Influencer & Ambassador Marketing Manager

Role Overview:

The Manager, Influencer & Ambassador Marketing develops, implements, and manages the organization's affiliate and influencer marketing strategies and drives brand awareness, customer acquisition, web sales, and overall revenue growth. The Manager works closely with the Product, Marcom, and e-Commerce teams to reach revenue goals and find new ways to support key products. This role involves close collaboration with the current agency to assimilate knowledge, foster professional development, and facilitate the transition of the department from agency-led to an in-house model. The Manager, Affiliate & Influencer Marketing cultivates and maintains strong relationships with affiliates, influencers, and partners to maximize our marketing efforts. The Manager is driven, curious, flexible, and analytical in their approach to running these programs.

Duties & Responsibilities:

Relationship Development

• • Identify, vet, and contract with influencers and ambassadors across relevant platforms (Instagram, Facebook, TikTok, YouTube, etc.)
  • Foster long-term partnerships that build authenticity and trust with audiences
  • Serve as the primary liaison between the brand and talent, agencies, or talent managers

Program Strategy & Execution

• • Develop and manage the overall influencer and ambassador marketing strategy aligned with brand and business goals.
  • Build scalable programs that leverage micro, macro, and celebrity-level influencers, as well as long-term brand ambassadors.
  • Lead campaign planning, from creative concept to execution, ensuring alignment with brand guidelines and messaging.
  • Manage annual and campaign-specific budgets, ensuring ROI and cost efficiency.
  • Collaborate with all internal channels to drive Ambassador-related content creation and implementation into brand media/marketing channels, including SEO impact
  • Identify and share trends and insights on Ambassador marketing, and optimize spend and performance based on the insights and historical performance
  • Develop and manage workflow and process of Influencer and Ambassador-centric content from creation to implementation with internal teams using Workfront and other project tracking platforms, i.e. gen.video
  • Brainstorm new and creative growth strategies with product and marketing cross-functional teams with regard to Ambassador execution that align with BU and Product roadmaps
  • Provide thought leadership on Influencer and Ambassador marketing and media best practices and use cases
  • Collaborate with internal teams, agencies, and other vendor partners to create best-in-class influencer and ambassador creative and the implementation thereof to drive engagement and relevant KPIs to measure success
  • Track content performance by Ambassador and report on impact and lift
  • Evaluate emerging platforms and technologies for Ambassador content-driven marketing and provide thought leadership and perspective for adoption where appropriate
  • Develop a strategy and framework for evaluating talent effectiveness and understanding leveraging influencers vs. ambassadors to reach specific business goals

Reporting and Analytics

• • Oversee campaign execution, ensuring deliverables are met on time and on brand
  • Track performance metrics (reach, engagement, conversions, ROI) and provide actionable insights for optimization
  • Leverage tools such as Gen.Video for influencer discovery, management, and reporting
  • Utilize Influencer and Ambassador tools to define campaign metrics, reporting on KPIs to all brand stakeholders
  • Measure and report performance of all Influencer and Ambassador marketing campaigns and assess against goals (ROI and KPIs)

Cross-Functional Collaboration

• • Partner with brand, social media, PR, e-commerce, and creative teams to ensure consistent storytelling
  • Collaborate with legal and procurement on contracts, usage rights, and compliance
  • Work closely with analytics teams to refine KPIs and performance measurement
  • Liaise with regional counterparts across the Americas to share information, align strategies, and ensure consistency in execution

Experience & Qualifications:

Education

• • Bachelor's Degree (or equivalent experience) in Marketing, Communications, or related field Marketing, Communications, or related field

Experience

• • 7+ years of experience in planning digital marketing programs such as, but not limited to paid media, channel marketing, affiliate marketing, influencer marketing

Licenses & Certifications

• • Impact Certificate - Preferred

Software/Technical Skills

• • Impact Platform and Gen.id Platform
  • Strong knowledge of traditional PC and Apple business and creative software suites
  • Strong understanding of social media platforms, trends, and content formats
  • Knowledge of Media Tracking Platforms like: Cision, Hubspot or Meltwater

Other Skills, Knowledge, & Abilities

• • Excellent communication and relationship-building skills
  • Ability to analyze data and knowledge of affiliate sales/growth
  • Ability to manage complex projects end-to-end
  • Proven track record managing influencer campaigns with measurable results
  • Experience negotiating contracts and managing budgets
  • Comprehensive knowledge of public relations and influencer marketing strategies, tactics, and best practices
  • Strong knowledge of social media Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc. channels
  • Collaboration skills, with the ability to work with a wide variety of stakeholders to achieve organizational goals
  • Attention to detail and follow-up ability
  • Knowledge of Digital PR Tools, Prowly, Muck Rack, Prezly, or Critical Mention
  • Knowledge of the office equipment B2C / B2B markets - Preferred
  • Knowledge of the creator, crafting, sewing & embroidery, and/or printing industries – Preferred

Additional Details for This Role:

This role will be a hybrid role. Subject to business needs, employees may work remotely up to two days per week. Assigned office days will be determined by managers. #LI-Hybrid

Base Salary

• • The targeted base salary range for this position is $105,000 - $125,000per year.
  • Base salary is determined by the education, experience, knowledge, skills, and abilities of the successful candidate, as well as factors such as internal equity, cost of labor in the hiring location, and alignment with market data.

Additional Compensation

• • This position is eligible for a 15% bonus at 100% of target, with the opportunity to achieve above 100% dependent on company performance and in alignment with company bonus plans.
  • Bonus awards are discretionary and contingent upon individual performance as well as Brother achieving its corporate objectives, in accordance with the applicable bonus plan in effect.