Director, Influencer Marketing

About the role

Small Girls PR is looking for a Director of Influencer and PR with 7-8+ years of experience to manage overarching strategy and client relationships, concept novel initiatives that drive social virality and press headlines, manage deliverables for integrated campaigns, and oversee a team of talented junior staffers. This role will work with a wide range of creative and innovative brands across food & beverage, wellness, consumer tech, and more.

This role can be based in either our NYC or LA office, working two days a week in the office on a hybrid schedule.

Responsibilities

• Drive long-term strategy and create tentpole campaigns for a range of clients on both retainer and project-based engagements. Manage expectations, set goals, timelines, and deliverables, with responsibility for meeting or exceeding client KPIs—both qualitative and quantitative.
• Originate out-of-the-box ideas that strengthen a client's marketplace positioning and earn attention—whether through press placements or earned talkability above and beyond paid influencer deliverables.
• Collaborate across disciplines to create and execute integrated campaigns, working with Experiential, Paid Media, Strategy, Creative/Content, Measurement, and more.
• Participate in new business meetings and proposals alongside senior leadership, contributing to business development and growth initiatives.
• Manage and mentor junior team members and freelancers, ensuring quality and breadth of their work.
• Provide thought leadership to the team, leading by example for junior team members, elevating client work, and pushing the boundaries of influencer marketing & PR to keep SGPR ahead of industry trends and client expectations.

Influencer-Specific Responsibilities

• Lead the overall management and execution of paid and earned influencer programming across tiers of influencers and platforms (Instagram, TikTok, YouTube, LinkedIn, Substack, Podcast, etc.), including influencer identification, outreach, negotiation, and contracting.
• Manage budgets ensuring cost-effectiveness and a strong ROI.
• Maintain a deep and diversified rolodex of influencer and agent relationships with a demonstrated ability to negotiate efficient rates for clients.
• Develop insights that capture both quantitative and qualitative results based on metrics such as reach, impressions, views, clicks, CPM, CPC, and CTR. Use analytical skills to interpret numbers for teammates and clients, generating actionable learnings to strengthen future recommendations.

Earned Press-Specific Responsibilities

• Independently generate earned press strategies with message development, target verticals, and storylines, with an emphasis on new and evolving media including Substacks and podcasts.
• Maintain a deep and diversified rolodex of press contacts for placements.
• Demonstrate a track record of securing feature stories and dream placements.
• Shape ideas generated by clients and agency partners for maximum earned impact, including diplomatically pushing back and steering clients toward success.

Requirements

• Minimum of 7-8+ years of relevant experience within influencer marketing and earned PR spaces (agency or in-house), including negotiating contracts, creating and managing successful influencer campaigns, and maintaining a strong network of influencer, agent, and media relationships.
• Bold, strategic thinker who consistently pushes beyond the expected to develop breakthrough ideas that elevate brands and spark conversation.
• Ability to translate cultural insights into ownable, multi-channel campaign concepts that drive measurable impact and distinguish clients in crowded markets.
• Proven track record of developing strategic influencer and press campaigns that achieve client goals and KPIs.
• Strong organizational skills to monitor progress of personal and team deliverables, manage campaign pipelines, and ensure every individual contributes to the team's success.
• Detail-oriented with a keen eye for accuracy, diligent with formatting, and a commitment to meeting deadlines.
• Deep knowledge of influencer trends, current and emerging social platforms, content formats, and analytics.
• Ability to analyze performance, develop insights, and deliver reports with actionable recommendations.
• Strong verbal and written communication skills, capable of instilling client confidence and leading discussions to actionable outcomes.
• Content and trend-obsessed, with a passion for connecting cultural trends to relevant, ownable campaigns.

Benefits

• Generous PTO that scales with tenure, plus Summer Fridays, a Day of Rest for mental health, Caregiving days, and time off for Unsick Days dedicated to preventative care.
• Dedicated time for collaboration and strategic solo work through the Smalls In Sync program.
• Comprehensive benefits including 100% employer-covered medical plan, 401k match up to 4%, dental, and vision.
• Innovation leadership with training at the intersection of PR and AI.
• Vibrant culture with employee-led committees shaping company policy and organizing team celebrations.

Pay

Depending on experience, the salary threshold is $120,000.