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Posted March 06, 2022
TATCHA

Director Consumer Engagement

TATCHA
San Francisco, CA, USA ⚠ [Archived] No Longer Accepting Applicants

Preferred location: San Francisco, NYC or LA

What We Need

The Director of Consumer Engagement serves as the lead strategist for the development and execution of engagement initiatives across the brand, with a focus on digital/PR/Influencer. He/she connects with consumers by telling relevant, authentic stories on top-priority consumer platforms to strengthen brand love through meaningful engagement strategies. A critical component of the role is staying current on cultural trends and consumer insights to ensure that the brand is reaching consumers in the right environments. He/she also partners closely with all teams across the organization, as well as key external agencies and retailers, to deliver breakthrough brand and product campaigns.

Each day at TATCHA is different with new challenges to tackle, but here is an idea of some of the things you will be responsible for:

Strategy and In-Market Activations

  • Develop disruptive 360 programs with a focus on digital to support the global innovation calendar, inclusive of communications/PR, influencer, social, and partnerships; lead execution to increase awareness, generate demand and ultimately increase market share
  • Ensure all in-market campaigns are delivered through a consumer-first lens
  • Champion new and emerging platforms and technologies – pushing the brand to remain on the cutting-edge of culture and consumer engagement
  • Develop a global communications framework and strategy for the brand, defining key messages, conversation hooks and media materials
  • Partner with Global Marketing function in developing market expansion playbooks ensuring new markets bring the brand to life “in the Tatcha way”
  • Develop strategies that bridge the gap between earned and paid media within PR and influencers identifying tactics that generate both awareness and new customer acquisition
  • Work in partnership with the organic social team to develop comprehensive strategies for each social platform

Communications and PR

  • Lead the always-on communications plan and calendars, taking into account all forms of earned media (editors, influencer, makeup artists, etc)
  • Develop strategic vision for approach to PR, ensuring the team achieves marketing goals through innovative and impactful solutions
  • Support overall Tatcha corporate communication strategy including business press and crisis management
  • Conduct proactive and reactive media relations; build and nurture relationships with our PR agency and key media contacts to maximize quality and quantity of coverage

Influencers, Brand Ambassadors, and Partnerships

  • Lead Tatcha’s best-in-class influencer program driving brand awareness and saliency
  • Build on existing influencer strategy to increase overall impact
  • Build and maintain relationships with key MUAs
  • Seek out and manage partnerships to meet marketing objectives, delight the customer and generate buzz and excitement around the brand
  • Manage global brand ambassador relations and global press calendars as well as key relationships with friends of the brand, coordinating with local PR leads and priority markets as needed
  • Manage day-to-day relationship with Tatcha’s purpose partner, Room To Read

Leadership

  • Mentor and support existing team members to help them hit their career goals
  • Act as key organizational leader that champions internal culture aligned with brand vision
  • Help develop insight and skills across the organization to ensure Tatcha is innovative in consumer engagement via PR & Influencer Marketing
  • Lead cross-functional workflow process to achieve marketing goals with clear ownership, deliverables and accountability across the organization
  • Continuously measure and improve work, formalizing reporting on key metrics; assess and drive investment in and management of the appropriate analytic tools to optimize marketing performance

Requirements/Qualifications

  • BA/BS in related field
  • 9+ years of experience with proven track record in beauty or adjacent industries
  • Proven leadership skills, including building and inspiring dynamic, high-performing teams
  • Ability to build and maintain strong relationships with partners and vendors, while handling situations with tact and resourcefulness
  • Highly motivated problem-solver and self-starter, capable of working collaboratively in a fast-paced, often hectic environment
  • In-depth experience in digital environments with focus on PR (familiarity with influencer marketing also required)
  • Successful track record as a modern storyteller
  • Comprehensive, nuanced understanding of all social platforms, including emerging platform
  • Results-driven with ability to analyze data and deduce implications for strategic decisions
  • Experience with various reporting tools (e.g., Tribe Dynamics, Google Analytics, etc.)

Location: San Francisco, LA or NYC

Please Note: Full COVID vaccination required for this position, and proof of vaccination is required prior to start date.

Tatcha is an Equal Opportunity Employer. We respect and seek to empower each individual and support the diverse cultures, perspectives, skills and experiences within our workforce.

All employment is decided on the basis of qualifications, experience and business need.