Director, Content

About the role

This role leads the development, localization and deployment of culturally relevant, insight-driven marketing content across the Franchise, operating within an Africa-Market model. It works alongside global or Africa Operating Unit (OU) platforms while reflecting local nuances, cultural tensions and emerging consumer trends, and is a key enabler of high-quality, fast, ROI-driven marketing execution.

Key responsibilities

• Develop, adapt and deploy culturally rooted content, keeping tone, messaging and visual identity consistent, and turn local insights into creative ideas and assets
• Work with IMX and Category teams to shape "One Briefs" and partner with OU Category Leads, IMX, Local Media Leads, Frontline and Brand Strategy Leads, and Franchise Marketing and Commercial teams
• Co-lead localization of global/OU platforms and take part in OU-wide initiatives to scale best practices
• Lead the network of creative, digital, production and content agencies, managing full-funnel production (from scratch, localization, online and offline) and driving AI-enabled, modular content models
• Develop content briefs and creative territories that connect with EPICs (Experiential, Influencer, Partnerships, Social & Digital) and optimize campaigns for local media, influencers and digital ecosystems
• Partner with Insights to find key insights, use creative testing and performance analytics to improve content, and adapt global campaigns authentically
• Own and manage production and deployment budgets for assigned markets, with financial stewardship, cost management and ROI optimization

Required profile

• 10+ years in content development, creative leadership, cultural storytelling or agency management, preferably in Africa or multicultural emerging markets
• Track record leading multi-country marketing workstreams with strong control of timelines, budgets and stakeholders
• Experience with creative agencies, digital ecosystems, production teams and content hubs
• Deep knowledge of local culture, languages, social trends and consumer behaviour, and ability to work in complex, matrixed organizations
• Located in the Franchise market, able to travel within it and occasionally across the AOU

Required skills

• Brand strategy, creative strategies, influencer marketing, social media, omnichannel strategy and portfolio strategies
• Agile, AI concepts, data insights, design thinking, experimentation and storytelling
• Negotiation and communication with cross-functional senior stakeholders