Brand Director, Creator-Led Growth & Partnerships

TULA is a leader in clinically proven, probiotic extract-powered skincare. Founder Dr. Roshini Raj has studied the power of probiotics in both beauty & wellness for more than 20 years after graduating from Harvard and New York University. Dr. Raj had a lightbulb moment after seeing the life-changing impact probiotics in natural diet & supplements had on her patients’ internal health: Not only were they feeling better, but their skin seemed to be glowing. In 2014, she launched TULA—meaning “balance” in Sanskrit—by applying the science from her medical knowledge to skincare with the goal of restoring her patients' confidence. TULA’s products feature the brand’s proprietary S6Pro Complex, a patent-pending blend of three probiotic extracts and prebiotics that help maintain skin balance, calm the look of irritation, plus nourish and strengthen the skin barrier. See the difference TULA can make for skin so healthy it glows™. For more information and the latest news on TULA Skincare, visit www.tula.com.

TULA is looking for a strategic and analytical leader to own our influencer, PR, and partnership ecosystem end-to-end, with a clear mandate to drive measurable, profitable demand creation. This role is responsible for shaping how the brand shows up in culture through paid and organic creator-led communication, earned media, partnerships, and our founder Dr. Raj—while directly connecting those efforts to business outcome goals.

Success is not defined by impressions or buzz alone, but by the ability to translate brand activity into new user acquisition, revenue, and efficient growth.

Key Responsibilities 

1. Influencer & Creator Ecosystem

• Build and scale a high-impact influencer strategy across paid, organic, and affiliate
• Own sourcing, vetting, seeding, contracting, and relationship management
• Define the right mix of creators (awareness vs. conversion vs. credibility)
• Drive measurable sales impact (ROAS,CTR)
• Define success metrics across brand visibility, earned authority, engagement quality, traffic, and sales contribution

2. Demand Creation Strategy (Creators Content)

• Own translation of brand strategy into external storytelling across earned, creator, founder, affiliate, and partnerships
• Ensure all outward-facing communication ladders to brand priorities, product focus, and commercial objectives
• Lead integrated creator strategy across organic, paid partnerships, and affiliate
• Partner cross-functionally to align on priorities that connect storytelling to performance
• Identify new channels, formats, and creator opportunities to drive incremental growth
• Lead launch communications strategy for hero products across PR, influencer, affiliate, founder, and partnerships
• Define product storytelling priorities based on brand calendar and business needs

3. Content Strategy

• Define content frameworks that creators and internal teams can scale
• Guide influencer content toward both brand storytelling and conversion performance
• Partner with creative to ensure outputs ladder to campaign narratives

4. PR & External Communications

• Own PR strategy and execution (earned media, brand moments, storytelling)
• Build and maintain media relationships
• Manage agency partners to deliver consistent, high-quality coverage
• Translate brand strategy into culturally relevant press narratives

5. Founder Strategy & Visibility

• Shape and manage founder presence across media, partnerships, and brand storytelling
• Own long-term visibility strategy (thought leadership, key moments)
• Manage day-to-day coordination and external opportunities

6. Affiliate & Performance Partnerships

• Partner with Digital to scale affiliate as a growth channel
• Guide creator selection, briefing, and content strategy for conversion
• Ensure TikTok Shop / Shopmy affiliate efforts align with brand priorities

7. Strategic Partnerships & Collaborations

• Identify and execute brand partnerships (celebrity, co-branded, cultural moments)
• Evaluate opportunities against brand fit, reach, and business impact
• Bring forward ideas that expand the brand into new audiences and spaces

8. Budget Ownership

• Own and manage total Brand budget, including PR influencer budget
• Allocate investment across creators, agencies, partnerships, and activations
• Continuously optimize based on performance and priorities

Qualifications, Experience, and Skills

• 6–10 years of relevant experience in influencer, PR, brand, or growth marketing, with demonstrated ownership across paid, organic, and earned ecosystems.
• Proven track record driving business impact, with clear examples of translating brand, influencer, and PR efforts into revenue growth and user acquisition.
• Strong analytical capabilities, including hands-on experience working with performance data to assess impact, identify drivers of profitable growth, and inform investment decisions (e.g., ROAS, ROI, conversion).
• Experience connecting upper-funnel activity to down-funnel outcomes, with a clear understanding of how influencer, PR, and partnerships contribute to measurable business results.
• Strategic leadership paired with executional rigor, including the ability to define direction, set priorities, and ensure consistent, high-quality delivery.
• Cross-functional leadership experience, with a track record of partnering effectively across growth, digital, creative, and brand teams to drive integrated outcomes.
• Experience engaging with senior leadership, including presenting performance insights, shaping strategic recommendations, and influencing decision-making at the leadership team level.
• People management and team development experience, including direct management of individual contributors, with a focus on coaching, prioritization, and capability building.
• Experience building and scaling systems and processes across influencer, PR, and partnerships to enable efficiency and repeatability.
• Strong brand and creative instincts, with a demonstrated ability to guide storytelling, talent selection, and culturally relevant execution while maintaining performance focus.
• Agency and external partner management experience, with accountability for delivering against clear objectives and maintaining high standards of output.

The expected starting salary range for this role is $165,000-$170,000 with bonus potential. Exact salary is subject to relevant skills and experience.