Director, Earned & Owned Media: Marc Anthony True Professional

Location: Vaughan, Ontario (4 days - Hybrid)

Reports to: Chief Marketing Officer

About MAV Beauty

MAV Beauty is a fast-growing, global beauty company with a portfolio of high-performance brands across haircare, personal care, and beauty-led wellness. Headquartered in Vaughan, Ontario, our portfolio — Marc Anthony True Professional, Cake Beauty, Renpure, and Sky Organics — is supported by MAV Beauty's brand-building platform, designed to empower distinct brand strategies while delivering scale through an established retail network in the US and Canada as well as other select global markets. We are seeking strong leaders who are energized by ownership and motivated to make a meaningful impact.

The Brand: Marc Anthony True Professional

Marc Anthony is a salon-inspired, high-performance haircare brand on a journey to build a loyal, engaged community established on a strong foundation in creator and earned-media culture. The brand is entering a new phase of growth focused on always-on creator engagement, category-defining social presence, and building a scaled commerce layer through social shopping.

The Opportunity

The Director, Earned & Owned Media owns the creator ecosystem for Marc Anthony, with a mandate to shift the brand from a campaign-driven cadence to an always-on model that drives sustained awareness, content volume, and demand. This role is single-brand and channel-deep: it owns creator strategy and relationships, affiliate and social commerce (including the launch of TikTok Shop), Marc Anthony's organic social presence, content amplification, and PR/earned media.

This is a hands-on, builder role for someone who wants to own a channel end-to-end that can go deep on the creator economy.

Who You Are

• A Creator-Economy Builder: You think in always-on systems, not campaigns — building repeatable, scalable creator and affiliate programs rather than one-off activations.
• A Commerce-Minded Communicator: You see influencer, affiliate, and organic social as one connected ecosystem, not three separate disciplines, and you know how to turn content into a growth channel.
• A Relationship Investor: You build long-term, always-on partnerships with creators and ambassadors rather than transactional, campaign-by-campaign deals.
• Hands-On and Execution-Fluent: You're comfortable operating deep in the work — briefing creators, managing affiliate platforms, shaping organic content — while still setting the overarching strategy.
• Data-Informed: You use engagement, EMV, and affiliate/commerce performance data to continually refine what's working and reallocate investment accordingly.

Key Responsibilities

• Own and evolve Marc Anthony's creator strategy, shifting from campaign-based activity to a consistent always-on model spanning gifting, paid partnerships, and organic mentions
• Build and manage a roster of longer-term always-on creators and ambassadors, prioritizing sustained relationships over one-off activations
• Lead creator selection, negotiation, and briefing, ensuring content quality, authenticity, and consistent output across the roster
• Manage the influencer budget and forecast investment across gifting, paid partnerships, and affiliate incentives

PR & Earned Media

• Own PR and earned media strategy for Marc Anthony, driving ongoing brand conversation and supporting product and brand moments
• Build a scalable approach to earned media relations through proactive seeding, real-time responsiveness, and cultivation of long-term brand advocates
• Lead press moments, media relationships, and brand storytelling in partnership with external PR support as needed
• Monitor competitive and category conversation to inform ongoing earned media opportunities

Affiliate & Commerce (New Capability — Test & Learn)

• Lead MAV's first foray into affiliate and social commerce, launching and managing TikTok Shop as a pilot to establish the operational and creative playbook
• Build out Amazon affiliate/creator programs and ShopMy in parallel, testing which commerce layers are viable for Marc Anthony at our price points and margin structure
• Partner with Finance to define success criteria and margin guardrails before scaling investment, ensuring affiliate is evaluated on true incremental value, not just channel activity
• Establish reporting and KPIs to assess whether affiliate/commerce is a scalable growth model for the brand or a lower-priority channel, with a defined checkpoint (e.g., 6–9 months) to make that call
• Where it makes sense, integrate affiliate incentives with organic creator strategy — using it as one more lever to earn ongoing mentions and content, not a stand-alone initiative

Organic Social & Content

• Own and elevate Marc Anthony's owned social channels with a social-first content strategy that increases volume, engagement, and cultural relevance
• Integrate creator-generated content into owned channels to drive authenticity and content velocity
• Partner with Creative and Brand to ensure a consistent, modern brand voice across all organic content
• Lead content amplification efforts, ensuring high-performing organic and creator content is extended for maximum reach
• Serve as the key creator and content input into paid social and paid amplification campaigns, identifying and recommending top-performing organic and creator content for paid support
• Own creator content usage-rights timelines, and lead renegotiation and renewal of usage terms with creators and their representatives in partnership with Legal
• Partner closely with the Paid Media team to ensure paid investment is directed toward the highest-performing organic and creator content — without owning the paid media budget or strategy directly

Cross-Functional Partnership

• Partner closely with Brand, Creative, and E-commerce teams to ensure creator, affiliate, and content strategies ladder into broader brand and business priorities
• Act as Marc Anthony's point of ownership for the creator ecosystem in cross-functional planning and brand moments
• Manage relevant agency or freelance support with clear expectations, performance tracking, and budget oversight

Qualifications & Experience

• 8+ years of experience in influencer marketing, PR, or social media, ideally within beauty, personal care, or lifestyle brands
• Bachelor's degree in Marketing, Communications, or a related field
• Demonstrated experience building always-on creator/influencer programs, not just campaign-based activations
• Direct experience with affiliate and social commerce platforms (TikTok Shop, Amazon affiliate/creator programs, ShopMy, or similar)
• Strong track record in organic social strategy and content-led community growth
• Comfortable operating as a hands-on owner of a single channel/brand, balancing strategic vision with day-to-day execution
• Highly organized budget manager, with experience forecasting and managing influencer and affiliate investment
• Exceptional relationship-building skills with creators, talent partners, and media contacts

MAV Beauty is committed to providing equal opportunities for all applicants and employees regardless of race, ancestry, place of origin, color, ethnic or national origin, citizenship, creed, sex, sexual orientation, gender identity, gender expression, age, record of offences (for which a pardon has been granted), disability, marital or family status, or any other characteristic protected by law. If you require an accommodation to participate in the recruitment process, please contact us to provide your contact information.