Senior Director, Brand Communication & Digital Engagement

Role Description:

Responsible for setting the vision and leading Edgewell’s approach to earned media, organic social, influencers, and community engagement on behalf of our brands across the portfolio, ensuring our brands show up with clarity, relevance, and impact wherever consumer discover, engage, and shop.

Reporting directly to the CMO, this leader will play a critical role in Edgewell’s broader marketing transformation, helping evolve how we go to market and how earned and owned media work in partnership with paid media as a growth engine on behalf of our brands.

This leader will lead the end-to-end earned and owned ecosystem, from traditional PR and influencer partnerships to organic content, creator strategy, and community nurturing. They will also build scalable, repeatable go-to-market capabilities that support commercial outcomes. This is a highly visible, enterprise leadership role with direct influence on brand reputation, cultural relevance, and long-term business growth.

Key Responsibilities

1. Earned & PR Strategy

• Serve as the senior earned media and PR partner to Brand teams, owning the overarching earned strategy on behalf of our brands across the Edgewell portfolio and ensuring alignment with brand positioning, campaigns, key retail moments and business priorities
• Shape proactive, culturally relevant storytelling that extends beyond reactive PR moments.
• Ensure earned media is fully integrated with paid media, influencer activity, and owned channels as part of a cohesive go-to-market approach.
• Build and lead a scalable earned and owned operating model, clarifying roles across internal teams, agencies, and partners, and establishing clear ways of working.
• Partner closely with Legal and Corporate Communications to ensure alignment on reputation, issues management, and crisis response.

2. Influencer & Creator Ecosystem

• Set the vision and provide senior leadership for Edgewell’s influencer and creator strategy, championing a test-and-learn approach across emerging platforms such as social commerce and new platforms and AI-enabled creator tools.
• Define clear frameworks for creator selection, partnership models, and measurement.
• Ensure influencer strategies are fully integrated into brand go-to-market plans, campaign launches, and retail and commerce activations in partnership with Brand, Media, and Sales teams.
• Establish clear ways of working, governance, and best practices to drive consistent and efficient programming.

3. Owned & Organic Content Strategy

• Set the vision for organic social and owned content across platforms, ensuring each brand shows up with clarity, consistency, and cultural fluency.
• Partner with brand teams and internal social leads to define channel roles, content pillars, and always-on programming.
• Ensure organic content works hand-in-hand with paid media, influencers, PR, and digital shelf and retail content strategies to maximize reach and impact.
• Explore and responsibly leverage AI to enhance content development, social listening, and speed-to-culture.

4. Community Building & Engagement

• Define Edgewell’s approach to community building and engagement, turning audiences into advocates.
• Establish best practices for community nurturing, creator seeding, and two-way engagement.
• Leverage community and social insights, including AI-enabled listening tools, to inform content, campaigns, and where relevant product innovation.

5. Measurement & Impact

• Define success metrics across earned, owned, and influencer channels (inclusive of vanity metrics).
• Partner with Insights and Analytics and Media teams to connect brand health, engagement, and retail performance.
• Regularly report impact, learnings, and optimization opportunities to senior leadership.

Required Skills and Experience:

• Bachelor’s degree in Marketing, Advertising, Public Relations, Communications, or related field; MBA preferred
• At least 12 years of media leadership experience in the CPG industry or adjacent verticals. This should include demonstrated progression in roles spanning PR, social, influencer, earned/owned media, and/or reputation management.
• Strong understanding of CPG marketing calendars, including annual planning cycles, seasonal moments, and retailer-specific media activations.
• Proven ability to set strategic vision across earned media, influencers, organic social, and community engagement — connecting these channels to broader business goals.

Preferred Skills and Experience:

• Experience supporting or leading innovation launches, brand repositioning, new product introductions, and portfolio storytelling.
• Experience leading high‑visibility, enterprise-level initiatives with direct impact on brand reputation and long‑term growth.
• Demonstrated success evolving or transforming go‑to‑market models, especially integrating paid, earned, owned, and influencer strategies.
• Familiarity with brand health, engagement metrics, and commercial KPIs across earned, owned, and influencer channels.
• Ability to build or evolve measurement frameworks, including vanity metrics and business outcomes.
• Skilled at synthesizing insights and presenting impact, learnings, and optimization opportunities to leadership.

The salary range for this position is $200,000- 300,000. Actual base salary offered to a candidate may vary based upon factors including, but not limited to, relevant experience, time in role, base salary of internal peers, prior performance, business sector, and geographic location. In addition to base salary, the competitive compensation package may include, depending on the role, participation in an incentive program linked to performance. 

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