About this role
About the brand
A fast-growing functional-beverage startup whose adaptogenic drink mixes have gone TikTok-viral for their stress-reducing formulations and science-backed ingredient transparency. The company sells DTC, is stocked in Target, and leans heavily on social proof from creators and customers.
What you’ll own
Influencer program end-to-end – source, vet, and activate micro- and mid-tier creators (5 k–250 k followers) on TikTok, Instagram, and YouTube; build ambassador tiers and evergreen UGC pipelines. Campaign strategy & execution – craft briefs that showcase product benefits (calming, hormone balance, no fillers), negotiate deliverables/fees, handle product seeding, and ensure FTC-compliant disclosures. Performance tracking – set KPIs (CPM, CAC, view-through, affiliate ROAS), run A/B creative tests, and translate results into actionable insights for paid-social and email teams. Community & brand voice – monitor creator content for on-brand tone, engage with comments, and surface UGC for repurposing across ads, website, and retail displays. Cross-functional alignment – partner with Growth, Creative, and Ops to forecast inventory for spikes, sync launch calendars, and secure incremental retail placements via influencer buzz. Requirements
3–5 yrs running influencer programs for a CPG, beverage, or wellness brand; proven TikTok success a must. Rolodex of creators in food-and-bev, wellness, and Gen-Z lifestyle niches. Strong negotiator able to manage $50k – $200k quarterly influencer budgets and multiple agency/sourcing platforms. Data-driven: comfortable building dashboards, calculating blended CAC, and presenting insights to leadership. Excellent copy instincts and eye for video hooks, trends, and meme culture. Bonus: experience integrating affiliate links, Shopify Collabs, or LTK, and familiarity with paid-social whitelisting.