The Estee Lauder Companies Editorial Director (Aveda) in Blaine, Minnesota
Editorial Director (Aveda)
Brand: Estée Lauder Companies Corporate Departments
Aveda, America’s premier creator and marketer of plant-based haircare, skincare, make-up, PureFume™ and lifestyle products seeks a Digital/Social Editorial Director who will be responsible for concepting, planning and executing the creation of editorial content focused on beauty, wellness, lifestyle and the Aveda Mission for the Living Aveda Blog and all Aveda owned social media channels, as well as providing the basis for news releases and pitch materials for Global Communications. This position leads the development of digital and social content initiatives across multiple platforms and formats to drive sales, engagement and retention.
Each Aveda employee will practice an individual commitment to sustainability and environmental responsibility in the workplace. We aim to steer society in a more sustainable direction for our benefit and the benefit of generations to come
Act as the journalist for Aveda identifying compelling concepts and storytelling approaches that build brand equity and engagement with existing and new audiences across all digital and social channels.
Write original, strategic and compelling content with the goal of improving brand awareness, website traffic, social sharing, leads and conversations. Adapt the Aveda voice to various platforms.
Lead development of the social content strategy and calendar with input from the Executive Director Omnichannel Campaign. Execute integrated social media stories across multiple platforms (Facebook, Instagram, Twitter, Pinterest, YouTube and emerging channels, Living Aveda, etc.) to foster engagement with the Aveda community.
Provide editorial content to be repurposed for Global Communications news releases and pitch materials.
Develop brand standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing.
Supervise digital/social copywriter and freelance writers to ensure all digital and social content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search.
Collaborate with the Digital Designer to bring stories to life visually on digital and social media platforms.
Identify appropriate timeline for posting, engaging and optimizing content specific to each media platform. Implement content publication utilizing keywords and campaign tags.
Conduct content audits and gap analyses to identify data-driven content creation opportunities.
Manage agency that provides CMS for the Living Aveda Platform.
Provide direction and support to Regions and affiliates in creating local Living Aveda platforms.
Bachelor’s degree in English, Journalism, Public Relations or related communications field.
8 years related experience
Comfortable adapting to an established brand voice and writing across mediums. Digital and social writing experience a must. Portfolio of work required.
Strong understanding of content marketing and content marketing landscape.
Experienced in storytelling in a variety of digital/social platforms and an understanding of how to create content that draws an audience and starts a conversation.
Skill at both long-form content creation, real-time (immediate) content creation and distribution strategies and tactics.
Must demonstrate a deep understanding of visually engaging content.
Demonstrated collaboration skills working closely with designers and copywriters.
Knowledge and experience optimizing content for SEO and social media and publishing content on CMSs.
A passion for beauty, fashion and the natural world.
Mix of creativity and strategic thinking alongside excellent writing and editing skills.
Thrives in an entrepreneurial environment.
Authentic alignment with the Aveda Mission.
Job: Communications / Public Relations
Primary Location: Americas-US-MN-Blaine
Job Type: Standard
Shift: 1st (Day) Shift
We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply. Job Number: 175190