Director of Influencer Marketing (Remote in Austin Texas)

Location: Remote in Austin, Texas, USA. Candidates must be based in the Austin metropolitan area to support regular in-person collaboration.

About PetLab Co.

PetLab Co. is one of the world's fastest-growing pet wellness brands, serving over 5 million pet parents globally through our market-leading range of pet supplements. We combine world-class performance marketing, creative excellence, and product innovation to build one of the largest DTC pet brands in the world. As consumer behavior evolves, creators have become one of the biggest drivers of trust, discovery, and performance. Whether through TikTok Shop, Meta Partnership Ads, influencer marketing, or organic social, creator-led content now sits at the heart of our growth strategy.

The Opportunity

This isn't a traditional influencer marketing role. We're looking for someone who lives and breathes creator culture—someone who instinctively knows:

• Which creators are about to become the next big thing
• Which personalities genuinely influence different communities
• Which creators consumers actually trust
• Which TikTok Shop affiliates are scaling fastest
• Which emerging voices we should partner with before our competitors do

Our Creative Strategy team develops high-performing advertising concepts. Your job is to identify the perfect creator to bring those ideas to life. You'll become PetLab's expert on the US creator ecosystem, helping us build long-term relationships with influencers, TikTok Shop creators, affiliates, and subject matter experts that power both organic growth and performance marketing.

Responsibilities

Creator Intelligence

• Become PetLab's expert on the US creator landscape, continuously identifying emerging creators, social trends, communities, and cultural movements before they become mainstream.
• Develop an unrivaled understanding of creators across different customer avatars, such as:
  • First-time puppy owners
  • Millennial dog owners
  • Senior dog owners
  • Health-conscious pet parents
  • Breed-specific communities
  • Regional communities
  • Lifestyle niches
• Identify creators consumers genuinely trust—not simply those with the biggest following.

Creator Strategy

• Work closely with the Creative Strategy team to identify the best messenger for each concept by answering questions like:
  • Which creator should deliver this script?
  • Which personality would make this concept feel authentic?
  • Which creator is most trusted by this audience?
  • Which creator could turn this into a scalable paid advertising asset?
• Act as the bridge between creative strategy and the creators who can execute it best.

Creator Partnerships

• Build and develop long-term relationships across PetLab's entire creator ecosystem, including:
  • Traditional Influencers
  • TikTok Shop Affiliates
  • Meta Partnership Ad creators
  • Spark Ad creators
  • Veterinarians
  • Trainers
  • Groomers
  • Subject Matter Experts
  • Brand Ambassadors
  • Emerging creators
• Proactively identify creators before competitors, negotiate partnerships, and build a creator network that becomes a genuine competitive advantage.

TikTok Shop Creator Programme

• Recruit high-potential TikTok Shop affiliates.
• Develop relationships with our highest-performing creators.
• Identify rising creators capable of generating meaningful GMV.
• Share learnings across influencer marketing and TikTok Shop.
• Manage and grow our TikTok Shop creator community.
• Help creators transition between affiliate, organic, and paid partnership opportunities.
• Build a creator ecosystem that contributes across TikTok Shop, Meta Partnership Ads, organic social, and future channels.

Creator Success

• Manage creator onboarding.
• Coordinate product launches.
• Deliver clear creative direction.
• Provide feedback to improve content quality.
• Build long-term creator relationships.
• Ensure creators have an exceptional experience working with PetLab.

What Success Looks Like

Within your first 12 months, you'll have:

• Built one of the strongest creator networks in the pet industry.
• Established PetLab as the partner of choice for creators.
• Consistently identified emerging creators before competitors.
• Significantly increased the quality of creator-led advertising across Meta and TikTok.
• Built a thriving TikTok Shop creator community driving meaningful GMV.
• Increased collaboration between influencer marketing and TikTok Shop.
• Developed long-term relationships with creators across multiple customer communities.
• Helped make creator partnerships one of PetLab's biggest competitive advantages.

Requirements

Essential

• 5+ years' experience in influencer marketing, creator partnerships, talent management, or creator strategy.
• Strong understanding of the US creator ecosystem across TikTok, Instagram, and YouTube.
• Experience identifying, recruiting, and developing high-performing creators.
• Experience working with TikTok Shop creators and affiliate programs.
• Strong understanding of Meta Partnership Ads, Spark Ads, and creator licensing.
• Excellent relationship-building and negotiation skills.
• Experience working closely with creative and paid media teams.
• Strong project management skills and ability to manage multiple creator relationships simultaneously.
• Highly organized with exceptional communication skills.

Desirable

• Experience within high-growth DTC or consumer brands.
• Experience in pet, health, wellness, or nutrition categories.
• Existing network of US creators, agencies, and talent managers.
• Experience building creator communities or ambassador programs.
• Experience using creator management platforms and AI tools to improve workflows.

About You

You're someone with an exceptional instinct for identifying the right creators to work with. Whether they're an established influencer, a fast-rising TikTok Shop affiliate, or an emerging voice that nobody else has spotted yet, you know how to identify creators who can authentically represent a brand and drive commercial results. You have a clear methodology for evaluating creators—not just by follower count or engagement, but by factors such as audience trust, content quality, storytelling ability, authenticity, community fit, and their potential to become long-term partners. You genuinely enjoy internet culture, creator content, and social media, staying on top of the personalities, communities, and trends shaping consumer behavior. You understand that the best creator isn't always the biggest creator. You know how to match the right creator with the right audience, platform, and creative concept to maximize performance. Above all, you're commercially minded, highly organized, and passionate about building long-term creator relationships that deliver measurable business impact.

Benefits

• 20 days PTO excluding bank holidays
• Company Bonus
• Medical, Vision, and Dental Insurance
• Generous Learning and Development budget
• Short-Term and Long-Term Disability Insurance
• Life Insurance
• 401K
• Work Remote
• Monthly Uber coffee/bagel and lunch stipend
• Monthly Internet Stipend