Digital & Influencer Marketing Manager

Wella Company; Madrid; Hybrid; EUR 70,000 - 95,000; Full time

Job summary

Wella International is seeking a highly strategic Communications Manager to lead Iberia communications for Spain and Portugal across Wella Professionals, Sebastian Professional, OPI, Nioxin, System Professional and Briogeo.

The role blends influencer marketing, PR, social media and media amplification, partnering with local and regional teams, agencies and journalists to drive brand awareness, advocacy and business growth.

Qualifications

• Strategic communications planning across Iberia.
• Lead influencer marketing across brands within scope.
• Develop press materials and manage media relationships.
• Oversee social media strategy and content calendars.
• Collaborate with agencies and partners to ensure local relevance.

Responsibilities

• Develop and execute integrated communications strategy across Spain and Portugal.
• Lead influencer activation plans to maximize reach and engagement.
• Build and lead PR strategy for Iberia with journalists and industry leaders.
• Coordinate with marketing and agencies to align content calendars with brand objectives.
• Monitor trends, media landscape and performance to optimize campaigns.
• Drive professional community initiatives and relationships with salon professionals and educators.

Skills

Strategic thinking

Leadership

Influencer marketing

Public relations

Social media

Content strategy

Education

Bachelor's degree in Communications

Tools

Cision

Meltwater

Hootsuite

Sprinklr

Job description

Reports to: Associate Director Communications Southern Europe

Direct Reports: N/A

Scope / Brands: Spain & Portugal | Wella Professionals, Sebastian Professional, OPI, Nioxin, System Professional and Briogeo

THE ROLE

We are looking for a highly strategic, creative and business-driven Communications Manager to lead communications across Spain and Portugal for a portfolio of iconic professional beauty brands including Wella Professionals, Sebastian Professional, OPI, Nioxin, System Professional and Briogeo.

This role sits at the intersection of influencer marketing, PR, social media, media amplification and professional community engagement. The successful candidate will be responsible for developing and executing communication strategies that drive brand awareness, engagement, advocacy and business growth. Acting as the communication lead for Iberia, this individual will collaborate closely with local and regional teams, agencies, media partners, influencers and industry professionals to ensure excellence in execution and maximize the impact of every communication initiative.

This is an exciting opportunity for a passionate communications professional who combines creativity with data-driven decision making, thrives in a fast-paced environment and possesses exceptional relationship-building and leadership skills.

KEY RESPONSIBILITIES

Communications Strategy

• Develop and execute the integrated communications strategy across Spain and Portugal, ensuring alignment with brand, commercial and business objectives.
• Drive local relevance while maintaining consistency with global and regional communication frameworks.
• Identify emerging cultural, social and industry trends to create impactful communication opportunities.

Influencer Marketing

• Lead the influencer marketing strategy across all brands within scope.
• Identify, recruit and nurture relationships with key creators, influencers and industry advocates aligned with each brand's positioning.
• Develop influencer activation plans that maximize reach, engagement and views
• Monitor social and digital trends, viral content formats and consumer conversations to identify new opportunities.
• Analyze campaign performance and provide actionable recommendations and learnings.

PR

• Build and lead the PR strategy for Iberia
• Develop press releases, press kits, messaging frameworks and communication materials.
• Build strong relationships with journalists, editors and key opinion leaders.
• Identify and execute proactive media opportunities that strengthen brand visibility and credibility.
• Continuously assess the media landscape and ensure the brands are positioned effectively across relevant publications and platforms.
• Oversee local social media strategy across all brands, ensuring excellence in planning and execution.
• Partner with marketing and agency teams to ensure content calendars are locally relevant and aligned with brand objectives.
• Recommend content optimization opportunities based on platform trends, audience insights and performance data.
• Maintain strong knowledge of Instagram, TikTok and emerging platforms to identify innovation opportunities.
• Monitor social performance and provide strategic recommendations to improve engagement and brand relevance.

Media

• Partner closely with media teams to ensure timely and effective campaign launches.
• Ensure communication assets are optimized for the media mix and aligned with campaign objectives.
• Analyze performance reports and extract insights, recommendations and future optimization opportunities.
• Support the integration of earned, owned, shared and paid communications to maximize campaign effectiveness.

Professional Community

• Lead communication initiatives targeting the professionals and beauty community across Iberia.
• Foster strong relationships with salon professionals, ambassadors, educators and key industry partners.
• Ensure flawless execution of communication plans for professional audiences.
• Identify opportunities to amplify advocacy, engagement and content creation within the professional community.
• Create meaningful and intentional experiences that strengthen brand loyalty and long-term partnerships.

OVERALL

• Act as the communication expert and trusted advisor across multiple stakeholders and functions.
• Influence decision-making through insights, expertise and data-driven recommendations.
• Effectively manage external agencies and partners, ensuring delivery against objectives and KPIs.
• Navigate complex stakeholder environments with confidence, diplomacy and strong interpersonal skills.

Soft Skills

• Highly creative with a strong pulse on culture, beauty, fashion and social trends.
• Proactive, entrepreneurial and action-oriented mindset.
• Strong leadership presence with the confidence to make decisions and drive alignment.
• High level of social and emotional intelligence.
• Excellent relationship-building skills with the ability to adapt communication styles to different audiences.
• Resilient and comfortable operating in a dynamic, fast-paced environment.
• Balances assertiveness with diplomacy and tact.
• Passionate about communications, storytelling and brand building.
• Business-minded, results-oriented and focused on continuous improvement.
• Demonstrates curiosity, initiative and a genuine desire to grow both the brands and the organization