Director, Brand Engagement

Director, Brand Engagement

essie DMI

Job: Director, Brand Engagement

Position type: Permanent

Employment type: Full - Time

Location: New York - New York

Country/Region: USA

Overview: The essie global team is looking for a highly motivated communications and marketing expert to be Director – Brand Engagement. This leader is tasked with bringing the brand’s strategy to life through execution of “best in class” consumer touchpoints.  A natural storyteller with a passion for color and creativity, this individual helps lead the team responsible for consumer-centric content development, social and influencer strategy, PR and advocacy programs. We are looking for a consumer-focused, data-driven content marketing professional who has a proven track record of building and developing relationships with key influencers and leading a diverse team.  Reporting to the VP of Integrated Communications, this role is instrumental in growing consumer connection and furthering brand engagement.

You have your manicured finger on the pulse of social, trends and conversation and aren’t afraid to bring new and strategic ideas to drive the essie brand forward.  AND if you have dreams to name a nail polish shade – this could be your chance!

Job Responsibilities:

Advocacy & Influencer (A&I)

• Lead global advocacy strategy and identify key global influencers for key business moments
• Strengthen and build relationships with advocates, including manicurists, and identify key brand pillars in which to assign content
• Manage talent negotiations, briefs and program execution – whether for in-person or virtual/digital programs – as well as influencer marketing agency partners
• Work cross functionally across Marketing, eCommerce, product development and international business to ensure fully integrated programming in support of Panier priorities
• Liaise with local market leads to ensure global + local programming align
• Provide global reporting and influencer tracking
• Lead global events, as well as influencer relations on set for brand filming

Social Media

•       Continue to evolve the essie global social strategy, tapping into consumer insights, brand equity and vision/mission. 

•       Drive creation of best-in-class Brand social content, driving trends and engagement with key community groups on social platforms

•       Lead essie edit, a community of content creators, to activate and react to key nail trends, cultural moments and big bet brand programs

•       Manage agency/project-based partners and lead digital content shoots

•       Liaise with key market social/communications leads

•       Deliver global social programs that inspire local market amplification

•       Keep a pulse on digital trends, new innovations and tools and social conversation around the nail category

•       Partner with team members to manage/create the global Instagram calendar and content, supporting key business objectives and messaging

Brand Communications

• Create brand press dossiers, communications plans and internal relations for the essie global brand
• Liaise with key communications leads across the world and L’Oréal organization

Qualifications

• 8+ years of relevant experience in public relations, influencer management and social strategy and activation – preference for beauty and/or fashion -  with ability to drive insights and results
• A big thinker with highly skilled in storytelling and self-expression through color
• A pulse on trends, cultural/global conversations and the ever-changing social and influencer landscape, with proven success in activating on behalf of a global brand
• Experience with talent management, briefing and influencer activation, developing strong relationships on behalf of the brand
• Command for working in an integrated marketing mix, managing vendors, budgets and internal junior team members
• Achieves Results with Integrity – conveys energy, focuses on results, deliverables and follow-through (i.e., accelerates multiple tasks to meet deadlines) and acts with integrity

• Innovates – shows curiosity, imagines creative solutions generating business value, promotes team creativity and utilizes data to draw new insights
• Experience with social tools/influencer tools like Net Base, Rival IQ, Sprinklr and Traackr

·      Competencies/Skills: