Lead - Influencer Marketing

We are looking for a Lead - Influencer Marketing to build the creator partnerships engine for a new US consumer health brand. This is a strategy-heavy, hands-on 0-to-1 role: define the portfolio thesis, find and qualify the right creators, negotiate partnerships and rights, translate briefs into creator-specific execution, build durable relationships and use portfolio data to decide where we place the next bet. Affiliate growth sits outside this role.

KEY RESPONSIBILITIES

Influencer Strategy & Portfolio Design

Build the pre-launch, launch and post-launch influencer strategy around the business problem, consumer narrative and role of creators in building trust, proof, content and demand

Define the portfolio across authority creators such as doctors, nurses, pharmacists and dietitians; relatable customer archetypes; and high-trust lifestyle voices, weighting bets by conviction rather than spreading effort evenly

Work backwards from narrative and creative need to the creator specification: archetype, niche, age, audience, voice, format and production ability. Creator acquisition should follow the testing thesis, not the reverse

Sourcing, Qualification & Commercials

Build a multi-channel sourcing engine across Instagram, YouTube, creator marketplaces, talent managers, agencies, professional networks and referrals, with particular depth in scarce US authority talent

Qualify creators beyond follower count: audience fit, authenticity, credibility, credentials, camera presence, energy, follower quality, reputation, production reliability and natural fit with the brief

Negotiate rates, deliverables, raw footage, usage and whitelisting rights, exclusivity, reshoots and timelines; improve economics without damaging the relationship or compromising creator quality

Own the integrity of contracts, disclosures, claims and credential checks, especially for health professionals and trust-sensitive content in the US market

Briefing, Execution, Relationships & Analytics

Partner with Brand and the Creative Strategist to adapt each brief to the creator's natural voice, deciding what must stay fixed and where the creator needs freedom to remain believable

Own the creator loop from close to live asset: briefing, samples, shoot, feedback, reshoots, delivery, approval and follow-up. Raise first-pass quality across delivery, authority, body language, pace, setting and CTA

Build relationships that compound from test to repeat partner, paid collaborator or ambassador; preserve one accountable relationship owner even as the commercial structure evolves

Run the portfolio through input-output-outcome metrics: sourcing activity, creators closed, usable assets delivered, cost and time per usable asset, first-pass approval, repeat rate and paid-creative signal. Use problem-hypothesis-evidence-decision to scale, revise or stop bets

FUNCTIONAL SKILLS

Portfolio strategy. Can translate business and consumer priorities into creator cohorts, channel choices, test design, resource allocation and a coherent six-month roadmap

Sourcing and market mapping. Can find difficult creator supply, map emerging talent and build a repeatable pipeline without becoming dependent on one platform or agency

Qualification and creator-fit judgment. Can distinguish reach from relevance, credentials from perceived authority and an impressive profile from someone who can execute the actual brief

Cross-market influencer expertise. Has successfully built and executed influencer partnerships in India and is excited to translate that expertise to the US market - adapting to US creator economics, relationship norms, negotiation, contracting, usage rights, whitelisting, exclusivity, FTC disclosures and health-claims compliance.

Briefing and execution judgment. Can turn a creative objective into a creator-specific brief, diagnose why an asset feels weak and give feedback that improves the work without flattening the creator's voice

Analytics and operating systems. Can build a creator CRM, scorecards and learning loops; read portfolio economics and creative-performance signals; and convert data into the next sourcing or execution decision

BEHAVIOURAL SKILLS

Strategically curious. You ask what business or consumer problem the creator is meant to solve before asking who to contact or how many videos to produce

Strong taste. You can spot credibility, relatability, energy and creator-brief fit early, and you can explain the judgment rather than relying on instinct alone

A relationship builder. You understand creator psychology, communicate clearly, push when needed and preserve trust through negotiation, feedback, delays and reshoots

Commercially sharp. You are comfortable discussing rates, rights, trade-offs and portfolio economics, and you do not confuse expensive talent or high follower counts with value

A structured prioritizer. You sequence bets by probability and impact, use evidence to narrow options and avoid running too many loosely defined experiments at once

A high-agency owner. You create clarity from ambiguity, flag blockers early, follow through relentlessly and improve the system rather than heroically carrying a broken process

WHAT THIS ROLE IS NOT

This is not an affiliate-growth role, a social media or content-calendar role, or an agency-coordination job. You will not simply collect profiles, forward a generic script and chase a delivery date. You will own the strategic and commercial judgment behind who we work with, why the partnership should exist, how the creator should execute and what the portfolio teaches us. The role includes hands-on operations in the 0-to-1 phase, but the mandate is to build a scalable creator operating system, not remain the permanent payments-and-invoices desk.

IDEAL CANDIDATE PROFILE

5+ years across influencer marketing, creator partnerships, talent management or adjacent consumer-marketing roles

Case studies are essential, and should show the problem, creator thesis, sourcing and qualification choices, commercial structure, execution learning and measurable outcome

Demonstrated experience building or materially improving an influencer or creator program from 0-to-1, not only operating an established campaign calendar

Strong understanding of the US creator market, including talent economics, manager and agency dynamics, usage rights, whitelisting, disclosures and the longer cycle required to build durable partnerships

Comfortable working with performance, brand and creative teams and using CAC, paid-creative results and content quality as decision inputs without becoming the media buyer or creative strategist

Experience in health, wellness, beauty, supplements or another trust-sensitive category is strongly preferred; experience with doctors or credentialed experts is a meaningful advantage

AI-native and systems-oriented: comfortable using AI and creator tools for research, market mapping, qualification, workflow automation and portfolio learning while keeping judgment human