Head of Influencer Marketing

This role requires a highly strategic but deeply hands-on operator who thrives in fast-moving environments and is excited about building and scaling programs quickly. We’re looking for someone who has successfully built and scaled influencer programs in high-growth consumer brands and understands how influencer content can drive both brand growth and performance marketing results.

• Have a track record of scaling influencer marketing into a significant revenue driver.
• Understand how to bridge organic creator content with paid advertising.
• Be comfortable managing large volumes of creators simultaneously.
• Have experience working within DTC, ecommerce, or subscription businesses. Experience in CPG categories such as supplements, nutrition, wellness, and pet products is highly advantageous.
• Be highly organised and systems-driven, capable of bringing structure to a complex channel.
• Have strong creative instincts and understand what makes content perform on social platforms.
• Be extremely hands-on and thrive in high-growth startup environments.
• Think fast and move fast.
• Take ownership of their work.
• Love solving complex growth challenges.
• Bring structure and clarity to fast-moving environments.

3–6+ years experience managing or scaling influencer marketing programs. Proven experience growing influencer channels within DTC, ecommerce, or CPG brands. Demonstrated success managing large creator networks. Strong experience with performance-driven influencer campaigns. Strong understanding of Meta Partnership Ads, TikTok Spark Ads, and creator whitelisting and how influencer programs enable them. Strong creative instincts and ability to identify high-performing social content. Experience creating clear, effective influencer briefs. Strong negotiation and relationship-management skills. Comfortable working with analytics, reporting systems, and campaign tracking. Experience implementing scalable systems and operational workflows. Familiarity with AI tools and automation to streamline influencer processes. Highly organised and capable of managing multiple campaigns simultaneously. Experience building and leading influencer teams.

We are looking for a Head of Influencer Marketing to build and scale a world-class influencer engine that drives both organic brand growth and direct-response performance marketing. Influencer marketing is becoming one of the most important growth levers for PetLab Co. As the ecosystem evolves, particularly with the rapid rise of Meta Partnership Ads, TikTok Spark Ads, and creator-driven performance creative, we see a massive opportunity to build an influencer program that not only drives awareness but also powers our paid acquisition strategy at scale.

This role is responsible for building and leading a high-performance influencer program spanning macro, mid-tier, and micro creators, producing content that performs both organically and as high-converting paid social ads. The Head of Influencer Marketing will own the full influencer lifecycle — from creator sourcing and relationship management through to creative strategy, campaign execution, performance analysis, and scaling the program through systems, automation, and team building.

You will work extremely closely with the paid media and creative teams to ensure influencer content becomes a core driver of our performance marketing engine.

• Designing and scaling PetLab Co.’s global influencer marketing strategy.
• Building a high-volume influencer engine capable of working with 100–500+ creators per month.
• Identifying and recruiting creators across macro, mid-tier and micro influencer segments.
• Developing creator avatars and sourcing strategies aligned with our customer base.
• Building strong long-term relationships with creators.
• Leading the end-to-end influencer workflow, including sourcing, outreach, negotiation, briefing, and campaign execution.
• Developing high-performing creative briefs that generate content optimized for both organic engagement and paid ad performance.
• Collaborating closely with the paid media team to integrate influencer content into Meta, TikTok, and YouTube partnership ad strategies.
• Overseeing creator whitelisting/partnership ads, and dark-post ad usage.
• Ensuring influencer content meets brand, compliance, and quality standards.
• Establishing scalable systems, processes, and reporting frameworks.
• Leveraging AI tools and automation to improve influencer sourcing, outreach, briefing, and campaign management.
• Hiring and developing an in-house influencer team capable of scaling the program globally.
• Continuously testing new influencer formats, content styles, and campaign structures to improve performance.

Your mission will be to build and scale this influencer engine, identifying the right creators, building meaningful relationships with them, and developing content strategies that consistently produce high-performing ad creative. You’ll be working closely with our paid media and creative teams to ensure influencer content performs at scale and contributes directly to revenue growth.

This role is an opportunity to build something truly significant, an influencer program capable of working with hundreds of creators every month, producing content that drives measurable performance across our marketing channels. If you’re excited about combining creator marketing, performance advertising, and scalable systems, then this role will be an incredibly rewarding challenge.

You’ll be working with a highly collaborative team spanning paid media, creative strategy, analytics, and product marketing, where everyone shares the same goal: identifying opportunities and executing quickly to capture them.

Your time will likely be spent across the following areas:

• 30% Strategy & Program Development
• 40% Execution & Creator Management
• 20% Creative Strategy
• 10% Analysis & Scaling