Executive Director, Global Influencer Marketing Strategy & Operations

Description

Role Overview

The Executive Director, Influencer Marketing partners with global brands and affiliates to operationalize and elevate influencer marketing across all ELC brands. This role is responsible for developing frameworks to identify and engage different tiers of influencers, enabling the selection and adoption of the right global technology platforms for discovery and performance measurement, and designing the operating model including agency partnerships and market collaboration that supports consistent, scalable execution.

The Executive Director ensures influencer marketing is embedded as a strategic enabler of our new global Growth Marketing practice, delivering brand equity and measurable business impact across the enterprise.

Qualifications

• 
  

  Key Responsibilities

  
  

  Influencer Strategy & Frameworks

  
  
  
  
  • Define enterprise influencer marketing strategy, with a clear global vision to accelerate adoption and value realization across brands and affiliates.
  
  
  • Establish global influencer tiering models, playbooks and activation frameworks, to outline best practices for brands and affiliates to embed influencer into their overall brand ecosystem with clear roles and KPIs.
  
  
  • Define global investment guidance frameworks aligned to market maturity, channel roles, and category growth ambitions.
  
  
  • Build competitive intelligence and benchmarking frameworks including share of voice, creator mix, and performance benchmarks.
  
  
  • Collaborate closely with media and social commerce teams to embed influencer best practices and frameworks as part of an integrated communications strategy.
  
  
  
  

  Technology, Measurement & Performance

  
  
  
  
  • Partner closely with IT and global affiliates to identify and scale global influencer technology platforms for discovery, management, activation and measurement.
  
  
  • Establish global affiliate technologies globally (eg. Shop my) and work closely with performance marketing team to embed insights into our total performance approach.
  
  
  • Define global KPI frameworks and reporting standards across brand and performance objectives, with clear monitoring to track global performance and adoption.
  
  
  • Define standardized global KPI taxonomy across brand, engagement, commerce and ROI metrics.
  
  
  
  

  Operating Model & Governance

  
  
  
  
  • Enable the new OneELC global operating model for influencer marketing, defining roles and responsibilities across global brands, regions, and local teams.
  
  
  • Establish global roster of influencer agencies and work with global affiliates to embed as part of their local ways of working.
  
  
  • Partner with legal to establish global agency contracting framework and incentive model to unlock full potential from agency partners.
  
  
  • Establish clear governance, guidelines, and best practices covering brand safety, compliance, disclosures, contracts, and usage rights in close partnership with global legal teams. 
  
  
  
  

  Market Enablement & Capability Building

  
  
  
  
  • Develop global influencer community across ELC, cascading global best practices, learnings and feedback on global frameworks.
  
  
  • Build out global capability building materials to level up the organization and build excellence in influencer strategy and execution.
  
  
  • Build and mentor a high‑performing global team and extended community of influencer practitioners.