The Director of Digital Strategy and Influencer Marketing (minimum 10 years’ experience) will have worked with a cross range of beauty and fashion clients globally with an expertise in influencers and social media marketing (agency and / or in-house) and will work as a part of Karla Otto’s global Creative Strategy & Digital Services team, in close collaboration with our global teams and Influencer Partner agency Lefty. They will be tasked with driving and optimising this part of the business; ensuring growth and a positive PNL as we scale; as well as the development, optimisation and day-to-day management of client work and the supporting team.
The successful candidate will be a well-rounded online marketer who is both creative and analytical and who will have most recently been leading Social Media and Influencer Marketing for an agency / brand at a global scale. They will be in expert in all aspects of Social Media and Influencer Marketing from casting to measuring success; have a strong client, agent, and talent network; and a real expertise in current global influencer trends and multi-channel networks.
They will also be skilled in translating client needs, creating impressive pitch decks and enjoy packaging and selling in their ideas to Senior stakeholders. With the relevant teams, they will also be required to lead the execution of these influencer projects and their deliverables and therefore have extremely strong negotiation, organizational and analytical skills, with meticulous attention to detail.
RESPONSIBILITIES, TASKS, SKILLS
Key areas of responsibility will include:
Internal Focus
Further the development of Influencer Services for Karla Otto, collaborating with
Lefty to integrate and optimise opportunities / success
Focus on new business acquisition, with a large focus on creating pitch decks, pitching, developing scope of works etc.
Development and day-to-day management of the supporting team
Client budget management and internal team efficiency - manage output and team to achieve desired profit margin
Stay ahead of emerging trends, content styles, platform advances and share learnings
Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, and social advertising campaigns
Lead research around trends in social media tools, applications, channels, design and strategy
Working with the team to continually build close relationships with suitable collaborators, established and emerging, with a focus on developing our value proposition
Client Focus
Win client trust and build and develop long term relationships
Impressively lead pitches, answering client RFP’s and winning new business
Brilliant articulation of concepts in visual, written and verbal form
Work with supporting team to ideate and concept ideas that execute a brand’s vision and will successfully deliver it to their target audiences and growth targets, including searching and screening for relevant influencers against brief guidelines and commercial targets and commissioning / negotiating terms for talent to execute branded content
Lead brand appropriate strategies; including the targeting and positioning of brand(s), channel selection and syndication/ engagement tactics
Deliver accurate budgets required for execution of proposed projects and manage expenditure against these accordingly
Be able to adapt and drive working processes and workflows depending on the client, to ensure success
Demonstrate value of programs and review, and report on effectiveness of campaigns in an effort to maximize results and provide key future learnings to continually optimise CPM, impressions etc.
Liaise closely with internal and external teams, proactively managing workflow and resolving issues, reacting to client and consumer feedback etc.
Remain ahead of all news / developments in the Influencer Marketing space in order to advise clients on new opportunities and emerging strategies, as well as competitors and opportunities relevant to the digital and luxury space
Strong attention to detail and numerical proficiency i.e. overseeing administrative tasks, including talent contracts and invoicing, collaborating with the Karla Otto finance team etc.
At least 10 years’ experience working in digital and beauty / fashion with recent experience leading Influencer Marketing, with a strong portfolio of campaigns.
Past agency / client experience is required.
Highly knowledgeable in the principles of “Search and Social” and proficient using Google Analytics Proficient in both the creative and analytical side of marketing, able to demonstrate why their ideas are analytically sound
Fluent in English (mother-tongue) - additional languages are advantageous
Excellent working knowledge of social platforms, predominantly Instagram and TikTok as well as emerging platforms
High level execution skills and meticulous attention to detail, both aesthetically and organisationally
Natural planner and organiser
Strong negotiator who experienced working through complex contracts with legal to reach a resolution
Collaborative team player but with the ability to work autonomously to deliver to brief and on-time
A positive, can-do attitude who can work under pressure and likes to solve problems
A creative, innovative thinker with an open attitude and eagerness to learn new things
Excellent copywriting, communication and presentation skills
A real team player who will excel in a dynamic and fast-paced environment
Ability to juggle multiple projects and work to stringent deadlines
Leadership, coaching and management of junior team members
Good listening and diplomacy skills
Strong knowledge of and experience with Influencer Marketing monitoring / tracking tools
Proficiency in InDesign, Keynote, PowerPoint
Strong numerical proficiency, including the use of Excel
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