Director, Global Social & Influencer Marketing

Influencer Relations and Marketing

• Develop and lead Global Influencer Marketing strategy and execution worldwide
• Lead the identification, execution of global influencer partnerships, including storytelling and content creation
• Interpret the global brand consumer engagement briefs to ensure that influencer activations deliver consistency in brand message, tone of voice and creative representation
• Dissect business and consumer data to develop insightful influencer solutions that support paid, owned, earned and shared consumer engagement touchpoints along the path to purchase
• Support the development of influencer strategies that bring brand strategy to life in a creative and resonant way to drive scale, amplify a brand story, educate and inspire consumers, while improving social sentiment and recognition
• Continue to refine the influencer selection and management process in support of long-term relationships, seasonal collaborations and ad-hoc tactical executions
• Develop framework for distribution of influencer content across paid, owned and earned outlets to yield sufficient levels of exposure to desired audiences and quality engagements
• Oversee management of internal influencer database and third-party databases
• Lead the development and implementation of benchmarking and measurement standards to improve tracking of the effectiveness of influencer programs
• Lead the negotiations of agency and technology SOWs for the global portfolio with key enterprise partners
• Stay informed of platform updates across YouTube, Pinterest, Instagram, Facebook, Snapchat, Twitter, search engines, editorial publishers and emerging digital platforms.

Brand Consumer Engagement Social Media Strategy

• Lead the team in strategy and execution to drive brand presence, engagement, conversion and advocacy with consumers
• Define the MAC digital consumer engagement strategy, creating a connected network across global and local channels.
• Partner with cross-functional teams to deliver consistency in the brand approach and messaging to consumers
• Establish a real-time marketing process that creates freedom within a framework at key cultural moments, allowing the Global and Local markets to create complimentary experiences for planned and opportunistic moments.
• Establish a measurement framework that provides a real-time view of performance, brand sentiment, and informs future product and marketing campaign strategy.
• Anticipate act upon Global Digital trends, including
  
  • Real time engagement strategy and Global channel execution
  • Platform partnerships for new product betas and first to market opportunities
  • Expansion of mobile activities
  • Evaluation of regional agencies and media partners
• Establish a cross-functional programming calendar for key cultural moments/seasons as well as manage.
• Build and lead an interdisciplinary team of digital experts, trend trackers, community managers, and strategists who foster a collaborate and innovative environment within MAC.
• Partner with Product Marketing, Creative, Online, Consumer Engagement, GBSC, Product Development and Regional Teams on the development of programs to deepen loyalty and affinity.
• Responsible for social strategy and concept approval for GTM toolkits, as well as digital media (investment mix, goals, creative) supporting both stores and brand.com.
• Responsible for global social tool identification, implementation, and management.
• Host and facilitate the exchange of best practices—creating a global test and learn structure to inform future Global strategy.
• Lead development and execution of an integrated strategy, including a multi-media advertising plan/media strategy and budget to deliver an inclusive dialogue with consumers that supports the overall marketing strategy
• Identify, develop, and execute new marketing technologies across digital, mobile, and omnichannel platforms to create and enhance a high touch consumer experience

Brand storytelling to amplify brand reach and engage consumers across channels

• Lead partnership with regions and affiliates to develop relevant and compelling marketing messages, with locally relevant extensions, to quickly and effectively deliver them to consumers.
• Build and present the enterprise-wide digital transformation story to further the internal digital transformation agenda that strives to capture and maintain a best-in-class digital title
• Ensure metrics and analytics are delivered on a timely basis for inclusion in reports to MAC leadership.
• Understand the pain points of the regions. Build and align goals across all levels of the matrix to ensure reduction of redundancies, spend and increase efficiencies globally
• Work with partners to develop and implement fast and efficient marketing processes and systems (marketing strategy and planning, new product launch, marketing operations)
• Enhance sharing of best practices globally and encourage optimization of existing initiatives

• Bachelor’s Degree
• 8-10+ years of related work experience
• Acute understanding of and passion for social media and media relations
• Excellent relationship skills with external stakeholders including media, high profile influencers and brand-aligned partners
• Experience identifying, recruiting, negotiating and managing Influencer contracts
• Experience pitching earned placements and pitching/negotiating paid placements
• Strong understanding of pop culture and can stay ahead of pop culture trends around the world
• 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
• Proven management and leadership skills
• Excellent communication, writing, project management, presentation and cross-functional collaboration are critical
• Ability to work consistently and urgently in a fast-paced environment
• Strong strategic experience
• 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