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Key Responsibilities and Required Skills for Influencer Marketing Executive

💰 $ - $

MarketingInfluencer MarketingSocial MediaDigital Marketing

🎯 Role Definition

The Influencer Marketing Executive is responsible for planning, executing and optimizing influencer and creator-led campaigns that drive brand awareness, engagement and conversions across social and content platforms. This role will source and manage creator partnerships end-to-end, develop creative briefs and content strategies, negotiate contracts and budgets, measure performance against KPIs (reach, impressions, engagement, CTR, conversion and ROI), and collaborate closely with paid media, content, product and legal teams to scale influencer programs.

Key SEO/LLM keywords: influencer marketing, creator partnerships, campaign management, TikTok, Instagram, YouTube, UGC, performance marketing, ROI, influencer discovery, briefing, contract negotiation, affiliate marketing, paid amplification.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Social Media Coordinator / Executive
  • Marketing Coordinator
  • PR / Communications Executive

Advancement To:

  • Senior Influencer Marketing Manager
  • Head of Influencer Marketing / Brand Partnerships Lead
  • Integrated Marketing Manager (with responsibility for paid & owned channels)

Lateral Moves:

  • Social Media Manager
  • Content Marketing Manager
  • Partnerships / Affiliate Manager

Core Responsibilities

Primary Functions

  • Develop and execute end-to-end influencer marketing campaigns aligned to brand objectives and product launches, including creative positioning, campaign timelines, KPIs and success metrics (reach, impressions, engagement rate, CTR, conversion, CPA and ROI).
  • Source and identify authentic creators and micro-to-macro influencers using tools (e.g., CreatorIQ, Upfluence, GRIN, HypeAuditor, BuzzSumo) and manual research on Instagram, TikTok, YouTube, Twitch and emerging platforms to build a targeted talent pool by persona, audience demographics and content style.
  • Create detailed campaign briefs and creative direction for influencers that clearly articulate campaign goals, messaging pillars, deliverables, content specs, legal/compliance requirements, and key performance indicators.
  • Negotiate rates, deliverables, usage rights and exclusivity terms with creators and talent managers while managing campaign budgets and ensuring spend efficiency and ROI.
  • Draft, review and manage influencer contracts, NDAs, usage/licensing agreements and influencer payment schedules in coordination with legal and finance teams to protect brand IP and compliance.
  • Establish and maintain an influencer CRM/database with up-to-date audience metrics, past performance, content samples, contact details and contract history to scale repeatable partnerships and streamline outreach.
  • Lead influencer outreach and relationship management, personally onboarding key creators, maintaining ongoing communication, and nurturing long-term ambassador and advocate programs.
  • Collaborate with creative and content teams to co-develop concepts, storyboards and asset libraries, ensuring influencer content aligns with brand voice, visual guidelines and channel-specific best practices.
  • Build integrated campaigns that combine organic influencer content with paid social amplification and paid partnerships to maximize reach, test creative variants, and improve cost per acquisition.
  • Monitor and moderate influencer content to ensure brand compliance, messaging accuracy, and adherence to FTC/ASA advertising disclosure guidelines; escalate and remediate issues where necessary.
  • Implement A/B tests and iterative creative experiments across influencer content, calls-to-action, landing pages and promotion tactics to optimize engagement and conversion performance.
  • Manage day-to-day project management for running multiple campaigns simultaneously: timelines, deliverables, approvals, content calendars, and cross-functional stakeholder updates.
  • Track, analyze and report campaign performance using analytics tools (Google Analytics, Sprout Social, Socialbakers, native platform analytics) and present actionable insights and recommendations to stakeholders.
  • Calculate influencer ROI and performance metrics (CPE, CPM, CPA, conversion rate, LTV impact) and synthesize findings into monthly and post-campaign reports to inform budget allocation and future strategies.
  • Design and implement product seeding, sampling and gifting programs to generate authentic UGC and test creative concepts with creators prior to larger-scale activations.
  • Manage influencer payment execution, expense tracking and reconciliation with finance to ensure timely and accurate compensation and budget adherence.
  • Coordinate with paid media and performance teams to attribute conversions to influencer activities via tracking links, promo codes, UTM parameters and affiliate setups.
  • Develop and maintain creative asset libraries and repurposing strategies to re-use high-performing influencer content across owned channels (e.g., website, social, paid ads) while honoring licensing agreements.
  • Lead competitor and industry benchmarking to identify trends, emerging creator types and new platform features (e.g., TikTok LIVE, Instagram Reels, YouTube Shorts) that can be leveraged for activation.
  • Build and scale ambassador and affiliate programs, creating tiered incentive structures, exclusive perks, and performance-based commission models to drive sustained advocacy.
  • Train internal stakeholders (social, PR, product, sales) on influencer best practices, measurement frameworks and campaign processes to ensure alignment and maximize program impact.
  • Liaise with agencies and external partners for influencer scouting, negotiation support, content production and paid amplification while maintaining internal ownership of strategy and performance goals.
  • Ensure high standards of creative quality, brand safety and community management by reviewing drafts, providing feedback and approving final content prior to publishing.
  • Plan and support influencer events, experiential activations and on-site content production, including briefings, logistics, talent coordination and post-event content distribution.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis.
  • Contribute to the organization's data strategy and roadmap.
  • Collaborate with business units to translate data needs into engineering requirements.
  • Participate in sprint planning and agile ceremonies within the data engineering team.
  • Maintain up-to-date documentation of influencer processes, playbooks and vendor evaluations to improve speed-to-market and onboarding for new hires.
  • Assist in crisis management and rapid response for influencer-related PR or compliance issues, coordinating statements and content takedowns as needed.

Required Skills & Competencies

Hard Skills (Technical)

  • Influencer discovery & talent sourcing using CreatorIQ, Upfluence, GRIN, HypeAuditor, Affable or similar platforms.
  • Campaign planning and project management (content calendars, timelines, JIRA/Asana/Trello, stakeholder management).
  • Social analytics and performance measurement (native analytics, Sprout Social, Socialbakers, Google Analytics, UTM tracking).
  • Budget management and ROI calculation (CPM, CPE, CPA, conversion tracking, ROAS).
  • Contract and rights management (drafting influencer agreements, usage/licensing, exclusivity clauses).
  • Paid social integration and ad amplification (Facebook Ads Manager, TikTok For Business, YouTube Ads).
  • Affiliate/promo code setup and tracking (impact.com, Refersion, or custom affiliate tracking).
  • Content strategy and creative direction for short-form video (TikTok, Reels, Shorts) and long-form content (YouTube).
  • Basic graphic/video review skills and familiarity with content production workflows (briefing, shot lists, editing feedback).
  • Spreadsheet modelling and reporting (Excel, Google Sheets, pivot tables, VLOOKUP, data visualization).

Soft Skills

  • Strong negotiation and influencer relationship management skills.
  • Excellent written and verbal communication for briefing, pitching and stakeholder presentations.
  • Creative thinking with an eye for trends and culturally relevant content.
  • Exceptional organizational skills and ability to manage multiple campaigns concurrently.
  • Data-driven mindset with an ability to translate analytics into practical optimizations.
  • Cross-functional collaboration and stakeholder influence across marketing, product, legal and finance.
  • Problem-solving and crisis management under tight timelines.
  • Attention to detail and brand-safety focus when reviewing content.
  • Adaptability to fast-changing social platform features and creator behaviors.
  • Empathy and cultural sensitivity when working with diverse creators and audiences.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Advertising, Business, Digital Media or related discipline.

Preferred Education:

  • Bachelor's with coursework or certifications in Digital Marketing, Social Media Strategy, or Influencer Marketing (e.g., Facebook Blueprint, Google Analytics, industry short courses).
  • Postgraduate diploma in Marketing or Brand Management considered a plus.

Relevant Fields of Study:

  • Marketing
  • Communications / Media Studies
  • Advertising
  • Business Administration
  • Public Relations
  • Digital Media / Content Production

Experience Requirements

Typical Experience Range:

  • 2–5 years in influencer marketing, social media or partnerships, with proven campaign ownership and measurable results.

Preferred:

  • 3+ years managing influencer partnerships end-to-end for consumer brands, with experience running campaigns on TikTok, Instagram, YouTube and managing paid amplification. Prior experience with influencer platforms (CreatorIQ, GRIN) and comprehensive reporting on ROI and conversion performance is strongly preferred.
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