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Key Responsibilities and Required Skills for Influencer Marketing Specialist

💰 $ - $

MarketingInfluencer MarketingSocial MediaBrand Partnerships

🎯 Role Definition

An Influencer Marketing Specialist is responsible for planning, executing, and optimizing creator-led marketing campaigns that drive brand awareness, engagement, and measurable business outcomes. This role manages end-to-end influencer relationships, negotiates agreements, ensures brand and regulatory compliance, coordinates content development, and uses performance data to iterate on creative and channel strategies across platforms like Instagram, TikTok, YouTube, and emerging creator channels.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Social Media Coordinator or Social Media Specialist
  • Marketing Coordinator or Marketing Assistant
  • PR Coordinator or Community Manager

Advancement To:

  • Influencer Marketing Manager / Senior Influencer Marketing Manager
  • Head of Influencer Marketing or Director of Influencer & Creator Partnerships
  • Director of Social Media or VP of Brand & Partnerships

Lateral Moves:

  • Content Marketing Manager
  • Social Media Manager
  • Brand Partnerships Manager

Core Responsibilities

Primary Functions

  • Develop and own the influencer marketing strategy for assigned product lines or campaigns, aligning creator tactics to broader marketing objectives such as awareness, consideration, and conversion.
  • Plan, execute, and manage end-to-end influencer campaigns — from concept and creative brief development to influencer selection, content approvals, publishing timelines, and post-campaign analysis.
  • Identify, source, and recruit relevant creators and talent (micro, macro, and celebrity influencers) using platform tools and manual outreach to build a diversified creator roster that matches brand voice and audience targets.
  • Build strong, long-term relationships with creators and their management teams to secure favorable collaboration terms, repeat partnerships, and authentic content that resonates with audiences.
  • Negotiate contracts, usage rights, exclusivity, deliverables, and compensation structures (flat fee, product-for-post, affiliate, performance incentives) while collaborating with legal and procurement to finalize agreements.
  • Create detailed creative briefs and content guidelines for influencers that translate campaign objectives into on-brand, platform-native creative assets and storytelling frameworks.
  • Manage campaign budgets, track spend vs. plan, and ensure efficient allocation of budget across channels and creator tiers to maximize ROI and meet CPA/ROAS goals.
  • Implement influencer tracking and measurement frameworks: configure UTMs, affiliate links, promo codes, and pixels; integrate with analytics and attribution tools to quantify traffic, conversions, and revenue attributable to influencer activity.
  • Monitor influencer deliverables and timelines, ensure on-time publishing, and validate content meets creative, legal, and brand standards prior to go-live.
  • Review influencer content performance and run post-campaign analysis with actionable insights — report on KPIs such as reach, impressions, engagements, view-through rates, conversions, and incremental lift.
  • Optimize live campaigns by reallocating budget, A/B testing creative variations, adjusting creator mix, or amplifying top-performing content via paid social to improve outcomes.
  • Coordinate cross-functional collaboration with Paid Social, Performance Marketing, Creative, PR, Product, and Ecommerce teams to amplify influencer content and align messaging across channels.
  • Manage influencer payment processing, invoicing, and record-keeping in coordination with finance to ensure timely and accurate compensation.
  • Maintain and update an influencer CRM/database (CreatorIQ, Upfluence, Aspire, or in-house spreadsheets) with performance metrics, contact history, audience demographics, past collaborations, and contractual terms.
  • Ensure creator content complies with FTC and local disclosure regulations, internal brand guidelines, and platform policies by providing clear disclosure instructions and checking published posts.
  • Secure content rights and negotiate usage/licensing for UGC and influencer assets to repurpose across paid media, owned channels, and creative testing programs.
  • Run influencer discovery and audience analysis using social listening and analytics tools to identify trending creators, relevant audience segments, and platform shifts that inform strategy.
  • Execute outreach and pitch processes including templated outreach, personalization at scale, follow-up cadence, and pipeline management to grow the creator network.
  • Lead influencer gifting and seeding programs, tracking outcomes and converting gifted placements into paid partnerships when appropriate.
  • Plan and manage experiential influencer activations, events, or on-site collaborations, including logistics, briefings, run-of-show, and post-event amplification strategy.
  • Support affiliate and ambassador program management: recruit, onboard, provide creative/activation support, and maintain performance reporting for long-term creator partners.
  • Prepare and present campaign briefs, mid-campaign updates, and final performance presentations to internal stakeholders and senior leadership with clear business impact and next-step recommendations.
  • Conduct competitive and trend research on platform features (TikTok trends, Instagram Reels, YouTube Shorts), emerging formats, and creator monetization models to continually evolve the influencer playbook.
  • Drive scalability by documenting best practices, templating outreach and agreements, and evaluating influencer platforms and tech stack improvements for efficiency and reporting accuracy.
  • Troubleshoot campaign execution issues, manage escalations with creators or agencies, and ensure on-brand resolution while protecting the company’s reputation.

Secondary Functions

  • Support ad-hoc influencer-related data requests and collaborate with analytics to produce comprehensive performance dashboards and attribution models.
  • Contribute to the organization’s influencer strategy roadmap by surfacing insights from campaign learnings and creator landscape analysis.
  • Collaborate with legal and procurement to standardize influencer contract templates and streamline approval workflows.
  • Participate in sprint planning and agile ceremonies when working within cross-functional marketing squads to align influencer priorities with product launches and promotional calendars.
  • Train and consult internal marketing teams on influencer best practices, content repurposing, and measurement approaches to increase organizational literacy.
  • Evaluate and manage external talent agencies and creator marketplaces, including RFP participation, partner selection, and vendor performance reviews.
  • Assist in crisis management for creator-related PR issues and coordinate communications across brand, PR, and legal teams.
  • Maintain up-to-date documentation of budgets, campaign plans, and post-mortem learnings in shared project management systems.

Required Skills & Competencies

Hard Skills (Technical)

  • Influencer and creator discovery platforms: experience using CreatorIQ, Upfluence, Aspire, HYPR, or similar tools to source and evaluate talent.
  • Campaign measurement and analytics: proficiency with Google Analytics, Facebook/Meta Ads Manager, TikTok Ads Manager, and native platform analytics to measure reach, traffic, and conversions.
  • Tracking and attribution: experience implementing UTMs, promo codes, affiliate links, and pixel setup to attribute influencer-driven performance accurately.
  • Contracting and rights management: negotiating usage rights, exclusivity, and licensing for UGC and influencer content.
  • Budget management and ROI analysis: setting campaign budgets, forecasting, and optimizing for CPA/ROAS.
  • Social listening and audience insights: using Brandwatch, Sprout Social, Meltwater, or similar tools for trend spotting and sentiment analysis.
  • Paid social amplification: familiarity coordinating paid boosts for influencer content and integrating influencer creative into paid funnels.
  • Content strategy and creative briefing: writing clear briefs, content buckets, and platform-specific direction for creators.
  • Project management tools: proficient with Asana, Trello, Jira, or Monday.com for campaign planning and task tracking.
  • Reporting tools & dashboards: experience building reports in Excel, Looker, Tableau, or Google Data Studio.
  • Familiarity with disclosure and advertising regulations (FTC, ASA, COPPA where applicable) and platform policies across TikTok, Instagram, YouTube.

Soft Skills

  • Strong relationship-building and negotiation skills to develop authentic, strategic partnerships with creators and agencies.
  • Excellent written and verbal communication, capable of preparing concise creative briefs and presenting performance to stakeholders.
  • Analytical mindset with the ability to translate campaign data into actionable recommendations and narrative-driven reports.
  • Creative problem solving and ideation skills to co-create compelling content concepts with creators and internal teams.
  • Time management and organization to manage multiple campaigns, timelines, and stakeholders simultaneously.
  • Attention to detail to ensure deliverables, disclosures, and contracts are accurate and compliant.
  • Adaptability and curiosity to stay ahead of platform trends, new formats, and creator-led innovation.
  • Cross-functional collaboration and stakeholder management to align influencer work with paid, product, and creative teams.
  • Negotiation and conflict resolution skills for handling contract issues, late deliverables, or creative disagreements.
  • Growth mindset and results orientation focused on improving KPIs and demonstrating business impact from influencer investments.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Advertising, Business, or a related field OR equivalent practical experience in influencer or social media marketing.

Preferred Education:

  • Bachelor’s degree plus certifications in digital marketing, social media strategy, or analytics (Google Analytics, Meta Blueprint, TikTok Marketing, etc.).
  • Advanced certification or coursework in influencer marketing platforms or social listening tools is a plus.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Advertising
  • Digital Media
  • Business Administration
  • Public Relations

Experience Requirements

Typical Experience Range: 2–5 years in influencer marketing, creator partnerships, or social media marketing with demonstrable campaign ownership.

Preferred: 3+ years of direct experience managing influencer campaigns end-to-end, experience with creator platforms and analytics, and a proven portfolio of creator collaborations that drove measurable brand or performance outcomes.

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