Influencer Marketing & PR Senior Brand Manager

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Job Description

This role is responsible for the PR and influencers marketing strategy definition to drive brand awareness, relevance, trust, and measurable business impact for Beauty / Iberia combination. It is responsible for the Influencer Marketing Internal Team management and coaching. Designing strategy across the influence pyramid (Celebrities, KOLs, Experts and UGCs) and tracking the execution and measuring results to continuously optimize the strategy. It also defines and executes PR/events, LLM and communication strategy and plans across brands to elevate the brands and drive awareness and relevance across key benefit spaces. Leads Communications in the team, as crisis Management/Reputation. Working closely with local and regional Brand, Media, and PR teams, it ensures market’s activity is fully aligned with deployed regional brand strategy while delivering locally relevant, culturally impactful execution.

Key responsibilities:

Influencer & Creator Strategy

• Define and lead locally relevant execution of influencers, KOL, and expert strategies following regional guidance and to meet business objectives.

• Lead identification and vetting of KOLs to match brand’s equity, tribes and criteria for partnership

• Own end-to-end KOL operating process governance, from briefing and profile selection to final reporting, ensuring clear accountability across Brand, Comms, agency partners (when applies), Media, Legal, Purchases and Corporate teams.

• Manage KOL relationships, brief development, and ongoing communications

• Lead UG plans and big celebrities’ partnerships with agencies including brief development, and ongoing communications

• Lead content management of design process, timing, and reporting

• Partner with multi-functional team on contract management, paid media strategy, social landscape assessments, creative best practices, and business plans.

• Manage budget and program performance reports

• Closely track execution to timely identify opportunities, threats and compliant issues.

• Develop post-execution in-depth analysis to optimize future strategies and plans

• Drive continuous improvement of the KOL process by identifying bottlenecks, recommending simplification opportunities and ensuring learning is embedded into future influencer plans.

• Leads Communications in the team, as crisis Management/Reputation

Management & coaching

• Serve as team leader for PR/event creation, LLM and Influencer marketing team. Lead KOL internal team with direct report(s).

Governance, Compliance & Best Practices

• Ensure all content and partnerships comply with legal, regulatory, and stewardship & brand requirements

• Provide guidance to internal teams and creators on disclosure and compliance standards

Job Qualifications

• Bachelor's degree in Marketing, Communications, Public Relations, Journalism, Business, or a related field.

• Proven experience in Influencer Marketing, Public Relations, Brand Communications, Digital Marketing, or related fields, with progressive leadership responsibility.

• Proven track record of developing and executing integrated influencer and PR strategies that drive brand awareness, engagement, and business results.

• Strong network of relationships with media, influencers, creators, talent agencies, and industry partners.

• Experience managing high-profile campaigns, product launches, events, and reputation management initiatives.

• Demonstrated ability to lead cross-functional teams and collaborate with Brand, Social Media, Digital, Legal, and Commercial teams.

• Strong analytical skills with experience measuring campaign performance, influencer ROI, earned media impact, and audience engagement metrics.

• Excellent communication, storytelling, presentation, negotiation, and stakeholder management skills

• Experience managing agencies, budgets, contracts, and influencer partnerships.

• Ability to operate in a fast-paced environment, manage issues proactively, and lead crisis communications when needed

• Fluency in English; additional languages are a plus, particularly for regional or global roles.

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We are an equal opportunity employer and value diversity at our company. At P&G we strive to build a culture where everyone feels welcome, included, and able to bring their full selves to work.

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