Senior Director, Global Influencer + Communications Strategy
2 days ago
🏢 In-office - Manhattan
Description
• Lead development + drive cohesive execution of global influencer + earned media marketing strategies that support brand initiatives with a focus on brand equity, storytelling, + cultural relevance as well as driving awareness, engagement, + brand love with target audiences. • Continually identify, expand, + nurture relationships with a diverse, multi-tiered network of brand-relevant advocates + ambassadors inclusive of vip, macro, mid-tier, creator, stylist, micro, + emerging segments. • Identify + recommend most strategically-relevant tactics to accelerate brand EMV + impressions, inclusive of organic gifting, events, seeding, paid partnerships, + unique experiences. • Lead + inspire direct team with a mindset of anticipation, collaboration, + innovation to recommend new ideas and plans that help drive brand cut-through + experimentation. • Flawlessly connect the dots between broader brand strategy, marketing objectives, department initiatives, + day to day execution, while employing a data-driven mindset + passion for relationship-building to drive results. • Monitor, pivot, + enhance strategy as needed based on performance reporting, industry trends, innovations, target audience preferences, + competitive analysis. • Manage all pr+ influencer initiatives related to the brand’s go-to market 360 plans in support of all new launches, campaigns, activations + always-on equity storytelling, from strategy, through activation and reporting results. • Partner with social + integrated media team leads on all paid campaigns + activations to ensure alignment + cohesive storytelling for maximum reach and KPIs across organic, paid, and earned channels. Serve as primary lead for any external agency paid programming. • Drive development + communication of global influencer guidelines, providing direction to international marketing leads + local agencies on influencer identification and initiatives to drive engagement, earned media and cultural relevance while maintaining brand DNA + consistency. • In close partnership with brand management team, help identify + negotiate larger-scale, brand-relevant partnerships and collaborations to fuel annual marketing plans. • Lead annual influencer events strategy + tentpole activations to create unique + memorable experiences that build brand love and fuel advocacy aligned to brand, product, + campaign objectives. • Oversee ongoing influencer measurement and reporting; drive, track and report on keys KPIs, including rank, EMV, impressions, + retention, aligned to broader marketing goals. • Responsible for closely managing influencer + pr annual budget in collaboration with finance + AVP, global consumer engagement. • Support + guide team across all influencer negotiations, contracts, brief development, + content approval, ensuring alignment with brand/product communication objectives. • Partner closely with PR + Influencer Director and North America PR agency to ensure strategy + plans closely align with broader brand business + marketing goals while meeting KPI goals. • Lead Product/Brand Crisis/Corporate Communications management in partnership with PR agency.
Requirements
• Bachelor’s Degree preferred • 12+ years of relevant experience in developing and delivering global influencer marketing strategies in a dynamic, fast-paced environment across social platforms (Instagram, TikTok, Youtube), including at least 8 years of people management experience. • Proven track record of building a high growth, top EMV brand within the premium beauty category. Haircare experience (especially with a professional salon brand) is a huge plus but not required. • Entrepreneurial mindset, comfortable with ambiguity + creating processes + collaborative partnerships to set up a high growth brand for future success • Creative + strategic mindset with a love for culture, innovation + building relationships. A left and right-brained thinker who demonstrates: • passion for building communities + relationships, with the ability to market at the speed of culture • strong business acumen, strategic thinking, and analytical skills • proven ability to drive both marketing + commercial outcomes while delivering to KPI goals • ability to leverage data + analysis to drive ROI-focused initiatives • Highly organized with the ability to juggle multiple priorities and work in a fast-paced environment • Adept at managing multi-stakeholder initiatives and solving problems/removing obstacles to get work done/drive execution • Excellent written and verbal communication skills
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