Influencer Marketing Manager

Job Description: Influencer Marketing Executive

This role owns that ecosystem end to end: a three-tier influencer programme (macro, micro and nano) run with agency partners, plus the brand& owned parent communities on WhatsApp and Facebook.
We are looking for someone who is equal parts operator and idea person able to run a tight campaign calendar and tracker, and equally able to bring the next content format, creator archetype or community mechanic to the table before being asked for it.

Key responsibilities
1. Influencer programme (macro, micro, nano)
• Build and manage the influencer roster across all three tiers, with a clear role for each tier — reach and credibility at the top, relatability and volume at the base.
• Own creator identification, vetting and negotiation alongside agency partners; maintain a live database of onboarded creators with rates, past performance and category conflicts.
• Translate brand and campaign briefs into creator-ready briefs: content pillars, hooks, must-say messages, do-not-say list and mandatory disclosures.
• Review and approve content at script and pre-publish stages for brand, claim and safety accuracy.
• Manage the seeding calendar, product dispatch, contracts, usage rights and timely vendor payouts.

2. Agency collaboration
• Act as the day-to-day point of contact for influencer and social agency partners; set expectations on quality, turnaround and cost efficiency.
• Run weekly work-in-progress reviews, quarterly performance reviews and scope discussions.
• Benchmark agency-proposed creator costs against the market and negotiate for better value per deliverable.

3. Community management — WhatsApp & Facebook
• Own the parent communities on WhatsApp and Facebook: content calendar, moderation standards, member growth and retention.
• Design engagement mechanics — expert AMAs, ritual challenges, seeding drops, polls and UGC prompts — that keep the community active without turning it into a broadcast channel.
• Handle member queries and escalate product, safety or complaint issues to the right internal team within defined timelines.
• Mine community conversation for consumer insight and feed it back into brand, innovation and content planning.

4. Performance tracking & reporting
• Maintain a single source of truth campaign tracker: deliverables, live dates, spends, reach, views, engagement rate, saves and shares, CPM/CPV and cost per engagement by tier and creator.

• Publish post-campaign reports with clear reads on what worked, what did not, and what changes next time.
  • Build a performance benchmark library by tier, content pillar and platform so future planning is data-led rather than instinct-led.
  • Track competitive influencer activity in baby care and flag shifts in creator, format or spend patterns.

5. Ideas & experimentation
• Bring new content formats, platforms and creator categories into the brand plan each quarter.
• Run structured pilots — small budget, clear hypothesis, clear read — before scaling.
• Explore always-on advocacy models beyond campaign bursts: brand ambassador programmes, affiliate and commerce-linked creator activity, and expert advocacy.

Must-have
• 3–6 years in influencer marketing, social media or community management — brand side, agency side or creator platform.
• Hands-on experience running multi-tier influencer campaigns at scale, including briefing, negotiation and reporting.
• Strong working knowledge of Instagram, YouTube, Facebook and WhatsApp community formats, and what
actually drives performance on each.
• Comfort with numbers: able to build and interpret a campaign tracker, calculate efficiency metrics and defend a spend recommendation.
• Excellent written English and Hindi; the ability to judge creator content in at least one additional regional language is a plus.
• A sharp eye for brand and content quality, and the confidence to send work back.

Good to have
• Experience in baby care, personal care, FMCG or a mother-and-baby platform.
• Familiarity with influencer discovery and analytics tools, and social listening platforms.
• Understanding of ASCI influencer disclosure guidelines and advertising compliance in regulated categories.
• Experience with paid amplification of creator content (whitelisting and partnership ads).