Senior Manager, Influencer Marketing
Glossier is a digital-first beauty company on a mission to inspire everyone to find joy and confidence in their personal beauty style. We create physical, digital, and offline experiences inspired by our community that foster connection, inspire a sense of belonging, and invite people to participate in Glossier. We are inclusive, customer-devoted, curious, courageous, and discerning.
Glossier is looking for an experienced influencer marketing manager to support Glossier’s Brand team in building out a best-in-class influencer marketing program.
The candidate will be extremely passionate about identifying & building meaningful relationships with individuals that can grow with Glossier’s brand reach through content creation, brand & product amplification, and product education & validation. You will have a challenger mindset, finding creative ways to grow Glossier’s share of voice & organic reach in line with our values, positioning and objectives, while being equally creative in defining ways to measure impact. You will ensure that equity and a people-first lens is at the forefront of this program.
Six Month Expectations
- Establish the foundations of a best-in-class influencer marketing program, inclusive of:
- Establish goals for maximizing our brand reach & growing share of voice across platforms, balancing this against the quality of content and impact on the customer
- Work with internal partners & external vendors to effectively implement relationship management tools & process
- Conduct surveys & research, in partnership with Consumer Insights, to understand current gaps & opportunities for improvement
- Audit existing influencer marketing initiatives and update to bring it in line with future-state objectives
- Establish an equitable program structure that is line with our values, inclusive of incentive structure, identification & eligibility parameters, and relationship management & communication norms
- Create processes for collaboration with Marketing, Creative & Sales partners that enable agile, effective execution of the program
- Establish a measurement & reporting structure to evaluate influencer impact on at least a monthly basis, across both brand metrics (i.e. organic reach) and sales (i.e. attributed orders, product uplift)
- Create an unparalleled experience for influencers that supports their sustained excitement & engagement
- Within 3 months, have implemented & rolled out the first stage of this new program, including onboarding influencers across priority markets
- Support overall product seeding strategy (inclusive and outside of the influencer program), including overseeing development of seeding kits, maintaining seeding lists and managing product send-outs
Twelve Month Expectations
- Grow the influencer marketing program into a key brand & business driver, with measurable impact across reach & impressions, traffic & sales across priority markets (including globally)
- Ensure we have sustained growth in the program, taking an extremely proactive approach with identifying new individuals to onboard into the program that can drive incremental reach & impressions, create content that fuels other channels, and have a measurable business impact
- Partner closely with Brand Marketing & Creative to find creative ways to leverage influencer partners as part of our campaigns & brand moments
Qualifications
- Minimum 6 years experience in working in an influencer marketing or similar role that is grounded in relationship management
- Experience working in the nascent stages of an influencer marketing program, with the ability to be scrappy & build things from scratch
- Passionate about creating best-in-class experiences for both influencer partners & our customers
- Exceptional relationship management skills
- Strong visual and verbal presentation skills
- Aptitude for thinking analytically, with a results-driven mindset
- Demonstrated ability to work in ambiguous situations and across organizational boundaries, building cross-functional relationships and advocating for brand outcomes
- Passionate self-starter, decisive and able to move with speed to implement ideas
- Obsession with creating world class experiences
- Willingness to challenge the status quo
- BA/BS degree
NOTE: Glossier requires all newly-hired employees whose job responsibilities require them to work from a Glossier office or retail location or require them to travel, work in person with vendors or others or participate in creative productions to be fully vaccinated against COVID-19. Glossier is an equal opportunity employer and will provide reasonable accommodation to those individuals who are unable to be vaccinated consistent with federal, state or local law.