GenAI Comms Strategist

About the role

The Comms Strategist is a central, autonomous role in the Beauty AI Studio. You'll move between cultural analysis, strategic direction, and copy execution - using generative AI not just as a production tool, but as a core part of how you think, build, and deliver. Based in Thailand in a hybrid office-based environment, you'll own client briefs end-to-end across three markets: from decoding local beauty culture and shaping strategy, to co-creating content with AI and refining it to Unilever's brand and quality standards. The role requires the ability to hold multiple market contexts simultaneously - understanding what makes a beauty consumer in Thailand distinct - while maintaining consistent brand integrity across Dove, TRESemmé, Pond's, Simple, and the broader Unilever Beauty & Wellbeing portfolio. You'll work closely with creative, data, and production teams, and collaborate directly with Unilever clients on local vernacular and market-specific language needs.

Responsibilities

• Decode beauty and wellness culture across Thailand - micro-trends, rituals, subcultures, and platform aesthetics - and translate observations into market-specific strategic insight and creative opportunity for Dove, TRESemmé, Pond's, Simple, and other Unilever Beauty & Wellbeing brands
• Conduct AI-powered cultural, consumer, and competitive analysis across all three markets to inform strategy and content direction
• Develop social strategies for Dove, TRESemmé, Pond's, Simple, and other Unilever Beauty & Wellbeing brands across the TH market - defining platform approach, content pillars, audience targeting, and channel-specific creative direction
• Craft brand and campaign strategies grounded in real beauty behaviours, local platform dynamics, and market-specific audience expectations
• Use generative AI tools to co-create social scripts, campaign narratives, brand stories, and content ideas - refining outputs to meet each brand's tone of voice and the expectations of TH audiences
• Build multi-layered messaging frameworks and content systems that flex across brands, markets, and platforms without losing coherence or brand integrity
• Collaborate directly with Unilever clients on vernacular requirements, ensuring content feels locally authentic and culturally resonant in each market
• Design and deploy AI workflows - including agent chaining - to produce content calendars, performance variants, and market-tailored tone modulations across all three markets
• Lead day-to-day strategic and copy development with clarity, rigour, and consistent quality control
• Present ideas, insights, and AI-enhanced work to Unilever stakeholders across markets with authority and confidence
• Collaborate with creative, data, and production teams to deliver cohesive, high-quality outputs
• Continuously prototype new AI workflows, test emerging tools, and bring new capabilities into the team's practice
• Ensure responsible, ethical application of AI across all deliverables, with consistent human oversight
• What you need to be great in this role:
• Strategy and cultural intelligence:
• Proven ability to develop social-first strategy and copy for beauty, wellness, or personal care brands - experience with Unilever brands such as Dove, TRESemmé, Pond's, or Simple, or broader FMCG beauty experience, is an advantage
• Experience working across multiple markets, with the ability to identify and interpret local beauty trends, consumer behaviours, and platform dynamics in the Thailand market.
• Experience crafting brand narratives, campaign frameworks, and content systems for diverse, multi-market beauty audiences
• Confidence presenting strategy and creative work to clients and senior stakeholders, including cross-market teams
• Beauty and copy craft:
• Deep familiarity with beauty language - texture, ritual, transformation, sensory detail - and the ability to write with precision for diverse audiences across different cultural and market contexts
• Ability to shift tone across platforms, formats, markets, and brand identities - from Dove's inclusive warmth to the performance-led energy of TRESemmé - while maintaining quality and brand integrity
• Experience collaborating with clients or local market teams on vernacular, localisation, an

Additional Information

Established in 2004, OLIVER is the world's first and only specialist in designing, building, and running bespoke in-house agencies and marketing ecosystems for brands. We partner with over 300 clients in 40+ countries and counting. Our unique model drives creativity and efficiency, allowing us to deliver tailored solutions that resonate deeply with audiences. As a part of The Brandtech Group , we're at the forefront of leveraging cutting-edge AI technology to revolutionise how we create and deliver work. Our AI solutions enhance efficiency, spark creativity, and drive insightful decision-making, empowering our teams to produce innovative and impactful results. Role: GenAI Comms Strategist Location: Bangakok, Thailand

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