Función del empleo: Digital

Tipo de puesto: Permanent

Tipo de empleo: Full - Time

Localización: New York, NY

País: United States

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Job Title:                           Senior Manager, Influencer Marketing

Division:                            Kiehl’s Brand Engagement Team

Supervisor Title:              AVP, Brand Engagement

Location:                           New York City (435 Hudson Street)

FLSA:                                  Exempt

Job Summary
The Senior Manager will build an innovative, creative, US-culturally relevant approach to building influencer marketing for Kiehl’s. This role will lead our Influencer Marketing strategies including: Dermfluencers, Macro and Celebrity Influencers, Mid Tier, Micro and Nano Tier Influencers, as well as our Influencer Affiliate Retail Marketing Programs. 

 

This person will build a robust, consumer-centric full funnel approach, connecting these key pillars of the customer journey to drive key KPIs (Traackr/MIM, TikTok Engagement and Video Views, DBPI), with a focus on recruiting a new and younger our Gen-Z audience and maximizing our existing customer base. This key leader must be an influencer and social media expert and have their finger on the pulse of beauty, culture and the luxury landscape, bringing best-in-class thought leadership and innovation to the Brand Engagement team.

This role reports to the AVP, Brand Engagement and will work closely with the PR/CSR and Owned Social Media team members, as well as across the US Marketing organization, the DMI Consumer Engagement Team, LUSA CDMO/ LUXE COE Ecommerce, Wholesale Sales/Retailer Teams, and D2C Marketing teams to provide Influencer Marketing strategy and tactics to maximize US initiatives. This person will also partner closely with a network of external agency partners in a leadership capacity to develop, implement and monitor all Influencer Marketing initiatives. This person will develop and mentor an Assistant Manager and co-manage two agency teams.

Job Requirements

  • 7-9 years experience in Influencer Marketing, Affiliate Marketing, Social Media Marketing, PR/Communications, Social Media Marketing
  • Bachelor’s degree in related field
  • Strong written, oral, and interpersonal communication skills
  • Experienced in working in Luxury, Beauty or Fashion/Lifestyle Brands is preferred
  • Ability to effectively structure and articulate presentations to foster learning
  • People management experience is a plus
  • Well-versed in the influencer space, including familiar with key talent and content trends
  • Familiar with affiliate marketing platforms like ShopStyle, RewardStyle and MagicLinks
  • In-depth knowledge and experience with all major social media platforms, including TikTok, Instagram/Facebook, YouTube, Pinterest, SnapChat and emerging platforms like BeReal
  • Able to work in a fast-paced, dynamic environment, both independently and as part of a cross-functional team
  • Ability to take direction and understand Kiehl’s Since 1851’s mission and brand identity
  • High level of organization, attention to detail and positive attitude
  • Excellent problem solving ability
  • Strong work ethic and commitment to continuous improvement
  • Ability to analyze data in terms of conversion and content performance 
  • Experience with negotiation and managing vendors and partners
  • Advanced proficiency in Microsoft applications including PowerPoint, Word and Excel + data analysis platforms like Google Analytics.  
  • Ability to sit and use normal office equipment (phone, computer etc) more than 90% of the day
  • Ability to travel when needed

Responsibilities
The role of the Senior Manager will include (but is not limited to) the following responsibilities:

  • Overview:
    • Manage all Influencer Marketing initiatives and aspects of the brand’s go-to market 360 plans from strategy, through activation and merchandising results
    • Manage the Influencer and Affiliate Marketing budget, forecasting spend and PO tracking
    • Lead wholesale influencer marketing strategy and communicate with external vendors  to create effective, KPI-maximizing strategies tailored to each
    • Analyze, measure, and report on all influencer activities during and after all paid engagements to evaluate and ensure we’re ROI positive
    • Directly manage and mentor Assistant Manager, and collaborate well with peer PR/CSR and Social Media leads
  • Influencer Marketing Management:
    • Oversee the process and ways of working for vetting, maintaining and growing relationships with key social influencers and influencer agencies with the team and maintain our data in Traackr
    • Manage the influencer contracting/negotiation process with Influencer agencies, internal legal team and external management agencies
    • Collaborate with Consumer Activation Team on all paid social media campaigns and activations to ensure alignment for maximum reach and results across organic, paid and earned
    • Support global Consumer Engagement initiatives with a strong US POV and approach, aligning to global vision
    • Work in a collaborative and integrated fashion with the L’Oreal USA CDMO/COE teams, PR/CSR and Owned Social Teams to help build consumer-centric brand campaigns to recruit new consumers
    • Manage the relationship with the always-on influencer agencies
    • Host influencer 1:1s on a weekly basis
    • Share new relevant talent with Brand Engagement Team on a monthly basis
    • Support and attend Influencer-related and industry events as needed

 

  • Affiliate Influencer Marketing:
  • Establish, lead and execute Kiehl's influencer affiliate program that drives revenue and rapid growth for the DTC business, under the direction of the AVP Brand Engagement
  • Collaborate across Marketing, Retail and Digital teams to align on GTM launches and ensure consistency and effective storytelling through influencer affiliates
  • Optimize process across all program touchpoints, including data collection and analysis, partner communications, affiliate programs, and gifting
  • Establish paid influencer affiliate benchmarks for campaign activations + quarterly and annual review

 

  • Earned Mailings:
    • Strategize full year mailer program that elevates the brand but is cool, relevant, cost efficient and sustainable
    • Manage agency to execute large volume of influencer product mailers and requests
    • Implement and manage with agencies the daily monitoring and tracking of influencer endorsements

 

  • Creating Immersive Experiences:
    • Lead the influencer experience strategy in partnership with the PR/CSR team, including:
      • Conceptualizing the activation objective and call-to-action to fuel advocacy
      • Agency/Vendor management
      • Onsite talent management support
      • Post experience report/ROI

 

  • Reporting and Merchandising Results:
    • Lead the monthly Brand Engagement KPI report (DBPI, TikTok results and monthly influencer marketing highlights)
    • Oversee the creation and sharing of weekly + A+ priority campaign / 360 reports with Kiehl’s senior leadership to merchandise the ROI and effectiveness of influencer marketing programs
    • Assist AVP with development of reports and presentations for company & divisional senior leaders
    • Present Influencer Affiliate campaign performance and insights to teams and leadership
    • Analyze and share insights from the L’Oreal USA CDMO/COE reports that highlight influencer activity internally and externally


We are an Equal Opportunity Employer and take pride in a diverse environment. We do not discriminate in recruitment, hiring, training, promotion or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.

If you require a reasonable accommodation to complete an application for a recognized disability under applicable law, please email [email protected]. Please note this email will only respond to specific requests for assistance completing the application as a request for accommodation for a disability. All others will not be considered.

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