Senior Director, Brand Activation, OPI
About the role
The Director of Brand Engagement & Activation leads OPI’s brand activation strategy and programming globally, driving cultural relevance and commercial impact across earned, paid, and owned channels.
Responsibilities
Lead OPI’s Masterbrand Campaign and Annual Activation Idea, defining the global strategic vision and activation framework.
Own the annual global communications and activation calendar with the VP, ensuring the right sequencing of brand moments to build equity and drive performance.
Develop and lead the Annual Global Paid Media Strategy and Brief, including A&CP investment guidance in partnership with media and finance teams (approx. $1.5M A&CP, excluding U.S.-specific budget).
Ensure alignment across brand, innovation, and base business storytelling within the global brand platform.
Lead the Always-On Content and Activation Strategy for Brand, Innovation, and Base Business across Earned, Paid, and Owned channels.
Define differentiated strategies for Professional and Consumer audiences, ensuring relevance across touchpoints.
Set the global vision for social, influencer, ambassador, and event activation, with clear toolkits for markets.
Lead the team to define and activate Global Owned Channel Strategies, including social, web/OPI.com, CRM/email, and e-retail/eCommerce ecosystems (Brand.com, E-Retail, Pure Play partners).
Oversee digital content and activation strategy across social, web, and e-retail—ensuring strong performance in engagement, traffic, conversion-driving content, and AEO rankings.
Establish content standards, toolkits, and governance to enable scalable global execution while allowing markets to locally tailor activation.
Lead global brand communications (PR) strategy and storytelling, including ambassador, celebrity, and event programming.
Define and oversee paid content strategy (brand and creator-led) to amplify key brand moments.
Ensure influencer, ambassador, and celebrity strategies reflect OPI’s authority, creativity, and inclusive brand values.
Own and lead U.S. execution of earned and owned brand activation—taking global strategy and executing it in-market—serving as a model market for global best practices.
Manage the brand across multiple engagement channels and agency partners to develop campaign ideas and capture elevated content that expresses each GTM execution.
Partner closely with U.S. commercial teams to deliver high-impact brand moments.
Test, learn, and scale new content and activation approaches for global reapplication.
Own performance measurement and reporting across owned and earned activation, including Brand NPS, EMV, AEO rankings, social engagement, PR impact, and OPI.com/e-retail traffic and content performance.
Use insights and analytics to optimize content, media, PR, and engagement strategies.
Share learnings and best practices across regions and markets.
Lead and develop internal social/owned channel teams, and manage external agency partners—including the U.S. PR agency—to deliver best-in-class earned and owned activation.
Collaborate closely with internal creative teams to develop campaign ideas and capture elevated content that expresses each GTM execution.
Partner closely with cross-functional teams (including Product Marketing) and regions/markets (including the U.S. and UK) to ensure activation is successful and locally tailored within the global framework.
Build, mentor, and inspire a high-performing global engagement and activation team.
Qualifications & Experience
8–10+ years of experience in integrated marketing, brand communications, and activation (beauty, fashion, or lifestyle preferred).
Proven experience developing and executing content and activation strategy across a multitude of owned and earned platforms, including social, web, PR, influencers/creators, community, and events.
Deep expertise across social, content, influencer/creator, earned media, paid amplification, and eCommerce content.
Strong agency leadership and cross-functional collaboration skills; experience partnering closely with internal creative teams.
Strategic thinker with a hands-on, execution-driven mindset.