About the job
Director of Influencer Marketing (Hybrid)
Location: Hybrid- London (3 days in London office near Tower Hill Station)
About Us
PetLab Co. stands as the global leader in the direct-to-consumer pet supplement sector, boasting nine-figure revenues and a reputation for rapid, sustainable growth across international markets.
We are on the lookout for a dynamic Director of Influencer Marketing to architect and expand a premier influencer marketing initiative that not only stimulates organic brand development but also propels direct response marketing efforts. Influencer marketing has emerged as a crucial growth mechanism for PetLab Co. With the evolving landscape of Meta Partnership Ads, TikTok Spark Ads, and creator-driven performance strategies, we recognize a significant opportunity to cultivate an influencer program that enhances brand awareness while simultaneously fueling our paid acquisition campaigns at scale.
This pivotal role entails building and leading a high-performing influencer program that encompasses macro, mid-tier, and micro creators, and producing content that excels in both organic reach and high-conversion paid social advertising. The Director of Influencer Marketing will oversee the entire influencer lifecycle, spanning creator sourcing, relationship management, creative direction, campaign execution, performance assessment, and program scaling through streamlined systems and team expansion.
You will collaborate closely with our paid media and creative teams to ensure that influencer-generated content becomes a primary driver of our performance marketing engine. This position requires a strategic thinker who is also a hands-on operator, thriving in fast-paced environments and eager to rapidly develop and scale initiatives.
Key Responsibilities:
- Crafting and scaling PetLab Co.’s global influencer marketing strategy
- Establishing a high-throughput influencer engine capable of engaging with 100–500+ creators monthly
- Identifying and onboarding creators across macro, mid-tier, and micro segments
- Creating detailed creator avatars and targeted sourcing strategies that align with our customer demographics
- Fostering robust, long-term partnerships with creators
- Managing the comprehensive influencer workflow, from sourcing and outreach to negotiation, briefing, and campaign execution
- Producing effective creative briefs that yield content optimized for organic engagement and paid advertising success
- Working in concert with the paid media team to seamlessly incorporate influencer content into Meta, TikTok, and YouTube ad strategies
- Supervising creator whitelisting and partnership ad initiatives
- Ensuring influencer content adheres to brand standards, compliance, and quality expectations
- Developing scalable systems, processes, and reporting frameworks
- Utilizing AI tools and automation to enhance influencer sourcing, outreach, briefing, and campaign management
- Recruiting and developing a high-performing team of marketing professionals
