Group Director, Creator & Influencer

About the role

The Group Director, Creator & Influencer will lead the development of creator and influencer strategies for major North American clients, guiding cross-functional teams and ensuring programs drive measurable business outcomes.

Responsibilities

• Lead the development of creator and influencer strategies for major North American clients, including campaign-based, always-on, ambassador, UGC, subject matter expert, social commerce, and performance-led creator programs.
• Translate client business objectives into clear creator roles, audience strategies, platform approaches, content pillars, KPIs, creator network designs, and activation plans.
• Oversee end-to-end creator and influencer program delivery, ensuring work is strategically grounded, operationally consistent, and delivered to VML standards.
• Guide teams through creator sourcing, vetting, outreach, negotiation, contracting, briefing, content development, approvals, publishing, paid amplification, reporting, and optimization.
• Partner closely with Business Affairs, Legal, Finance, Data, Media, Creative, Strategy, Client Engagement, and Delivery teams to ensure influencer work is properly scoped, staffed, governed, and executed.
• Serve as a trusted senior advisor to clients on creator and influencer marketing, helping them understand the strategic role of creators across brand, social, content, media, commerce, and community.
• Identify growth opportunities within existing client relationships and help shape proposals, scopes, staffing plans, RFP responses, pitch narratives, and strategic recommendations.
• Partner with the Managing Director to strengthen VML’s creator and influencer capability, with a focus on quality, consistency, talent development, and scalable delivery.
• Manage, coach, and develop team members, helping them build deeper fluency in creator strategy, platform behavior, creator evaluation, campaign operations, negotiation, measurement, and client leadership.
• Collaborate with VML, WPP, and specialist partner agencies where needed to deliver the right solution for each client, while ensuring partners are integrated into VML-led strategy, process, governance, and quality standards.

Skills & Experience

• 10+ years of experience in social, influencer, creator marketing, content, digital, or integrated marketing, with deep specialization in creator and influencer strategy.
• Proven experience leading complex creator and influencer programs for enterprise clients, ideally across multiple brands, categories, markets, or business units.
• Strong understanding of the full creator marketing lifecycle, including strategy, creator network design, sourcing, vetting, negotiation, contracting, briefing, content development, approvals, publishing, paid amplification, reporting, and optimization.
• Able to connect creator strategy to broader brand, social, media, commerce, content, and customer experience objectives.
• Experience developing creator playbooks, operating models, strategic frameworks, POVs, RFP responses, client presentations, and measurement narratives.
• Practical understanding of creator negotiations, usage rights, exclusivity, compensation models, contracting workflows, FTC disclosure requirements, brand safety, and compliance considerations.
• Proven ability to coach, manage, and develop direct reports and cross-functional teams.
• Strong executive communication skills, with the ability to simplify complex creator marketing topics for senior clients and internal stakeholders.
• Commercial mindset with experience identifying growth opportunities, shaping scopes, supporting pitches, and contributing to agency revenue growth.
• Builder mentality: comfortable creating structure in ambiguity, improving processes, and helping scale a fast-growing agency capability.

Pay

The base salary range for this position at the time of this posting is $100,000—$230,000 USD. Individual compensation varies based on job-related factors, including location, business needs, level of responsibility, experience, and qualifications.

Benefits

We offer a competitive benefits package, click WPP Benefits for more details.