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Marketing
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225132 Requisition #

POSITION SUMMARY:


The Senior Director of Social & PR will be responsible for developing and executing American Eagle’s social, influencer & PR strategies to engage with youth culture.

Creative yet performance-driven individual with an ability to authentically connect the AE brand with the right people and brands.

This position requires an ability to collaborate across all levels of the organization, strong communication skills, and balance the needs of a highly KPI driven environment with brand building efforts.  Be on the pulse of what is happening in youth culture and have an ability to quickly find solve into problems.  Have a global mindset seeking opportunities for global synergies.  Lead a nimble team and have a strong executive presence.


KEY RESPONSIBILITIES:


Social: Focus on strategy and analytics, balancing brand and social KPI’s to ensure the AE brand fully comes to life.   In partnership with creative act as a brand storyteller with extensive experience across social media platforms and on the pulse of emerging platforms to engage with our target audience.  Create compelling programs that grow brand love and build a highly engaged audience- being able to quickly react to relevant youth culture.


Develop and continue to evolve social media platform and content strategy
Effectively communicate short and long term social strategies to key cross functional partners and business leaders
Partner with creative to create the right content
Partner with merchandising/business strategies to align product messaging with business needs
Partner with Data & Strategy teams to monitor impact and create key learnings
Oversee social team and day-to-day social media operations including community management
Measure, analyze and optimize efforts to meet acquisition, engagement and retention KPIs – continue define the right success metrics for social
In partnership with CFT create the right cadence of reporting showcasing how social fits into the customer journey and its impact
Be on the forefront of social innovation including platform launches


Influencer: Lead and define AE’s influencer strategy creating authentic relationships with the right talent to gain reach and create brand love.   Broker and nurture brand partnerships with celebrities, influencers and other brands.  Leverage these relationships to connect the brand with people and brands that help amplify the brand platform and story, and keep our customers talking about it.


Develop and continue to optimize AE Influencer/Celebrity Strategy
Work closely with the creative director to identify the right people to align with our brand platform and connect with our target
Establish meaningful relationships to amplify the brand message
Lead influencer strategy; the who, what and how behind
Create a holistic view of influencers across the organization – paid & organic
Find ways to determine success metrics for influencer partnerships


PR: Own AE’s press strategy to evolve from a more traditional approach to a customer first lens.  Continue to focus on generating buzz & press around the brand pushing relevant content in the right places for our audience.   Layered with events, collaborations and more traditional levers- including editorial coverage and press previews.


Develop annual and seasonal PR plans to drive engagement
Partner with marketing functional leads to determine PR goals
Develop brand-enhancing and innovative events to create buzz
Build  trusted relationships with consumer and lifestyle media, style influencers, taste makers, retailers, VIP’s and celebrities
Partner with marketing leadership for ideas for brand collaborations with other brands and/or celebrities
Lead negotiations, execution and talent relations in partnership with agencies
Develop the right reporting KPI’s and cadence to showcase results, share key learnings and optimize our efforts
Manage press/celebrity agencies


PROFESSIONAL COMPETENCIES:


·         Collaborative

·         Strategic

·         Leadership

·         Team Player

 

QUALIFICATIONS:


Bachelor’s Degree in related field required

12-15 years of experience in social media, influencers, PR

Experience with retail and youth brands  

Global Mindset

Experience in a leadership role including agency management

Highly collaborative

Strong presentation skills

Ability to work with and influence peers and senior management

Strong writing skills & innate ability to write for the social web, in-depth knowledge of and passion for social media platforms

Strong analytic skills with regular reporting, collaborative strategic planning and ongoing campaign optimization

High degree of proficiency in the MS Office Suite including Excel, PowerPoint, and Outlook as well as Google Analytics tools

Travel is required, including the potential for international travel


American Eagle is an Equal Opportunity Employer.


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