Director, Global Influencer and Creator Marketing

$150,000 - $180,000/Yr

Coach America - New York, NY

Full-time - Senior

New York, NY

Support Activities for Transportation

About the position

The Director, Global Influencer & Creator Marketing is a key leader on the Global Marketing team at Coach, responsible for developing and executing global influencer and creator marketing strategies that align with the brand's vision and business objectives. This role focuses on building relationships with brand ambassadors and driving initiatives that enhance brand love and cultural relevance, particularly among Gen Z and younger Millennials. The position requires collaboration with various internal teams and external agency partners to create impactful marketing campaigns.

Responsibilities

• Develop and drive global influencer and creator marketing strategies that support brand initiatives with a focus on brand building, storytelling, cultural relevance and new Gen Z/ younger Millennial consumer engagement
• Partner with VIP/Celebrity team to develop and implement a global and locally relevant talent constellation strategy inclusive of celebrity, ambassadors, influencers and creators to increase visibility, desirability and positive momentum for the brand
• Identify and develop relationships with key influencers (new and existing) to build brand relevance through both organic gifting and paid partnerships
• Own global influencer guidance, providing direction to regional BU teams on influencer identification and initiatives to drive engagement, earned media and cultural relevance
• Lead North America influencer strategy and execution, creating programs that build brand heat and value generation for NA business and developing/nurturing relationships with our growing Coach Collective of influencers
• Collaborate with cross-functional teams to develop briefs for content creation from concept to execution, managing talent-led campaigns and retail and outlet influencer activations
• Identify innovative new influencer and creator partnerships and initiatives that support and amplify broader marketing campaigns as well as experiential activations (e.g., pop up events)
• Oversee global measurement and reporting; drive, track and report on keys KPIs, including reach, engagement and conversions by campaign, aligned to broader campaign and business goals
• Negotiate and manage brand ambassador contracts and/or advise agency partners on management
• Responsible for influencer/creator gifting & seeding strategies and logistics
• Manage influencer and creator marketing budgets
• Lead, coach and develop internal team
• Be at the forefront of understanding marketing, culture and social media trends and serve as an expert in the space

Requirements

• Bachelor's Degree preferred
• 10+ years of relevant experience in developing and delivering global influencer marketing strategies in a dynamic, fast-paced environment
• Proven track record of managing successful digital campaigns across social platforms (Instagram, TikTok, YouTube, Twitter)
• Passionate and adept at building communities with the ability to market at the speed of culture
• Sharp business acumen, strategic thinking, and analytical skills; proven ability to drive both brand and commercial outcomes and deliver on program KPIs and ROI goals
• Strong relationship skills, adept at negotiation, deal-making and closing deals
• Demonstrated ability to leverage real-time customer insight and analysis to drive customer-centric outcomes/innovation
• Highly organized with the ability to juggle multiple priorities and work in a fast-paced environment
• Adept at managing multi-stakeholder initiatives and solving problems/removing obstacles to get work done/drive execution
• Self-starter with strong initiative, ownership and accountability for business outcomes
• Demonstrated ability to effectively build relationships and collaborate across a matrixed global organization and to organize and lead teams who do not directly report to you
• Excellent written and verbal communication skills
• Experience in the fashion industry a plus

Benefits

• Base pay range of $150,000 to $180,000 annually
• Hybrid work structure
• Comprehensive benefits package