Senior Manager, Global Brand Activation, Activation Strategy & Digital, Prestige Care

About the role

The Senior Manager plays a critical leadership role in translating global brand strategy into scalable, high-performing activation frameworks, ensuring they are effectively implemented across markets to resonate with both professional hairstylists and consumers worldwide. This requires a strong understanding of the professional hair ecosystem, emerging cultural trends, and the evolving expectations of modern creators and clients.

Responsibilities

• Lead the development and rollout of global activation and content strategies across base business and innovation launches, ensuring alignment with Sebastian’s brand DNA
• Translate brand and innovation strategy into clear, scalable global frameworks that can be effectively deployed across markets
• Define the role of campaigns, always-on content, and cultural moments across digital and physical touchpoints in partnership with cross-functional teams
• Develop activation principles and toolkits that balance global consistency with local flexibility
• Act as a global thought leader on the professional hairdresser and creative community to inform strategy development
• Leverage a strong understanding of hairstylists as creators, tastemakers, and brand advocates, alongside evolving consumer behaviors
• Translate insight into content, messaging, and channel strategies that connect with both audiences
• Lead the development of integrated global campaigns and production briefs across all priority initiatives (new launches and commercial innovation)
• Partner with Creative and agency partners on:
• Content ecosystems and deliverables
• Channel roles (social, CRM, digital, influencer, education)
• Key messages, storytelling, and proof points
• Define and implement a global digital content ecosystem across:
• Brand websites
• Pure play and e-tailer environments
• Establish clear content frameworks, formats, and standards to enable consistency across markets
• Partner with digital and eCommerce teams to ensure content supports performance KPIs, conversion, and discoverability
• Define and implement a global CRM activation approach, including messaging hierarchy, cadence, and role within the broader ecosystem
• Partner with digital and media teams to strengthen SEO strategy, ensuring it aligns with search behavior and supports discoverability
• Partner cross-functionally with Brand Strategy & Innovation, Creative, Educations, and Activation COEs (Social Media, Talent/Influencers, Communities & Events)
• Deliver holistic activation direction to markets, not fragmented channel plans
• Influence local markets to adapt global strategies in ways that feel locally relevant while maintaining brand consistency
• Drive adoption of global frameworks by through clear communication, usability, and ongoing support
• Manage and develop one direct report, providing clear direction, coaching and feedback
• Set high standards for strategic thinking, execution, and collaboration
• Foster a culture of teamwork, accountability, and cross-functional partnership
• Contribute to a positive, high-performing team environment
• Manage relationships with agency partners to ensure alignment on scope, timelines and deliverables
• Clear scopes of work, timelines, and deliverables
• Strong creative output aligned with Sebastian’s brand ambition
• Provide clear direction and feedback to support strong creative output aligned with Sebastian's brand equity
• Support efficient content development processes, balancing creative ambition with operational execution

Qualifications

• 8+ years of experience in global brand activation, integrated marketing, or digital content strategy, ideally within prestige, beauty, or professional haircare
• Strong understanding of:
• Professional hairdresser ecosystem and trends
• Content strategy across social, digital, eCommerce, CRM, and SEO
• Proven experience working on global brands with local market adaptation
• Demonstrated ability to lead without authority, influencing senior stakeholders and cross-functional teams globally
• Experience leading agencies and managing complex, multi-market activations
• Comfortable operating in a fast-paced, matrixed global organization
• Passion for professional haircare and beauty, creativity, and understanding of professional and consumer needs
• High attention to detail and ability to manage multiple priorities
• Financial acumen (budget management, business cases, P&Ls)
• Advanced presentation skills and storytelling for senior level audiences
• Must have prior project management experience and know how to anticipate and integrate workflows
• Strong strategic thinking, ability to deduce conclusions from market research

Who You Are

• You have a strong pulse on beauty trends and cultural shifts
• You’re a self-starter who thrives in fast-paced environments and loves a new challenge
• You’re a team player who leads with initiative, collaboration, and integrity
• Growth mindset, resilience, and adaptability to thrive in an evolving, entrepreneurial environment

Benefits

Pay Range: $120,000 - $150,000 salary per year. The range listed is just one component of Wella Company's total rewards package for employees. Other rewards may include annual bonus plan or variable pay, depending on the role. In 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).