Influencer Marketing Manager  

How We Work

The Influencer Team exists to produce ad assets that drive business performance. We view every creator as a hypothesis, every collaboration as a source of data, and every campaign as a learning opportunity. Success is measured not by the number of creators who post, but by how many assets are tested, scaled, and converted into profitable ad spend.

You will think in systems and make strategic decisions using four key inputs: pipeline data, ad performance data, audience insights, and business priorities. You'll balance tradeoffs such as volume vs. trust, retainers vs. new creator acquisition, and national reach vs. regional representation.

We are looking for someone who approaches influencer marketing as an experimentation and optimization system—not simply a content posting schedule.

Key Responsibilities

Pipeline Management

• Own the end-to-end influencer pipeline and ensure smooth execution across all campaign stages.
• Source creators through multiple channels including manual outreach, Meta Creator Marketplace, TikTok Affiliate, referrals, inbound leads, competitor research, Facebook groups, agency partnerships, employee referrals, and personal networks.
• Evaluate creators based on audience fit, content quality, ad readiness, regional alignment, and campaign objectives.
• Negotiate rates, deliverables, usage rights, and campaign scope within budget.
• Coordinate product shipments with Operations and ensure timely movement through all pipeline stages.
• Review and approve content while maintaining quality standards and revision limits.
• Deliver ad-ready assets and complete creator information to the media buying team.
• Manage creator retainers by selecting, onboarding, evaluating, and renewing high-performing partners.
• Handle partnership issues, escalations, and creator-related concerns while protecting team productivity.
• Support PR and media partnership initiatives that strengthen brand credibility and trust.

Strategy & Experimentation

• Develop and execute a creator strategy that maximizes the likelihood of generating profitable ad assets.
• Build monthly creator strategies based on performance data, audience insights, campaign priorities, and pipeline health.
• Test different creator tiers, messaging angles, content formats, visual styles, emotional hooks, and offer structures.
• Translate customer feedback and community insights into actionable creator briefs.
• Identify recurring customer questions, objections, and purchase barriers, then integrate solutions into campaign content.
• Document experiment results and incorporate learnings into future strategies.
• Monitor speed-to-post metrics and proactively resolve delays in content production.

Team Leadership

• Lead and develop the Influencer Specialist team while maintaining high operational standards.
• Conduct weekly team reviews covering creator acquisition, content output, bottlenecks, and upcoming priorities.
• Set monthly creator mix targets aligned with campaign goals, regions, and language requirements.
• Coach team members on outreach, negotiations, content review, and stakeholder management.
• Ensure compliance with service-level standards for content submissions, revisions, and campaign execution.
• Foster accountability, continuous improvement, and performance-driven decision making.

Analytics & Cross-Functional Collaboration

• Use performance data to drive decisions and improve campaign outcomes.
• Analyze creator performance using metrics such as CPA, ROAS, content quality, engagement, and conversion results.

• Minimum 3 years of experience in influencer marketing, creator partnerships, or talent management within an eCommerce, direct-response, or performance marketing environment, with at least 1 year of people management experience.
• Proven experience managing an end-to-end influencer pipeline at scale, handling 50+ active creators simultaneously.
• Strong existing network of Filipino creators, talent managers, agencies, and media partners across multiple creator tiers (nano to celebrity) and regions (Luzon, Visayas, and Mindanao).
• Demonstrated ability to identify and avoid potential brand risks, including creators with off-brand content, reputation concerns, or audience misalignment.
• Experience operating a structured, SLA-driven influencer workflow covering outreach, negotiations, contracts, product seeding, content production, posting, and ad-ready asset delivery.
• Experience managing creator retainers and long-term partnership programs.