RANAVAT is a luxury Ayurvedic skincare and haircare brand that combines Indian beauty traditions with modern science. Founded by Michelle Ranavat in 2017, our award-winning products feature clinically tested formulations using the highest caliber of ingredients. Our mission is embodied in our mantra "Claim Your Crown" - empowering everyone to embrace their inherent royalty through self-care rituals that create meaningful connections. As a female and minority-owned business, we are proud to partner with premier retailers worldwide, including Sephora, Harrods, Goop, and more.
KEY RESPONSIBILITIES
- Develop, lead & implement comprehensive strategies that integrate public relations, influencer marketing, and event activations to amplify RANAVAT's brand awareness and cultural relevance
- Craft innovative storytelling approaches & briefs that showcase the brand's identity by targeting beauty, lifestyle, and consumer press, influencer collaborations (and beyond.) that authentically represent the brand's ethos, as well as support consumer and media events that drive product awareness and brand affinity
- Support PR team & key cross-functional partners like 360 marketing, DTC, paid media, affiliate, PR, and social on influencer/ UGC requests
- Identify and cultivate relationships with high-impact influencers (including creators, MUAs, celebrities, etc) across Instagram, TikTok, YouTube, and emerging platforms to build brand relevance and drive engagement
- Develop tailored tier-specific influencer strategies to maximize ROI (micro/ mid-tier/ macro)
- Manage paid influencer partnerships and campaigns in partnership with the Senior Director of Brand Marketing, owning all aspects of the process (outreach, contracting, briefing, follow up & reporting.), focusing on TikTok, Instagram, YouTube, streaming, and new social media platforms to maximize EMV
- Manage influencer marketing budget & spend, supporting in budget management and invoice tracking, while also collaborating on annual budget planning for influencer/PR/events, allocating resources based on performance data
- Plan & execute organic mailer strategy, custom branded mailers, and tracking through incoming DMs and tracking software; cultivating RANAVAT's overall gifting strategy. Constantly managing & auditing list to welcome new creators and open new markets
- Physically prepare & coordinate personal VIP deliveries (where appropriate) and deliver white glove VIP service
- Keep a pulse on the influencer landscape and influencer engagement by key competitors to support innovative and engaging influencer and communications
- Establish robust measurement frameworks for influencer marketing, calculating and reporting Earned Media Value (EMV), tracking comprehensive performance metrics across media and influencer channels, and utilizing advanced analytics platforms to quantify brand impact and ROI
- Daily management of measurement platforms of Tribe Dynamics for influencer discovery & performance analysis
- Support Senior Director of Brand Marketing on developing a strategic PR agency management approach, including comprehensive performance evaluation, detailed reporting and KPI tracking, and ongoing performance optimization
- Develop, propose and oversee RANAVAT's weekly, monthly, quarterly reporting on all influencer campaigns, partnerships, and launches, along with sharing monthly and/or quarterly broad recaps
- Host & manage influencers, community, and consumers for in-person and digital events, work with IRL / Brand Marketing team to support team's IRL activations, oversee guests lists and manage influencer-led coverage
- Work with IRL team to support development of influencer, community and consumer led events as needed, leading key events as assigned from logistical tasks (coordination, packing boxes, event staffing, event set up and break down) to strategic planning & reporting
WHAT YOU'LL BRING TO THE TABLE
- Bachelor's degree in Public Relations, Communications, Marketing, or related field
- 3-4+ years of comprehensive experience in brand marketing, with a proven track record in Influencer Marketing, Brand Partnerships, PR, and event coordination/ production, preferably within the beauty sector
- Strong media and influencer relationships across diverse industries, with a deep understanding of the global media landscape
- Demonstrated expertise in advanced media measurement techniques, Earned Media Value (EMV) calculation and reporting, TribeDynamic and CreatorIQ platforms, and comprehensive influencer marketing performance analytics
- Proven experience in developing and implementing sophisticated measurement strategies, translating complex analytics into actionable business insights, and managing and optimizing PR agency relationships
- Technical proficiency in media monitoring and measurement platforms, advanced analytics tools, and performance tracking and reporting systems
- Exceptional leadership and cross-functional collaboration capabilities
QUALIFICATIONS & REQUIREMENTS
- This role requires 4 days in person at our office, and 1 day remote per week
SKILLS & COMPETENCIES
- Proficiency with Microsoft Office and Google Suite
- Excellent communication and analytical abilities
- Experience with project management tools
- Strong organizational and interpersonal skills
PERSONAL ATTRIBUTES
- Passion for beauty and skincare industry
- Appreciation for Ayurvedic principles and wellness practices
- Strong work ethic and ability to thrive in a fast-paced environment
- Collaborative team player with a positive attitude
- Commitment to RANAVAT's mission of empowering individuals through self-care and cultural celebration
WHAT WE OFFER
- Opportunity with a growing, female and minority-owned luxury brand
- Exposure to premium beauty marketing
- Collaborative environment valuing innovation
- Comprehensive benefits and product discounts
RANAVAT is an equal opportunity employer committed to diversity and inclusion in the workplace. We encourage applications from candidates of all backgrounds who are passionate about transformative beauty experiences that honor tradition while embracing innovation.