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Manager, Global Communications
Estee Lauder
New York, NY, United States
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Description
OVERVIEW: Manage the development and implementation of global communications, social media and influencer marketing strategies for the Aramis and Designer Fragrance brands. Work with Executive Director to identify, implement and maximize traditional and non-traditional visibility and consumer engagement campaigns, including the creation and management of all press tools, ambassador relations, influencer marketing and global events. Direct liaison with all markets' local communications teams (35+ PR Managers) to manage local execution of global strategy, and analyze/report back launch plans and results to Management and Licensors.
ACCOUNTABILITIES:
PR + Communications Engagement Strategy
•Work with Executive Director to develop disruptive global communications strategies for all brands, all programs; devise programming and campaigns that will engage editors, bloggers, influencers and consumers to increase awareness and brand consideration
•Drive editorial storytelling and editorial content development to support new product launches and features; ensure consistency and relevance across all consumer communication touch points
•Identify innovative partnerships and collaborations that extend brand and product reach; look for opportunities for brand synergy, social causes or campaigns that resonate with the consumers
•Manage the development of Global Communications materials including press releases, media pitches, Q&As, imagery, toolkits and any image communications
•Ideate and execute new and fresh ideas to leverage the power of the consumer; curate experiences and social sharing opportunities that pull in new customers and unlock the voices of alpha fans
•Manage NA media/trade/press relationships on behalf of ADF portfolio of brands
Social Brand Strategy and Management
•Assist Executive Director in social media strategy development for all brands (earned and owned); help identify opportunities to create content and stories that encourage action and advocacy
•Manage social content creation to support consumer engagement and storytelling: video assets (long form and social edits), lifestyle imagery, GIFs, BTS, teaser campaigns, etc.
Influencer Marketing + Spokespeople Management
•Manages the ideation, identification and execution of influencer partnerships for all brands; includes story and content creation
•Manages the development of influencer seeding strategies to support new launches and key seasonal moments for all brands
•Sets the PR and social media strategy to support influencer partnerships and seeding initiatives
•Leads execution to secure editorial coverage in all appropriate media to support influencer partnerships; drives NA and works closely to assist International markets
•Prepares creative and content briefs to lead negotiations with talent management and alignment with influencers
•Manage spokespeople and campaign talent relationships; work to maximize press and content opportunities
Region + Market Coordination
•Partner with Regionals and Affiliates to effectively manage all global communications programming, influencer marketing and seeding initiatives in markets
•Liaise with Affiliates to optimize and integrate programming locally; think omnichannel when/where applicable
•Assist Executive Director to ensure governance of global processes are in place and well coordinated between brand, regions and markets
Agency + Licensor Management
•Work closely with PR and Digital contacts at fashion partners to optimize and integrate communications (PR, influencer, social) strategies and gain alignment
•Act as day-to-day liaison with the respective Fashion teams to keep the flow of communication on target and secure market approvals and feedback
•Manage PR, influencer and social agencies in partnership with cross-functional and departmental teams
Analytics and Reporting
•Support Executive Director in the development of program KPIs and reporting results for review regularly; propose recommendations and indicated actions
•Focus on increasing Earned Media Value (EMV) across all brands; partner with Corporate Marketing to best connect efforts to business goals and increasing market share
CORE COMPETENCIES:
•Editorial Awareness and Storytelling. Has a foundational understanding of the editorial and media landscape across online, print and TV. Understands and is able to craft the story(ies) and relevant/necessary content to connect ADF brands and business objectives with target consumer interests, desires and behaviors.
•Digital Fluency. Has a foundational understanding of consumer behaviors in the digital space. Understands how consumers engage with brand and influencer content across editorial, social and digital platforms. Keeps abreast of all new digital and social trends, tools and platforms to ensure ADF communications strategies connect with ADF target consumer.
•Commercial Awareness. Has a foundational understanding of ADF customer needs, market segments and trends. Understands ADF strategies, plans and priorities. Supports the development of long-term strategies.
•Influencing and Negotiating. Builds positive relationships with internal and external business partners. Effectively conveys new ideas to internal and external business partners. Supports the effective execution of the communications process with partners.
•Effective Communications. Supports the development and delivery of clear and compelling messages. Tailors messages as appropriate for varying communications channels. Effectively delivers communications in challenging situations.
Qualifications
•5-8 years of relevant communications experience
•Significant experience in the on-line communications; previous experience in editorial storytelling, creating buzz around brand products and driving consumers to purchase
•Previous experience in establishing relationships with high profile ambassadors and influencers
•Experience in directing outside talent: designers, writers, PR agencies
•Experience in a global / matrixed business environment; both managing international markets and NA media relationships a plus
•Demonstrated ability to execute social/digital campaigns
•Active daily life in social media and digital platforms
Education
•BA/BS in Journalism, PR, Communications or related field