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Manager, Influencer Marketing

Brooks Running

Seattle, WA

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Job Description

Posted On: April 19, 2021


Brooks has an incredible group of long-time Brooks ambassadors who champion our brand on the ready – and they exist both online and offline. The question is, how do we bring these groups together to create a universe where everyone is informed and part of the brand, and excited to celebrate with us at every turn, whether it be new product launches or important brand moments like an athlete winning the Boston Marathon? Our influencers are an extension of Brooks and an important part of our connective tissue with runners.


The Manager, Influencer Marketing is responsible for driving strategy and executing on influencer programming for the brand. You are responsible for creating and driving measurable strategies with clear KPIs to meet defined objectives, inclusive of building brand awareness and product discovery. All programming will be built in partnership with a cross-functional group of peers across marketing, including your colleagues in retail marketing, PR, sports marketing, social, sales and more. The ideal candidate will have proven experience identifying and engaging influencers, managing influencer outreach programs, and creating engaging, brand worthy content. This person will also have deeply rooted interest in culture, entertainment, and lifestyle and be able to identify key influencers for both paid and earned opportunities. This person will be willing to dive in head-first to develop a vision and 360° strategy to move Brooks forward in the influencer space and build out the work of the Influencer Marketing team.


You will lead and effectively manage the Senior Specialist, Influencer Marketing to ensure seamless execution of department programs and initiative.


Responsibilities:

  • Manage all aspects of the Brooks Influencer Marketing efforts, defining strategy and driving execution in partnership with key cross-functional groups.
  • Define and lead the future of our global influencer strategic approach to position Brooks for success in driving brand awareness and engagement.
  • Cultivate and build relationships with cross-functional leaders; create processes for collaboration with key teams and drive nimble, effective programming execution.
  • Identify for Brooks and understand how to utilize influencers for both paid and earned opportunities – online and offline. Drive this utilization and weave into the strategic path for Influencer Marketing.
  • Own negotiations with key partners/groups and manage relationships to ensure completion of any agreed upon activations/initiatives and attainment of negotiated metrics.
  • Own influencer programming through direct management of metrics, budget spend, and maximization of return on investment.
  • Manage and negotiate influencer campaign budgets, payments, engagement levels, and overall performance.
  • Manage all aspects of digital media influencer marketing campaigns from campaign briefing, to influencer contracting, to program execution and post-campaign reporting.
  • Manage external agencies and oversee campaign strategy and lead creative ideation to deliver fully integrated campaigns/programs.
  • Develop KPIs and benchmarks to measure and maximize influencer impact;evaluate campaign results and report on key insights, recommendations for future adjustments.
  • Lead post-mortems for various campaigns or programs and report on key insights, recommendations, and strategic adjustments to drive change for continuous improvement.
  • Lead communication with influencers on campaigns, including negotiation and ensuring campaign and messaging are executed correctly and on time.
  • Create and execute project campaign timelines and schedules.
  • Use best judgement to revise as appropriate to meet changing needs and campaign requirements.
  • Cultivate and maintain strong relationships with influencers that align with the Brooks brand.
  • Identify opportunities to utilize influencers for brand campaigns (e.g.: seasonal stories) and leverage them for integrated team opportunities. Work cross-functionally and delegate this work accordingly.
  • Stay abreast of trends and strategy in the social media influencer world to determine any new influencer strategies or opportunities to incorporate into future programming.
  • Lead, mentor, and coach the Senior Specialist, Influencer Marketing.


    Required Skills

  • Bachelor’s degree in Marketing, PR, Communications, or relevant equivalent experience
  • 7+ years’ experience in influencer marketing and community partnerships.
  • 3+ years of experience leading a small team or direct report.
  • Solid understanding of all major social media and video platforms, specifically Instagram, YouTube, Facebook and TikTok
  • Strong project management skills with the ability to juggle multiple projects and prioritize workload
  • Excellent verbal and written communication skills, demonstrating effective listening through concise, clear verbal and written communication.
  • Excellent interpersonal skills that inspire and build trust resulting in effective working relationships across the company and our external partners.
  • Ability to present with confidence to key stakeholders and executives.
  • Keen attention to detail in planning, organization, and execution of tasks, while still seeing the big picture and understanding how all the pieces fit together and affect one another.
  • Demonstration of initiative and innovation – always looking at improving our presence and processes while also displaying a willingness to dive into the details and help out wherever necessary.
  • Passionate participation in Brooks’ sports activities a plus, overridden by the ability to understand and empathize with the runner to develop loyal, engaging relationships with our customers and the Brooks community.
  • Embrace and live the Brooks values!