Role:  Content Strategist (Social Trends)

Location:  Mumbai, India 

 

About the role: 

This role exists to answer one question: what should brands be making on social right now- and why?

You’ll scan culture at scale- across platforms, communities, and categories- to decode the trends and undercurrents shaping how people engage, consume, and relate to everyday products. Your job is to translate that into clear, actionable directions for content across Unilever’s FMCG and Personal Care portfolios.

The role is built on an AI-augmented workflow. Using tools like NotebookLM, you’ll synthesize large volumes of information, structure thinking through prompting, and build a system that helps you consistently surface what matters. The expectation is not just tool usage, but the ability to think through AI- asking better questions, filtering outputs, and applying judgment.

 

What you will be doing: 

• Track cultural and consumer shifts across FMCG and Home Care
• Scan across sources: social platforms, creators, communities, product trends, and cultural moments
• Build and maintain a living intelligence system using NotebookLM
• Use structured prompting to:
  • identify macro shifts in consumption, identity, and routines
  • uncover micro behaviors and emerging rituals
  • filter trends through a brand lens for relevance
• Apply brand frameworks (values, tone, audience, product pillars) to ensure outputs are actionable
• Develop structured trend outputs: summary, why-now, cultural insight, brand angle, source trail, and confidence score
• Translate trends into content directions—formats, hooks, narratives, and creative territories
• Produce The Trend Edit—a brand-specific output that turns signals into content and storytelling opportunities

 

What you need to be great in this role: 

• 3–5 years in strategy (content, brand, or cultural strategy)
• Strong instinct for culture across consumption and personal routines
• Ability to connect signals → behaviors → insights → content direction
• Comfort working with AI tools; ability to structure inputs and prompt for depth and clarity
• Proven ability to translate cultural insight into content or campaign ideas
• Clear, structured writing—comfortable creating strategy-facing outputs
• You don’t just spot trends - you make them usable
• You don’t just use AI - you think through it
• You don’t just report - you take a point of view
• Working understanding of FMCG and/or Home Care categories
• Passion for and inquisitive about AI and new technologies 
• Understanding and knowledge of AI tools is beneficial, but ability to learn and digest benefits and features of AI tools is critical. 

Req ID: 16894

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