VP, Global Integrated Communications & Influencer Marketing - La Mer

VP, Global Integrated Communications & Influencer Marketing - La Mer

Description

As we evolve our brand and strive for new levels of luxury and desirability, this role will drive the future of our global brand Communications strategy to accelerate new levels of word-of-mouth buzz, disruptive and strategic partnerships and drive our earned media approach.

The VP will be deeply involved in building the overall storytelling strategy for the La Mer Brand. Under their leadership, they will build the global communications strategy, supporting all major brand launches, key moments, s ustainability and purpose-led that aligns with our brand identity promotes growth , t apping into emerging trends, global culture and having a deep command on the zeitgeist is a critical part for this role.

DIRECT RESPONSIBILITIES :

Strategy

Lead and develop robust, integrated communications strategies to drive the brands’ businesses and elevates our luxury positioning, with a focus on disruptive influencer strategies and executions and key programs (e.

g., major global talent identification and negotiation, large global influencer / media events, brand partnerships, major media stories,, etc.

Establish benchmarks and KPIs to enable consistent reporting on progress and success sharing with a focus on brand awareness, engagement, relevance, and preference

Craft positioning brand storytelling with compelling and persuasive key messages and themes that elevate the overall brand narrative

Lead Advocacy Strategy and create innovative ways to continue to build on the brand’s word of mouth heritage.

Develop and lead Global Brand Collaborations and secure disruptive and strategy partnerships, Ensure seamless launch executions in collaboration with all cross functional and regional partners.

Partner with Product Development to build and accelerate the visibility of La Mer’s approach to scientific authority, through the lens of world renowned Dermatologists and Experts in fields relevant to La Mer.

Lead the strategic planning and execution of communication campaigns for New Product Launches (NPL), ensuring cohesive messaging across all channels and markets.

Identify and engage brand ambassadors, influencers, and industry experts to support NPL initiatives.

Develop and manage relationships with key opinion leaders and industry stakeholders to amplify the company’s message and drive product adoption.

Craft and distribute compelling press releases, media kits, and other PR materials to generate positive media coverage for NPLs and other brand initiatives.

Global Influencer Relations

Develop and lead Global Influencer that support the Marketing strategy; oversee execution worldwide

Lead the identification, execution of global influencer partnerships, including storytelling and content creation

Lead the global vision and local implementation of influencer seeding strategies, including creation of guidelines to ensure messaging and brand standard are maintained

Oversee reporting and metrics to ensure KPIs are established, goals are clear and measured Support affiliates in developing local influencer strategies

Build and maintain strong relationships with a wide network of talent, tastemakers, industry leaders and partners who embody the culture and values of La Mer with a focus on key luxury brand partners and key opinion leaders / brand ambassadors

Media Relations / Communications

Ideate and manage the development of Global Comm Launch Plans for all key brand moments and product launches ensuring holistic strategies in partnership with Global Social Media and alignment with Global Leadership team.

Oversee development of Global Communications tool kits, press releases, creative mailings, press gifts, etc.

Ideate and develop big ideas to support brand equity, amplify brand heritage and drive forward global communications strategy to maximize earned media across all platforms

Work closely with the regions and affiliates on media relations strategies; maintain relationships with key influential beauty and trade press.

Support crisis communications in line with Corporate Communications.

Executive spokespeople management / oversight

Storytelling and Sustainability

Lead execution of large-scale immersive Global activations that create meaningful storytelling around the brand and our products

Oversee ingredient transparency and sustainability storytelling strategy

Manage relationship with brand’s charitable partners through la Mer Blue Heart and build out global communications plans and go to market strategies to support this key brand tenant

Team Management

Lead coordination with local La Mer communications teams to understand their needs, strengthen their local communications plans and further develop their talent in accordance with global communications strategy

Manage a team of 3 - 4 reports Manage the Global Communications budget, and meet with the finance team on a regular basis to ensure the budget is effectively allocated

Ensure the sharing and cross-pollination of ideas, success stories and new media / social opportunities between all markets

Key Skillsets

Strong intuition for up-and-coming talent and command of the cultural zeitgeist

Storytelling and content development skills

Best in class writing skills

Excellent presentation and communication skills

Passionate about building meaningful internal and external relationships

Strategic agility

Disruptive mindset

Insights driven

Organized, detail-oriented

Able to prioritize multiple projects

Strong passion for and understanding of the luxury, beauty and fashion industries

Core Leadership Competencies

Thinks strategically : takes a broad view of the business, industry, and consumer environment to anticipate and plan for the future and execute vision.

Demonstrates learning agility : ability to anticipate change, face reality, draw conclusions and swiftly mobilize to adapt to changing needs and demand

Excellence in Execution : proactively seek ways to improve personal and organizational effectiveness to meet current and future business needs.

As we evolve our brand and strive for new levels of luxury and desirability, this role will drive the future of our global brand Communications strategy to accelerate new levels of word-of-mouth buzz, disruptive and strategic partnerships and drive our earned media approach.

The VP will be deeply involved in building the overall storytelling strategy for the La Mer Brand. Under their leadership, they will build the global communications strategy, supporting all major brand launches, key moments, s ustainability and purpose-led that aligns with our brand identity promotes growth , t apping into emerging trends, global culture and having a deep command on the zeitgeist is a critical part for this role.

DIRECT RESPONSIBILITIES :

Strategy

Lead and develop robust, integrated communications strategies to drive the brands’ businesses and elevates our luxury positioning, with a focus on disruptive influencer strategies and executions and key programs (e.

g., major global talent identification and negotiation, large global influencer / media events, brand partnerships, major media stories,, etc.

Establish benchmarks and KPIs to enable consistent reporting on progress and success sharing with a focus on brand awareness, engagement, relevance, and preference

Craft positioning brand storytelling with compelling and persuasive key messages and themes that elevate the overall brand narrative

Lead Advocacy Strategy and create innovative ways to continue to build on the brand’s word of mouth heritage.

Develop and lead Global Brand Collaborations and secure disruptive and strategy partnerships, Ensure seamless launch executions in collaboration with all cross functional and regional partners.

Partner with Product Development to build and accelerate the visibility of La Mer’s approach to scientific authority, through the lens of world renowned Dermatologists and Experts in fields relevant to La Mer.

Lead the strategic planning and execution of communication campaigns for New Product Launches (NPL), ensuring cohesive messaging across all channels and markets.

Identify and engage brand ambassadors, influencers, and industry experts to support NPL initiatives.

Develop and manage relationships with key opinion leaders and industry stakeholders to amplify the company’s message and drive product adoption.

Craft and distribute compelling press releases, media kits, and other PR materials to generate positive media coverage for NPLs and other brand initiatives.

Global Influencer Relations

Develop and lead Global Influencer that support the Marketing strategy; oversee execution worldwide

Lead the identification, execution of global influencer partnerships, including storytelling and content creation

Lead the global vision and local implementation of influencer seeding strategies, including creation of guidelines to ensure messaging and brand standard are maintained

Oversee reporting and metrics to ensure KPIs are established, goals are clear and measured Support affiliates in developing local influencer strategies

Build and maintain strong relationships with a wide network of talent, tastemakers, industry leaders and partners who embody the culture and values of La Mer with a focus on key luxury brand partners and key opinion leaders / brand ambassadors

Media Relations / Communications

Ideate and manage the development of Global Comm Launch Plans for all key brand moments and product launches ensuring holistic strategies in partnership with Global Social Media and alignment with Global Leadership team.

Oversee development of Global Communications tool kits, press releases, creative mailings, press gifts, etc.

Ideate and develop big ideas to support brand equity, amplify brand heritage and drive forward global communications strategy to maximize earned media across all platforms

Work closely with the regions and affiliates on media relations strategies; maintain relationships with key influential beauty and trade press.

Support crisis communications in line with Corporate Communications.

Executive spokespeople management / oversight

Storytelling and Sustainability

Lead execution of large-scale immersive Global activations that create meaningful storytelling around the brand and our products

Oversee ingredient transparency and sustainability storytelling strategy

Manage relationship with brand’s charitable partners through la Mer Blue Heart and build out global communications plans and go to market strategies to support this key brand tenant

Team Management

Lead coordination with local La Mer communications teams to understand their needs, strengthen their local communications plans and further develop their talent in accordance with global communications strategy

Manage a team of 3 - 4 reports Manage the Global Communications budget, and meet with the finance team on a regular basis to ensure the budget is effectively allocated

Ensure the sharing and cross-pollination of ideas, success stories and new media / social opportunities between all markets

Key Skillsets

Strong intuition for up-and-coming talent and command of the cultural zeitgeist

Storytelling and content development skills

Best in class writing skills

Excellent presentation and communication skills

Passionate about building meaningful internal and external relationships

Strategic agility

Disruptive mindset

Insights driven

Organized, detail-oriented

Able to prioritize multiple projects

Strong passion for and understanding of the luxury, beauty and fashion industries

Core Leadership Competencies

Thinks strategically : takes a broad view of the business, industry, and consumer environment to anticipate and plan for the future and execute vision.

Demonstrates learning agility : ability to anticipate change, face reality, draw conclusions and swiftly mobilize to adapt to changing needs and demand

Excellence in Execution : proactively seek ways to improve personal and organizational effectiveness to meet current and future business needs.

Qualifications

15 years Global Communications and Influencer Marketing experience, with a strong background of International communications, especially in Asia / China

Bachelor of Arts degree preferably in Communications, English or Journalism; Masters in Communications or Journalism preferred.

Budget management experience

Proven leadership in a global / matrixed business environment and experience leading a team with diverse skillsets

Luxury experience preferred

Skillful at building key relationships, especially among key business partners, with a record of demonstrated ability to exercise excellent judgement consistently and build rapport quickly with both internal and external stakeholders of all levels

A strong communication and presentation ability, leveraging insights and data to articulate strategy and influence executives and colleagues

The anticipated base salary range for this position is $210,150 to $359,000. 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 Estée 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.