GenAI Comms Strategist

Established in 2004 OLIVER is the worlds 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 were 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

About the role:

The Comms Strategist is a central autonomous role in the Beauty AI Studio. Youll 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 youll 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 Unilevers 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 Ponds Simple and the broader Unilever Beauty & Wellbeing portfolio. Youll work closely with creative data and production teams and collaborate directly with Unilever clients on local vernacular and market-specific language needs.

What you will be doing:

• 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 Ponds 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 Ponds 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 brands 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 teams 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 Ponds 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 Doves 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 and culturally specific language needs
• Strong editorial judgement and rigorous quality control when refining AI-generated content
• English fluency is essential

Platform and performance:

• Expert knowledge of social platforms: formats tone algorithm behaviour creator dynamics with awareness of how these vary across the TH markets
• Experience using AI tools for cultural consumer and competitive analysis
• Familiarity with data interpretation and performance optimisation in a social content context

Gen AI & Agentic Thinking:

• Advanced proficiency with generative AI tools for writing ideation insight generation and content production
• Experience designing AI-assisted workflows including agent chaining for multi-step content and strategy tasks
• Ability to design document and share reusable prompts workflows and templates
• Experience guiding others on effective AI tool usage within a creative or strategy context
• Agentic approach to complex multi-step and multi-market challenges: systematic goal-oriented and adaptable
• Critical understanding of AI capabilities and limitations with rigorous human oversight applied throughout

Req ID: 17491

#LI-RO1 #LI-Hybrid

Our values shape everything we do:

BeAmbitiousto succeed

BeImaginativeto push the boundaries of whats possible

BeInspirationalto do groundbreaking work

Bealways learningand listening to understand

BeResults-focused to exceed expectations

Be actively pro-inclusive and anti-racist across our community clients and creations

OLIVER a part of the Brandtech Group is an equal opportunity employer committed to creating an inclusive working environment where all employees are encouraged to reach their full potential and individual differences are valued and respected. All applicants shall be considered for employment without regard to race ethnicity religion gender sexual orientation gender identity age neurodivergence disability status or any other characteristic protected by local laws.

OLIVER has set ambitious environmental goals around sustainability with science-based emissions reduction targets. Collectively we work towards our missionembedding sustainability into every department and through every stage of the project lifecycle.

Employment Type : Full Time
Experience: years
Vacancy: 1