Director, Influencer Marketing

The Director of Influencer & Advocacy will report to our Executive Director of Consumer Engagement and be accountable for shaping and executing the Supergoop! influencer strategy across social platforms to drive KPIs of earned media value, impressions, community growth, and retention, while supporting our broader marketing objectives of awareness, social engagement, acquisition, and loyalty.  They will own end-to-end influencer marketing—from strategy to paid partnerships, mailers, and events to measurement and iteration—with a sharp focus on brand building, cultural relevance, and measurable business impact.

The ideal candidate has deep experience in beauty, wellness, or lifestyle, a strong point of view on creators as a brand growth engine, a robust rolodex of agency and creator relationships, and proven results in scaling EMV growth in previous roles. 

Key Responsibilities

Strategy & Leadership

• Develop and own a multi-tiered influencer marketing strategy, aligning with brand, product, partnership, and commercial priorities.
• Define the role of influencers across the funnel (awareness → consideration → conversion → loyalty).
• Build and nurture a robust network of creators, from nano and micro to macro and powerhouse, with clear strategies to engage each cohort and measure results   
• Develop long-term ambassador programs and brand-building paid partnerships.
• Lead negotiations and contracts with creators and agencies (as needed).
• Manage two direct reports; must balance people management with hands-on execution. 

Campaign Execution

• Partner closely with social, partnership, paid media, DTC, retail, and brand marketing teams to ensure a cohesive and holistic paid, owned, and earned activation approach to marketing campaigns, product launches, partnerships, retailer initiatives, and always-on storytelling, seamlessly integrating influencer content and messaging to amplify our brand narratives. 
• Support planning and execution of experiences and events inclusive of venues, invite lists, production, and content contracts, in collaboration with agencies as needed.
• Oversee end-to-end new launch mailers in collaboration with Creative, always-on product seeding, and fulfillment of influencer product needs. 
• Ensure content is on-brand, platform-native, and performance-optimized.

Measurement & Performance

• Establish annual and quarterly roadmaps, budgets, and KPIs.
• Own influencer reporting and ROI measurement, including EMV, impressions, retention, community growth, competitive rank + SOV 
• Continuously optimize based on data, insights, and platform trends.
• Partner with paid media teams on whitelisting, amplification, and creator-led content strategies.
• Ownership of day-to-day budget management for influencer programs.

Innovation & Trends

• Stay ahead of creator economy trends, platform updates, FTC guidelines, and cultural shifts.
• Test new formats (UGC, affiliates, live shopping, community programs).
• Identify culturally relevant creators and emerging platforms early.
• Bring fresh thinking to how creators show up in brand storytelling.

Qualifications

• 8+ years of experience in influencer marketing, ideally within beauty, wellness, or adjacent consumer brands.  Must have direct brand experience.  
• Proven success in developing and executing influencer strategies across multiple tiers and platforms (Instagram, TikTok, etc.) and scaling EMV growth. 
• Deep understanding of social media trends, content creation best practices, and influencer partnerships, including paid/organic usage rights.
• Strong analytical skills with experience using tools like Creator IQ/Tribe or similar to measure campaign performance and ROI.
• Experience managing budgets and vendor relationships, with a track record of delivering high-impact campaigns on time and within scope.
• Exceptional project management and organizational skills, with the ability to juggle multiple priorities and stakeholders.
• A strategic, creative, and culturally attuned approach to brand storytelling and engagement.

Starting Annual Salary Range: $100k - $140k/year + 12% bonus potential