· Define the social media influencer strategy for priority brands with a focus on driving relevance, consideration and conversion.
· Partner with agencies and influencer platforms across discovery, recruiting, contract negotiations, briefing and activation.
· Identify influencers that align with our brand equity and criteria for partnership, lead influencer brief development as well as content review and approvals.
· Partner with multi-functional team on contract management, paid media strategy, usage rights, creative best practices and business plans.
· Measure and monitor content performance and translate data into recommendations that improve future activations.
· Create and manage ambassador programs, advocacy communities and creator collectives.
· Maintain a deep understanding of emerging influencers and creators, and cultural trends.
· Act as an in-house creator, leading creation of original content for brand-owned social platforms using modern creator tools and AI-enabled workflows.
· Produce short-form video content across TikTok, Instagram Reels, YouTube Shorts, and emerging platforms.
· Test new content formats and translate learnings into scalable brand practices.
· Serve as an internal example of creator-first best practices.
Social-to-Commerce Activation
· Partner with retail media, eCommerce and brand teams to connect influencer and in-house creator content to commerce outcomes.
· Support affiliate, creator-commerce, and retailer activation opportunities.
· Develop programs that drive traffic, product discovery, conversion, and sales.
· Help measure content impact beyond vanity metrics.