Global Manager, Influencer Marketing

Global Influencer Marketing Manager

Role Overview

The Global Influencer Marketing Manager is responsible for leading Culture Kings’ global influencer, creator, and partnership ecosystem across Culture Kings and its owned 1P brands. This role drives brand awareness, cultural relevance, customer acquisition, and revenue through a mix of paid, owned, and earned creator strategies. Sitting at the intersection of brand, performance, and culture, this role owns the end-to-end influencer lifecycle from strategy and talent sourcing through to execution, optimization, and reporting across ANZ and U.S. markets. Reporting into the Global Director of Digital Marketing and working cross-functionally with Brand, Social, PR, Media, and eCommerce teams, this role ensures all creator and partnership activity is globally aligned, locally relevant, and commercially effective.

Key Responsibilities

Influencer & Creator Strategy

● Own and evolve the global influencer and creator strategy across Culture Kings and 1P brands

● Define a scalable global framework for influencer partnerships, including tiering, talent segmentation, and investment strategy

● Ensure alignment between brand storytelling, cultural relevance, and commercial outcomes

● Partner with regional teams (ANZ & U.S.) to balance global strategy with local market needs

Creator Partnerships (Paid & Organic)

● Lead end-to-end management of paid and organic creator partnerships

● Source, onboard, and manage creators, tastemakers, athletes, and artists aligned to brand and audience

● Negotiate contracts, usage rights, deliverables, and performance expectations

● Oversee briefing, content approvals, publishing, and compliance

● Drive always-on and campaign-based creator activations across product drops, collaborations, and cultural moments

Affiliate & Performance Influencer Marketing

● Own and scale affiliate marketing programs across TikTok Shop and other paid social platforms

● Drive performance-based creator strategies that link content to conversion

● Partner with Performance and eCommerce teams to optimise ROI, CAC, and revenue contribution ● Test and scale creator-led commerce formats (ie: Tik-Tok Shop Live, affiliate drops, shoppable content)

UGC, Seeding & Community-Led Growth

● Lead global UGC strategy, driving community participation and scalable content creation

● Own organic influencer seeding/gifting programs, ensuring consistent product placement across relevant talent

● Partner with PR and Brand teams to execute media and influencer seeding strategies for key campaigns and drops

● Build a pipeline of emerging talent and community voices to fuel organic reach and cultural credibility

PR, Media & Cultural Partnerships

● Collaborate with media platforms, and cultural tastemakers to drive earned and amplified exposure

● Identify and execute editorial, content, and distribution opportunities beyond owned channels

● Support partnerships across media, platforms, and cultural moments to extend campaign reach ● Build and maintain relationships with editors, journalists, and industry partners

Campaign Execution & Integration

● Own execution of influencer and partnership-led campaigns across product launches and brand activations

● Ensure creator activity is fully integrated into all marketing campaigns and activations

● Coordinate global rollouts while enabling regional localization

● Drive creator amplification strategies to build hype and extend campaign reach

Performance & Analytics

● Track and report on influencer performance across reach, engagement, revenue, ROI, and other key business metrics

● Maintain a centralized global view of talent tiers, performance, and lifecycle

● Deliver weekly, monthly, and quarterly reporting with actionable insights and optimization recommendations ● Use data to refine talent selection, content strategy, and investment decisions

Commercial & Governance

● Own influencer and partnership budgets, ensuring strong commercial accountability and ROI

● Ensure all partnerships meet legal, compliance, disclosure, and brand safety requirements

● Develop and maintain playbooks, frameworks, and best practices for global execution

● Act as the internal subject-matter expert on influencer marketing, partnerships, and creator ecosystems

Leadership & Cross-Functional Collaboration

● Work closely with Brand, Social, E-Comm and Retail teams to ensure alignment

● Partner with regional teams to ensure consistent execution across global and local markets

● Manage agencies, creators, freelancers, and/or junior team members where applicable

● Drive alignment across stakeholders and ensure clear communication of strategy, performance, and learnings

What Success Looks Like

● A scalable, high-performing global influencer ecosystem across Culture Kings and 1P brands

● Strong contribution to revenue, customer acquisition, and social commerce growth

● Consistent delivery of culturally relevant, creator-led campaigns

● Effective balance of paid, organic, and earned influencer strategies

● Clear visibility into performance, ROI, and talent effectiveness globally