Sr Manager, Consumer Engagement, Bobbi Brown NA

Position Summary

This position plays a critical role in accelerating the growth of Bobbi Brown North America by transforming brand storytelling into cultural relevance.

Working in close partnership with 360 marketing, online and media teams, this role is responsible for:

• driving the strategy and execution of the brand’s North America Influencer and Communications efforts to increase brand awareness, earned media value, and desirability
• build meaningful and lasting relationships across influencers, beauty editors, and VIP talent on behalf of Bobbi Brown North America
• lead creator eventing, building the brand’s physical experience and managing the regional creator event calendar. This role ensures these moments generate maximum cultural impact, conversation and Earned Media Value by orchestrating best-in-class content strategies and influencer activations.
• Build strong relationship with PR agency and build advocacy for brand externally
• Work cross functionally with NA team including Marketing, Account Management, Field teams, Education, Retailers as well as the Global brand.

Job Description

Consumer Insights
• Identify emerging consumer behaviors and trends and translate insights into actionable recommendations and bring new ideas on how to engage with the consumer in the social landscape as a result
• Monitor EMV, social performance and engagement, working cross functionally with online and media teams to respond to trends/ lean into pillars of strength

Strategy
• Drives the strategy and execution of US Influencer Strategy across paid and earned to drive brand EMV and heightened ranking
• Manages relationships with influencers across macro to micro tiers on all social media platforms; particularly TikTok and Instagram
• Manages relationship with key agency partners, including StarPower
• Drives PR/ comms strategy for US region, ensuring consistency in secured media presence
• Partners with 360 Marketing team to understand national US investment strategy/priorities and work collaboratively to optimize programming and activations
• Partners with 360 Marketing and education team to understand product messaging, leveraging insight to inform influencer/comms strategy
• Partners with retailers, trade marketing and promo leads to understand key launch, promotion and selling periods
• Liaises with Global Communications team to gain updates surrounding Global comms strategy & ideate relevant ways to execute in NA region
• Identify emerging creators, platforms and trends.

Execution
• Leads briefing of agency partners
• Manages total communications strategy and execution including relationships with key editors, long lead product placement and feature stories in partnership with brand’s agency of record
• Executes influencer and product seeding campaigns in accordance with agreed upon strategy
• Partners with agencies to uncover and execute optimizations across influencer campaigns & comms efforts (ie interviews, master classes, etc.)
• Cascades launch/execution updates (ie content live links, award seal wins, etc.) with NA & global marketing teams, ensuring visibility of NA lead executions
• Partners with Bobbi Brown Global Comms to secure organic social coverage of relevant influencer & beauty seals/awards
• Manages NA executions with Global Talent
• Manages regional press strategy in coordination with Marketing efforts for Top DMA strategy
• Concepts and creates meaningful event/tent pole moments for NPL or product animation

Measurement
• Defines primary and secondary KPI’s for all campaigns/executions
• Partners with agencies to curate wrap reporting for initiatives
• Deploy learnings to internal (NA leadership, product marketing, education, eComm, retailer account management leads, trade marketing, etc.) and external (global partners) stakeholders
• Leverage learnings to influence go forward strategic plans across all pillars of communications

Financial Management
• Manage NA Consumer Engagement budget, staying close to each investment and tracking monthly to plan and ensuring accuracy and consistency in reporting on various views (Year over year, quarter over quarter, etc. views)

Qualifications

• 5-7+ years of consumer, influencer, PR/communications marketing experience, developing and executing strategies that strengthen brand desirability, drive awareness, grow advocacy and accelerate business performance.
• Deep knowledge of Beauty Influencer space and Influencer reporting tools
• Strong understanding of prestige makeup content ecosystems and social-first storytelling (is interested how to create content for each channel, how to create trends or follow trends in real time, and how to measure/track and growth sales driven by social)
• PR experience preferred but not required
• Eventing experience preferred
• Experience developing integrated content strategies across Owned, Earned and Paid media preferred
• Experience with EMV (Earned Media Value) plans and metrics, media plan metrics
• Experience writing briefs to agency and managing agencies back and forth of a project to meet internal deadlines.
• Requires strong oral and written communication skills, as well as interpersonal and team building capabilities with internal functional groups as well as with external partners. Role builds strong relationships with creators and agency partners
• Strong analytical mindset with experience translating data into actionable insights.
• Excellent project management and stakeholder management skills.
• Experience working across global teams and cross-functional teams preferred
• Strong MS Excel and Powerpoint skills