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 (Current 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.

📌 Director, Earned & Owned Media: Marc Anthony True Professional (Vaughan)
🏢 MAV Beauty
📍 Vaughan