Head of Influencer Marketing

Role Overview

We are looking for a commercially driven Head of Influencer Marketing to lead and scale our global influencer and talent strategy across both @jadedldn & @jaded_man. This role is responsible for developing high-impact partnerships with creators, VIP and talent while ensuring every investment delivers measurable commercial outcomes.

A core responsibility of this position is the ownership and optimisation of a seven-figure annual talent marketing budget. The successful candidate will combine creative brand building with rigorous performance analysis, using data to evaluate ROI across influencer campaigns, gifting programmes, paid partnerships, and ambassador relationships.

This is a leadership role that sits at the intersection of Brand, Performance Marketing, Social, PR, CRM, and Commercial teams.

Key Responsibilities

Influencer & Talent Strategy

• Develop and execute the global influencer marketing strategy aligned with brand and commercial objectives.
• Build long-term relationships with creators, talent agencies, and strategic partners.
• Identify emerging creators and cultural moments that strengthen brand awareness and customer acquisition.
• Lead creator partnerships, paid collaborations, and large-scale campaign activations.

Budget Ownership & Commercial Performance

• Own and manage a seven-figure annual influencer and talent marketing budget.
• Allocate investment across gifting, paid partnerships, events, talent retainers, and campaign activations to maximise commercial return.
• Continuously evaluate budget efficiency and reallocate spend based on performance.
• Develop forecasting models and investment recommendations based on historical performance and future growth opportunities.
• Present budget performance, ROI, and strategic recommendations to senior leadership.

Gifting Programme & ROI Analysis

• Own the end-to-end influencer gifting strategy across key markets particularly U.S
• Build a robust measurement framework to evaluate the effectiveness of gifting activity.
• Analyse gifting performance against key commercial metrics including:

• New customer acquisition
• Website traffic
• Conversion rate
• Revenue generated
• Cost per acquisition (CPA)
• Return on investment (ROI)
• Earned Media Value (EMV), where relevant

• Work closely with Performance Marketing teams to implement attribution models that connect influencer activity to measurable business outcomes.
• Continuously optimise gifting investment based on data, identifying which creators, audience segments, and product categories deliver the strongest commercial returns.

Performance & Analytics

• Establish clear KPIs and reporting frameworks for all influencer activity.
• Build dashboards that track campaign effectiveness across awareness, engagement, acquisition, and revenue.
• Translate data into actionable insights and recommendations that improve future investment decisions.
• Champion a test-and-learn approach across influencer campaigns, measuring incrementality and long-term customer value where possible.

Leadership

• Lead, mentor, and develop the Influencer Marketing team.
• Manage creator platforms ensuring we get the best rates & useful data
• Foster a high-performance culture driven by creativity, accountability, and commercial impact.

Cross-Functional Collaboration

• Partner closely with Performance Marketing to maximise paid amplification and attribution.
• Collaborate with Brand, PR, Social Media, CRM, Creative, and Ecommerce teams to deliver integrated campaigns.
• Work with Finance to manage forecasting, budget tracking, and investment planning.