1. Role Purpose
The Content & Influencer Growth Lead is responsible for driving revenue growth through influencer marketing, content performance, and commission-based ecosystems. This is a commercial role with direct accountability for ROI, revenue contribution, and portfolio efficiency.
The role sits at the center of brand, paid media, retail, and operations requiring strong structure, analytical discipline, and commercial judgment.
2. Key Responsibilities
A. Revenue & ROI Ownership
- Own influencer-driven revenue targets and blended ROI performance.
- Manage influencer budgets as an investment portfolio.
- Optimize contribution margin and CAC efficiency.
- Shift revenue mix toward performance-based and commission models.
- Be accountable for monthly sales impact from influencer activity.
B. Portfolio & Risk Management
- Reduce dependency on prepaid influencer models.
- Balance macro, micro, affiliate, and commission-based ecosystems.
- Identify and exit underperforming influencers quickly.
- Apply risk vs. return thinking to partnerships and gifting spend.
C. Systems & Ecosystem Building
- Scale commission-based models (e.g., ambassador/tribe programs).
- Build structured tracking systems and performance dashboards.
- Implement follow-up, reporting, and incentive processes.
- Introduce automation to reduce operational chaos.
D. Creative & Performance Intelligence
- Identify high-performing hooks and conversion patterns.
- Brief creators based on sales performance, not aesthetics.
- Understand scroll-stopping logic and conversion triggers.
- Repurpose winning content for paid media amplification.
E. Analytical & Reporting Discipline
- Track CAC, revenue mix, ROI, and influencer profitability.
- Produce structured weekly and monthly performance reports.
- Make data-driven decisions and pivot quickly when required.
F. Cross-Functional Collaboration
- Align with Brand Team on hero product priorities.
- Collaborate with Paid Media for content reuse and scaling.
- Coordinate with Operations on gifting cost control.
- Support store and spa activations.
- Communicate in a structured, system-oriented manner.
3. Qualifications & Experience
- Bachelor's degree in Marketing, Business, or related field.
- 58 years of experience in influencer marketing, performance marketing, or growth roles.
- Strong understanding of ROI, CAC, and contribution margin logic.
- Experience managing commission-based influencer models preferred.
- Advanced reporting and analytical capability.
