Manager, Brand Activation Technology & AI Ecosystem

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 a family of iconic brands such as Wella Professionals, Clairol, OPI, Nioxin and ghd. With 6,000 employees globally, presence in over 100 countries, Wella Company and its brands enable consumers to look, feel, and be their true selves. As innovators in the hair and nail industry, Wella Company empowers its people to delight consumers, inspire beauty professionals, engage communities, and deliver sustainable growth to its stakeholders.

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.

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

• AI Ecosystem Strategy
  • Support in defining the role of AI in brand activation and how it can make us faster, more relevant, and more efficient.
  • Define how the brand can “win with AI” — ensure our presence in LLMs, conversations, and consumer journeys.
  • Build a roadmap for integrating AI into brand activation, campaigns, and toolkits.
  • Partner with the Central AI & Digital hub to adopt new technologies quickly and tailor them for RH.
• 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.
• 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 Retail Hair.

• Faster, smarter content production through AI tools.
• Demonstrated uplift in content quality and efficiency.
• Markets consistently supplied with relevant, trend-based content calendars.
• Retail Hair division fully connected to and benefiting from central AI innovations.
• Teams inspired and upskilled, with AI embedded into daily brand activation.

We disclose the compensation range for positions in compliance with local law. Actual salaries will vary and may be above or below the range based on various factors including but not limited to location, experience, skills and in comparison to internal incumbents currently in similar roles pay Range: $120,000-$132,000 salary per year plus bonus. The range listed is just one component of Wella Company's total rewards package for employees. Other rewards may include annual bonus plan or variable pay, depending on the role. In addition, Wella Company provides a rich variety of benefits to employees, including health insurance, life and disability insurance, 401(k) retirement plan, paid holidays and paid time off (PTO).

NOTICES

• All qualified applicants will receive consideration for employment without regard to race, color, sex, sexual orientation, gender identity, religion, national origin, disability, veteran status, or other legally protected status.
• If you need assistance and/or a reasonable accommodation due to a disability during the application process, please email NA.Recruiting@wella.com. This email account will not respond to inquiries regarding the status of a candidate’s application.
• [For CA located postings ONLY]: Qualified Applicants with arrest or conviction records will be considered for employment in accordance with the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act.
• Wella participates in the E-Verify Program to confirm eligibility to work in the United States. Information regarding your rights: Know your rights and Pay Transparency Nondiscrimination Provision.