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Req ID




Custom Field 2:  80474
Category:  Marketing
Date:  Jan 22, 2022

New York, NY, US, 10118

Director, Consumer Engagement - CoverGirl

Director of Consumer Engagement


About The Job

Lead the management, development and implementation of total Consumer Engagement activities for Covergirl brand including strategy, content , copy , education, social and digital implementation across the total brand. 


About Your Responsibilities


  • Define the consumer journey and create messaging strategy across all touchpoints in partnership with global marketing and x-functional teams, with a focus on the upcoming 12 months, but with a 3 year outlook.
  • Drive strategy and content for social media platforms, focusing on increasing brand engagement metrics, sentiment and share of voice. Stay on top of platform changes and developments, anticipating how to keep Covergirl ahead of the curve.
  • Own the strategy and development of global PR, social and digital editorial calendars and influencer relationships.
  • Set business vision for content creation, targeting and distribution and act as primary partner to creative on resourcing and execution.
  • Lead and execute all consumer engagement plans globally.
  • Collaborate with global marketing in the development of compelling marketing messages and plans, and execute through the development of clear guidelines and toolkits.
  • Manage budgeting needs; building investment priorities based on business objectives and issuing spending guidelines to local regions. 
  • Lead “always-on” content development and 360 campaign support for new product launches and hero products across all owned and paid media platforms.
  • Manage PR with local team and lead creative development on all Covergirl kits, messaging, etc. across all touchpoints
  • Develop with collaboration with local markets unique influencer strategies to amplify brand, awareness and purchase intent through organic, authentic relationships that ultimately drive winning earned media value.
  • Partner with digital growth & acquisition marketing team to develop effective paid media plans that balance brand awareness and performance marketing KPIs.Campaign Management
    Lead integrated 360 marketing campaigns from strategy to brief to execution that are innovative, on-brand, and align all cross-functional activities to drive engagement and deliver business objectives. Ensure cohesive consumer experience no matter where she experiences Covergirl (in-store, online, social media, etc).
  • Responsible for leading master marketing calendar and x-functional marketing processes to optimize internal alignment, efficiencies and partnership.
  • Partner with global marketing in early stages of product development to ensure seamless handoff from concept to go-to-market.
  • Partner with Creative to generate first-to-market campaign ideas and compelling content, ensuring team is briefed clearly and on time.
  • Lead experiential activations that delight the customer and generate buzz and excitement around the brand.
  • Lead the strategy and prioritization of all brand asset creation and share toolkits to meet specific needs of retailers and regions.
  • Manage campaign budgets, ensuring appropriate resource planning and allocation across the year.  Consumer Insights & Marketing Effectiveness
    Ensure all marketing efforts leverage consumer insights, address trends and serve the consumer and brand needs.
  • Lead cross-functional teams to continuously measure and improve campaigns and ongoing work, formalizing reporting of marketing effectiveness.
  • Assess and drive investment in and management of the appropriate analytic tools to optimize social media and influencer performance. 
  • Act as key organizational leader that champions internal culture aligned with brand vision.
  • Help develop insight and skills across the organization to ensure Covergirl is innovative in consumer engagement across media, social, influencers and experiential marketing.
  • Lead cross-functional workflow process to achieve marketing goals with clear ownership, deliverables and accountability across the organization. 

About You


  • A minimum of 10 years of related experience; beauty, fashion or retail preferred
  • Must be a dynamic leader skilled in leading a team in a fast-paced environment
  • Proven track record of leading and developing a high performing team
  • Depth of experience driving 360 marketing planning and integrated marketing programming with proven results, leading with digital and social media
  • Experience driving creative campaign development and content creation
  • Strong examples of ability to influence and build productive relationships internally and externally across, up and down an organization
  • Operational experience guiding process to maximize quality work, deadline adherence and budget management
  • Strong analytical and research capabilities to evaluate category opportunities and challenges and uncover new consumer insights.
  • Collaboration cross-functionally in pursuit of brand/category and company business goals.
  • Effective prioritization, implementation, and monitoring of brand/category plans and initiatives.
  • Strong communication skills to persuade others, articulate a point of view, and set direction.
  • Strong leadership skillset willing to guide, mentor and supervise the training of direct reports in the achievement of brand/category objectives
  • Curative lens on what is innovative
  • Capable of synthesizing data to drive business decisions
  • Forward-looking, conceptual thinker
  • Obsessed with beauty industry
  • Have exceptional time management skills and the ability to meet deadlines
  • Can-do , easy breezy mindset
Country/Region:  US
City:  New York

Nearest Major Market: New York City