Position Type: Permanent
Employment Type: Full-Time
Location: New York, New York
Country/Region: USA
Job Summary
The Director of Brand Engagement for essie is a key leader within the brand's marketing team tasked with bringing the brand's strategy to life through "best in class" consumer touchpoints. As the brand's resident storyteller, this individual will lead a team responsible for consumer‑centric social, advocacy and influencer content development & strategy, PR and advocacy programs, from an earned and owned perspective. The role will stay ahead of nail, makeup and beauty trends to ensure social and A&I efforts are on brand and help increase brand awareness in an already saturated market. The ideal candidate is a consumer‑focused, data‑driven content marketing professional, a skilled communicator with a proven track record of building diverse teams, and will play a key role in monitoring consumer sentiment and conversations.
Key Job Responsibilities
- Set the brand's overall communications strategy across earned, owned and paid channels for the essie master brand and the product categories.
- Develop social, influencer, PR strategies to build brand love and advocacy, growing an engaged community and recruiting new consumers into the brand, informed by data‑driven insights.
- Lead internal and external agency teams responsible for development of strategy & execution of US rollout across paid, earned, owned content for the brand.
- Manage social and influencer team to ensure that all content is driving engagement, tailoring content for each specific channel (Instagram, Facebook, TikTok, Pinterest, YouTube, Twitter, etc.) and optimizing what works.
- Thoroughly understand ever‑evolving social/influencer marketing landscape and build and enhance brand strategies as needed based on industry trends and consumer behavior.
- Liaise and collaborate with product marketing to execute on digital content marketing tactics inclusive of digital content development, influencer & advocacy efforts to drive business goals (brand loyalty, consumer engagement, results).
- P&L accountability for all PR, social, influencer and advocacy budgets; work closely with brand Finance team.
- Bring recommendations to Category Head on shifts, based on performance reporting and consumer‑focused data from internal and external sources (CMI reporting, retailer consumer reports).
- Organize and lead brand/PR in‑person events, mailers, etc. to help support brand engagement initiatives.
- Lead the relationship with internal and external PR/A&I agencies on behalf of the brand, from negotiations, strategy, budget management to execution of plans.
- Partner closely with Brand DMI (global team responsible for the brand's global image and direction) to create a feedback loop to ensure that the US plan properly embodies the global brand vision, and share consumer communications insights from the local market back to the DMI.
- Report to the Marketing Head (US) of the brand, while managing and developing 2 direct reports.
Qualifications / Requirements
- Minimum seven (7) years of Marketing or Digital experience with heavy experience for digital, social, influencer and public relations.
- Bachelor's Degree.
- In‑depth knowledge and understanding of digital platforms and how they can be leveraged to achieve business goals, including emerging trends in channel performance and content strategies.
- Experience with executing digital & social media campaigns from upper funnel awareness campaigns to performance marketing campaigns focused on conversion.
- Proven experience with brand communications, community management, social marketing, influencer & advocacy programs.
- Experience developing compelling social media campaigns and effective content strategies.
- Detailed knowledge of CRM best practice and industry benchmarks.
- Experience managing and developing a team, with experience onboarding to new social media management, listening platforms and social frameworks.
- Exceptional organizational skills and high level of attention to detail.
- Strong written and verbal communication skills, including ability to lead internal and executive level meetings/presentations.
- Experience managing and cultivating direct reports.
- Creative problem solver.
- Ability to develop solid relationships and lead with influence.
- Ability to manage in a complex, matrixed, fast‑paced environment.
Additional Benefits Information
- Salary Range: $140,100 - $203,200 (The actual compensation will depend on a variety of job‑related factors which may include geographic location, work experience, education, and skill level)
- Competitive Benefit Package (Medical, Dental, Vision, 401K, Pension Plan)
- Hybrid Work Policy (3 Days in Office, 2 Days Work from Home)
- Flexible Time Off (Paid Company Holidays, Paid Vacation, Vacation Buy Program, Volunteer Time, Summer Fridays & More!)
- Access to Company Perks (VIP Access to L'Oréal's Internal Shop for Discounted Products, Monthly Mobile Allowance)
- Learning & Development Opportunities (Unlimited Access to E‑learnings, Lunch & Learn Sessions, Mentorship Programs, & More!)
- Employee Resource Groups (Think Tanks and Innovation Squads)
- Access to Mental Health & Wellness Programs
Equal Opportunity Employer
We are an Equal Opportunity Employer and take pride in a diverse environment. We do not discriminate in recruitment, hiring, training, promotion, or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.
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