Responsibilities

• Develop and lead the VIP and influencer strategy across North America, aligning talent partnerships to brand positioning, business priorities, and key cultural moments.
• Support Global VIP and influencer initiatives by ensuring North America activations are locally relevant, strategically integrated, and aligned with the broader global vision.
• Own and maintain the North America VIP and influencer activation calendar, collaborating closely with PR, go-to-market teams, and Global partners.
• Identify and share actionable insights on talent trends, cultural movements, performance metrics, and audience behavior to inform strategy development and optimization.
• Cultivate, manage, and strengthen relationships with high-impact VIPs, creators, and cultural tastemakers.
• Serve as the primary North America point of contact for Global VIP and influencer teams to coordinate campaign planning, talent activations, and cross-functional execution.
• Develop and manage the annual VIP and influencer strategy for North America, positioning talent as key storytellers and brand ambassadors in support of both brand equity and commercial objectives.
• Oversee the execution of VIP and influencer initiatives across paid media, owned channels, retail, e-commerce, and experiential activations.
• Partner with analytics and insights teams to establish KPIs and deliver regular reporting on the performance, effectiveness, and ROI of VIP and influencer programs.
• Lead VIP and influencer engagement for key events, ensuring strategic visibility, alignment with brand standards, and meaningful content capture opportunities.

• Manage the planning and execution of influencer and VIP shoots to support brand objectives, campaign priorities, and platform-specific requirements.
• Directly manage three reports (VIP Senior Specialist, Influencer Specialist, and VIP, Influencer & Product Associate Coordinator), providing ongoing leadership, performance management, coaching, and professional development.
• Collaborate cross-functionally with Paid Media, PR, Creative, E-commerce, Retail Marketing, and Experiential teams to ensure consistent messaging, alignment, and execution across all consumer touchpoints.
• Ensure brand voice, tone, and visual standards are maintained across all VIP and influencer initiatives, while supporting local market relevance and global alignment.
• Lead the planning and execution of North America Ambassador initiatives, including talent strategy, concept development, and alignment to overarching brand storytelling pillars.