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Job Title: Brand Engagement Manager, Thayers US Department: Brand Engagement Reports to: AVP of Brand Engagement, Thayers US Location: NYC - 10 Hudson Yards (Hybrid) Mission As the Brand Engagement Manager for Thayers US, you will shape and drive the strategic vision for how the brand connects with our consumers, creators, and media across multiple touchpoints. You will own the end-to-end strategy and execution of our PR, eventing, and thriving Thayers Slayers consumer Ambassador program, propelling the brand's culturally relevant identity to new heights. Reporting into the AVP, Brand Engagement Lead, this role will manage the day-to-day direction of a PR agency of record (AOR) to seek out new, exciting and innovative avenues of publicity to push beyond national magazine coverage, lead IRL and digital events and build relationships with top media partners. In this role, you'll also lead and mentor a coordinator to ensure every brand touchpoint is seamless, polished, and driving measurable business impact. Key Responsibilities
- Own the macro-strategy, growth targets, and platform architecture for the Thayers Slayers consumer Ambassador program to drive brand loyalty and organic reach.
- Set the monthly content calendar and strategic focuses for the program, reviewing all content created by the brand engagement coordinator. Partner closely with our tech agency, to ensure flawless execution.
- Oversee the strategy and execution of high-impact online and offline experiences, from exclusive creator webinars to major IRL community meet-ups.
- Establish KPIs and analyze program data to deliver regular executive-level reporting on community growth, sentiment, and cost-per-engagement (CPE), continuously optimizing the program based on insights.
- Partner closely with the owned social team to seamlessly highlight the program.
2. PR, Media & Event Leadership:
- Oversee PR strategy and execution for the brand, including managing daily operations and supervising AOR
- Develop and evolve the long-term communications strategy to determine new areas to invest for acceleration
- Manage PR budget with support from AOR to execute payments to partners and third party vendors. Oversee the end-to-end financial compliance process (PO generation, forecasting, invoice reconciliation) managed by the Coordinator.
- Act as primary contact for all press relations and inquiries for Thayers, managing and spearheading efforts in trade and consumer media
- Foster relationships with editors, estheticians/derms and recruit up-and-coming to the brand
- Partner with L'Oreal USA Corporate Communications for brand crisis comms, as appropriate, in alignment with senior leadership
- Manage experiential for brand initiatives, product launches, influencer events, pop-ups, and industry events, showcasing innovation and expertise as aligned with the brand's mission, vision and values
- Partner with social and influencer leads for on social commerce tests, such as livestreaming and affiliate programming
- Advise, counsel and script all key message points for Thayers trade interviews for senior management
- Merchandise results in bi-weekly and quarterly reports in collaboration with Brand Engagement and Consumer Activation counterparts for 360 insights
- Identify innovative, emerging moments for the brand to tap into moving at the speed of the feed
- Oversee overall inventory strategy across multiple warehouses and agency closets, ensuring macro-level planning aligns with the 12-month marketing and product launch calendar.
- Direct the development of branded "swag" and merchandise lines, ensuring alignment with trend forecasts, high quality control, and cost-effective vendor partnerships.
- Manage, mentor, and develop the Brand Engagement Coordinator, providing clear direction, fostering career growth, and ensuring operational excellence.
Qualifications/Requirements
- Bachelor's Degree
- 6-7 years professional experience in Communications/Media
- Must be strong and competent manager to lead agency across strategy, development, and execution
- Experience with event marketing and experiential
- Beauty experience is a plus
- Established relationships with beauty editors is preferred, but communication skills with potential to build new relationships is mandatory
- Must be a strategic planner and creative thinker with a clear, strong vision and collaborative mindset
- Strong project management skills and high level of organization, attention to detail and positive attitude.
- Ability to thrive in a fast-paced, dynamic environment working both independently and as part of a cross-functional team.
- Flexibility to support during crisis communications, as needed, during off hours.
Candidate Profile The Strategic Creator: You know how to capture lightning in a bottle. You effortlessly connect cultural trends, TikTok behavior, and consumer insights into measurable PR and event strategies. The Empathetic Leader: You take pride in developing junior talent, establishing clear processes, and keeping a cross-functional team aligned and motivated. The High-Poise Partner: You are comfortable presenting to senior leadership, negotiating with premium vendors, and representing the brand in front of media and VIPs. The Detail-Oriented Director: You maintain a high creative standard without losing sight of budget constraints, logistics, spreadsheets, and ROI.
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L'Oreal USA, Inc
Jun 04, 2026