About this Position At Henkel, you’ll be part of an organization that’s shaping the future through innovation, sustainability and collaboration. With our trusted brands like Persil®, ‘all®, Loctite®, Snuggle®, and Schwarzkopf® and our cutting-edge technologies, you’ll have countless opportunities to explore new paths and grow.
This position is with our Consumer Brands business unit – where we empower our employees to bring the best Laundry & Home Care and Hair products to people around the world.
Dare to learn new skills, advance in your career and make an impact at Henkel.
What you´ll do
- The Senior Manager, Brand & PR for DevaCurl will be the brand’s strategic storyteller—translating our vision, NPI pipeline, and cultural ambitions into high-impact press coverage, partnerships, and community moments.
- As a go-to expert for crafting and amplifying the DevaCurl narrative under the leadership of the Director, Brand Strategy, PR, Trade Marketing & NPI – DEVACURL and in close collaboration with the MSDS Director, Creative Strategy, it will be key to build strong media and influencer relationships, and ensuring every touchpoint reinforces brand identity, tone, and trust.
- This role will lead external visibility, reputation management, and media relationships. It is both an external-facing and internal leadership role, ensuring that every touchpoint reinforces brand identity, tone, and trust.
- In addition, this role will lead DevaCurl’s Texture Education Collective™ (TEC) initiative, positioning the brand as an industry changemaker and ensuring ongoing advocacy for textured hair education across the professional community.
Key Responsibilities
PR & Earned Media Strategy:
- Lead PR planning and execution to deliver consistent, high-quality coverage across beauty, lifestyle, and textured-hair media.
- Build integrated PR plans that amplify broader marketing campaigns and launches.
- Track press coverage and measure impact on awareness, brand sentiment, and engagement.
- Integrate PR calendar with overall marketing campaigns for cross-channel alignment.
Media & Influencer Relations:
- Build and maintain deep relationships with journalists, editors, stylists, and cultural influencers to secure ongoing visibility and thought leadership.
- Identify and cultivate new influencer and press opportunities that align with DevaCurl’s positioning.
Texture Education Collective™ (TEC) Leadership:
- Lead DevaCurl’s involvement as co-founder of Texture Education Collective™
- Collaborate with industry partners, stylists, and state boards to advocate for textured-hair education in cosmetology licensing.
- Ensure TEC efforts are integrated into broader equity and advocacy campaigns.
Brand Storytelling
- Partner with Creative Strategy to develop brand bibles, narrative arcs, and seasonal storytelling aligned to business objectives.
- Develop press kits, talking points, and brand decks that reinforce DevaCurl’s Pro-led positioning in textured hair.
Events & Partnerships:
- Lead press events, salon/pro activations in collaboration with Education
