Lifebuoy Masterbrand & Social First Digital Growth (SFDG) Transformation Lead Job at Unilever (Singapore)

Job Description

Lifebuoy is one of Unilever’s most iconic purpose-driven brands. Established in 1894 to make hygiene accessible for all, the brand now leads global germ protection and is undergoing a major strategic reset and transformation towards a future-fit Skin Protection Masterbrand. This role is central to shaping the next phase of global brand and digital growth. This role exists to define the brand’s long-term strategy, strengthen its identity system, and accelerate its shift to a social-first global brand. You will lead multi-year transformation programs, embed digital-first ways of working, and ensure globally consistent yet locally relevant execution. You will also manage one Global Assistant Brand Manager (ABM) and collaborate with markets, agencies, and cross-functional teams.

Job Responsibility

Masterbrand Transformation Leadership: Set the long-term brand blueprint, including positioning, brand architecture, and strategic direction. Build and codify a distinctive global brand identity and lead the global rollout of the refreshed visual identity across packs, communications, and digital systems
Lead Social First Digital Growth (SFDG): Embed platform-native, social-first thinking across global and market teams. Develop scalable social-first playbooks for creativity, content systems, and performance optimization. Build a strong creator and influencer ecosystem anchored in culture and community
Brand Strategy & Growth Delivery: Translate insights and cultural intelligence into clear global growth opportunities. Define strategic guardrails and guidelines to drive consistent high-quality execution across markets. Shape long-term strategic plans and portfolio strategy with clear prioritization
Cross-Functional & Agency Leadership: Partner with creative, design, and social-first agencies to deliver breakthrough brand and digital solutions. Align and influence markets to deliver against transformation priorities. Drive operational excellence with strong planning, governance, and ways of working

Requirements

At least 7+ years’ experience in Marketing across Global & Local Marketing, including leading Global projects
Experience in “crafting” is a must. Strong background in innovation, mix development, and communication development
Experience with multi-culture working context
Expertise in platform-native content (TikTok, YouTube, Reels, emerging platforms)
Deep understanding of influencer and creator ecosystems
Ability to use real-time analytics for rapid optimization
Skilled in social listening, culture spotting, and digital trend mapping
High agility, entrepreneurial mindset, and comfort with ambiguity
Strong influencing, communication, and relationship-building skills

Nice to have

Experience in personal and beauty categories would be preferred
Experience in global brand transformation including positioning, architecture, and identity rollouts will be preferred
Eye for beauty: attention to details and consistently delivers high-quality work

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Lifebuoy Masterbrand & Social First Digital Growth (SFDG) Transformation Lead

Job Description

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