GenAI Comms Strategist

Role:  GenAI Comms Strategist

Location:  Manila, Philippines

About the role: 

This is an opportunity to join OLIVER's Beauty AI Studio as a Comms Strategist shaping social-first strategy and AI-driven creative for a leading beauty and wellbeing brand portfolio across multiple markets.

At the intersection of cultural intelligence and generative AI, this role blends strategic thinking, beauty craft, and systems-level AI capability. Working in a hybrid office-based environment, you'll lead day-to-day strategy and copy development across multiple distinct markets — translating local cultural insight into breakthrough ideas and using AI to accelerate and elevate every stage of the process. Your work will set the standard for platform-relevant, audience-specific content across a leading beauty and wellbeing portfolio.

We support flexible working and are open to different arrangements. We offer reasonable adjustments throughout the process.

The Comms Strategist is a central, autonomous role in the Beauty AI Studio. You'll 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.

In a hybrid office-based environment, you'll own client briefs end-to-end across multiple markets: from decoding local beauty culture and shaping strategy, to co-creating content with AI and refining it to the client's brand and quality standards. The role requires the ability to hold multiple market contexts simultaneously — understanding what makes a beauty consumer in each market distinct — while maintaining consistent brand integrity across a portfolio of leading beauty and wellbeing brands. You'll work closely with creative, data, and production teams, and collaborate directly with clients on local vernacular and market-specific language needs.

What you will be doing: 

• Decode beauty and wellness culture across target markets — micro-trends, rituals, subcultures, and platform aesthetics — and translate observations into market-specific strategic insight and creative opportunity for a portfolio of leading beauty and wellbeing brands
• Conduct AI-powered cultural, consumer, and competitive analysis across all markets to inform strategy and content direction
• Develop social strategies for a portfolio of beauty and wellbeing brands across multiple markets — 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 brand's tone of voice and the expectations of audiences across markets
• Build multi-layered messaging frameworks and content systems that flex across brands, markets, and platforms without losing coherence or brand integrity
• Collaborate directly with 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 markets
• Lead day-to-day strategic and copy development with clarity, rigour, and consistent quality control
• Present ideas, insights, and AI-enhanced work to client 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 team's 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 leading beauty and wellbeing brands, 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
• 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 — adapting to each brand's distinct tone and personality — 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
• Additional language proficiency relevant to the target markets is an advantage; 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 target 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: 17937

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