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

About the Wella Company

Wella Company is one of the world’s leading beauty companies, comprising a family of iconic brands such as Wella Professionals, Clairol, OPI, Nioxin and GHD.

With 6,000 employees globally, we empower consumers and professionals to look, feel and be their true selves.

This high‑impact global role within Prestige Care is responsible for leading the development and delivery of the global activation and content strategy for Sebastian Professional.

• Function:
  Marketing
• Location:
  
  New York, NY, US (Hybrid 3x a week in office)
• Work Arrangement:
  Hybrid
• Direct Reports: 1
• Scope/ Brands:
  Global, Sebastian Professional Activation

• 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, taste makers, and brand advocates, alongside evolving consumer behaviours.
• 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 the 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 alignment with search behaviour and supporting discoverability.
• Partner cross‑functionally with Brand Strategy & Innovation, Creative, Education, and Activation COEs (Social Media, Talent/Influencers, Communities & Events) to 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 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, providing clear direction and feedback for strong creative output aligned with Sebastian’s brand equity.
• Support efficient content development processes, balancing creative ambition with operational execution.

• 8+ years of experience in global brand activation, integrated marketing, or digital content strategy, ideally within prestige, beauty, or professional haircare.
• Strong understanding of the professional hairdresser ecosystem and trends.
• Expertise in 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…