Head of Influencer Marketing (Hybrid) at PetLabCo., London, United Kingdom

PetLab Co., a leading DTC pet supplement brand with substantial revenue growth, seeks a Head of Influencer Marketing to develop and expand an elite influencer initiative that boosts organic brand expansion and performance-driven direct response campaigns.

Key Responsibilities

• Formulate and expand the global influencer marketing approach for PetLab Co.
• Construct a robust influencer system handling 100–500 creators monthly.
• Identify and onboard creators from macro, mid-tier, and micro segments.
• Create creator profiles and recruitment methods matching the target audience.
• Foster enduring partnerships with creators.
• Manage the complete influencer process, encompassing recruitment, communication, agreements, instructions, and campaign rollout.
• Craft compelling creative guidelines for content suitable for organic reach and paid social advertising.
• Partner with paid media specialists to incorporate influencer material into Meta, TikTok, and YouTube ad partnerships.
• Supervise creator approvals, partnership ads, and dark post implementations.
• Maintain adherence to brand guidelines, regulatory needs, and content quality.
• Implement efficient processes, tools, and analytics structures.
• Utilize AI technologies and automation for enhanced creator recruitment, engagement, guidance, and campaign oversight.
• Recruit and mentor an internal team to support worldwide program growth.
• Experiment with innovative influencer approaches, content types, and campaign designs to optimize outcomes.

Qualifications

• 3–6+ years in directing or expanding influencer marketing initiatives.
• Proven ability to transform influencer efforts into major revenue sources in DTC, ecommerce, or CPG companies.
• Expertise in managing extensive creator groups.
• Achievement in performance-oriented influencer projects.
• Deep knowledge of Meta Partnership Ads, TikTok Spark Ads, creator approvals, and their role in influencer strategies.
• Keen creative judgment for spotting effective social media content.
• Skill in producing precise, impactful influencer guidelines.
• Proficiency in negotiations and creator relationship handling.
• Ease with data analysis, reporting platforms, and campaign monitoring.
• Background in establishing scalable operations and workflows.
• Knowledge of AI applications and automation for influencer tasks.
• Exceptional organizational skills for juggling multiple campaigns.
• Experience in assembling and guiding influencer teams.

Benefits And Growth

• Private health coverage via Vitality.
• 28 days annual leave plus public and bank holidays.
• Help@Hand employee support program.
• Royal London pension with 5% employer match.
• Enhanced maternity, paternity, and adoption leave.
• Nursery salary sacrifice option.
• Substantial learning and development allowance.
• Annual puppy therapy sessions through Paws in Work.
• Complimentary office breakfast, fruits, and snacks.
• Dog-friendly workplace.
• Life assurance providing four times basic salary to beneficiaries.
• Discounts on vouchers and gym memberships via WellHub.
• Electric vehicle salary sacrifice scheme saving 30-40% on costs.
• Give Back Day with £50 charity donation.
• Health cashback benefits for eligible expenses.