New York, NY, New York
Full - Time

Job Summary

The Senior Manager  will build an innovative, creative, US-culturally relevant approach to building brand image & awareness for YSL Beauty. This role will lead our Brand Engagement strategies including Advocacy & Influencer Marketing, PR + Communication Planning, Celebrity Integration, Eventing, Cause Marketing as well as lead the US business objectives in Global Communication efforts. This person will build a consumer-centric full funnel approach, connecting these key pillars of the customer journey to drive key KPIs (Cool IQ, DBPI, Brand Engagement Index, Media Value), with a focus on building our Gen-Z audience and maximizing our millennial existing customer base, for our entire portfolio including makeup, fragrance and skincare. This key leader must have their finger on the pulse of culture and the luxury landscape, bringing best-in-class thought leadership and innovation to the team.

This role reports to the AVP, Consumer Connections and will work closely with the teams across the Marketing organization to provide Brand Engagement strategy and tactics to maximize US initiatives. This person will also partner closely with a network of external agency partners in a leadership capacity to develop, implement and monitor all Brand Engagement initiatives. This person will develop and mentor a team.

 Job Requirements

  • 6-8 years experience in Advocacy & Influence management, PR/Communications, Cause/Philanthropy, Social Media Marketing.
  • Bachelor’s degree in related field
  • Strong written, oral, and interpersonal communication skills
  • Experienced in working in Luxury Beauty
  • Ability to effectively structure and articulate presentations to foster learning
  • Aptitude to thrive a fast-paced and rapidly changing environment
  • People management experience is a plus

Essential Duties and Responsibilities:

The role of the Senior Manager / Director will include (but is not limited to) the following responsibilities:

  • Overview:
    • Manage all Brand Engagement initiatives and aspects of the brand’s go-to market plans for makeup, fragrance and skincare
  • Influencer management:
    • Update and maintain influencer database
    • Vet, maintain and grow relationships with key social influencers and influencer agencies 
    • Own and manage the relationship with the always-on influencer agency
    • Assist retail / D2C teams with influencer affiliate programs
    • Host influencer 1:1s on a weekly basis
    • Share new relevant talent with AVP of Consumer Connections and VP of Marketing on a monthly basis
    • Manage the influencer contracting/negotiation process with Influencer agency, internal legal team and external management agencies
    • Create and manage makeup artistry program
    • Collaborate with Consumer Activation Team on all media campaigns and activations to ensure alignment for maximum reach and results across organic, paid and earned.
  • PR/Communications:
    • Own and manage the PR agency
    • Ideate and conceptualize unique, edgy PR campaigns that drive the brand’s media value and reach
    • Identify and drive award submissions for all categories with the PR agency
    • Support global communication initiatives with a strong US POV and approach, aligning to global vision
    • Assist with global talent PR efforts when conducted in the US
    • Nurture 1:1 relationships with key editors and press stakeholders
    • Support and attend of PR-related and industry events as needed
  • Mailings:
    • Strategize full year mailer program that elevates the brand but is cost efficient and sustainable
    • Manage agency to execute large volume of influencer product mailers and requests
    • Implement and manage with PR agency or Influencer agency the daily monitoring and tracking of influencer placements
  • Eventing:
    • Lead the VIP / influencer event programming, including:
      • Conceptualizing the event creative and working with the teams on printed/digital collateral
      • Vendor management
      • Event coordination and logistics
      • Onsite talent management and talent concierge support
      • Creation and distribution of post report
  • Reporting:
    • Led the DBPI monthly reporting with senior leadership
    • Create and share weekly + monthly reports on influencer activity (paid and organic) with senior leadership to merchandise the ROI and effectiveness of influencer marketing programs
    • Analyze and share insights from the CDMO reports that highlight influencer activity internally and externally
  • Advocacy:
    • Build and implement a nano influencer advocacy program that empowers makeup fans and YSL shoppers to create UGC around our products
    • Manage and own the Tribe advocacy talent efforts for the brand, including networking, gifting, and assisting the Dir of Media and Content on the “Push The Boundaries” Tribe documentaries
  • Celeb/Muse:
    • Alongside the AVP of Consumer Connections, manage the US Muse relationships
    • Develop and deliver to senior leadership and Global a full year strategy and action plan for US Muses, which will include PR moments, covers, trending content opportunities, retailer integrations and eventing
    • Launch Front Row advocacy for the brand, to drive buzz and brand love with key YSL celebs/VIPs and fashion show attendees
    • Identify to AVP of Consumer Connections and Global teams new profiles relevant to the US market for potential integrations/partnerships
  • Cause Marketing:
    • Own the “Abuse Is Not Love” intimate partner violence cause and act as the US IPV expert for the brand, alongside the NGO It’s On Us
    • Assist the Director of Media and Content with cause media campaigns, providing POVs and recommendations for creative, messaging and media activations
    • Accelerate and scale the REWILD sustainability campaign, in the US
    • Build & execute PRIDE PR/Communications campaign for the Brand in 2023, under Global vision and alignment

We are an Equal Opportunity Employer and take pride in a diverse environment. We do not discriminate in recruitment, hiring, training, promotion or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.

If you require a reasonable accommodation to complete an application for a recognized disability under applicable law, please email [email protected]. Please note this email will only respond to specific requests for assistance completing the application as a request for accommodation for a disability. All others will not be considered.
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