L'OCCITANE Group (B Corp) · 1 month ago
Director of Public Relations and Brand Strategy, Erborian
New York, NY
Full-time
Hybrid
Lead/Staff, Director/Executive
$135K/yr - $150K/yr
5+ years expL'OCCITANE Group (B Corp) is seeking a Director of Public Relations and Brand Strategy for their brand Erborian, which focuses on Korean skincare. The role involves leading the U.S. communication strategy, enhancing brand visibility, and overseeing various communication channels to ensure cohesive storytelling and brand advocacy.
BeautyCosmeticsManufacturing
Responsibilities
Build and lead the U.S. communication strategy, driving awareness, desirability, and brand love
Manage activation plans aligned with the marketing launch calendar, while developing a strong always-on visibility strategy
Lead the awareness budget, propose and optimize marketing spend allocation to maximize ROI and long-term growth
Collaborate with the international media team to amplify activations and align earned, owned, and paid channels (TikTok, Meta, etc.)
Work hand-in-hand with Sales and Trade Marketing team to develop strategic 360° activation mechanics for each retailer, maximizing sell-in and sell-out performance
Propose and validate trendy 360° activation concepts that strengthen cultural relevance and community engagement
Accelerate organic influence growth by strengthening community relationships and building long-term advocacy through personalized mailers, seeding programs, events, and retention initiatives
Develop and nurture authentic, long-term connections with creators and advocates to transform them into true brand ambassadors and drive sustained visibility and desirability
Oversee the influencer marketing and VIP strategy (paid), defining direction, KPIs, exploring new opportunities and tools
Lead press strategy — ensuring consistent, impactful coverage and relationships with key media and KOLs
Supervise organic social media and community strategy, ensuring alignment with global creative direction and U.S. cultural resonance
Own communication KPIs and local communication budget— including EMV, engagement, reach, and ROI
Lead EMV strategy, data tracking, and reporting frameworks to measure and optimize communication performance
Provide regular insights and recommendations to refine campaigns, investments, and strategic choices
Lead the U.S. brand positioning: adapt the global brand strategy to local market, shaping campaign narratives, content, and copywriting to create powerful, relevant campaigns and messaging
Act as a self-esteem advocate, ensuring campaigns and products promote authenticity, confidence, and emotional well-being
Adapt and lead Erborian’s Self-Esteem Engagement Program in the U.S., working with partners and charities supporting mental health
Lead and develop the U.S. Communication team
Manage and guide external partners and agencies (PR, influence, social)
Inspire, empower, and align the team around clear strategic objectives and KPIs
Qualification
Required
5–8 years' experience in communication, PR, or brand marketing within beauty &/or skincare
Strong understanding of multi-channel environments, including Sephora
Proven track record in 360° communication strategy, combining influence, PR, social media, and brand activations
Comfortable with paid media ecosystems (TikTok, Meta, Youtube) and their connection to earned and owned channels
Analytical and performance-driven, with solid expertise in EMV tracking and reporting
Inspirational leader — strategic, organized, and able to empower teams and agencies
Deep sensitivity to self-esteem, mental health, and brand purpose, with a passion for meaningful storytelling
Creative, culturally curious, and business-oriented — capable of translating insights into impactful actions
Entrepreneurial mindset: able to think strategically while staying hands-on when necessary
Great team player
Strong work ethic, resilient
Company
L'OCCITANE Group (B Corp)
The L’OCCITANE Group is a leading international manufacturer and retailer of premium and sustainable beauty and wellness products.
5001-10000 employees
Funding
Current Stage
Late StageLeadership Team
André J. Hoffmann
Vice Chairman
Olivier Baussan
Founder
Recent News
Global Cosmetics News
2025-07-19
InternetRetailing
2025-07-01
Company data provided by crunchbase