Vice President, Global Integrated Communications (bareMinerals)

Date:  Sep 28, 2021
Location:  New York City
Company:  Shiseido
Country/Region:  US
Custom Field 4:  Employee (Permanent)
Company:  Shiseido

Reporting to the Senior Vice President of Global Brand Marketing, this position is responsible for leading the development of the BareMinerals Global Integrated Communications strategy, the implementation of these plans in the U.S. market, while contributing to the brand’s strategic planning process.  Key functions of responsibility include PR/Influencer, Partnerships, Social Media, Eventing and Philanthropy.

This role will develop a best-in-class Communications plan and manage the activities across the functions of responsibility that drive awareness and engagement, while enhancing and protecting the brand’s positioning and values.


Core Responsibilities include:

  • Understanding the annual targets and priorities of bareMinerals globally with a specific focus on the US, developing and implementing a 360 Integrated Marketing strategy that increases visibility, cultivates and enhances meaningful relationships with targeted external audiences, and amplifies brand recognition and interest.
  • Partnering with key cross-functional groups - including but not limited to Global Brand Marketing, Global Education, Global Digital, U.S. Marketing, Creative and Ecommerce to understand market and channel opportunities, challenges, and growth requirements – to create relevant, meaningful, and exciting plans that will drive consumer and retailer engagement. 
  • Establishing KPIs by program with the team so that programs and investments are strategically planned and evaluated. 





  • Lead bareMinerals global integrated communications strategy across earned and owned channels, while identifying investment priorities to drive best performance and KPIs that support the annual plan.  
  • Drive innovative thinking beyond the traditional Marketing mix across all parts of the Integrated Marketing plan as a means to drive awareness, buzz, and consumer conversation and interest
  • Oversee relationships with external agencies and partners for strategic projects and/or launches.
  • Elevate challenges and/or emerging trends for brand consideration, and identify opportunities for BareMinerals so that plans and KPIs are kept on track
  • Ownership and tracking of integrated calendar with launch tactics and execution details.
  • Closely partner with cross-functional teams to gather relevant consumer insights to inform category and program strategies.


Social Media:

  • Develop global social strategy in partnership with Global Social Director designed to increase  engagement, grow, and convert followers specifically in the US market
  • Liaise with Global brand to ensure regional consumer and creative needs are met including strategy, messaging, content.
  • Elevate learnings from analysis to drive thought leadership around social within the company, including competitive case studies, changes in industry, platform developments, market changes.



  • Direct and advise international teams to ensure relevant media and social coverage across all key markets.
  • Lead the PR process, risk assessment, identify key concerns, and address issues with informed communication strategies. 
  • Oversee communications efforts in partnership with Global PR Director in all international markets to control accuracy, consistency and brand messaging.
  • Oversee development of global press tools, kits, creative mailers and strategies to be used to reinforce and strengthen consistent brand image and messaging.
  • Brainstorm unique programs and strategies to hit target audience around new and existing product and program launches.
  • Oversee press strategy for use of brand ambassador content on on-going basis.
  • Provide guidance to international markets on regional influencer strategies including development of comprehensive guidelines
  • Oversee US influencer strategy and activations by launch to maximize impact of earned media
  • through partnerships and organic placements.
  • Oversee tracking of success and metrics and adjusting plans based on KPIs
  • Generate and secure creative ideas for collaborations and partnerships and participate as active decision maker in conceptualization, execution and development for strategic branding initiatives



  • Provide guidance in partnership with Director, Events and Philanthropy for both media and consumer facing events in all channels globally
  • Oversee execution of all events in the US market
  • Oversee management of the Power of Good Fund including relationships with liaisons and charities
  • Oversee development of meaningful programming highlighting the Fund through owned channels
  • Identify opportunities to bring attention to overall efforts and results



  • 15+ years experience in integrated communications: PR/ Digital / Social Media.
  • Ability to interpret data, social analytics, consumer insights, to incorporate into content strategies
  • Strong relationships with key press contacts
  • Strong understanding of social media trends and their impacts on the brand. 
  • High level of creativity, Ability to develop and manage high level strategies and budgets.
  • Strong relationship with beauty influencers and agents.
  • Strong collaborator and team player who can get results indirectly and directly.
  • Advanced organization skills and attention to detail
  • Strong management skills and the ability to mentor and develop team members.
  • Excellent verbal, written, and interpersonal skills.
  • Ability to influence Global Communications when needed, to achieve business results while fostering a strong relationship with key stakeholders.
  • 4-year Bachelor’s Degree.

Nearest Major Market: Manhattan
Nearest Secondary Market: New York City

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