Manager of Influencer Marketing

MANAGER INFLUENCER MARKETING

LOS ANGELES, CA

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Who We Are

Tower 28 is building a world where beauty is accessible, inclusive, and sensitive. We want to push the boundaries of what beauty should be, a mix of high quality, high standards, and high levels of fun. We want to be a beauty big sister, who knows what’s right (clean, non-toxic, vegan, cruelty-free) but also knows how to have a good time (clean beauty doesn’t have to be so serious!). 
 

What You’ll Be Doing

As an Manager of Influencer Marketing, you will be responsible for developing and executing influencer marketing strategies to enhance brand awareness, engage with target creator cohorts, and drive community growth. You will oversee all aspects of influencer campaigns and relationship building, including seeding and gifting initiatives, in-person creator meetings, and analytics tracking. You will play a key role in shaping the brand's online and creator presence and executing effective organic and paid campaigns across various platforms.

This is a full-time role with a hybrid work schedule based in West LA and will report directly to the Director of Consumer Engagement.

 

Key Responsibilities

Influencer Strategy

• Develop and execute - concept, create, manage - a comprehensive influencer strategy aligned with Tower 28 Beauty's marketing objectives and target audiences
• Identify key performance indicators (KPIs) and monitor EMV-related metrics to track the success of campaigns and identify areas for improvement
• Stay updated with social media and creator trends and best practices to ensure our brand remains at the forefront of industry developments
• Maintain consistency in brand messaging, voice, and aesthetics across all influencer touchpoints. Develop and enforce creator outreach and onboarding guidelines, ensuring compliance with brand values, tone, and visual identity
• Plan and execute influencer campaigns, including product launches, seeding and gifting initiatives, and paid collaborations. Collaborate with cross-functional teams to ensure seamless execution and alignment with marketing objectives
• Create engaging and sales-driving content with creator partners, both organic and paid, for various social media platforms (i.e. Instagram, TikTok, and YouTube)
• Collaborate with cross-functional partners to develop strategies, mailers, buzz-worthy events, and targeted relationships that will enable the brand to grow brand awareness amongst key audiences and support brand retailers / DTC sales

Relationship Management

• Build and nurture a vast network of brand enthusiasts and ambassadors by consistently identifying, hosting, and educating influencers in-person. Monitor social media channels for influencer leads, questions, needs, rising stars, and areas for opportunity and proactively develop new relationships through these touchpoints, going above and beyond to surprise and delight

Analytics and Reporting

• Monitor EMV and community metrics, analyze campaign performance, and generate regular reports to evaluate the effectiveness of influencer marketing efforts. Provide actionable recommendations to optimize seeding, sponsored content, and conversion rates
• Prepare regular reports and presentations to communicate key insights, trends, and recommendations to the marketing team and senior management​

Requirements

• 3-5 years experience managing influencer marketing in-house at a high-growth beauty brand
• Bachelor's degree in marketing, communications, journalism, or a related field
• Demonstrated experience in creating and managing influencer and affiliate strategy, preferably in the beauty or skincare industry
• Proficiency in influencer tracking and benchmarking tools and platforms (e.g., Tribe Dynamics) and affiliate and gifting platforms (e.g., ShopMy, TikTok)
• Excellent written and verbal communication skills, with a keen eye for detail and grammar, and ability to adapt to different brand tones
• Familiarity with social media platforms, algorithms, and best practices
• Previous people management experience is a plus
• Open to wearing many hats to learn + grow within the organization (a ‘no task is too small’ spirit!)
• A highly detail-oriented taskmaster who loves a good checklist + challenge

We Offer

• Excellent benefits, including healthcare, dental, vision
• Holidays, vacation, and sick time
• Summer Fridays and quiet week between Christmas and New Years