Head Of Communication, Advocacy & Consumer Engagement

JOB TITLE: Head of Consumer Engagement, COVERGIRL

REPORTS TO: Senior Vice President, COVERGIRL Global Marketing

LOCATION: New York, NY

Position Overview:

The COVERGIRL Integrated Communications Team is looking for an experienced, strategic, creative, consumer-centric advocacy expert to oversee the brand engagement ecosystem. The role will lead Global Brand Communications, PR and Influencer Marketing.

This individual will be responsible for developing creative and business-driving strategies that accelerate advocacy for COVERGIRL and will build the brand’s share of influence within the category.

This is a cross-functional role, requiring close collaboration with Product Marketing, Creative and external agency partners to develop compelling and impactful brand storytelling across channels.

Responsibilities:

The role will include (but is not limited to) the following responsibilities:

Brand Communications

• Lead development of launch toolkits including messaging, paid media assets, in-store assets, e-commerce assets, press releases, influencer guidelines and activation concepts.
• Manage relevant budgets and interface with finance and brand budget lead to ensure accuracy. Lead development of budget recommendations for annual planning process.
• Oversee and manage the creative briefing and creative development process for new launches and other marketing support programs, soliciting cross-functional team feedback that optimizes creative output while delivering on overarching launch strategies and objectives.
• In partnership with Creative and Integrated Communications team, develop brand storytelling to reach, engage and amplify consumers across the paid, owned and earned media ecosystem.

Owned Social Media

• Oversee day-to-day operations on the brand’s social media platforms with a strong focus on TikTok and Instagram.
• Stay current and forward thinking on new social media platforms, industry best practices and the competitive landscape. Recommend and action platform expansion the brand. Identify insights and best practices to inform and scale across all marketing and channel platforms.
• Develop and oversee Digital Content and Social Media Strategies for COVERGIRL, inclusive of all owned social media platforms, e-mail marketing and the Covergirl.com website. Ensure effective and consistent tone of voice across platforms with customized editorial strategies that will maximize results.
• Develop reporting and metrics to ensure KPIs are established and that goals are clear and measured. Oversee team on regular reporting against key metrics such as follower growth, engagement, sentiment, advocacy.

Global Earned and Paid Integrated Communications & Creator Engagement

• Work with Global brand lead on talent strategy, helping to identify, secure, and manage relationships with brand ambassadors.
• Oversee COVERGIRL PR strategy, in partnership with external agency.
• Ideate new and out-of-the-box methods of engaging creators and consumers, bringing together business, consumer and cultural insights .
• Partner directly with commercial teams to understand and action local market needs.
• Develop and execute COVERGIRL Influencer & Advocacy strategy to drive brand love, consideration and conversion in support of business priorities.
• Drive a cohesive earned + paid strategy to support brand priorities, considering a consumer-centric, 360-degree approach across owned, paid and earned touchpoints, influencer programs, disruptive experiences, and events.
• Expand COVERGIRL’s earned and paid creator strategies, ensuring ongoing relevance through mailers & seeding strategy, presence on established and emerging platforms, content types and creative styles.

Corporate Communications

• Partner with Corporate Communications to promote COVERGIRL as a leader in digital advocacy and consumer engagement.
• With Global and US Brand leads, serve as liaison to Corporate Communications.

Team Management

• Foster professional growth of the team, including upskilling to be at the forefront of digital.
• Manage team to achieve on-time delivery and flawless execution of all initiatives.
• Establish new processes and ways of working with a newly formed integrated team spanning global and commercial organizations. Work cross-functionally to coordinate the teams and processes necessary to develop and implement effective programs. Drive the resolution of complex or unique problems. Optimize processes over time.
• Oversee 2 direct reports and team of 13 total.

Job Requirements

• Strong leadership skills but also a team player that can work cross-functionally with diplomacy.
• Extensive understanding of the influencer space and media landscape in the US. On the pulse of talent, platform, digital innovation and content trends with direct experience managing influencer relationships.
• 4-year bachelor’s degree.
• In-depth knowledge and experience with all major social media platforms, including TikTok, Instagram/Facebook, YouTube, Pinterest, SnapChat and emerging platforms
• Team management experience.
• 12-15 years of experience in Influencer, PR/communications.
• Innovative thinking that leverages best practices while pushing the boundaries of what’s possible.
• Ability to think and communicate strategically, with strong written, oral, and interpersonal communication skills.
• Beauty industry experience mandatory.
• Able to work in a fast-paced, dynamic environment within tight deadlines. Capable of flexing to adjust to changes in priorities and balancing short-term needs with long-term strategies.

Salary Range: $190,000-220,000