This person will be responsible for influencer marketing strategies for Steve Madden, inclusive of organic and paid influencer activations, influencer seedings, content strategy, and influencer events. This person should be the subject matter expert on influencer marketing within the organization. Lead the 2.0 strategy for influencer marketing and build the framework to develop the next phase for influencer as a full funnel marketing channel Refine and progress the company's point of view on inf... more details
The Associate Director of Influencer Marketing will oversee the strategy and execution of influencer marketing for Steve Madden.
You will develop and execute a full-funnel influencer marketing strategy – this includes overseeing influencer content creation, distribution, and campaign optimization based on platform, partner-type, and messaging. The candidate will be a member of the Marketing leadership team, reporting into the EVP Marketing and collaborating with peers who are experts in their respective workstreams.
This channel is both a brand awareness and content creation channel with a growing focus on scaling our performance/affiliate influencer presence. This person will be collaborating with peers across organic social, integrated marketing, performance marketing, and retention teams.
Responsibilities
This person will be responsible for influencer marketing strategies for Steve Madden, inclusive of organic and paid influencer activations, influencer seedings, content strategy, and influencer events. This person should be the subject matter expert on influencer marketing within the organization.
Lead the 2.0 strategy for influencer marketing and build the framework to develop the next phase for influencer as a full funnel marketing channel
Refine and progress the company's point of view on influencer marketing, including external positioning and revamping internal processes (e.g., micro-to-macro product seedings, in-house booking at scale, collaboration playbook, legal contracting, financial onboarding, affiliate influencer).
Coach, develop, manage, and lead a team of three responsible for micro, mid, and larger partnerships.
Lead deep dive analysis into influencer performance and compile learnings with your team to define areas of focus.
Collaborate with cross-functional teams to develop and execute integrated marketing campaigns across organic and paid channels.
Establish and foster positive, trusted relationships with existing and prospective influencers.
Create, optimize, and educate teams on influencer learning plans, operating models, and playbooks that our partners across international and wholesale can leverage.
Lead end-to-end efforts to translate commercial product stories and promotional events into influencer marketing campaigns, activations and experiences that drive awareness and relevancy.
Work cross-functionally to develop measurement frameworks for influencer programs.
Oversee influencer marketing budgets - ensuring all influencer marketing, events, product seeding and platform costs are within budget.
Qualifications
8+ years of professional experience in Influencer Marketing, Social Media, or Brand Marketing
2+ years of team management experience; with proven ability to lead cross-functional teams, foster high-impact collaboration
Experience in eCommerce and Retail; footwear/apparel/fashion experience a big plus
Experience with affiliate marketing a plus
Excellent communication and collaboration skills
Action-oriented and able to define and implement strategies.
Experience working with external talent agencies, talent agents, and directly with talent to secure partnerships, negotiating contracts and project management.
Experience working alongside performance marketing agencies to provide creative & updates on influencer marketing content; Familiarity with growth marketing metrics - CPM, CAC, CPA, CTR, CLV etc. - is a big plus.
Bachelor’s degree in marketing, brand management, communications or related field
Salary Range: The pay range of this position is $120k - $130k. Actual salary will be determined based off candidate’s skill sets, years of experience, and other job-related factors. This range does not include benefits such as health insurance, paid time off, 401K, and additional company benefits
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