Director, Public Relations
The Body Shop
When Anita Roddick founded The Body Shop in 1976, she had a vision. Business as a force for good – that’s us. Over 40 years later, we’re proud to be pioneering cruelty-free beauty every step of the way. We’re the original ethical beauty brand. We’ve got a thing for empowering people and enriching our planet. We’re all about keeping it real, in every way possible. Our activist roots remain a huge part of everything we do, from our iconic window posters to our vegetarian products to our infamous campaigns. We’re never afraid to stand up and speak the truth. We like to do things a little differently around here.
The Body Shop, along with Aesop and Natura, is part of Natura & Co, a global, multi-channel and multi-brand cosmetics group that is committed to generating positive economic, social and environmental impact. Group owner Natura is Brazil's number one cosmetics manufacturer. Sustainable development has been the company's guiding principle since it was founded in 1969. In fact, this is an incredibly exciting time for The Body Shop. We’re fighting for what we believe in now more than ever. No holding back. Breaking the mould has always come naturally to us, and we need someone who’s not afraid to mix things up.
Purpose of Role
Lead, manage, and implement US PR, Communications, and Influencer Programs as part of an integrated marketing strategy for The Body Shop brand, its products and its values.
The mission of the role is to generate reach and engagement, build community and participation, while driving brand awareness and local relevance for The Body Shop brand in the US, growing our base of young ethically engaged customers and subsequently driving sales through our key channels.
Your role in a nutshell
- Drive Brand Awareness through compelling Communication campaigns
- Creation of PR strategy based on annual event calendar, global and local activism strategies and market identified communications opportunities.
- Activate and lead PR / Brand campaigns, events and programs as part of our 360 communication programs.
- Forge and maintain key press relationships to improve product coverage and set brand up as go-to for media requests and storytelling opportunities.
- long/short media leads, bloggers/vloggers, celebrities; makeup artists, stylists, creative industry, values opinion-formers
- Influencer outreach to engage and create branded opportunities/contract negotiations
- Develop strategy, KPI’s and proposed structure for identified influencer programs and activations
- Responsible for the brand’s presence across earned media platforms, through programs and events designed to keep us in the news, on social media and across relevant lifestyle storytelling
- Ownership and management of our PR agency, including budget, at the market level.
- Communication management of campaigns, reputational management/crisis communications & advisor to cross-functional teams
More about the role
2. Champion activism and brand value communications for US
- In partnership with the NA Activism manager – develop and execute global and local values and activism campaigns.
- Lead the communication and PR activation of all values and activism programs, ensuring that key messages are in place across key touchpoint.
- Recommendation and coordination of calendar initiatives related to Values as wel as our volunteering program cross functionally.
3. Direct & guide compelling internal communications
- Drive internal communications to engage The Body Shop’s collective specific to PR and Activism initiatives.
- Work within international brand communication guidelines.
4. Performance Reporting
- Ensure regular reporting to International PR/Communication on global KPIs
- Build and regularly follow up on Brand Health and Impressions key results (monthly and by campaign) for the Canadian Market.
Other Responsibilities
- Perform other related duties as assigned or requested.
- Accountable for ensuring key stakeholders (both internal and external) are informed, updated and supportive of direction and plans
- Responsible for maintaining the ethical standards of The Body Shop including minimizing the environmental, health and safety risks in the workplace.
- Report potential risks, near misses and real accidents to relevant managers.
What we look for
- 6-8+ years PR/Communication experience
- PR management in a Retail environment is a plus
- Strong expertise in Social Media/ Digital Communications
- Value/CSR experience preferable
- International exposure
- Excellent communication skills required
Talent Drivers
Collaborative SkillsCommercialityLeadershipPersonal ConductPurpose
