SUMMARYThe Director, North America (NA) Influencer Marketing will develop, oversee and integrate Fenty's influencer programs across the Fenty Beauty brands - Fenty Beauty, Fenty Skin, Fenty Hair and Fenty Fragrance - taking a full funnel approach with influencers to drive brand equity, connection, and conversion with our consumers. The director will build meaningful and lasting relationships across affiliates, influencers, beauty editors, and VIP talent.
You will lead innovation in our approach to influencers, working closely with our global communication and local marketing teams to ensure influencer plans are integrated with the North America strategy- an experienced, enthusiastic and results focused leader that has confidence to define, build, and present strategies and solutions to C-suite executives, with a deep understanding of our client, social platforms, and algorithms with a deep understanding of how to partner with influencers + creators to strategically build brands across diverse demographics and generate user advocacy on a global scale.
RESPONSIBILITIES- Drive the strategy and execution of NA Influencer Strategy across paid and earned to increase brand ranking, share of voice, and sales.
- Define and lead Fenty Beauty's NA influencer marketing plan, communicate strategy and localized playbooks
- Partner closely with cross functional stakeholders to ensure influencers are integrated into our 360 marketing plans being highly collaborative while build relationships and trust
- Partner with NA General Manager to understand NA investment strategy/priorities
- Partner with Brand Management and education team to understand product messaging, leveraging insight to inform influencer/comms strategy
- Partner with retail marketing teams to understand key launch, promotion and selling periods
- Work closely with NA ecommerce team to develop and execute best in class social commerce plans
- Partner closely with Global Communications team to gain updates surrounding Global comms strategy & ideate relevant ways to execute in NA region
- Execute influencer and product seeding campaigns in accordance with agreed upon strategy
- Work with global comms on primary and secondary KPI's for all campaigns/executions
- Deploy learnings to internal (NA leadership, product marketing, education, eComm, retailer account management leads, trade marketing, etc.) and external (global partners) stakeholders
- Leverage learnings to influence go forward strategic plans across all pillars of influencer marketing
- Strategically identify talent and influencers for campaigns that improve ROI and achieve campaign KPIs
- Manage department budgets and ensure all department spend is aligned with team forecasts
- Manage and negotiate celebrity/ambassador contract negotiations and execution
- Measure effectiveness by understanding, applying, and championing analytic tools to evaluate against set KPIs, ensuring our content strategies are successful and resonate with our audience. Lead with a 'test and learn' approach to new tools and formats across the social platforms. Share takeaways, backed by data, across the business
- Build and maintain strong relationships with agencies and networks; identify trends and new opportunities looking ahead to marketplace news and changes
- Coach and train the team on influencer selection, negotiations, delinquency, and engagement
- Drive creative ideas for influencers amongst the team - engaging with the team to execute creative and innovative ideas of how we work with Influencers
REQUIREMENTS- 10+ years' experience in Marketing, PR, or Sales with a minimum of 4 years working directly in Influencer Marketing
- Passionate about the beauty industry, building relationships and connecting with people
- Demonstrable influencer marketing experience and relationships with agency or talent
- Have a strong understanding of pop culture and upcoming/ongoing trends, able to keep teams informed about industry changes
- Critical thinking & problem-solving; able to define a vision and set up the right structures and processes to execute success
- Highly collaborative and team-orientated persona with demonstrable relationship management skills - able to inspire and champion influencer marketing programs internally
- Proactive with a start-up mind-set and able to excel in a fast-paced environment
- Analytical approach and strong eye for business - comfortable interpreting and working with performance data
- Experience leading and managing a team
- Strong understanding of contract negotiations and global governance strategies
- Excellent written/verbal communications and negotiation skills
- A deep understanding of the social media and influencer landscape through competitive research and industry expertise
- Excellent time management and crisis management skills
- Knowledgeable of trending in culture and beauty landscape
- Innovative with a keen creative eye
