Integrated Marketing Lead

Corporate Communications

• Own strategic communications by building Maesa into the leader that is shaping the conversation on beauty incubation and creating narratives that deeply resonate with companies, employees and partners via the media
• Scale executive communications by developing profiles for key members of Maesa senior leadership into the spokespeople for the industry
• Own corporate communications strategy surrounding major announcements, including: major investment moments, new market expansions, product and partner launches, and awards and speaking opportunities
• Ensure company visibility at key industry events that matter to corporate reputation building (i.e., CEW)
• Refine and scale Maesa corporate reputation and crisis communications programs to ensure we are prepared to tackle any unforeseen challenges in the future;
• Be responsible for team KPIs that impact brand awareness, driving greater clarity on measurement strategy and reporting process.
• Own Internal communications with close partnership with People team.
• Own LinkedIn communications in line with and beyond internal communications. Build Maesa presence in this channel for stronger recruitment and reputation building.
• Partner with corporate communications agencies and executive leadership on communications strategy to include engagement opportunities, panels, social media presence, interviews, etc.
• Scale Maesa earned media by building strong relationships with top tier media and influencers that drive an outsized share of coverage for Maesa brands in the beauty press

Portfolio/Brand Communications

• Own and lead agency relations, RFPs, SOWs adherence, etc.
• Own and build priority publication relations internally for stronger coverage
• Lead the iteration, execution and maintenance of the portfolio integrated communications strategy
• Collaborate closely with SVP Brand Marketing and key cross functional partners to provide guidelines and share best practice to ensure executional excellence.
• Lead Issue Management for all brand touch points including customer service, legal, r&d, social, eCommerce and sales
• Assess, lead and optimize all communications agency partners – consumer, corporate and influencers – establish clear and consistent goals and measurement framework.
• Lead portfolio strategy for earned and paid creator partnerships ensuring an amplified approach to building earned media
• Ideate and innovate 360 campaign planning with integrated marketing teams to reinforce and strengthen consistent brand image.
• Oversee execution of all corporate and brand strategic initiatives, experiences and partnerships
• Maximize portfolio brand awareness building opportunities and drive EMV through product pitching and placement
• Partner with brand founders to leverage and amplify the impact and ‘voice’ of the Maesa portfolio

Influencer/Social

• Build from scratch and strengthen Maesa’s presence amongst the influencer community.
• Drive scaled community building approach by brand with specific focus on Instagram, TikTok and YouTube.
• Own powerhouse influencer relations internally and unlock earned support
• Create paid influencer strategies that build long term relations with influencers that in turn unlock earned support
• Inspire and encourage dream-big thinking with an “earned” mindset.
• Provide a vision and strategy for total brand Influencer & social efforts
• Manage platform relationships and cross share key learnings & best practices for Social & paid Influencers
• Create and launch guidelines and processes to brand teams to guide in influencer/creator selections, paid media and content
• Manage and inspire the team, providing creative direction, vision & insights to help shape bigger ideas to support the portfolio
• Maintain pulse on Influencer and Social culture to constantly create innovative and disruptive campaigns
• Lead the development and launch of key digital/social influencer engagements, from “always on” programs (e.g., box mailings) to launch campaigns (e.g., paid collaborations/partnerships).
• Lead social content strategy and development of native assets with a focus on video, collaborate closely with Creative Studio to ensure alignment with brand look and feel.
• Stay abreast and provide updates to leadership on competitive activity, social & influencer trends, and industry best practice(s)
• Establish and maintain close cross-functional working relationship with internal stakeholders and teams to drive consistent campaign messaging and growth

Measurement

• Drive data led approach to influencer, social and press
• Oversee analytics, reporting, and building of dashboards or ways of monitoring to share results on business
• Delivery or monthly business insights, trends, reporting, and action roadmap to leadership and cross functional partners
• Own SOW with Tribe and Dash Hudson to ensure pragmatic spend for a portfolio approach

Who we are looking for:

• Has 10-15 years of experience in Press with added responsibilities for influencers and social media
• Thinks big and has the ability to bring those ideas to fruition
• Is motivated by big picture thinking and unlocking buzz for brands with earned, owned and paid support
• Is able to connect the dots and motivate cross functional teams to pull together marketing campaigns for several high growth portfolio brands
• Reaches for everything with a sense of urgency and shows clear bias for action
• Knows how to coach, mentor and nurture a team
• Has attention to detail
• Can inspire external parties and plays as a brand ambassador for Maesa corporate
• Is comfortable to connect with senior leaders in the organization