Director, Influencer, PR & Events

The Director of Influencer, PR & Events will lead the development and execution of integrated communications strategies across Wet Brush, Goody, Bio Ionic and Ouidad (inclusive of Ouidad Salon). This leader will elevate brand equity and drive cultural relevance through earned media, influencer partnerships, and experiential activations. The right candidate for this role has extensive experience working in PR & managing events, including managing external PR agency support and/or events production teams.

In addition, a critical element to this role is influencer relationships – this individual must have a robust network of influencers and strong connectivity within creator marketing. This role manages an external PR agency team and has one direct report. This highly cross-collaborative role will interface with Social Media, Brand Marketing, Customer, Sales, Ecommerce teams. This role requires flexibility for after hours and weekend work based on program needs.

• Develop holistic PR, influencer, and event strategies aligned with each brand’s positioning and overarching business objectives
• Translate brand narratives to drive awareness, desirability & advocacy
• Partner closely with Brand Marketing, Social Media, Ecommerce, Customer & Sales teams to ensure 360 integration of programming
• Provide mentorship & guidance to junior team member

• Leverage strong influencer relationships to develop internal muscle for creator marketing within the business
• Concept, Strategize & oversee execution of holistic influencer program across BBI Brands
• Design and manage unique influencer programs that balance brand building with measurable ROI, from seeding to long-term partnerships.
• Build & foster direct one-to-one relationships with influencers, bringing relationship management in-house
• Develop & manage influencer programs from start to finish – concept, outreach, contracting, execution & payment
• Oversee mailer concept, execution, outreach & fulfillment, support with packing/sending mailers as needed
• Lead creation of all influencer briefs in accordance with brand strategy
• Set best in class strategies & approaches for influencer/creator marketing at the company
• Partner with Social Team on TTS Affiliate Partnership needs, relationship management
• Oversee reporting of all influencer programs/activity, identifying & updating KPIs ongoing

• Build and nurture relationships with top-tier beauty editors, trade outlets, and digital press to secure consistent, high-impact coverage
• Oversee press material development including brand stories, launches, corporate messaging
• Manage external PR agencies and ensure alignment with internal priorities and KPIs
• Ideate, manage outreach and oversee execution of various sampling activities

• Concept and execute brand events, product launches, and activations that generate press, influencer buzz, and consumer engagement.
• Oversee event budgets, creative direction, and production in collaboration with cross-functional teams and external partners.
• Ensure all experiential programs reflect the unique DNA of each brand while delivering a cohesive portfolio story.
• Responsible for on-site event management, interfacing with key attendees

• Lead corporate communications initiatives, including media training, thought leadership, and executive visibility
• Support development of internal communications for company-wide updates, drive strategy for communication cascade
• Oversee corporate website maintenance, updates ongoing
• Develop and maintain Linked In Corporate page presence, oversee daily management & coordination across departments for relevant content & materials
• Partner with HR on corporate charity initiatives, events and activations

• Proven success leading multi-brand or portfolio communications strategies.
• Deep relationships across beauty media, influencer, and talent communities.
• Strong strategic thinking, creativity, and executional excellence.
• Skilled in managing agencies, budgets, and complex cross-functional initiatives.
• Confident communicator, strong written & verbal communication skills.
• Knowledge & experience using social & influencer management technology platforms
• Familiarity with Creator
  
  IQ and/or other influencer technologies, 3P Influencer partner agencies

• 10+ years of experience in PR, influencer, and/or experiential marketing, ideally in beauty, fashion, or lifestyle.
• Bachelor’s degree in Marketing, Communications, or related field required
• Expertise required across Tik Tok, Instagram, Facebook, You Tube
• This role is NYC-based with a hybrid schedule of both in-office and remote workdays. Must be available to be in NYC three days/week.