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Sr Manager, Public Relations
Benefit Cosmetics
San Francisco, CA, United States
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This position is responsible for providing the strategic leadership & vision for all public relations endeavors. The primary responsibilities involve developing ideas & executing initiatives to drive incremental press & brand awareness across all media channels. He or she will be responsible for generating impactful PR campaigns & securing editorial coverage in all available and appropriate forms of national, regional, trade, digital, beauty media & social media.
This position requires strong leadership skills, outstanding communication & written skills with excellent organizational and follow-up skills. The candidate must be a results driven leader with an eye for detail who can push the creativity envelope.
Basic Duties & Responsibilities:
PR Strategy
• Drive US PR Strategy across all channels: national, regional, trade, digital/internet, celebrity, makeup artist, TV & radio.
• Develop a strategic long-term plan to translate brand DNA & codes into a comprehensive PR action plan to grow brand awareness & drive incremental press in collaboration with the VP Consumer Marketing.
• Identify measurement metrics to track PR team performance & measure program/activity success.
• Generate a monthly PR Score Card report of topline results.
• Manage & drive PR Calendar.
U.S. Editorial & Media Relationships
• Grow editorial coverage across all channels: national, regional, digital/internet, celebrity, makeup artist, TV, radio, etc.
• Manage editorial tracking (DMR) service – analyze data, identify opportunities & lead team to improve ranking.
• Increase quality & quantity of press hits using a multi-faceted approach.
• Develop & grow relationships with top tier press & digital influencers resulting in increased quality placements & exposure.
• Oversee and continuously evolve PR initiatives to maximize effectiveness & keep Benefit fresh on the forefront of Editors’/Bloggers’ minds for new introductions & core products.
• Plan & execute all National Press Events.
• Create TV target list. Develop relationships with key producers. Secure TV placements/beauty segments for Benefit on a national & regional level.
Brows
• Grow Benefit Brow Awareness.
• Identify US initiatives to build Benefit as the Brow Authority, making Benefit the go to expert for all Brow related stories.
• Tell the Benefit brow story across all channels.
• Drive PR strategy for Birthday Brows. Keep momentum going after launch. Make this initiative a brand pillar.
• Liaison with Marketing to plan PR strategy for new Brow Bar openings & build awareness for key existing Brow Bar location (flagships).
Special Projects
• Negotiate contracts/rates & track all expenses.
• Track results & assess program effectiveness on quarterly basis to maintain ROI.
• Manage the voice of brand spokespeople. Manage interview requests & act as liaison between press & brand spokespeople, optimizing opportunities & the Benefit voice.
A Launches
• Increase the buzz factor surrounding “A” introductions, generating enormous amounts of buzz & excitement.
• Collaborate w/marketing team to create & maximize strategy for “A” introduction events.
• Collaborate w/marketing team to create initiatives to increase brand exposure, drive traffic & increase sales.
• Generate & manage PR stunt ideas & activities to increase awareness and grab new customers.
International
• Manage the International PR requests. Create clear process and procedures to ensure requests are responded to in a timely fashion and deliverables meet market deadlines.
• Collaborate with international PR/Marketing managers to brainstorm PR ideas, encourage “best practices” and maximize global presence/consistency.
Leadership
• Lead weekly PR team meetings. Manage day-to-day PR team activities.
• Foster teamwork & creativity among PR Team.
• Increase individual & team collaboration both within the PR department and cross department with the Consumer Marketing team.
Budget
• Track all PR event & special project expenses.
• Review monthly P & L statements to keep expenses on track & on budget.
• Identify cost savings opportunities.
• Negotiate best prices to optimize brand dollar spend on all PR initiatives.
Travel
• Travel/trips as needed based on projects & programs.
All other duties as assigned.
Qualifications:
• Minimum 7 years beauty public relations experience required
• 2-3 years marketing events or promotions experience required
• Excellent written & verbal communication skills
• Strong influencing skills
• Excellent presentation skills
• Proven track record for achieving results and driving projects
• Highly organized multi-tasker with a great ability to problem solve
• Leadership & management skills
• High energy go-getter
• Proficient in Word, Excel and other Microsoft Office applications
• BA/BS required.