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Manager, Influencer Marketing

4 months ago

New York, United States HelloFresh Full time

You will be a key leader within the Influencer Marketing team and programs that are business critical for HelloFresh Group, driving our influencer and content strategy across North America. This role oversees emerging media channels in the growth partnerships organization across our brands: HelloFresh, Factor, Green Chef and EveryPlate.

Primary responsibilities will be helping to set the strategic direction of the channel with data at the forefront of decisions and recommendations, analyzing influencer performance and driving efficient optimizations to achieve our ambitious customer acquisition goals across our portfolio of brands.

**You will**:

- Drive efficient customer acquisition working with our high volume influencer marketing channels.
- Oversee strategy and execution of the Canada market and maintain expert knowledge of regional nuances.
- Partner with influencers and agencies across several influencer segments and help define strategic direction.
- Create campaign analyses using KPIs and test variables, including Sales, CR, CAC, etc. across multiple campaigns
- Develop and implement a data driven, measurable, portfolio growth acquisition strategy for managed channels, across brands to hit business KPIs.
- Communicate effectively with marketing leaders the performance of ongoing initiatives through performance tracking, analysis and executive reports.
- Be accountable for best in class execution of Influencer Marketing in partnership with internal and external partners.
- Architect and implement sound processes, budget pacing & stewardship, aggressive negotiations & innovative deal structures that set brands up for rapid and sustainable growth.
- Develop meaningful creator relationships that engage audiences with our services and brands
- Put customer front and center and optimize channel UX in partnership with site/product team
- Proactively identify and implement data driven optimizations on an ongoing basis to drive performance improvement WoW and MoM in identified KPIs
- Partner closely with Data Science and Marketing Analytics to develop, implement and continuously validate robust measurement / attribution approaches.
- Proactively evaluate and identify opportunities for incremental growth. Act with curiosity and creativity.
- Innovate and lead new testing initiatives including new channel/partner launches (collaborating with other channels where relevant) to both validate performance and drive incremental growth.
- Explore new approaches, products, services and expansion opportunities that drive business strategy.
- Manage relationship(s) with external agencies as well as direct partners
- Evaluate, negotiate, onboard and proactively manage new / existing partners as needed
- Work cross functionally with relevant internal stakeholders on business cases, contracts, fee / commission oversight & negotiations, RFP management, invoicing / auditing
- Partner with Brand Strategy, Creative, and our Social teams to develop influencer led content

**You are**:

- A fearless relationship manager, earning trust with internal and external partners to nurture collaboration and build"win-win" partnerships.
- A marketing expert with "test and learn" experience and strong ability to document and share best practices.
- Innovative, resourceful & solution oriented - proactively seeking input from peers and leaders in complex problem solving.
- Data driven. Advising and using data to explain performance and recommend optimizations or strategic changes.
- Continuously aligning team priorities to company and team objectives, setting expectations for success and allocating resources effectively.
- An efficient project manager with strong written and oral communication skills.
- Egoless, creating an inclusive environment that encourages ideas and promotes cross team collaboration.

**You have**:

- 5-7 years of relevant professional experience with concrete, consistent results
- Knowledge of the Canada influencer landscape; existing relationships with Canadian talent agencies and creators as a plus
- Experience in performance marketing or partnerships, with past experiences in NA influencer marketing; In-depth knowledge of Meta, TikTok, YouTube, Snapchat, Pinterest, Twitch influencer marketing strategies is a plus
- At least 2+ years of influencer and/or agency management, with experience leading & influencing others.
- Background in eCommerce and/or subscription business models is a plus
- Strong business writing skills
- Substantial experience working with performance marketing metrics (revenue share, CAC, incremental or marginal CAC, LTV, ROI).
- A proven track record in Influencer marketing campaign strategies and execution; robust playbook of available optimization and growth levers
- Fluency in Microsoft Excel / Office, advanced Excel experience, reporting automation experience is a plus
- High school diploma or GED & Bachelors degree with strong academic record and/or proven relevant experience in a perform