Director of Creator & Influencer Marketing

At GLD, we believe confidence is built — through self-expression, ambition, culture, and community. Rooted in sports, music, fashion, and culture, GLD creates jewelry and accessories that help people show up boldly and authentically. As we continue scaling globally across DTC, retail, licensed sports, and cultural partnerships, we are looking for a Director of Creator & Influencer Marketing to help shape the next chapter of brand storytelling and influence.

Position Overview

We are looking for a highly strategic, culturally connected, and operationally strong Director of Creator & Influencer Marketing to lead and evolve GLD’s creator ecosystem. This person will own the vision, strategy, and execution of creator and influencer partnerships across sports, music, fashion, entertainment, and emerging culture.

The ideal candidate deeply understands the modern creator economy — from macro celebrity talent to emerging creators and community builders — and knows how to build scalable programs that drive:

• Brand heat
• Cultural relevance
• Social conversation
• Content creation
• Earned media
• Traffic and conversion

This role requires both visionary thinking and hands-on execution. The right candidate can negotiate partnerships, concept campaigns, build talent relationships, analyze performance, and execute programs at speed in a fast-paced environment.

They will work cross-functionally with Brand Marketing, Social, Paid Media, PR, Creative, Content Production, Retention, E-Commerce, Wholesale/Retail Marketing, and Partnerships teams to ensure creator marketing is fully integrated into the broader business strategy.

Key Responsibilities

Creator & Influencer Strategy

• Develop and lead the overall creator and influencer marketing strategy aligned to business and brand objectives.
• Build annual and seasonal creator roadmaps across sports, music, fashion, lifestyle, gaming, culture, and women’s categories.
• Identify opportunities for GLD to lead culturally relevant conversations and moments through creators.
• Create scalable creator frameworks across:

o Seeding

o Paid partnerships

o Affiliate/incentive programs

o Ambassadors

o Celebrity talent

o Community creators

o UGC programs

o Retail and experiential activations

o Social Commerce (TikTok Shop, TikTok Live, Creator Storefronts)

Talent & Relationship Management

• Build and maintain strong relationships with creators, athletes, stylists, managers, agents, publicists, and entertainment networks.
• Source and negotiate creator partnerships, appearances, collaborations, and campaign integrations.
• Identify emerging creators before they become mainstream.
• Manage creator gifting and relationship strategies to maximize organic brand affinity and earned visibility.
• Lead outreach and relationship management for key campaigns, launches, events, and retail activations.
• Campaign & Content Leadership
• Partner closely with Brand, Social, and Creative teams to develop creator-first campaigns and storytelling.
• Help concept and oversee creator content that feels native to platforms while elevating the GLD brand.
• Ensure creator content aligns with brand positioning, voice, and seasonal marketing priorities.
• Collaborate with production teams on shoots, events, and activations involving creators and talent.
• Support launches across major cultural moments including sports, music festivals, retail activations, and collaborations.
• Performance & Analytics
• Establish KPIs and reporting frameworks across creator programs.
• Analyze creator performance across engagement, reach, traffic, conversion, earned media value, and brand impact.
• Partner with Growth and Paid teams to maximize creator content usage across paid amplification.
• Optimize creator investments based on data, performance insights, and cultural impact.

Team & Cross-Functional Leadership

· Partner closely with:

o Head of Content

o Social Team

o PR & Communications

o Growth/Performance Marketing

o Brand Marketing

o Creative & Production

o Wholesale & Partnerships

• Help build internal processes, creator workflows, contracts, briefing systems, and approval structures.
• Manage agencies, talent partners, and creator platforms/tools when applicable.
• Mentor junior team members and help establish best-in-class creator operations.

Qualifications

• 7–10 years of experience in creator marketing, influencer marketing, talent partnerships, social strategy, or cultural marketing.
• Deep understanding of the creator economy and social media landscape across:

o Instagram

o TikTok

o YouTube

o Snapchat

o Emerging platforms

• Strong network across creators, athletes, artists, stylists, talent managers, and agencies.
• Proven experience leading creator campaigns for fashion, lifestyle, sports, streetwear, beauty, or culturally driven brands.
• Strong understanding of both organic and paid creator strategies.
• Experience managing budgets, contracts, negotiations, and talent relationships.
• Ability to think strategically while also executing day-to-day details.
• Strong project management and organizational skills.
• Excellent communication and presentation skills.
• Comfortable operating in fast-paced, entrepreneurial environments.
• Passion for sports, music, fashion, culture, and storytelling.

Preferred Experience

• Experience working with licensed sports, athletes, or entertainment partnerships.
• Experience integrating creators into retail and experiential marketing programs.
• Understanding of affiliate and creator commerce models.
• Familiarity with influencer analytics and creator management platforms.
• Experience using AI tools and emerging technologies to improve creator sourcing, reporting, workflow efficiency, and content ideation.

What Success Looks Like

• GLD becomes a culturally dominant creator-led brand.
• Creator partnerships consistently drive conversation, relevance, and business impact.
• The brand builds a strong network of authentic creator advocates across key communities.
• Creator content becomes a major driver of awareness, engagement, and conversion.
• GLD is seen as a brand creators genuinely want to partner with and wear.