Digital Content Strategist

Position Summary

Unilever is a global consumer goods company known for its commitment to sustainability and a diverse portfolio of iconic brands. Unilever's expansive brand lineup includes household names such as Dove, Axe, Degree, Vaseline, Shea Moisture, TRESemmé, Olly and Liquid IV. Every day, over 2 billion people around the world rely on our products for their daily needs.

The Digital Content Strategist plays a critical role in delivering high-quality, performance-driven eCommerce content across Canadian retail partners, including Amazon and Walmart. This role partners closely with brand and eCommerce teams to lead content development, creative execution, and ongoing optimization to drive visibility, engagement, and conversion.

Key Responsibilities

Project Management & Creative Development

• Lead the creation and execution of eCommerce product detail page (PDP) content across Canadian retailer channels (pureplay and omnichannel), managing a portfolio of digital assets to support growth acceleration: inclusive of supplementary images, enhanced content, video
• Partner with brand to deliver best-in-class visual and written content with strong consumer relevance and visual impact
• Translate brand strategy and commercial priorities into clear, actionable creative briefs with input from brand, legal and R&D teams (i.e. claims hierarchy, ingredient story-telling, before/after images, regimen)
• Apply strong understanding of beauty and wellness category dynamics and content best practices to create persuasive, high-performing digital shelf experiences
• Own content approvals, timelines, and delivery to ensure seamless execution
• Apply deep knowledge of retailer ecosystems (Amazon PDPs, A+ Content, Brand Stores; Walmart item pages) to guide content creation and execution
• Ensure content is future-ready and optimized for AI-driven discovery, including Large Language Models (LLMs)

Content Optimization & Performance

• Ensure all content is platform-native and optimized to engage high-intent shoppers and drive conversion
• Translate shopper behavior, platform capabilities, and evolving best practices into clear, actionable optimization strategies
• Audit eCommerce content across retailers for quality, accuracy, compliance, and completeness
• Elevate SEO performance and first-page organic rankings by optimizing written content against top-performing and trending search terms to improve discoverability and product ranking
• Ensure content is future-ready and optimized for AI-driven discovery via LLMs inclusive of Rufus and Sparky
• Leverage Stackline and other analytics tools to inform strategy, identify opportunities, and strengthen digital shelf performance
• Build and scale content standards, optimization frameworks, and ways of working across brands and retailers

Approximate Time Allocation

• Content Development & Creative:
• 60% Optimization & 40 % Performance:

Qualifications

• 5+ years’ experience in eCommerce, digital content, or digital marketing
• Strong expertise in Amazon, Walmart, and retailer content ecosystems and merchandising best practices
• Proven experience in SEO and conversion-focused content development
• Experience using analytics tools (e.g., Stackline) to drive performance insights
• Excellent project management and stakeholder coordination skills
• Strong communication and storytelling capabilities
• Analytical mindset with the ability to turn data into action
• Familiarity with evolving search and discovery ecosystems, including AI/LLM-driven experiences
• CPG and/or Personal Care category experience preferred
• Proficiency in French an asset

Initiative unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience, by balancing both what unites people and what makes them different. When brands unite people in culture, they build Fame, and when brands connect individuals to their unique journeys, they build customer Flow.

Initiative builds Fame and Flow for brands like Amazon, RBC, LEGO, Nintendo and Canada Goose. Media responsibility is at the forefront of everything we do, whether it’s creating media plans that reflect the diversity of our communities, promote brand safety, and foster sustainability.

Our agency celebrates diversity in an inclusive environment where all of our 9,000+ strong talent across 90+ markets feel seen, heard, and valued. Our vision is to create not only a better media company, but also a better media industry, and maybe even a better world.

Initiative Canada has received many of the industry’s most coveted awards, including two gold Strategy Media Agency of the Year awards, eight Cannes Lions, and a position on WARC's Top 50 Most Effective Media Agencies in the World. In 2023 Initiative was named the North American Network of the Year by the Festival of Media, and Global Network of the Year by both Ad Age and Ad Week.

To learn more, visit initiative.com.

This is an active vacancy. We are currently hiring for this role and reviewing applications on an ongoing basis.

Expected Salary: TBD

Omnicom Media is providing the compensation range that the company is willing to pay for this position based on the successful applicant’s education, experience, knowledge, skills and abilities.

Initiative is an equal opportunity employer, committed to providing equal employment opportunities to all employees and applicants without regard to race, colour, ethnicity, gender, age, religion, creed, national origin, sexual orientation, gender identity, marital status, citizenship, genetic information, disability, or any other basis prohibited by applicable federal, provincial, or municipal law.

If you require an accommodation in any aspect of the selection process, please reach out to canadatalent@mbww.com