Global Consumer Engagement Director

Global Consumer Engagement Director – Based in Paris

Report: Global VP Marketing Kilian Paris

Manages: Press relations & Events, Influence and Celebrity, Content creation and 360 strategy, Paid Media

This role is for someone who flourishes in a results-driven and collaborative team environment. You have the desire to deliver outstanding 360° marketing programs that inspire consumers and deliver business results.

POSITION SUMMARY:

This position is critical to sustaining the growth and momentum of Kilian Paris and amplifying its heritage in niche luxury fragrance.

With the main objective to turbocharge EMV through Paid, Owned and Earned media channels, the Consumer Engagement Director oversees the global activation strategy and implementation of brand activations for the French market, including Paris Fashion Week and Cannes Film Festival activations.

Hand in hand with the Global Online Director and the Marketing Director, the candidate must develop the strategic vision for brand communications and cascade the strategy for the brand to regions and markets.

The Consumer Engagement role will manage Kilian Paris’ overall marketing activities with a strong focus on global social media initiatives, communication, and 360° marketing strategies to tell the brand story and drive brand awareness, engagement, referral, and advocacy.

Duties & Responsibilities:

1. Strategic lead on global social/digital/influence/press strategy development to elevate Kilian Paris as the #1 destination brand for niche consumers.
2. Understand the traditional, digital, and social media preferences and activities of our target consumers to build consumer campaigns that are consistent with these preferences.
3. In conjunction with key stakeholders across the cross-functional team & external partners, support the development of 360° marketing plans to increase awareness, recruit consumers, and retain loyal ones to drive sales.
4. Provide best-in-class strategic recommendations, content, and first-to-market media opportunities to position the Brand as a key social actor on luxury brands.
5. Oversight of all earned branded content and calendaring (inclusive of content briefing).
6. Strategize and develop a comprehensive press strategy.
7. Partner cross-functionally with the Marketing team, Online, Creative, and Education teams to plan, communicate, and adjust digital and social marketing tactics.
8. Own the global roadmap for brand events and execute the ones based in France (inclusive of Cannes Film Festival and Paris Fashion Week).

Social Media Focus

1. Manage overall social media channels (Instagram, TikTok, YouTube, Facebook, Weibo): vision, editorial line, content creation, and community management (with community manager).
2. Work closely with Marketing Director and Creative team to develop social media and content calendar for the brand and execute against it.
3. Review, edit and provide channel-specific recommendations for social content calendars.
4. Serve as a liaison in any social media executions with affiliates worldwide, managing communication of campaigns/programs and providing guidance for local implementation.
5. Stay up-to-date on new social media tools and best practices; monitor competitors and other social media leaders to adopt technologies early.
6. Generate metrics reports using standardized tools and craft analyses based on the data; assist in developing related recommendations.

E-PR/ PR focus

1. Create new and exciting PR opportunities to enhance brand image based on understanding the changing digital influencers landscape.
2. Develop long-term global influencers’ strategy and relationship for the Brand.
3. Map out and document the needs and interests of traditional media editors, as well as relevant digital influencers; tailor brand stories and engage influencers accordingly.
4. In line with the annual PR roadmap, secure with affiliates all traditional and non-traditional non-paid brand media placements with radio, TV, newspapers, magazines, and online; organize relevant press mailings, events, and one-on-one presentations.
5. Identify and execute the brand’s digital influencer/consumer advocate strategy for "always on" activities (e.g., meet-ups, mailings) and campaigns (e.g., paid packages).
6. Conceptualize additional activations to generate love and buzz for the brand from digital influencers/consumer advocates.
7. Work with regional stakeholders on market-specific influencer initiatives.

Global Influence and Celebrity Management

1. Create, animate, and engage a global community of top content creators to maximize EMV and brand quotes on social platforms with a focus on TikTok.
2. Coordinate with regions and local markets all major influencer activation to maximize brand relevance and EMV.
3. Responsible for building long-term relationships with Celebrity friends of the House.

Events and Personal Appearances of the Founder

1. Own the roadmap for Global brand events and execute key milestone events Cannes Film Festival and Paris Fashion Week.
2. Own the Personal Appearance calendar with the founder and plan, coordinate, and execute it globally – in partnership with regional and local teams.

Metrics, Consumer Insights and Data

1. Monitor all social platforms (specifically TikTok) on a regular basis: EMV tracker, rankings, gap to leadership.
2. Proactively monitor and track social conversations to get ahead of trends.
3. Ensure available consumer and retail shopper data are appropriately analyzed and used for marketing decisions.
4. Lead performance tracking and reporting, including (but not limited to) monthly, campaign, and ad-hoc reports, in addition to socialization across cross-functional and leadership teams.

Qualifications

1. Position requires +8 years of experience in communications positions (including social, digital).
2. Digital and social savvy with demonstrated ability to build and execute social/digital campaigns.
3. Strong experience in a luxury company is a plus, but not mandatory.
4. Experience in a fast-growing digital/social brand is a plus, but not mandatory.
5. Experience managing activations at Cannes Film Festival is a plus.
6. Strong organizational skills with the ability to multi-task in a fast-paced environment.
7. Ability to work independently and follow through.
8. Creative and proactive problem solver.
9. Exceptional project and analytical skills.
10. Good leadership skills to work closely with Regional/local partners and PR agencies.
11. Team player.
12. Agency background is a plus but not mandatory.

Job: Marketing
Primary Location: Europe, Middle East, Africa-FR-IDF-Paris
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
Job Number: 2410483
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Location: Paris, FR

Posted Date: 11/8/2024