Executive Director, Global Influencer Marketing Strategy & Operations
- Key Responsibilities Influencer Strategy & Frameworks
- Define enterprise influencer marketing strategy, with a clear global vision to accelerate adoption and value realization across brands and affiliates.
- Establish global influencer tiering models, playbooks and activation frameworks, to outline best practices for brands and affiliates to embed influencer into their overall brand ecosystem with clear roles and KPIs.
- Define global investment guidance frameworks aligned to market maturity, channel roles, and category growth ambitions.
- Build competitive intelligence and benchmarking frameworks including share of voice, creator mix, and performance benchmarks.
- Collaborate closely with media and social commerce teams to embed influencer best practices and frameworks as part of an integrated communications strategy.
- Partner closely with IT and global affiliates to identify and scale global influencer technology platforms for discovery, management, activation and measurement.
- Establish global affiliate technologies globally (eg. Shop my) and work closely with performance marketing team to embed insights into our total performance approach.
- Define global KPI frameworks and reporting standards across brand and performance objectives, with clear monitoring to track global performance and adoption.
- Define standardized global KPI taxonomy across brand, engagement, commerce and ROI metrics.
- Enable the new OneELC global operating model for influencer marketing, defining roles and responsibilities across global brands, regions, and local teams.
- Establish global roster of influencer agencies and work with global affiliates to embed as part of their local ways of working.
- Partner with legal to establish global agency contracting framework and incentive model to unlock full potential from agency partners.
- Establish clear governance, guidelines, and best practices covering brand safety, compliance, disclosures, contracts, and usage rights in close partnership with global legal teams.
- Develop global influencer community across ELC, cascading global best practices, learnings and feedback on global frameworks.
- Build out global capability building materials to level up the organization and build excellence in influencer strategy and execution.
- Build and mentor a high performing global team and extended community of influencer practitioners.
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