The Challenge
Burberry Beauty (under Coty) needs someone to architect earned advocacy at the intersection of influence, PR, and culture. You'll own global-local influencer ecosystems and media relations for a luxury beauty brand competing for mindshare in an oversaturated market.
Your Mission
Map and audit current influencer roster + media relationships; identify gaps and optimization opportunities
Co-develop and socialize global IM/PR guidelines with markets, agencies, and licensor stakeholders
Launch 2-3 priority influencer campaigns (seeding, gifting, content approval) with performance tracking in place
Establish monthly reporting cadence on coverage, reach, engagement, SOV, and ROI across channels
Roll out scalable influencer partnership framework across fragrance, makeup, and KCPs (key color products)
Secure 15+ pieces of high-quality earned media coverage in tier-1 beauty/lifestyle publications
Mentor and align IM/PR team members on strategy; document best practices playbook for market distribution
Deliver full P&L accountability: optimize budget allocation, forecast spend accurately, justify ROI by campaign type
KPIs You'll Own
Earned Media Value (EMV) / ROI
Track PR coverage value against spend; target 3:1 EMV-to-spend ratio minimum
Influencer Campaign Engagement Rate
Monitor avg engagement (likes, comments, shares) on seeded/paid influencer content; benchmark vs. brand baseline
Share of Voice (SOV)
Measure Burberry Beauty's media mentions relative to competitors in beauty/luxury landscape
Campaign Reach & Impressions
Aggregate reach across paid influencer placements, earned media, and owned channels per activation
Coverage Volume & Tier
Count monthly media placements; segment by publication tier (tier-1, tier-2, tier-3) for quality assessment
Tools & Stack
Your Team
Your Manager
Head of Marketing or Director of Communications (likely)
Current Team
Implied small team (IM/PR specialists to mentor); agencies and production partners supporting execution
Backfill or new role to scale earned advocacy for Burberry Beauty
The Package
Salary
€65K-€85K base
Remote
On-site, Paris, Île-de-France
Benefits & Perks
Company Intelligence
Coty is a global beauty powerhouse owning premium brands like Burberry, Gucci, and Kylie Cosmetics. Burberry Beauty competes in luxury fragrance and makeup, requiring sophisticated earned advocacy strategies to drive desirability and market share.
Is This Role For You?
- You've managed 8+ years in influencer marketing, PR, or communications-ideally at beauty, luxury, or lifestyle brands
- You're comfortable owning complex global-local ecosystems and translating strategy into consistent execution across markets
- You can speak influencer language, read social metrics, and connect earned media to business outcomes (ROI, SOV, reach)
- You thrive in fast-paced, matrix environments; you build relationships with licensor HQs, agencies, and internal stakeholders without ego
- You're creative but disciplined-you can brief influencers and oversee content while respecting brand guidelines and tone
- You're uncomfortable with on-site work in Paris or prefer fully remote/flexible arrangements
- You lack hands-on experience running influencer campaigns or managing media relationships; theory-only won't cut it
- You're risk-averse or uncomfortable navigating ambiguity; Burberry Beauty likely has evolving priorities and tight timelines
Interview Process
Screening
Recruiter validation of background in beauty/luxury PR or influencer marketing; portfolio review of past campaigns
Hiring Manager Interview
Deep dive on influencer ecosystem knowledge, global-local coordination experience, and approach to building IM/PR strategy
Case Study / Presentation
Present a hypothetical influencer campaign brief or earned media strategy for a Burberry Beauty launch; include metrics and ROI plan
Stakeholder Panel
Cross-functional conversation with Digital, DTC, or Commercial leads to assess collaboration and alignment capabilities
Ready when you are
Interested in this role?
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Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.