Director of Public Relations and Brand Strategy, Erborian

L'Occitane•New York, NY

42d•$135,000 - $150,000•Hybrid

About The Position

At Erborian, we leverage the power of Korean Skincare to boost both your skin & self-esteem. We combine centuries of Korean beauty rituals with cutting-edge science to deliver visible, immediate and effortless results — empowering you to own your skin and your confidence. With a strong double-digit growth, Erborian is currently expanding in the US market. We are seeking a Communication, PR and Brand Director to continue building brand awareness, elevate brand desirability, and advocacy through holistic, purpose-driven communication. Reporting to the US Managing Director, and in close collaboration with the International Headquarters, you'll be the strategic leader of Erborian's 360° communication vision in the U.S. You will define, orchestrate, and oversee all key communication levers — including influence, PR, social media, brand activations, and self-esteem programs — ensuring cohesive storytelling, visibility, and ROI. You will also be the lead of our brand image, ensuring that Erborian's unique voice and content are beautifully adapted to the U.S. market.

Requirements

5-8 years' experience in communication, PR, or brand marketing within beauty &/or skincare
Strong understanding of multi-channel environments, including Sephora.
Proven track record in 360° communication strategy, combining influence, PR, social media, and brand activations.
Comfortable with paid media ecosystems (TikTok, Meta, Youtube) and their connection to earned and owned channels.
Analytical and performance-driven, with solid expertise in EMV tracking and reporting.
Inspirational leader — strategic, organized, and able to empower teams and agencies
Deep sensitivity to self-esteem, mental health, and brand purpose, with a passion for meaningful storytelling.
Creative, culturally curious, and business-oriented — capable of translating insights into impactful actions.
Entrepreneurial mindset: able to think strategically while staying hands-on when necessary.
Great team player
Strong work ethic, resilient

Responsibilities

Strategic Communication & Activation plans Leadership Build and lead the U.S. communication strategy, driving awareness, desirability, and brand love.
Manage activation plans aligned with the marketing launch calendar, while developing a strong always-on visibility strategy.
Lead the awareness budget, propose and optimize marketing spend allocation to maximize ROI and long-term growth.
Collaborate with the international media team to amplify activations and align earned, owned, and paid channels (TikTok, Meta, etc.).
Work hand-in-hand with Sales and Trade Marketing team to develop strategic 360° activation mechanics for each retailer, maximizing sell-in and sell-out performance.
Propose and validate trendy 360° activation concepts that strengthen cultural relevance and community engagement.
Influence, PR & Social Media Strategy Accelerate organic influence growth by strengthening community relationships and building long-term advocacy through personalized mailers, seeding programs, events, and retention initiatives.
Develop and nurture authentic, long-term connections with creators and advocates to transform them into true brand ambassadors and drive sustained visibility and desirability.
Oversee the influencer marketing and VIP strategy (paid), defining direction, KPIs, exploring new opportunities and tools.
Lead press strategy — ensuring consistent, impactful coverage and relationships with key media and KOLs.
Supervise organic social media and community strategy, ensuring alignment with global creative direction and U.S. cultural resonance.
Performance, Reporting & EMV Strategy Own communication KPIs and local communication budget— including EMV, engagement, reach, and ROI.
Lead EMV strategy, data tracking, and reporting frameworks to measure and optimize communication performance.
Provide regular insights and recommendations to refine campaigns, investments, and strategic choices.
Brand Identity, Self-Esteem Advocacy & Social Impact Lead the U.S. brand positioning: adapt the global brand strategy to local market, shaping campaign narratives, content, and copywriting to create powerful, relevant campaigns and messaging.
Act as a self-esteem advocate, ensuring campaigns and products promote authenticity, confidence, and emotional well-being.
Adapt and lead Erborian's Self-Esteem Engagement Program in the U.S., working with partners and charities supporting mental health.
Team Leadership & Structure Lead and develop the U.S. Communication team Manage and guide external partners and agencies (PR, influence, social).
Inspire, empower, and align the team around clear strategic objectives and KPIs.