Job Description

Director, Integrated Media, Aveda North America

• New York, New York
• Marketing
• 2222209
• Aveda

You are a seasoned communicator with experience working with large established brands, have excellent relationships with business and consumer beauty/fashion journalists as well as relevant influencers for earned and paid opportunities. You will be an integral strategy and execution leader, reporting to the Executive Director, DTC (Omni) Marketing and working closely with Online, Brand Marketing, Education and Global counterparts.
KEY RESPONSIBILITIES: STRATEGY

• Oversee and lead the North America Paid and Earned PR/Influencer strategy, including of influencers and PRO Artists/ Stylists, with a clear focus on driving Earned Media Value and Word of Mouth to position the brand as buzz-worthy among consumers and artists
• Create and lead the Paid Media strategy for campaigns and always-on opportunities; monitor performance and lead partnership and relationship with external agency
• Identify and execute synergistic approaches to long-lead and short-lead partnerships
• Continually present new opportunities across emerging platforms and communities, as well publishing titles that drive the brand\xe2\x80\x98s reputation as a leader
• Develop a celebrity stylist and internal artist strategy in partnership with Education Lead that focuses on both earned and paid opportunities that drives builds brand love, drives product awareness, and reinforces Aveda\xe2\x80\x99s leading position in prestige haircare
• Build a multi-tiered communication strategy that drives earned media with influential personalities across publishing, social media, Aveda artists and celebrity stylists
• Establish KPIs and benchmarks and report on successes and opportunities
• Proficiency in all digital platforms including TikTok, Facebook/Instagram, Google/YouTube, Pinterest, Snapchat, and passion for emerging platforms.

INFLUENCER/COMMS

• Oversee and actively manage department budget in collaboration with Finance
• Assist in leading national media pitching with long-lead and short lead outlets for product focused as well as business/marketing focused features
• Serve as lead in conversations, interviews and events featuring top-tier talent, celebrity, and editors
• ldeate creative executions of high-touch mailers to drive ongoing product seeding
• Lead brand\xe2\x80\x99s product placement strategy
• Lead relationship with agency partners and brief agencies as needed to drive best-in-class executions of events, mailers, etc.
• Work with Corporate, Global and North America senior leadership on speaking engagements including prep, speech writing, etc.
• Write press releases and pitches as needed
• Oversee the maintenance of press clips and editor and influencer lists
• Maintain and cultivate North America media relationships (national, print, online, broadcast, short-lead, long-lead, Influencers, Influencer agencies, Vendors etc.)

PAID MEDIA

• Lead relationship with agency partners and brief agency to drive best paid media strategy to deliver on new customer and revenue goals in partnership with Online team
• Foster strong relationships with all relevant platform partners to help influence product roadmaps based on specific brand needs.
• Plan, manage, and execute paid media campaigns, including but not limited to strategy development, organization, and review of account setup
• Ongoing optimization efforts to meet campaign objectives, including management of campaign budgets, and creative optimizations
• Daily use of reporting, analytics, and trend tools

REPORTING AND ANALYTICS

• Lead team with a hybrid quantitative and qualitative approach to establish reporting templates and increase reporting cadence internally and cross-functionally
• Develop program recap templates in partnership with agencies with actionable insights that support and build on business and brand goals
• Oversee agency reporting to ensure all data offers relevant, clear, and actionable insights
• Work with Global teams to inform of NA results and proactively communicate NA strategies
• Track and report on KPI metrics for Earned, Owned and Paid Media
• Present to senior leadership as needed

Qualifications

• Must have relevant industry contacts across Celebrity, Influencer and Editorial
• Poised, growth minded and solutions-first oriented mentality
• Ability to think strategically and creatively while working in a fast-paced environment
• Clear and concise communication and presentation skills
• Ability to influence stakeholders
• Must provide a clear vision and leadership for inter-connected media efforts across PR/Influencer and Paid Media and communicate/ensure this is understood by direct reports, key internal and external constituents
• Demonstrate deep knowledge of the capabilities of social media platforms; identify test and learn opportunities.
• Demonstrate resourcefulness and the initiative to lead advanced projects
• Must be an excellent team player with the ability to build, foster and nurture relationships with external agencies/partners and members of the Corporate, Global, North America and cross-functional teams

The anticipated base salary range for this position is $113,500 to $195,000. 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 Est\xc3\xa9e 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: Marketing
Primary Location: US-NY-New York
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
Job Number: 2222209

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.