Executive Director, Global Communications And Social Media - Aveda

Position Summary:

The Executive DirectorGlobal Communications and Social Media is responsible for the development and execution of a cohesive and integrated communications strategy that spans earned and owned media to drive brand awareness, support product launches, and build always-on buzz about the brand. Leveraging a deep understanding of the global media ecosystem including digital, influencer, social and traditional media, the Executive Director will work with Marketing and Creative to create compelling brand storytelling, and working closely with local markets to ensure storytelling is consistent globally and locally relevant. Overseeing the global social strategy for the brand with responsibility for Aveda’s global Instagram, TikTok and Pinterest handles, the Executive Director, will lead a team managing the coordination of content creation, planning, scheduling, and community management and work closely with Consumer Engagement to set the content strategy for the brand.

Key Roles and Responsibilities:

• Develop a cohesive, buzz-driving Global Communications strategy that leads to increased earned media and Earned Media Value for the brand.
• As part of strategy setting, develop an always-on approach for driving earned media, including calendarization of activations, pitches, story ideas etc.
• Ensure a seamless integration of Aveda’s Global Communications strategy with the overall Global Consumer Marketing efforts.
• Create powerful global PR and amplification launch strategies and activations that support new product and service innovation, brand announcements, partnerships/collaborations, ESG-focused storytelling, and spotlight Aveda’s award-winning Artist network.
• Lead the development of global brand activations and events that support the Aveda Integrated Comms strategy, from conception through to execution, and post-event analytics.
• Identify global partnership, collaboration, and talent opportunities; manage all aspects of partnerships and talent relationships from contract negotiation to ongoing communications.
• Develop global guidelines to empower markets to identify local brand-aligned Influencers, providing KPIs and continuous feedback for improvement.
• Develop the profile of Aveda’s top global Artistic talent and leverage as professional authorities across trade and consumer media, in partnership with regional/affiliate communications teams.

• Lead the strategy and execution of Aveda’s participation in Fashion Weeks, identifying designer partnerships, contract negotiations and press management, maximizing content creation and amplification across earned and owned channels.

• Develop and oversee execution of Aveda’s global social strategy, driving engagement across platforms with relevant, on-brand content for both consumer and Artist audiences. Social and Comms strategy to be strongly integrated for 360 storytelling and amplification.

• Track all key performance metrics and initiative actions to continuously improve.
• Provide social strategy and content guidance to regions with local handles, protecting brand equity globally.

• Amplify trends across social in real-time, ensure the brand remains at forefront of new technologies and capabilities within the social space, and partner closely with head of Omnichannel and Consumer Marketing to ensure fully integrated planning.

Day to Day Management

• Lead monthly calls with the Regional and Affiliate PR teams to cascade strategies and review monthly dashboards and KPIs.
• Support markets on sensitive media inquiries and interview requests.
• Report Global PR/WOM, MIV and EMV results on a regular basis; monitor and analyze results ongoing and optimize future efforts based on results.
• Lead annual budget development for Global Communications and Social Media in alignment with approved brand strategy. Track and adjust budget priorities as needed throughout the year to optimize ROI.

Qualifications

Education: Bachelor’s Degree

Experience:

• 10 years of Global Communications experience in the beauty / fashion industry.

• 2 years of beauty/fashion Social Media and influencer marketing.

• Acute understanding of and passion for Social Media, with experience in social content strategy

• Excellent relationship skills with external stakeholders including media, high profile influencers and brand-aligned partners.

• Experience identifying, recruiting, negotiating, and managing Influencer contracts.

• Digital and traditional public relations hands-on experience working with national campaigns to generate reach and positive awareness.

• Ability to work well with many diverse types of personalities.

• Excellent communication, writing, project management, presentation and cross-functional collaboration are critical.

• Ability to work consistently and urgently in a fast-paced environment.

• Experience with issues and crisis management.

• Strong storytelling skills.

• Ability to manage relationships with Senior Management.

• Experience directing communications agencies.

• Highly proficient in the Microsoft Office Suite.

The anticipated base salary range for this position is $149,500 to $257,500. 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 possibility for overachievement based on performance and company results as well as participation in the share incentive plan.

In addition, The Estée Lauder Companies offers a variety of benefits to eligible employees, including health insurance coverage, 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.

Job: Communications / Public Relations
Primary Location: US-NY-New York
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
Job Number: 2318546
We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply. 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 USApplicantAccommodations@Estee.com.