Job Title: Director of PR + Talent Relations
Direct Manager: CMO
Location: Los Angeles, CA
Briogeo is looking for a Director of PR + Talent Relations with Beauty Industry Experience who will drive external awareness for the brand via PR, influencer and creator marketing.
The Director of PR + Talent Relations is responsible for driving external awareness about the brand, namely through earned media efforts spanning traditional editorial channels and influencer / celebrity / creator relationships. This role is responsible for the strategic planning, execution and measurement of all brand promotion, from 360 launches to founder-led opportunities to key brand initiatives. As a direct contributor to the brand and business, the Director will also liaise with cross-functional teams to impact the performance of our DTC and retail channels sales stemming from earned media coverage.
WHO YOU ARE
- Excited to externally represent the Briogeo brand and build relationships with editors, agencies influencers, celebrities and creators.
- Constantly up to date on the changing media landscape, rising talent and new media outlets, bringing best practices and first-to-market opportunities/ideas to Briogeo
- Personally connected to earned media talent (editors, managers, influencers) with a self-starter motivation to continue to expand relationship network on behalf of Briogeo
- Passionate about haircare and beauty, understanding the white space and first-to-market opportunities with earned media relations + activations for Briogeo
Proactive team motivator who can inspire agility and quick action against new opportunities
ROLE + RESPONSIBILITIES
Editorial Public Relations
- Oversee + partner with PR agency to develop an executable, robust earned media strategy that elevates Briogeo and supports key launches, brand initiatives + retail channels while maximizing budget
- Partner with agency partner on strategy end-to-end: from pitch / briefing doc development to editor outreach + follow-up, as well as event management (virtual + live) as needed • Partner with Marketing team to fine-tune PR angles and strong storytelling initiatives across product marketing, trend, brand, philanthropy/brand values
- Partner closely with CMO + VP of Creative to create compelling press materials for both pitching + external / promotional use
- Develop an editor engagement approach + relationship-building strategy that keeps Briogeo top of mind to garner steady editorial coverage and consideration
- Plan and manage brand’s earned media calendar and support in managing brand’s overall 360 calendars, ensuring up-to-date accuracy of all activity
- Lead planning of experiences + partnerships that bring the brand to life online + offline, plus amplify our story / mission to new audiences (i.e., activations, mailers, gifting, 1:1 experiences) • Identify ongoing opportunities to elevate our founder as a thought leader in the clean hair care / beauty and entrepreneurial spaces (such as forums, panel + podcast opportunities as well as any inbound opportunity management)
- In partnership with eCommerce team, craft + execute a strong affiliate strategy to support core franchises and total brand awareness and sales conversion
Celebrity, Influencer + Creator Relations
- Craft strategy for robust, executable talent relationship + ambassador programs across celebrity, macro, mid-tier + nano to strengthen awareness of + affinity for the brand
- Oversee all talent relations, from outreach through contractual executions and beyond; ensure all talent has a best-in-class experience with Briogeo
- Manage celebrity + macro influencer partnerships directly – serving as the brand connection point to build strong + deep relationships with our ambassadors on a personal level – leading outreach, negotiation, contract development / execution, kick-off and post-campaign relationship maintenance
- Network with existing creators consistently and identify new talent relationships (agencies, managers and creators) for Briogeo; bring in a constant stream of new talent and drive discovery of up + coming risers; ensure we remain top of mind with top talent
- Partner with Creative, Sales + Social team to develop key talent outreach and coverage strategies ahead of key brand launches, initiatives or retailer activations; ensure content is tightly briefed (with clear best practices + examples as needed) and created in a timely manner
- Negotiate + manage contractual relationships, ensuring proper delivery of asks and compliance with brand guidelines and campaign objectives; work with legal team for all formalized partnerships and agreements to ensure all programs are executed with compliance
- Recommend strategic collaboration opportunities on an on-going and consistent basis
- Direct and inspirereal-time relevant content to complement pre-planned content; suggest talent for real-time needs and activate relationships quickly
- Research trends + competitors, continuously sharing best practices and organic optimizations with the team to ensure adoption in a timely manner
Tightly manage budget and timelines, ensuring all needs are met in a streamlined manner.
Analytics + Reporting
- Track performance of partners + report consistently on overall channel productivity, highlighting actionable insights; track and monitor KPIs in real-time to optimize and pivot strategies, tactics and talent curation
- Quick-thinking ability to escalate/report + handle crisis management needs in real-time
Drive monthly and quarterly analytics reporting process for PR + earned media results; create and distribute reports with digestible learnings that are both actionable for the team and provide executive leadership with an at-a-glance pulse view of the health of our external awareness programs
Management & Leadership
- Build + develop a highly talented PR + influencer team who can work together with a shared mission towards achieving Company goals.
- Promote a culture of high performance and continuous improvement that values learning and a commitment to quality & Briogeo values.
Establish and monitor team performance and development goals (OKRs), assign accountabilities, set objectives, and establish priorities.
REQUIREMENTS
- 4-8 years of PR and influencer management / talent management experience for a consumer brand and/or digital/social media agency; ideal candidate has experience working with a beauty, lifestyle or fashion brand
- Possess an understanding of the beauty earned media landscape, focusing on Instagram, TikTok and YouTube along with top editorial publications + podcasts
- Possess an understanding of earned media metrics (EMV, SOV)
- Existing relationships with editors, influencers and talent managers (references requested)
- Excellent talent curatorial skills that demonstrate a clear understanding of Briogeo’sinspirational community.
- 4-year bachelor’s degree from an accredited college or university
- Flexibility required for evenings, weekends and holidays as needed
- Detail-oriented with ability to take initiative, prioritize, multitask, and work independently
- Excellent collaborative, written, verbal, presentation, and project management skills
- Positive attitude, empathy, and high energy
- Experience on Dash Hudson, Tribe Dynamics, or other social media CRM tools is a plus
We disclose the compensation range for positions in compliance with local law. Actual salaries will vary and may be above or below the range based on various factors including but not limited to location, experience, and performance. The range listed is just one component of Wella Company’s total rewards package for employees. Pay Range: <$98,300 – $144,100 > salary per year. Other rewards may include annual bonus plan or variable pay, depending on the role. In addition, Wella Company provides a rich variety of benefits to employees, including health insurance, life and disability insurance, 401(k) retirement plan, paid holidays and paid time off (PTO).
About Briogeo Hair
At Briogeo, we are on a mission to empower every person to succeed on their unique healthy hair journey. We accomplish this mission by providing our community with the right products, tools and education to thrive.
Briogeo is an Equal Opportunity Employer where the spirit of inclusion feeds into everything that we do. We are committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates. We believe that opportunity, access, resources and rewards should be available to and for the benefit of all. Briogeo is committed to equal employment opportunity regardless of race, color, ethnicity, ancestry, religion, creed, sex, national origin, sexual orientation, age, citizenship status, marital status, disability, gender identity, gender expression, and Veteran status.