Responsibilities

• Partner with the Senior Director, Brand to develop and execute strategies across PR, partnerships, creators, community, affiliate marketing and brand experiences in support of broader brand and business priorities.
• Lead the day-to-day development and execution of the brand's public relations and communications strategy, with a focus on driving meaningful earned media, storytelling and cultural relevance across North America, particularly in the U.S.
• Manage the PR agency and other external partners, ensuring clear briefs, priorities, timelines, reporting and accountability.
• Lead the development and execution of communications strategies, spanning proactive brand storytelling, media relations, executive and corporate communications, key announcements and reactive communications, ensuring a consistent and compelling voice across priority audiences and channels.
• Oversee Creator & Content Partnerships across Ambassador, UGC, paid influencer and talent programs, helping to evolve a cohesive approach that drives brand awareness, advocacy and high-quality content.
• Lead the development and execution of community-building initiatives that deepen consumer connection, foster brand advocacy and create meaningful opportunities for engagement.
• Oversee the planning and execution of key brand IRL experiences and activations, partnering with internal teams and external partners to bring the brand to life in meaningful and culturally relevant ways.
• Manage affiliate marketing programs and partnerships, including ShopMy, PR affiliates, creator affiliates and traditional affiliate programs, identifying opportunities to grow and evolve the channel.
• Identify and evaluate strategic partnership opportunities that support brand relevance, audience growth and earned impact.
• Partner closely with the Brand, Social, Growth, Creative and Regional teams to ensure PR, partnerships and community initiatives are integrated into broader marketing plans and key brand moments.

Requirements

• 7–10 years of experience in PR, communications, brand partnerships, influencer/creator marketing or related brand marketing roles.
• 2–4+ years of experience managing and developing team members.
• Experience developing and executing strategic PR, communications and/or partnership programs.
• Experience managing external agencies and partners.
• Proven experience identifying, developing and managing strategic partnerships.
• Experience working with creators, influencers, talent or ambassador programs is strongly preferred.
• Experience with affiliate marketing, community-building and/or experiential marketing is an asset.
• Strong strategic thinking and problem-solving skills, with the ability to turn broad objectives into actionable plans.
• Excellent relationship-building, communication and stakeholder management skills.
• Strong organizational and project management skills, with the ability to manage multiple priorities and workstreams.