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Key Responsibilities and Required Skills for Influencer Marketing Analyst

💰 $55,000 - $85,000

MarketingAnalyticsSocial MediaDigital MarketingPublic Relations

🎯 Role Definition

The Influencer Marketing Analyst is the analytical backbone of the influencer marketing team, responsible for transforming raw campaign data into actionable insights. This role bridges the gap between creative influencer collaborations and measurable business impact. You'll be instrumental in identifying the right creator partners, forecasting performance, measuring the return on investment (ROI) of our campaigns, and reporting on key metrics to guide future strategy. This position requires a unique blend of analytical rigor, a deep understanding of the social media landscape, and a keen eye for emerging trends to ensure our influencer programs are both authentic and effective.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator
  • Social Media Coordinator / Specialist
  • Junior Data Analyst
  • Public Relations Assistant

Advancement To:

  • Senior Influencer Marketing Analyst
  • Influencer Marketing Manager
  • Growth Marketing Manager
  • Digital Marketing Strategist

Lateral Moves:

  • Social Media Manager
  • Content Strategist
  • Digital Marketing Analyst
  • Brand Partnerships Coordinator

Core Responsibilities

Primary Functions

  • Develop and implement comprehensive measurement frameworks to track and evaluate the success of influencer marketing campaigns against business objectives.
  • Conduct in-depth analysis of campaign performance, monitoring key performance indicators (KPIs) such as engagement rates, reach, impressions, click-through rates (CTR), and conversion rates.
  • Create and maintain detailed performance dashboards and reports for key stakeholders, translating complex data into clear, compelling stories and actionable recommendations.
  • Manage the end-to-end influencer identification and vetting process, using data-driven methodologies and platform tools to find creators who align with brand values and audience demographics.
  • Analyze audience data of potential influencers to ensure alignment with the target customer profile and to mitigate risks of audience fraud or misalignment.
  • Monitor, track, and report on campaign spending and budgets, ensuring programs are executed within budget and calculating cost-per-acquisition (CPA) and ROI.
  • Perform competitive analysis to benchmark our influencer strategy against industry competitors, identifying their key partners, campaign tactics, and performance.
  • Stay at the forefront of social media and influencer marketing trends, tools, and platform updates, providing regular insights and recommendations to the broader marketing team.
  • Collaborate with the legal and finance teams to assist in the tracking and management of influencer contracts, deliverables, and payment schedules.
  • Manage and leverage influencer marketing platforms (e.g., Grin, Aspire, CreatorIQ) for discovery, campaign management, and performance analytics.
  • Develop A/B testing scenarios for influencer content, formats, and messaging to continuously optimize for higher engagement and conversion.
  • Provide data-driven insights to support the creative briefing process, helping to shape content that will resonate most effectively with the target audience.
  • Evaluate the impact of influencer marketing on other channels, such as organic search, paid media, and direct traffic, using attribution models.
  • Build and maintain a proprietary database of influencer relationships, tracking historical performance, costs, and qualitative feedback.
  • Own the process for product seeding and fulfillment logistics, ensuring timely and accurate delivery of products to influencer partners.
  • Analyze content performance to identify top-performing creative elements, formats, and messaging themes to inform future content strategy.
  • Generate post-campaign analysis reports that provide a holistic view of a campaign's success, including key learnings and recommendations for future initiatives.
  • Partner with the data science team to build predictive models for campaign forecasting and influencer performance.
  • Act as the team's primary resource for all data-related inquiries concerning influencer marketing activities and their business impact.
  • Present findings and strategic recommendations to senior leadership in a clear, concise, and confident manner.
  • Ensure all influencer-generated content adheres to brand guidelines and FTC disclosure requirements through careful review and monitoring.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis from the wider marketing team.
  • Contribute to the organization's broader marketing data strategy and roadmap.
  • Collaborate with business units to translate their data needs into technical and analytical requirements.
  • Participate in sprint planning and agile ceremonies within the marketing analytics team.

Required Skills & Competencies

Hard Skills (Technical)

  • Advanced Data Analysis: Proven ability to analyze large datasets and extract meaningful, actionable insights to drive marketing strategy.
  • Influencer Marketing Platforms: Hands-on experience with leading industry tools such as Grin, Aspire, CreatorIQ, Upfluence, or similar.
  • Social Media Analytics Tools: Proficiency in native analytics (Instagram Insights, TikTok Analytics) and third-party platforms like Sprinklr, Sprout Social, or Brandwatch.
  • Spreadsheet Mastery: Expert-level skills in Microsoft Excel and Google Sheets, including pivot tables, VLOOKUPs, and complex formulas for data manipulation.
  • Data Visualization: Experience building dashboards and reports in tools like Tableau, Looker, Google Data Studio, or Power BI.
  • Web Analytics: Strong working knowledge of Google Analytics for tracking referral traffic, conversions, and user behavior.
  • Project Management Software: Familiarity with tools like Asana, Monday.com, or Trello for tracking campaign deliverables and deadlines.
  • Financial Acumen: Ability to track budgets, calculate campaign ROI, CPA, and other financial performance metrics.
  • SQL Knowledge: Basic to intermediate ability to query databases is a significant plus for deeper data exploration.
  • Digital Marketing Fundamentals: Solid understanding of the broader digital marketing ecosystem, including SEO, SEM, and email marketing, and how influencer marketing fits in.
  • A/B Testing: Knowledge of how to structure and analyze A/B tests to optimize campaign elements.

Soft Skills

  • Analytical Mindset: A natural curiosity and passion for digging into data to understand the "why" behind the numbers.
  • Communication: Excellent verbal and written communication skills, with the ability to present complex information clearly to non-technical stakeholders.
  • Attention to Detail: Meticulous and thorough in data collection, analysis, and reporting to ensure accuracy and reliability.
  • Relationship Building: Strong interpersonal skills to collaborate effectively with internal teams and support relationships with external partners.
  • Problem-Solving: Proactive in identifying issues, analyzing their root cause, and proposing effective solutions.
  • Organizational Skills: Superior ability to manage multiple projects, priorities, and deadlines simultaneously in a fast-paced environment.
  • Adaptability: Thrives in the ever-changing landscape of social media and can pivot strategies based on new data or trends.
  • Strategic Thinking: Ability to see the bigger picture and connect influencer marketing activities to overarching business goals.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s Degree or equivalent practical experience.

Preferred Education:

  • Bachelor’s or Master’s Degree in a quantitative or business-focused field.

Relevant Fields of Study:

  • Marketing or Digital Marketing
  • Business Administration
  • Communications
  • Statistics or Data Analytics
  • Economics

Experience Requirements

Typical Experience Range: 2-5 years of experience in an analytical role within marketing, social media, or a related field.

Preferred: Direct, hands-on experience in an influencer marketing or social media analytics role, either in-house at a B2C brand (e-commerce, CPG, beauty) or at a marketing agency. A proven track record of using data to measure and improve campaign performance is highly valued.

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