PR + Influencer Marketing Manager - West Elm

Job Description

About the Role: As the PR + Influencer Marketing Manager you play an integral role in creating brand affinity while building awareness and driving traffic through traditional PR, earned, and paid social media marketing tactics. The role is responsible for developing and managing integrated campaigns utilizing PR tactics (press releases, pitches, look books) and jointly layering digital initiatives (influencers, content creators, VIPs) to help amplify brand communication, seasonal launches and partnerships. Our goal is to reach new, targeted audiences by creating 360-campaigns with media coverage and social media amplification on new and emerging platforms including Instagram, Facebook, Pinterest, TikTok, Clubhouse and more. This role is also responsible for managing and scaling our ambassador network to help amplify our brand values and story while inspiring new customers to shop West Elm.

About You: You are an enthusiastic and self-motivated strategic thinker who enjoys building new processes, is excited to innovate, test and learn, and loves to bring creative and disruptive ideas to your work. You are excited to set a clear vision for West Elm’s public relations campaigns and ambassador program, define a strategy and lead its execution with our cross-functional performance marketing partners, social media team and an influencer marketing agency. You are driven by being analytical of your work and distilling data to iterate on your campaigns, can define measurable success relative to the industry, and don’t shy away from building and improving on what you learn.

Responsibilities

This is a manager role that is supported by one PR + Influencer Marketing coordinator and an external agency

Build upon West Elm’s existing PR + influencer marketing program by owning and scaling our proprietary ambassador network

Create and execute PR campaigns inclusive of earned media, paid and relationship-based influencer strategies and programming for brand marketing campaigns, seasonal launches and partnerships announcements

Identify opportunities to communicate West Elm brand values and design leadership through traditional PR tactics

Proven ability to develop compelling pitches and securing top-tier media coverage in leading publications and national broadcast

Strong relationships with key reporters across media landscape including fashion, food, lifestyle, business, consumer and design

Experience with reputational and crisis communications a plus

Work cross-functionally with Brand Partnerships and Social Media teams to develop integrated marketing launch strategies for tent pole brand moments

Collaborate with performance, growth marketing and affiliate marketing cross-functional teams to extend or advertise influencer campaigns to new audiences, drive traffic and acquire new customers

Capable of setting measurable KPIs and analyzing quantitative data and performance to assess effectiveness, identify opportunities and apply key learnings to future campaigns

Coordinate with internal teams to initiate and manage contract and negotiations with influencers, content creators and industry authorities for brand marketing campaigns, seasonal launches and partnerships

Capable of going beyond Instagram and have a strong proficiency and clear POV of social media platforms; Facebook, YouTube, TikTok, SnapChat, Pinterest and Twitter, and be capable of developing ideas and tactics that leverage the most influential content creators on each platform to drive quantifiable success

Strong understanding of how to maximize effectiveness of influencer and affiliate networks like RewardStyle, ShopStyle, etc.

Continuously maintain and develop new relationships nationally with media, digital influencers, content creators, VIPs, and industry authorities guaranteeing organic and authentic engagement with West Elm

Manage and organize an influencer and content creator database to activate network for brand marketing campaigns, PR events, seasonal launches, new store openings and content partnerships

Maintain a calendar and timeline to ensure PR and influencer campaigns are executed and activated in a timely and organized fashion

Remain continuously ahead of social trends and acts as an authority through knowledge sharing of new social platforms, emerging trends, and has his/her/they fingers on the pulse of popular culture, fashion, food, design/home and wellness.

Manage and work with an agency to aid in the conceptualization and execution of campaigns, including but not limited to identifying influencers, product seedings and creative mailers

Own, manage and meticulously balance budget for individual campaigns throughout the year

Qualifications

BA/BS in PR/Marketing/Communications required

Ideal candidate will have 6-8 years of demonstrated success in public relations, communications, influencer marketing or digital marketing in a fast-paced and team-oriented environment

Is a motivated self-starter, highly organized and comfortable being an individual contributor

Mix of in-house and agency experience strongly preferred

Should have management experience with junior staff or agency

Must be a strong writer and comfortable communicating with leadership

Must be analytical and capable of distilling data and quantifying performance of campaigns to present results

Exhibits a passion for traditional media, social media and consuming popular culture at the intersection of food, fashion, design/home, wellness and consumer lifestyle trends

Eager to test, learn and develop new processes to create something fresh and unexpected

Relentless attention to detail, time management and prioritization skills

Experience representing a brand/entity on various social media platforms

Experience using CreatorIQ and TrendKite a plus

Benefits

Once you are here, you can look forward to a wide variety of benefits designed to help you grow, personally and professionally, to keep you healthy, to prepare you for the unexpected, to care for your family and to build a secure future. Depending on your position and your location, here’s a look at what you might be eligible for:

• A generous discount on all Williams Sonoma Inc. brands through multiple shopping channels
  

• A 401(k) plan and other investment opportunities
  
• Paid vacations, holidays and other time-off programs
  
• Health benefits, including health, dental and vision insurance; health and dependent care tax-free spending accounts; medical, family and bereavement leave; same-sex domestic partner benefits; short- and long-term disability programs; life and travel insurance; an employee assistance program
  
• Tax-free commuter benefits
  
• A wellness program that supports your physical, financial and emotional health
  

• In-person and online learning opportunities through WSI University
  
• Cross-brand and cross-function career opportunities
  
• Location specific sample sales
  
• A business casual work environment
  
• San Francisco based bike share program
  

• Time off to volunteer
  
• Matching donations to qualifying nonprofit organizations
  
• Company-sponsored community involvement
  
• Various discounts on local businesses
  

WSI will not now or in the future commence an immigration case or "sponsor" an individual for this position (for example, H-1B or other employment-based immigration

Williams-Sonoma, Inc. is an Equal Opportunity Employer . Williams-Sonoma, Inc. will consider for employment qualified applicants with criminal histories in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance, or other applicable state or local laws and ordinances.

About Us

Our Company

Founded in 1956, Williams-Sonoma, Inc. is the premier specialty retailer of high-quality products for the kitchen and home in the United States. Our family of brands are Williams Sonoma, Williams Sonoma Home, Pottery Barn, Pottery Barn teen, pottery barn kids, Rejuvenation, Mark & Graham, west elm, or Outward. These brands are among the best known and most respected in the industry. We offer beautifully-designed, stylish and functional products for every area of the home, including the kitchen, living room, bedroom, home office, closet, laundry room and even outdoor spaces. We've seen some big changes since our first brick-and-mortar store opened more than half of a century ago. What hasn't changed is our passion for high-quality products, functional design, outstanding customer service, and enhancing the lives of our customers and the communities where we operate. Today, we're a multi-brand, multi-channel, global enterprise supported by state-of-the-art technology and some of the most talented teams in retailing - and we're always looking for new energy and ideas.