Senior Communications Manager

WHY JOIN ALO?

Mindful movement. It’s at the core of why we do what we do at Alo—it’s our calling. Because mindful movement in the studio leads to better living. It changes who yogis are off the mat, making their lives and their communities better. That’s the real meaning of studio-to-street: taking the consciousness from practice on the mat and putting it into practice in life.

OVERVIEW:

Alo is seeking a self-motivated, creative, and editorial-minded Sr. Brand Communications Manager for its lifestyle division of the business, which includes: Beauty, Wellness and Alo Moves. The ideal candidate must have at least 8 years of PR experience w/ a bachelor's degree OR  10 years of PR experience, along with 3 years of recent media relations. Agency experience is preferred. You will be responsible for executing proactive and reactive PR and communications strategies, serving as the day-to-day contact for beauty, health, fitness and lifestyle media & stylists. The Senior Manager will play an essential role in supporting the PR Director in the development and execution of: generating maximum brand exposure through creative product placement, profile features and campaign launches. Reporting to the Director of Brand Communications, Alo’s Sr Brand Communications Manager will coordinate editorial activities, execute local and regional PR strategies, and drive the beauty and wellness market share of the brand’s voice through media and VIP placements. You will look after online growth, assist in managing Alo’s editorial network and collaborate with the wider marketing team to turn those media relationships into brand equity. This position will proactively coordinate with respective departments to assist in securing product placements and act as a liaison between the brand and any external agencies or partners. This position will engage with national, regional, lifestyle and entertainment outlets and lifestyle editors to ensure Alo is consistently being featured in the press. The Senior Brand Communications Manager will also have had vast experience working with traditional PR channels as well as key social media channels such as, TikTok and Instagram.

RESPONSIBILITIES:

• Partner with the Director of PR to coordinate key PR initiatives, campaigns, launches and events
• Ensure seasonal brand and product ideas are powerfully brought to life through PR activations by liaising with key stakeholders in the marketing organization.
• Play a strong, senior strategic role in shaping and optimizing Alo’s seasonal omni-channel marketing plan as a key communications leader.
• Ensure the brand’s lifestyle presence is seen and heard across earned media platforms, through programs and events designed to keep Alo in the news, on social media and across relevant storytelling platforms.
• Execute lifestyle PR and brand communications strategy rooted in insights and based on department goals and KPIs.
• Develop, maintain and enhance positive relationships with influential experts and VIPs, key opinion leaders, national and local editors and journalists, as well as broadcast to facilitate story placements, interviews and exclusives for the brand.
• Have an in-depth understanding of the current and changing landscape of the fashion, beauty and wellness media industry as a whole.
• Build and regularly follow up on brand health and EMV (monthly and by campaign) for the U.S. market and ensure regular reporting on KPI’s.
• Write compelling press releases and proposal documents with a creative and strategic approach.
• Maintain lifestyle media and VIP lists and manage media monitoring for the lifestyle division.
• Lead execution of small and large-scale events (i.e. media launch events, seasonal presentations, sponsorships, editor market appointments, special events, digital programs, etc.)
• Attend key internal meetings and update managers and team accordingly.
• Manage daily, weekly and monthly media placements reports.
• Ability to creatively execute mailings, including leading junior staff in creating recipient lists, sourcing synergistic gifts, communicating next steps and managing budget.
• Carry out all public relations-related initiatives for Alo’s lifestyle division.
• Oversee and analyze seasonal competitive analysis reports to identify strengths and weaknesses for review with the PR Director.
• Mentor and manage the communications team to ensure excellence in execution for the creation of campaign proposals, press materials, briefs, relationship management, media inquiries, and monthly reporting

QUALIFICATIONS:

• Bachelor’s degree in Journalism, Communications, Marketing or related field and 8 years of PR experience OR 10 years of PR experience without degree
• Key