Associate Brand Director

WPP Unite Overview

There’s never been a more exciting time in marketing, as media and commerce continue to merge to drive meaningful consumer experiences. As one of the most innovative CPG companies in the world, Unilever, the maker of iconic brands such as Dove, Hellmann’s, TRESemmé, Degree and many others, is adapting to this rapidly changing landscape with the help of WPP and its unparalleled network of agencies.

The newly-created unit, WPP Unite, will be the pioneering force at this intersection, led by two of WPP’s most dynamic agencies: GroupM, VML and Barrows, operating as ONE end to end strategy, design, and execution powerhouse.

WPP Media (fka GroupM) will bring their media thought-leadership and performance expertise, combined with the retail and commercial expertise of VML & Barrows to deliver integrated, end-to-end programs for the entire Unilever portfolio of iconic, household brands. True to its name, the team operates with a unified vision, from initial strategy to final execution, leveraging our collective expertise in design, engineering, and media integration to craft world-class brand programming.

WPP Unite, comprised of the best talent in the industry, will pioneer a truly integrated agency model and drive unprecedented growth for Unilever in the years to come.

Barrows

Barrows brings 40 years of expertise in retail design and marketing, and excels in leveraging insights and cutting-edge digital strategies to create engaging omni-channel experiences.

As a key part of WPP Unite, Barrows will help shape the future of commerce marketing across renowned brand categories and retailers, and drive meaningful results for one of the world’s leading consumer goods companies.

Within the WPP Unite structure, Barrows is seeking a dynamic Associate Brand Director who will be embedded into the Unilever business and act as the representative for their brand leads in customer meetings. As an Associate Brand Director, you will be a strategic leader within the brand team, responsible for shaping the innovation roadmap, driving annual planning, and executing brand strategies across a portfolio of products. You’ll partner closely with brand leaders and cross-functional teams within the skin cleansing and deodorant categories to deliver compelling brand narratives and sell-in stories that secure retailer support and consumer engagement.

In addition to bringing a killer attitude and energy, this individual will:

• Lead the development of the long-term innovation pipeline, ensuring alignment with brand vision, consumer trends, and category growth opportunities.
• Partner with brand teams to contribute to product and brand development from ideation to launch, influencing product architecture and innovation storytelling.
• Own the annual brand planning process, setting clear brand objectives and identifying commercial levers (pricing, promotion, distribution, innovation) to deliver against them.
• Collaborate with finance, insights, R&D, and supply chain to ensure innovation initiatives are feasible, financially sound, and commercially viable.
• Focus on Tier 2 customer strategy, working with customer development teams to secure retailer acceptance and alignment on new products and brand plans.
• Develop and deliver sell-in stories tailored for key customers, highlighting innovation, product benefits, pricing structure, and national marketing support.
• Partner with the commercial team to analyze customer feedback and performance to optimize future presentations and assortments.
• Shape and execute the go-to-market brand strategy across channels, ensuring consistent brand expression and campaign delivery at every touchpoint.
• Define and communicate product architecture and portfolio positioning for internal and external stakeholders.
• Drive alignment on portfolio priorities and innovation timelines to ensure timely delivery and execution.
• Track progress against key KPIs, making data-driven decisions to optimize plans throughout the year.
• Stay ahead of industry trends, consumer shifts, and competitive landscape to inform future plans and innovation.

• 7-10 years of progressive experience in brand management, marketing, or innovation, ideally within CPG.
• Proven track record of building and executing brand strategies that drive growth and consumer engagement.
• Experience leading cross-functional teams in product innovation, development, and go-to-market planning.
• Strong understanding of retail dynamics, including experience working with or presenting to major retailers.
• Demonstrated expertise in innovation pipeline development and annual planning.
• Ability to craft compelling sell-in stories that align with retailer objectives and secure buy-in.
• Experience in building and managing product architecture and pricing strategies.
• Highly analytical, with the ability to interpret data and translate insights into action.
• Strong leadership presence with excellent communication and presentation skills.
• Collaborative mindset with experience working in matrixed environments across marketing, R&D, supply chain, and customer development.
• Comfortable working in a hybrid or in-person environment, co-located with brand teams in Hoboken.
• Strategic thinker who can balance long-term vision with short-term execution.
• Entrepreneurial, resourceful, and proactive in driving initiatives forward.
• Passionate about consumers, brand storytelling, and bringing innovation to life.

The salary range for this role is $110,000 to $140,000*

*exact compensation will be determined based on individual experience

Benefits include:

• Unlimited PTO
• Medical, Dental, Vision (with an option for free medical care!)
• 401K with a % match
• Various maternity/paternity leave options
• Fully funded disability and life insurance options
• Headspace subscription
• Wellness Stipend
• and more....