Director, Content, NEF

Role Purpose

The Content Lead plays amission criticalrole in bringing this ambition to life. This role leads the development, localization, and deployment of culturally relevant,insight driven, andmarket readymarketing content across the Franchise. Operating within a tightly integrated OU–Market model, this leader ensures that all work aligns with global/OU platforms while reflecting local nuances, cultural tension points, and emerging consumer trends.

This role is a key enabler ofhigh-quality, highspeed,ROI drivenmarketing execution across the Franchise.

Focus, Scope & Impact

1. Content Leadership & Development

• Develop, adapt, and deploy high-quality content that is culturally rooted and deeply relevant to the Franchise’s consumer and shopper landscapes.

• Serve as the custodian of creative excellence—ensuring consistency in tone, messaging, and visual identity across all Franchise work.

• Translate local insights, cultural signals, and social conversations into compelling creative ideas and assets.

• Work with IMX and Category teams to shape and land “One Briefs” that drive powerful, integrated creative work.

2.Cross SystemCollaboration

• Partner seamlessly with: 

• OU Category Leads

• OU IMX (Integrated Marketing Experience)

• Local Media Leads

• Frontline & Brand Strategy Leads

• Franchise Marketing and Commercial teams

• Coleadthe localization of global/OU platforms and ensure local content reflects cultural reality and brand ambition.

• Participate inOUwideinitiatives to scale and uplift best practices in content development and deployment.

3. Agency & Production Ecosystem Leadership

• Lead and manage the Franchise’s network of creative, digital, production, and content agencies.

• Managefull funnelproduction models, including: 

Local content development from scratch

Localization and adaptation of OU/global platforms

• Overseeend-to-endproduction (online & offline), ensuring speed, quality, andcost-effectiveness.

• Drive adoption ofAI enabledproduction, modular content creation, andnew agecontent models to improve agility and ROI.

4. Campaign Amplification & Integrated Connections

• Develop content briefs and creative territories that connect seamlessly with Franchise EPICs (Experiential, Influencer, Partnerships, Social & Digital).

• Ensure campaigns areoptimizedfor local media, influencer, and digital ecosystems.

• Work with connections/EPICs teams to maximize reach, engagement, cultural relevance, and campaign amplification.

5.Insights DrivenCreative Excellence

• Partner with Insights to uncover “killer insights” that unlock brand and category growth.

• Use creative testing and performance analytics to guide continuous content improvement.

• Ensure global/OU campaigns are adapted authentically for cultural fit and market relevance across the Franchise.

6. Budget Ownership & Governance

• Own and manage all production & deployment (P&D) budgets for assigned Franchise markets.

• Ensure rigorous financial stewardship, cost management, transparency, and ROI optimization.

• Lead prioritization frameworks to maximize impact with available resources.

Experience & Critical Requirements

• 10+ years of experience in content development, creative leadership, cultural storytelling, or agency management—preferably within Africa or multicultural emerging markets.

• Strongtrack recordleadingmulticountymarketing workstreams withdemonstratedexcellence in timelines, budgets, and stakeholder management.

• Experience working with creative agencies, digital ecosystems, production teams, and content hubs.

• Added advantage in Media, Brand Strategy, Digital Marketing and Asset management systems 

• Deep mastery of local culture, language(s), social trends, and consumer behaviour in the Franchise market.

• Demonstrated ability to work in complex, matrixed organizations.

Leadership Behavioursalong with the KOGrowth Behaviours

• Growth Mindset:Curious, experimental, embracesnew technologyand cultural shifts.

• Dream Big + Deliver:Ambitious thinker whomaintainshigh performance standards despite complexity.

• Enterprise Mindset:Acts in the best interest of the whole franchise and OU.

• Servant Leadership:Empowers teams, fosters inclusion, uplifts diverse voices, and champions cultural authenticity.

Communication & Influence Skills

• Exceptional ability to influence and collaborate within a highly networked system.

• Strong executive presence with the ability to aligncross functionalsenior stakeholders.

• Ability to simplify complexity and transform insights, trends, and system needs into actionable content strategies.

• Inspires others through creativity, storytelling, and deep cultural empathy.

Other Requiremen