Director, Advocacy & Influence, Redken

Job Title: Director, Advocacy & Influence – Redken Function: Digital / Brand Engagement Division: Professional Products Division (PPD)
Supervisor

Title:

AVP, Brand Engagement Location: 10 Hudson Yards, NYC

The Director of Advocacy & Influence is responsible for the strategic leadership and execution of Redken’s Go-To-Market (GTM) strategy, encompassing both professional hair experts and consumer-facing creators. This leader bridges the gap between technical credibility and mainstream desirability, ensuring the brand’s professional authority is validated by hair experts and amplified by consumer advocates. A critical component of this role involves identifying and nurturing high-impact talent that aligns with Redken’s core values and professional heritage.

The Director will oversee relationships with external agency partners, driving accountability and ensuring all activations are executed with strategic cohesion and excellence. You will lead a team to build an "Advocacy Ecosystem" that drives brand awareness, community loyalty, and high conversion across both professional salon and consumer retail channels.

• Dual-Track Strategy Development:
  Implement a comprehensive influencer strategy focused on "Authority" (Professional/Expert) and "Reach & Demand" (Consumer).
• Network Management:
  Oversee two distinct advocacy tiers: the professional hairstylist network and a diverse roster of consumer creators.
• Complex Contract Negotiation:
  Lead end-to-end negotiations for high-value professional contracts, including defining "Usage Rights" across Social, TV, In-Salon, and Educational mediums, as well as exclusivity clauses.
• Compliance & Disclosure:
  Ensure all partnerships strictly adhere to global advertising standards (FTC/ASA) and internal L’Oréal legal guidelines regarding professional claims and paid partnership disclosures.
• Whitespace Identification:
  Proactively identify opportunities in the influencer landscape to maintain Redken’s position as a category leader.
• Strategic Advisorship:
  Serve as a strategic partner to the AVP, demonstrating strong executive presence to champion advocacy roadmaps and align cross-functional leaders on high-impact priorities.
• Campaign Oversight:
  Direct "always-on" seeding programs and large-scale paid campaigns for both professional and consumer segments.
• Aesthetic Excellence:
  Ensure brand consistency and high-quality creative output across all influencer-generated content.
• Data & Analytics:
  Track and optimize Share of Influence (SOI), conversion rates, and engagement metrics to maintain Redken’s #1 position in SOI.
• Team Leadership:
  Mentor and grow a high-performing team of Advocacy Managers.
• Budget Management:
  Manage the total advocacy budget, optimizing spend between professional fees, consumer talent, and production costs.

• Integrated Advocacy Management:
  Expertise in crafting strategies that leverage both professional and consumer voices to enhance brand reputation and visibility.
• ROI & SOI Analysis:
  Advanced ability to report on how advocacy efforts contribute to SOI growth and overall brand health, providing actionable insights to executive leadership.
• Creative Innovation:
  Ability to generate original ideas and untried approaches that create high added value for the brand.
• Consumer & Pro Insight:
  Deep understanding of the holistic needs and aspirations of both professional stylists and end-consumers in a social context.
• Strategic Briefing:
  Proficiency in providing concise, relevant, and inspiring briefs to partners and agencies to achieve desired brand outcomes.

• Education:
  
  Bachelor’s degree required.
• Experience:
  
  7–10 years of experience in Influencer Marketing, PR, or Digital Marketing, preferably within the Beauty or Professional Luxury industry.
• Leadership:
  Proven experience managing teams and external agencies.
• Communication:
  Exceptional negotiation and presentation skills with the ability to influence at the executive level.

• Salary Range: $140,400 - $200,200 (The actual compensation will depend on a variety of job-related factors which may include geographic…