Director, Earned & Owned Media: Marc Anthony Professional

Location:

Vaughan, Ontario (4 days - Hybrid)

Reports to:

Chief Marketing Officer

MAV Beauty is a fast-growing, global beauty company with a portfolio of high-performance brands across haircare, personal care, and beauty-led wellness. Headquartered in Vaughan, Ontario, our portfolio — Marc Anthony True Professional, Cake Beauty, Renpure, and Sky Organics — is supported by MAV Beauty's brand-building platform, designed to empower distinct brand strategies while delivering scale through an established retail network in the US and Canada as well as other select global markets.

We are seeking strong leaders who are energized by ownership and motivated to make a meaningful impact.

Marc Anthony is a salon-inspired, high-performance haircare brand on a journey to build a loyal, engaged community established on a strong foundation in creator and earned-media culture. The brand is entering a new phase of growth focused on always-on creator engagement, category-defining social presence, and building a scaled commerce layer through social shopping.

The Director, Earned & Owned Media owns the creator ecosystem for Marc Anthony, with a mandate to shift the brand from a campaign-driven cadence to an always-on model that drives sustained awareness, content volume, and demand. This role is single-brand and channel-deep: it owns creator strategy and relationships, affiliate and social commerce (including the launch of Tik Tok Shop), Marc Anthony's organic social presence, content amplification, and PR/earned media.

This is a hands-on, builder role for someone who wants to own a channel end-to-end that can go deep on the creator economy.

• A Creator-Economy Builder: You think in always-on systems, not campaigns — building repeatable, scalable creator and affiliate programs rather than one-off activations.
• A Commerce-Minded Communicator: You see influencer, affiliate, and organic social as one connected ecosystem, not three separate disciplines, and you know how to turn content into a growth channel.
• A Relationship Investor: You build long-term, always-on partnerships with creators and ambassadors rather than transactional, campaign-by-campaign deals.
• Hands-On and Execution-Fluent: You're comfortable operating deep in the work — briefing creators, managing affiliate platforms, shaping organic content — while still setting the overarching strategy.
• Data-Informed: You use engagement, EMV, and affiliate/commerce performance data to continually refine what's working and reallocate investment accordingly.

• Own and evolve Marc Anthony's creator strategy, shifting from campaign-based activity to a consistent always-on model spanning gifting, paid partnerships, and organic mentions
• Build and manage a roster of longer-term always-on creators and ambassadors, prioritizing sustained relationships over one-off activations
• Lead creator selection, negotiation, and briefing, ensuring content quality, authenticity, and consistent output across the roster
• Manage the influencer budget and forecast investment across gifting, paid partnerships, and affiliate incentives

• Own PR and earned media strategy for Marc Anthony, driving ongoing brand conversation and supporting product and brand moments
• Build a scalable approach to earned media relations through proactive seeding, real-time responsiveness, and cultivation of long-term brand advocates
• Lead press moments, media relationships, and brand storytelling in partnership with external PR support as needed
• Monitor competitive and category conversation to inform ongoing earned media opportunities

• Lead MAV's first foray into…