second-party (DAD) data.
• Enabling 1:1 consumer connections through advanced targeting.
  
  

Capability Building

• Equip internal and external teams with the right tools, audience insights, and skills to succeed in digital media.
• Onboard cutting-edge technologies and methodologies to future-proof digital strategies.
  
  

Key Deliverables

• Successfully implement the social-first framework for digital acceleration.
• Deliver measurable ROI across digital campaigns.
• Establish strong partnerships with key platforms, telcos, and OTT players.
• Build a robust DDM ecosystem to enhance personalization.
• Conduct successful digital media audits with compliance and transparency.
• Upskill internal teams and partners for the future of digital marketing.
  
  

What You Need To Succeed

Experiences & Qualifications

• Bachelor’s degree is required
• Holistic brand communication management experience at a large brand or cross-brand leadership experience at an agency
• Advertising/Media budget management experience
• Experience in driving change and embedding innovation in the business
• Experience in handling complex stakeholders across matrixed organisations
• Experience in data driven marketing and performance/ecommerce
• Exposure to disciplines as such as CRM, Mar-Tech and Ad-Tech platform management
  
  

Skills

• Ability to provide decision support on all things media and data driven marketing to internal stakeholders through depth of media knowledge, providing expertise on specific channels and opportunities, data strategies, including ecommerce, and by explaining complex information in an easily digestible way.
• Collaboration skills that encourage multi-stakeholder projects to thrive
• Ability to drive and embed innovation into our media and data strategies and plans
• Problem solving mindset, able to work with agility and adapt to a changing media and market conditions
• Strong analytical skills to define, interpret and respond to data insights
• Outstanding communication skills to focus stakeholders and embed best practices
  
  

Leadership

• You are energized by delivering fantastic results. You are an example to others – both your results and your resilience. You are constantly on the lookout for better ways to do things, engaging and collaborating with others along the way.
• As an individual you are the one responsible for your own wellbeing and delivering high standards of work. You must also focus on the Consumer and what they need. You are humble and have your head up, looking around to interpret evidence and data smartly, spot issues and opportunities to make things better.
  
  

Critical SOL (Standards of Leadership) Behaviors

• PASSION FOR HIGH PERFORMANCE: Takes personal responsibility and accountability for execution and results. Has an owner’s mindset, using data and insight to make decisions.
• PERSONAL MASTERY: Sets high standards for themselves. Actively builds own wellbeing and resilience.
• CONSUMER LOVE: Whatever their role, always looks for better ways to serve consumers. Invests time inside and outside to understand the needs of consumers.
• PURPOSE & SERVICE: Has humility, understanding that leadership is service to others, inside and outside Unilever.
• AGILITY: Explores the world around them, continually learning and developing their skills.
  
  

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.