FERRAGAMO

Public Relations

• Collaborate with SVP of Marcomm, as well as corporate headquarters, to develop the North American PR, VIP & Influencer strategies.
• Develop PR & VIP/Influencer strategies that increase awareness and drive brand value, with a focus on key categories across Women’s, Men’s & Accessories.
• Define PR & VIP/Influencer activities based on the brands' values and positioning (e.g. activating influencers and social media campaigns, dedicated events, etc.), and support the implementation of innovative ideas in line with new market trends.
• Strengthen the presence and positioning of Ferragamo & the maisons Creative Director across key print, digital & social channels.
• Identify appropriate talent and partner with Global on Celebrity, KOL & Influencer dressing opportunities, working directly with talent team (stylist/manager/agent), to identify press opportunities for maximum impact.
• Ensure product image is communicated correctly and consistently considering the DNA and positioning of Ferragamo.
• Work in synergy with the Global teams to champion local needs & identify key opportunities to seamlessly execute global strategy at a regional level.
• Oversee the coordination of any external partners (PR agencies, etc.) Co-ordinate and supervise the disseminations of all PR assets (press releases, pack shots and lookbooks), ensuring the sharing of materials with key stakeholders (internal & external).
• Coordinating and supervising the organization of local and international Press Days, as well as seasonal runway shows in Milan.
• Define and monitor the PR/VIP/Influencer budget and expenditure related to the brands' activities.
• Organize, lead and grow a strong team consisting of 2 coordinators and 1 assistant.
• Oversee regular reporting on PR/VIP/Influencer metrics/results for local leadership & global teams.
• Help develop and oversee retail training for relevant touchpoints specific to PR/VIP/Influencer programs and activities.
• Identify opportunities to collaborate with headquarters on research activities and leverage insights into regional brand/PR strategies.
• Track competitors’ activities in the region and provide feedback to corporate regarding opportunities/risks.

Director, Public Relations