Sr Manager, Consumer Engagement, Bobbi Brown NA

The Estée Lauder Companies; New York (NY); On-site; USD 102,000 - 169,000; Full time

Job summary

The Estée Lauder Companies Inc. is seeking a senior leader to drive Bobbi Brown North America’s influencer and communications strategy. You will build creator relationships, orchestrate events, and lead content strategies that maximize Earned Media Value across TikTok and Instagram.

You will partner with NA Marketing, Education, Retail teams and Global Comms to ensure consistent messaging and impactful activations. Strong analytical and cross-functional skills are essential.

Qualifications

• 5-7+ years of consumer, influencer, PR/communications marketing experience.
• Deep knowledge of Beauty Influencer space and Influencer reporting tools.
• Strong understanding of prestige makeup content ecosystems and social-first storytelling.
• PR experience preferred but not required.
• Eventing experience preferred.
• Experience developing integrated content strategies across Owned, Earned and Paid media.
• Experience with EMV plans and metrics, media plan metrics.
• Experience writing briefs to agency and managing agencies to meet deadlines.
• Strong oral and written communication, interpersonal and teamwork skills.
• Strong analytical mindset with data-to-action translation.
• Excellent project and stakeholder management.
• Experience across global and cross-functional teams preferred.
• Strong MS Excel and PowerPoint skills.

Responsibilities

• Drive US Influencer Strategy across paid and earned to boost EMV and ranking.
• Manage relationships with influencers across macro to micro tiers on TikTok and Instagram.
• Lead agency partners, including StarPower, and PR agencies.
• Drive US PR/comms strategy with NA and global teams for consistency in media presence.
• Collaborate with 360 Marketing to align investments and activations.
• Partner with Retail, Trade Marketing and education teams on launches and promotions.
• Create meaningful event/tentpole moments for NPL or product animation.
• Define KPIs and curate wrap reporting for initiatives.
• Share learnings with internal and external stakeholders to guide future plans.

Skills

Influencer marketing

PR/Communications

Excel

PowerPoint

Data analysis

Tools

EMV analytics tools

Job description

The Estée Lauder Companies Inc. is one of the world’s leading manufacturers, marketers, and sellers of quality skin care, makeup, fragrance, and hair care products, and is a steward of luxury and prestige brands globally. The company’s products are sold in approximately 150 countries and territories under brand names including: Estée Lauder, Aramis, Clinique, Lab Series, Origins, M·A·C, La Mer, Bobbi Brown Cosmetics, Aveda, Jo Malone London, Bumble and bumble, Darphin Paris, TOM FORD, Smashbox, AERIN Beauty, Le Labo, Editions de Parfums Frédéric Malle, GLAMGLOW, KILIAN PARIS, Too Faced, Dr.Jart+, the DECIEM family of brands, including The Ordinary and NIOD, and BALMAIN Beauty.

Position Summary

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

• 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 preferredExperience 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

Pay Range:

The anticipated base salary range for this position is $102,400.00 to $168,750.00. Exact salary depends on several factors such as experience, skills, education, and budget. Salary range may vary based on geographic location. In addition to base salary, this position is eligible for participation in a highly competitive bonus program with the possibility for overachievement based on performance and company results.

In addition, The Estée Lauder Companies offers a variety of benefits to eligible employees, including health insurance coverage (medical, dental, and vision insurance), wellness and family support programs, life and disability insurance, retirement savings plans, paid leave programs, education-related programs, paid holidays and vacation time, and many others. Many of these benefits are subsidized or fully paid for by the company.

Equal Opportunity Employer

It is Company's policy not to discriminate against any employee or applicant for employment on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex or gender (including pregnancy, childbirth and related medical conditions), gender identity or gender expression (including transgender status), sexual orientation, marital status, military service and veteran status, physical or mental disability, protected medical condition as defined by applicable state or local law, genetic information, or any other characteristic protected by applicable federal, state, or local laws and ordinances. The Company will endeavor to provide a reasonable accommodation consistent with the law to otherwise qualified employees and prospective employees with a disability and to employees and prospective employees with needs related to their religious observance or practices. Should you wish to apply for this position or any other position with the Company and you believe you require assistance to complete an application or participate in an interview, please contact [e-mail].

Michigan Applicants: Persons with disabilities needing accommodations for employment must notify the company in writing of the need for an accommodation within 182 days after the date the person with a disability knew or reasonably should have known that an accommodation was needed.

Philadelphia Applicants: Philadelphia's Fair Chance Hiring Law

Rhode Island Applicants: The company is subject to chapters 29-38 of title 28 of the general laws of Rhode Island and is therefore covered by the state's workers' compensation law.