H&M
Company Description
The Customer Activation & Marketing function aims to create a seamless, inspirational journey to ensure that we recruit new customers, drive traffic to the digital & physical stores, increase sales, brand liking and our fashion credibility.
Through data and customer insights, we design a plan that ensures a holistic customer experience from communication with our customer to our membership program.
Job Description
As an Influencer Lead, you strengthen and build the local community with a focus on the most fashion forward and on brand influencers/ambassadors. You set strategies and plans, implementing, executing and following up on your influencer activities and engagement including paid and organic partnerships while working closely with the Brand PR Manager, Fashion PR Lead, showroom team and paid media team to build a network of ambassadors for H&M to maximize synergies between earned and paid relationships.
Your main responsibilities include:
- Build Regional tactics for influencers based on the Global Influencer Strategy, together with the Head of PR & Communications and Brand PR Manager based on insights regarding brand, customer, media & competitive landscape
- Drive the influencer strategy and tactics for your region & sales markets; implement, execute, follow up and analyze both paid and earned influencer activities, based on the global and local communications and marketing plans.
- Support & coordinate influencer operations such as visiting stores, picking garments for influencers, sending packages etc.
- Functional lead for Influencer Specialists where applicable
- Manage research and influencer mapping. Supports the Customer Activation Team with relevant influencer data and recommendations, both for paid and earned initiatives.
- Responsible for setting clear agency guiding and close agency collaboration for different sales markets. Set clear tactics and KPIs to ensure quality of results and make sure that those are achieved.
- Take part in negotiating contracts with influencers/agencies and work with internal and external legal teams.
- Builds a network of H&M ambassadors through maintaining and building strong local relationships with media, influencers, celebrities & opinion leaders
- Monitors and analyses the results of influencer activities in order to calculate ROI insights and measure impact of local strategy, both through internal data but also with influencer data gathered by collaborating agencies and relevant systems.
- Share your Regional result to Global Brand PR & Influencer team
- Ensure a close collaboration with the Fashion PR & Showroom team to maximize synergies between paid and earned relationships
- With support from media team, you advice and collaborate with local media agencies to secure quality and on brand execution in all we do
Qualifications
Education:
A formal education within Communication &/or Marketing is meriting – if not, at least 5-7 years of working experience in relevant roles
Skills & Experience:
- Have a proven track record of creating long term and short term results through the use of influencers and within the field of PR, Marketing and/or Media
- Solid experience in creating tactics, KPIs and analysis in Influencer Activations
- Profound influencer marketing required, especially in Germany
- Experience in leadership both of team members as well as leading agencies
- Have a fashion background/deep interest and knowledge of fashion
- Have experience in sourcing, mapping, and contracting influencers and collaborating with agencies
- Know how to build a case proving the impact your contribution to the brand and business
- Have experience in working with follow up through Google Analytics and influencer tools/systems that in combination with the right analysis can showcase results within influencer marketing.
- Comfortable with combining operational and strategic work.
- Have a strategic and analytical mindset with strong planning and prioritizing skills
- Understand synergies between owned, paid & earned media
- Have digital media knowledge and understanding of media effectiveness
- Have excellent communication skills, including fluent written and spoken English and German
- Be an excellent relationship builder
- Fluent in Microsoft Office – Word, Powerpoint and Excel
Additional Information
This is a full-time position, preferably based in Hamburg.
If you feel that your experience, skills and ambitions are right for this role, please send your application as soon as possible.
H&M is committed to creating a Diverse & Inclusive environment and we are actively looking for qualified candidates irrespective of gender, gender identity, sexual orientation, ethnicity, religion, national origin, disability or age.
We look forward to receiving your application.
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