Advocacy Manager Rabanne

Overview The Global Advocacy Manager will lead the strategic vision, execution, and continuous evolution of brand advocacy across multiple markets to build brand awareness on key social platforms: TikTok and Instagram, and drive traffic and conversion on DTC as a priority channel. This role focuses on creating cohesive, impactful, and creative advocacy strategies that drive brand awareness, earned reach, authentic consumer engagement, and measurable growth with direct sales on DTC. The ideal candidate will bring expertise in building relationships with advocates, influencers, and key opinion leaders while possessing a deep understanding of creative briefing, toolkits development, and seeding strategies within the luxury beauty and fashion industries. Develop and implement a global advocacy framework to elevate brand visibility, enhance organic engagement, and drive consumer loyalty. Ensure that strategies deliver strong earned media value (EMV), social impact, and measurable business outcomes (incremental sales). Lead the creative vision for advocacy campaigns, ensuring they align with the brand’s tone, values, and aspirations while driving innovation in content and storytelling to optimize consumer engagement. Oversee the ideation and implementation of advocacy activations, leveraging cross-channel opportunities across the full brand team: PR, Social Media, Events, E-Commerce, CRM, Media, ERetail. Manage the relationship with the third-party advocacy platform partner to ensure advocacy programs are constantly optimized to drive highest impact. Design and launch monthly challenges, missions and gamified tasks via DUEL to spark engagement, content creation, and repeat brand interactions. Build reward structures that incentivize and celebrate advocate contributions (e.g., exclusive perks, visibility, affiliate codes, early access). Reactivate inactive advocates using personalized outreach, fresh content formats, and targeted re-engagement workflows. Co-create CRM journeys and emails to keep Advocates engaged on the community, with the digital team. Advocacy Activation Calendar Identify within the brand product catalogue the best product for seeding (seeding via the platform, or product to buy on the platform) to achieve the highest impact on the brand communities (engagement, sales, etc.) in strong collaboration with the ecommerce, e-retail, and the marketing operational teams. Identify key voices in the luxury beauty and fashion space to nurture brand relationships and create impactful seeding experiences that generate buzz and engagement. Collaborate with local teams to adapt seeding initiatives, ensuring relevance to cultural nuances and market priorities. Drive Conversion via Social Advocacy on DTC Design and optimize advocacy funnels to drive conversion on our DTC platforms. Develop and drive affiliation towards DTC; work closely with the Digital team to align advocacy with promotional calendars and growth DTC campaigns. Design bundles and product recommendations with the DTC team to influence advocates on their purchases on DTC. Select relevant UGC that can be used across owned DTC touchpoints (email, PDPs, homepage, etc.) to enhance trust and social proof, in collaboration with the Digital team. Creative Briefing & Toolkit Development Develop clear, compelling creative briefs for content creators, influencers, and internal teams to produce authentic, on-brand assets that resonate globally and locally. Design and distribute toolkits that guide markets in executing consistent advocacy campaigns. Toolkits should include content guidelines, key messaging, visual assets, best practices, and activation timelines to ensure alignment and quality across regions. Partner closely with internal business and creative teams and agencies to ensure that all creative outputs meet brand standards and market expectations. Global & Local Alignment Act as the central point of contact for global advocacy initiatives, offering strategic guidance to regional teams to ensure cohesion in execution and messaging. Facilitate collaboration across internal teams, including PR & Influence, Social Media, E-Commerce, Events, and Community Management, Tech, third-party partner, to ensure seamless activation of advocacy programs. Provide tools, templates, and playbooks to regional teams, enabling them to execute impactful local initiatives that ladder up to the global strategy. Minimum of 4-5 years of experience in global advocacy, influencer marketing, or related consumer engagement roles within luxury beauty, fashion, or premium lifestyle categories. Proven expertise in creative briefing, toolkits development, and seeding strategies that drive EMV and audience growth. Demonstrated success in designing and executing PR & Influence strategies, Social Media campaigns, Community Management initiatives, and Event activations. Solid understanding of social commerce, loyalty, and consumer acquisition strategies, with a proven track record of driving incremental DTC sales. Deep understanding of the key social platforms dynamics and latest evolution, primarily TikTok and Instagram. Strong social community management skills to drive brand love and business. Strong leadership skills with the ability to inspire and align cross-functional, multicultural teams across global markets. Exceptional communication, presentation, and relationship-building skills. A data-driven mindset with the ability to analyze complex metrics, identify trends, and provide actionable recommendations. Creative and strategic thinker with a passion for luxury beauty, storytelling, and consumer-centric advocacy programs. Puig 2024. This information is privileged, confidential and contains private information. Any reading, retention, distribution or copying of this communication by any person other than its intended recipient is prohibited. #J-18808-Ljbffr