Position

The PR Manager will drive best-in-class Communication strategy on and offline across all three categories – Fragrance, Skincare and Makeup – to elevate brand image, achieve significant brand awareness, and maximize brand buzz.

The PR Manager will methodically guide the Public Relations efforts with a focus on US press (long lead and short lead) to align with global brand vision and local and international communications objectives. The goal is to develop a strategy and a 360-degree approach with press and substacks and focus on print and digital editorial efforts; securing features, product placements, interviews and brand inclusion across Guerlain’s robust innovation and storytelling calendar throughout the year. To elevate the brand image and awareness, it will be critical to closely monitor the ROI of each initiative in adherence of approved budgets.

This position works in the PR & Communications team. The role requires the ability to liaise and communicate internally with the HQ teams based in Paris, and with various departments such as Media, Marketing, Digital, Legal and Finance.

PRINCIPAL DUTIES AND RESPONSIBILITIES

PRESS STRATEGY DEVELOPMENT

• Develop the strategy, deployment, and best-in-class execution of US Press efforts to increase brand awareness, reinforce brand vision and drive the business.
• Work closely with the Director of PR & Communications to implement new launch press strategies across all three categories
• Identify key outlets and targets for campaigns, ensuring holistic and consistent coverage across print and online
• Oversee regional press strategies to support key regional initiatives

MEDIA RELATIONS

• Manage editorial coverage nationally and regionally across the earned media landscape (print + digital) to guarantee consistent and qualitative coverage
• Maintain and nurture solid relationships with key Press, Editors and Writers
• Proactively identify qualitative press opportunities and secure strong features to support key launches across the year
• Consistently draft and deploy compelling pitches for new product launches and brand storytelling initiatives

EVENT MANAGEMENT

• Plan and execute PR events and activations
• Lead event and activation plans, effectively managing timelines, budgets and KPIs
• Manage venue selection, vendor management and coordination
• Collaborate across departments, Global, VM and Marketing specifically, to ensure seamless execution and adherence to Guerlain standards

Job responsibilities

REPORTING & COMPETITIVE ANALYSIS 

• Set clear, achievable KPIs and compile timely and accurate reporting and recaps
• Maintain a strong understanding of competitor activity and activity within the competitive Beauty landscape
• Track, organize, and analyze monthly print press results, identifying key insights to optimize the brand strategy and to maximize the increase of print and digital print rankings (LVMH DMR)
• Generate ideas on how the brand can grow effectively while aligning to Guerlain’s image

INTERNAL & EXTERNAL COMMUNICATIONS

• Act as key press adviser for the department, including keeping up to date of emerging platforms, substacks and industry trends
• Manage professional development and growth of the PR Coordinator and function as a mentor and role model for the department
• Partner cross-functionally, Media, Marketing and Ecommerce specifically, to ensure a 360-degree partnership for print and digital coverage
• Represent Guerlain at industry events

SUPERVISION RECEIVED

Director, PR & Communications

SUPERVISION REQUIRED

Coordinator, PR & Communications 

Profile

• 6+ years of relevant PR/Communications experience in the Beauty
• Traditional PR and press background preferred.
• Established relationships with Beauty editors and key players in the Beauty industry.
• Excellent communication and interpersonal skills; able to communicate across the organization at all levels.
• Strong planning and organizational skills with a sense of priority and attention to detail.
• Ability to demonstrate tact and discretion in preparing, disclosing, and handling information of a confidential and sensitive nature.
• Enthusiasm to implement strategies, to proactively present learnings and to suggest new ideas.
• Excellent time management skills and the ability to adapt well to change and multi-task.
• Hard-working, self-motivated, and passionate about the Beauty industry.
• Experience working within a global company.
• Fluency or working knowledge of French is a bonus.