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Vice President, Global Communications
Estee Lauder
New York, NY, United States
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Description
Vice President, Global Communications - MAC
POSITION SUMMARY:
In partnership with SVP Global Communications, lead ongoing brand communication and engagement strategies for press, influencer and artist communities and construct strategic global launch plans for major collection, product innovation & collaboration launches. Oversee talent and fashion collaborations, partnerships and event sponsorships for the brand and M·A·C AIDS Fund. Oversee major communications and relationship engagement activity in all regions with the objective of elevating brand awareness and driving relevance and sales. Function as brand steward to oversee and manage crisis and issues for the brand globally.
PRINCIPLE ACCOUNTABILITIES:
• Work directly with SVP, GC, to lead development of global communication, influencer and artist engagement strategies and resulting activity for EMEA, APAC, NOAM, UK, CA, LATAM regions for M·A·C Cosmetics to drive brand awareness and consideration and establish M·A·C as the leading global makeup brand
• Responsible for developing Global Influencer Engagement strategy and activation frameworks for all segments of influencer ecosystem including beauty influencers, M·A·C artist, external artist communities, fashion and celebrity (focus on music).
• Work with other key disciplines at the brand to ensure influencer and artist relations programs are brought to life in a holistic way and have executions with all consumer touchpoints at the brand
• Oversee brand celebrity, talent and fashion partnerships, events and sponsorships and develop strategies to leverage for brand with consumer engagement online, in social and in store
• Work closely with SVP, GC, Creative Director and SVP, Product Marketing to establish a global collaboration strategy and ideation of activations
• Bring strategic collaboration ideas for influencers, celebrity and designers to the table that drive relevance and a new consumer to the brand
• Lead team to manage external collaboration relationships and serve as liaison between brand and talent agencies, managers etc.
• Advise regions on how to tailor and implement influencer and artist relations programs
• Lead conceptualization of Global and Regional disruptive influencer events and collaborations
• Lead development of the brand, corporate and innovation strategies and Comms/Engagement strategies and presentations
• Work closely with regionals to strategize and implement programs, in conjunction with brand goals and GC objectives and priorities
• Work directly with SVP to strategize business and brand stories to position M·A·C as a leader in cosmetics and develop & execute a strategy to highlight the M·A·C Global President and other key spokespersons for brand through modern storytelling in business and beauty media; includes drafting messaging for brand spokespersons
• Define overarching strategies for regions to tailor for major product innovation, collection and collaboration launches
• Continually evolve the department structure to meet the changing needs of brand & media/influencer landscape and help talent recruit in key regions. Demonstrate leadership with teams by motivating them to drive results for brand.
• Help to identify High Potential Talent within the teams and develop career plans to motivate, develop and grow their talents to best support the brand
• Oversee budget development
• Establish relationships with key senior management around the world and merchandise Communications and Engagement results back to establish ROI of initiatives--as part of this monitor and evaluate results by region and develop a more consistent reporting structure.
• Determine KPI measurements for influencer activations outside of Earned Media Value and set goals for brand globally and locally in key markets
• Function as the key contact for M·A·C crisis and issues; liaise with corporate communications and the brand on crisis and issues action plans to protect the brand's equity globally.
• Lead risk assessment and vetting process for talent partnerships and collaborations.
• Work with Corporate Communications to provide quarterly updates to CEO of company and Executive Group President regarding Animal Welfare issues
• Help key markets define comms and engagement opportunities, challenges and priorities-critical markets included UK, France, Middle East, Korea, Japan, China, Russia, Brazil, North America.
Qualifications
• 12+ years of experience in Global PR and influencer relations with a brand or agency, beauty or fashion experience preferred
• Influencer marketing experience required
• College Degree required
• English required and additional languages preferred
• Travel required 25-35% of time
• Excellent communication skills
• Strategic and creative mindset