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We are looking for a highly motivated Global PR, Comms and Influencer Manager to deliver a best-in-class upper and mid-funnel storytelling of the Sweaty Betty brand, business, sisterhood and product assortment. Experienced at connecting brands with the right influencers, key opinion leaders, cultural tastemakers and community leaders, to position Sweaty Betty as an aspirational active lifestyle brand to our core consumer target. Leveraging a solid network of PR contacts, you will drive our earned media strategy to help us deliver the next stage of growth for the brand. You will be responsible for managing both internal and external brand reputation and perception, with the support of a community marketing specialist and global Wolverine PR partner (US based). This role is integral to driving the long-term growth of Sweaty Betty globally, ensuring our PR and influencer presence are simultaneously reflective of and aspirational to, our London heritage and international consumer base. Shaped by our sisterhood, this role will drive brand heat and relevancy in the moments that matter to our target consumer, to increase brand awareness and affinity.
The role you’d play
- Own the Sisterhood network at Sweaty Betty, creating a strategy that encompasses our brand objectives to drive awareness and engagement while also delivering on commercial KPI’s at key periods
- Have a finger on the pulse of relevant influencers being able to evolve the existing sisterhood network to ensure that we are working with the most relevant influencers and ambassadors for the brand
- Create a tiered approach to the Sisterhood network from globally recognised ambassadors through to community leaders and Fitness professionals
- Lead on the store ambassador content creator program
- Manage PR strategy working in partnership with external partners to drive relevant relationships with titles to deliver coverage and reach measuring ROI with relevant media monitoring.
- Work closely with the Affiliates manager to make sure we are joined up in our pitching and targeting to press, leveraging brand spend via growth to deliver added value
- Establish Community strategy and deliver via community champions
- Managing our ongoing partnership with Frame – optimising the content and storytelling from the ongoing agreement
- Lead on Global PR and influencer strategy working with our global partners to leverage alignment on key stories
- Build and nurture a close working relationship with the Wolverine Group’s central PR function The Agency in Rockford Michigan – aligning them to our Sweaty Betty initiatives and leveraging their connections to drive earned media value and reach
- Manage the budget for mid funnel optimisation of the sisterhood network, creating a clear tiered approach to understand ROI, and appropriate metrics
- Leading the influencer marketing, PR, and sisterhood events strategy for the brand
- Support the Global Senior Brand Manager in the delivery of the seasonal brand calendar. Providing clear functional plans that help to deliver the season
What You'll Bring
- Experience of managing a global influencer strategy
- At least 7 years experience in managing PR and Influencers
- As comfortable establishing strategy as you are in the detail
- Can do attitude – recognising that in this role attention to executional detail is extremely important
- Experience of managing a budget
- Understand and can comfortably decide on an approach to influencers that meets business needs while also protecting the brand
- Strong network of contacts within the fashion and sports industry across content creators, media outlets and Key opinion leaders
- Line management experience
- Strong planning, organizational and prioritization skills, with the ability to prioritize behind the areas that add the greatest value.
- Strategically minded – able to develop strategy and implement galvanising teams in to action
- Brand ambassador – be able to translate your passion for the brand into creative ideas that connect with consumer by being confident, professional and articulate
- Works with customers and internally to implement solutions.
- Able to work both independently as well as being a great team player.
- Able to liaise and influence with people at all levels.
- Self-starter being able to identify what needs to be done and comfortable to go and deliver.
Our DEI Commitment
We are working to create a culture and team that represents our mission of empowerment. We want to celebrate our diversity, embody inclusion and create an equitable business. This means doing more and working harder to make the long-lasting changes necessary. We care about our people, our community and world.
We want to stand up for what we believe in and give our people a platform to use their voice. To actively listen and learn from what they have to say. This involves focusing on learning, development, and progression across the business. Being clear on the responsibilities we hold each other and to our community. It also means being committed to equal employment opportunities. Ensuring we consider ALL applicants for jobs and working harder to make our job advertising more inclusive.
Our DEI mission is "to embed diversity, equity and inclusion at the heart of our business. To create a culture of belonging that empowers everyone to be their best authentic self. We commit to celebrating different perspectives and to continuously learning, developing and challenging ourselves and our partners."
We know we're on a journey. And far from perfect. But we want to be a part of the solution to the problem. It might not be comfortable or straightforward. But if we weren't up for doing the hard work and breaking the mould, we wouldn't be Sweaty Betty. We are committed to working across our business and with our DEI committee & DEI Collective to be champions, allies and inclusive, always. Because when we say all, we mean it.
