About the position
Responsibilities
• Influencer Strategy & Planning
• Develop a holistic influencer strategy spanning both brand-building and performance-driven creators.
• Segment creator tiers (Powerhouse, Macro, Mid-tier, Micro, Nano) with differentiated strategies for each.
• Own annual and seasonal influencer calendars aligned with 360° campaigns, retail moments, and product launches.
• Implement strategies to drive a community program rooted in brand love and loyalty.
• Oversee paid partnerships, talent negotiations, usage rights, and contracting.
• Build a robust evergreen seeding program for new and existing SKUs.
• Lead affiliate/ShopMy/Awin partnership strategy to protect DTC contribution margin.
• Manage influencer team, setting team KPIs, workflows, processes, templates, and standards.
• Review briefs, scripts, creative, and deliverables, ensuring on-brand output.
• Cross-Functional Partnership
• Partner with Product Marketing on messaging, claims, and positioning.
• Collaborate with the Integrated Marketing Director to align creators with campaign narratives.
• Partner with DTC + Paid teams on UGC direction that feeds conversion-driving creative.
• Support Retail with creator opportunities tied to launches or in-store initiatives.
• Define the standards for “brand-right” creator content: tone, visual language, messaging, POV.
• Partner with Finance on accruals, forecasting, pacing, and performance attribution.
• Partner with the Integrated Marketing team to drive influencer activations, launch dinners, and brand trips.
• Performance & Optimization
• Track EMV, GMV, ROAS (when applicable), conversion KPIs, and CAC impact. Provide adjustments to programs and campaigns based on measurable insights.
• Build reporting dashboards and weekly/monthly scorecards.
• Analyze creator performance to optimize tier mix, content mix, commission strategy, and spend distribution.
• Own annual influencer, affiliate, and gifting budgets across paid, organic, and experiential programming.
• Forecast spend by tier and initiative; manage cost efficiency across CPE, CPA, CPV, CPM, EMV, and GMV.
• Maintain rigorous vetting across audience quality, sentiment, partnerships, and brand safety.
• Ensure FTC compliance, accurate disclosures, creator exclusivity, and rights usage.
Requirements
• Demonstrated ability to generate high-impact creative concepts and execute premium-level design.
• Strong understanding of performance creative principles, DTC best practices, and social-first design.
• Excellent communication, organization, and cross-functional collaboration skills.
• Ability to mentor and elevate creative talent while working hands-on.
Nice-to-haves
• 6–10+ years of experience in art direction, design, or creative leadership roles (beauty, skincare, fragrance preferred).
• Strong portfolio spanning digital, social, paid performance, campaigns, and brand identity.
• Proficiency in Adobe Creative Suite, Figma, Canva, and related tools.
• Experience directing photoshoots and creative production.
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