Manager, Brand Activation Technology & AI Ecosystem

Position Overview

Position: Manager, Brand Activation Technology & AI Ecosystem Manager (Retail Hair)

Location: NYC Hybrid environment (3-times on site)

ABOUT THE WELLA COMPANY
WE enable individuals to look, feel, and be their true selves. Wella Company is one of the world’s leading beauty companies, comprised of iconic brands such as Wella Professionals, Clairol, OPI, Nioxin and ghd. With 6,000 employees globally and a presence in over 100 countries, the company empowers its people to delight consumers, inspire beauty professionals, engage communities, and deliver sustainable growth.

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 by leveraging AI, automation, and data-driven content creation. You will be responsible for defining our AI ecosystem, selecting the right tools, piloting applications, and building internal capabilities—all while maintaining a consumer-first and brand-building mindset.

Compensation: $120,000-$132,000 per year plus bonus

Key Responsibilities

• AI Ecosystem Strategy – Support in defining the role of AI in brand activation to make us faster, more relevant, and more efficient. Define how the brand can “win with AI” by ensuring our presence in large language models, conversations, and consumer journeys, and build a roadmap for integrating AI into campaigns and toolkits. Partner with the Central AI & Digital hub to swiftly adopt and tailor new technologies.
• Content Development & Execution – Work hands-on with Pencil AI and other generative tools to produce brand-right content across social, e-commerce, education, and toolkit enhancements. Create content based on real-time trends, QBR insights, and data signals to ensure fast, relevant, market-ready output. Support agencies and internal teams with AI-first production while piloting and scaling AI-led activations efficiently.
• Exploration & Capability Building – Act as a pioneer by continuously exploring emerging AI tools, testing them, and sharing learnings. Disseminate inspiration, best practices, and practical how-to guides with global and local teams, and partner with agencies, tech providers, and internal stakeholders to embed AI into everyday brand activation processes.
• Measurement & Optimization – Track and report on the performance of AI-driven content, experiment with new formats, optimize based on results, and build benchmarks for efficiency and engagement gains.

Required Qualifications

• 5 years of experience in brand activation, digital marketing, or content strategy.
• Curious, pioneering mindset with eagerness to test, learn, and push boundaries using new AI tools.
• Strong content sensibility with an understanding of what makes assets engaging, on-brand, and effective.
• Hands-on, proactive, and detail-oriented, with the ability to think strategically and execute tactically.
• Familiarity with AI tools, including generative AI, personalization engines, and marketing automation.
• Collaborative and entrepreneurial with a strong “bias to action.”
• Passion for beauty, culture, and innovation.

Benefits & Perks

• Health insurance
• Life and disability insurance
• 401(k) retirement plan
• Paid holidays
• Paid time off (PTO)