Director, Influencer & PR Strategy

Responsibilities

• Own the PR and influencer strategy and roadmap for bareMinerals and Laura Mercier, aligning with brand priorities, launch calendars, and always-on brand-building needs
• Lead relationships with external PR and influencer agency partners, briefing, managing performance, and holding them accountable to brand and business goals
• Direct influencer strategy across paid partnerships, gifting, and organic advocacy, identifying the right creator mix to build reach, credibility, and conversion
• Own event strategy and execution for both brands, including press events, launch activations, and influencer events — from concept and budget through on-the-ground execution
• Build and execute press strategy including product launches, executive visibility, media relations, and crisis/issues communications as needed
• Partner cross-functionally with Social Content, Paid Media, and Consumer Insights to ensure PR and influencer efforts are integrated into the broader marketing mix
• Manage measurement and reporting for earned media and influencer programs, translating results (EMV, reach, sentiment, engagement) into actionable recommendations
• Help evolve our earned media strategy to strengthen brand visibility and sentiment within AI-powered search and chat tools (e.g., ChatGPT, Google AI Overviews, Perplexity) as part of a broader AEO/GEO approach, a key priority for the function
• Represent PR/Influencer in brand planning and marketing leadership discussions, bringing an earned-media lens to broader brand strategy
• Manage and develop direct reports and/or agency teams supporting the function

Requirements

• 7+ years of experience in PR and/or influencer marketing, with meaningful experience in both disciplines; prestige beauty or adjacent consumer categories strongly preferred
• Proven track record managing PR and/or influencer agencies, including briefing, budget oversight, and performance management
• Strong point of view on the evolving creator and media landscape, with hands-on experience building influencer programs from strategy through execution
• Experience leading press strategy for product launches and brand moments, including relationships with key media and top-tier outlets
• Comfort operating across multiple brands with distinct voices and audiences
• Strong collaborator who can work fluidly with Paid Media, Social, and Insights partners to build integrated campaigns
• People leadership experience or demonstrated readiness to manage and develop a team
• Excellent judgment under pressure, particularly for reactive/crisis communications moments

Preferred

• Plus: familiarity with how earned media and PR strategy influence brand visibility in AI-powered search and chat tools (e.g., ChatGPT, Google AI Overviews, Perplexity), and how to optimize press/content strategy for AI answer engines (AEO/GEO)

Benefits

• "Hybrid First" Model – 3 days per week in office, balancing virtual and face-to-face interactions.
• "Work From Anywhere" – Freedom to work six (6) weeks annually from the location of your choice.
• Complimentary Products – Free and discounted products on new releases and fan-favorites.
• Professional Development – Exposure to senior leadership, learning and development programs, and career advancement opportunities.
• Community Engagement – Volunteer opportunities in the communities in which we live and work.