Senior Manager, Brand & PR – DEVACURL

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

What makes you a good fit

• DevaCurl is consistently visible in tier-1 beauty, lifestyle, and textured-hair press.
• Bachelor's degree and 7-10 years of professional experience, beauty preferred
• The brand’s tone, story, and image are clear, consistent, and resonant across all PR channels.
• PR activations tie directly to growth in awareness, engagement, and sell-through.
• Elevated brand sentiment and trust within the textured-hair community.
• DevaCurl is recognized as the thought leader in its category—shaping conversations, not just joining them.

Some benefits of joining Henkel

• Health Insurance: affordable plans for medical, dental, vision and wellbeing starting on day 1
• Work-Life Balance: Paid time off including sick, vacation, holiday and volunteer time, flexible & hybrid work policies (depending on role), and vacation buy / sell program
• Financial: 401k matching, employee share plan with voluntary investment and Henkel matching shares, annual performance bonus, service awards and student loan reimbursement
• Family Support: 12-week gender neutral parental leave (up to 20 weeks for parents giving birth), fertility support, adoption & surrogacy reimbursement, discounted child and elderly care, and scholarships
• Career Growth: diverse national and international growth opportunities, access to thousands of skills development courses, and tuition reimbursement

The salary for this role is $120,000.00 - $135,000.00. This is the range that we in good faith anticipate relying on when setting wages for this position. We may ultimately pay more or less than the posted range and this range. This salary range may also be modified in the future.

Henkel does not accept unsolicited resumes from search firms or employment agencies. Unsolicited referrals and resumes are considered Henkel property and therefore, Henkel will not pay a fee for any placement resulting from the receipt of an unsolicited referral.

Henkel is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, age, national origin, disability, veteran status, genetic information, and other legally protected categories.