Global Brand Activation & AI Ecosystem Manager, Wella Professionals

Purpose of the Role 

To pioneer the development and execution of the AI ecosystem for Wella Professionals, ensuring our brands win in today’s evolving AI content landscape. This role combines strategy, content creation, and experimentation, driving the use of AI tools to fill content gaps, amplify brand presence, and keep us ahead of the curve in marketing technology. 

Role Overview:

We are looking for a marketing leader with strong curiosity for technology to pioneer how we use AI in our brand-activation ecosystem. This role sits at the intersection of marketing activation strategy, content development, and technology enablement, ensuring that our brands stay ahead in how they leverage AI, automation, and data-driven content creation with a focus on care.  

You will be responsible for defining our AI ecosystem, selecting the right tools, piloting applications, and building internal capabilities, while keeping a strong consumer-first and brand-building mindset. 

Key Responsibilities:

• Content Development & Execution 

• Work hands-on with Pencil AI and other generative tools to create brand-right content (social, e-commerce, education, toolkit enhancements). 

• Create content based on real-time trends, QBR insights, and data signals, ensuring output is fast, relevant, and market-ready. 

• Support agencies and internal teams with AI-first production. 

• Pilot and scale AI-led activations with speed and agility, with a focus on care.  

• Exploration & Capability Building 

• Act as a pioneer: continuously explore emerging AI tools, test them, and bring back learnings. 

• Share inspiration, best practices, and practical how-to guides with global and local teams. 

• Partner with agencies, tech providers, and internal stakeholders to embed AI as part of how we work. 

• Measurement & Optimization leveraging 3DG 

• Track and report on the performance of AI-driven content. 

• Experiment with new formats and optimize based on results. 

• Build benchmarks for efficiency and engagement gains. 

Requirements: 

• ~5 years of experience in brand activation, digital marketing, or content strategy. 

• Curious, pioneering mindset: eager to test, learn, and push boundaries with new AI tools. 

• Strong content sensibility, understands what makes assets engaging, on-brand, and effective. 

• Hands-on, proactive, and detail-oriented: able to both think strategically and execute. 

• Familiarity with AI tools (generative AI, personalization engines, marketing automation). 

• Collaborative and entrepreneurial, with a “bias to action.” 

• Passion for beauty, culture, and innovation. 

Success in This Role Looks Like:

Clear AI content roadmap piloted and scaled for Wella Professionals. 

• Faster, smarter content production through AI tools. 

• Demonstrated uplift in content quality and efficiency. 

• Markets consistently supplied with relevant, trend-based content calendars. 

• Wella Professionals division fully connected to and benefiting from central AI innovations. 

• Teams inspired and upskilled, with AI embedded into daily brand activation.