Senior Manager, Influencer & Affiliate Marketing

About the role

The Senior Manager, Influencer & Affiliate Marketing serves as the cross-channel strategic and operational lead for the company's influencer, creator affiliate, ambassador, and traditional affiliate ecosystem across DTC, Amazon, and TikTok Shop.

This role consolidates capability that previously sat in three separate organizations — DTC influencer work, Amazon affiliate management, and TikTok creator commerce — into one unified function under Brand Marketing.

Responsibilities

• Own the integrated influencer, creator affiliate, ambassador, and affiliate strategy across DTC, Amazon, and TikTok Shop, executing against the broader framework established with the Head of Brand Marketing.
• Deliver against creator-driven revenue commitments across the channel portfolio, with monthly forecasting, pacing, and joint budget submission to Sales (Shopify model).
• Build and maintain the two-stage operating funnel — proactive recruiting and broad discovery at Stage 1, concentrated depth partnerships with graduated winners at Stage 2 — across all three channels.
• Lead the cross-channel platform consolidation work currently underway on Amazon (Levanta, Creator Connections, etc.), bringing the same operating discipline to DTC and TikTok.
• Team Leadership: Lead and develop direct reports across DTC (Erick), Amazon affiliate (TBD), and TikTok (Libby, Daniela, Larissa) — three different channel disciplines with shared creator economics and operating standards.
• Set the operating cadence — weekly pipeline reviews, monthly performance reporting, quarterly program audits.
• Coach and grow Libby as she develops dual capability in TikTok creator recruiting and depth-partnership community nurturing.
• Creator Economics & Compliance: Own tiered commission structures, gifting budgets, contract standards, usage rights, and FTC compliance across all active creator and affiliate partnerships.
• Standardize creator scoring, graduation criteria from broad recruiting to depth nurture, and ambassador-tier qualifications across channels.
• Manage platform spend and consolidation — Levanta, Creator Connections, TikTok Shop Affiliate Center, Impact/AWIN for DTC, and the existing managed-service partners (Wickfire, Amobeez, etc.) where retained.
• Content-to-Paid Integration: Drive creator-led content systematically into the paid program — Spark Ads on Meta, GMV Max on TikTok, Amazon Sponsored Brand creative — with measurable performance lift versus brand-produced creative.
• Partner with Greg's paid team on cross-channel paid efficiency and creative pool curation.
• Coordinate with Carmen's creative team on usage rights, asset routing, and brand voice consistency across creator output.
• Performance Tracking & Optimization: Monitor cross-channel creator and affiliate KPIs — revenue contribution, activation rates, content velocity, GMV per creator, LTV of creator-acquired customers, FTC compliance, partner retention.
• Deliver monthly performance reporting integrated into the leadership cadence, with quarterly strategic recommendations.
• Identify opportunities to consolidate platforms, optimize commission economics, and concentrate investment in power-law winners.
• Cross-Functional Relationships: Collaborates closely with: Head of Brand Marketing (direct manager), VP of Marketing (Matt) on cross-channel strategy, Director of eCommerce (Isaac) on company revenue targets, joint budget submissions, and cross-channel commercial strategy across both Phase 1 and Phase 2, Head of TikTok Channel (currently fractional) on day-to-day TikTok operations, promo cadence, and creative pool feeding GMV Max, Amazon Channel Lead (Guillaume) on Amazon channel operations, pricing, paid coordination, and inventory, Growth Marketing (Greg's team) on paid creative pool, GMV Max, Spark Ads coordination, DTC channel (Hillary's team) on Shopify-side affiliate integration, Creative & Multimedia (Carmen's team) on creator content standards and usage rights, Brand Engagement (Mateo) on community-to-creator pipeline and ambassador touchpoints, Social Media team on cross-channel creator content, Finance on commission, gifting budgets, and revenue forecasting, Customer Service on creator-related customer experience, External affiliate platforms, agencies, and vendors.

Qualifications

• Deep community management background — you understand that durable revenue on creator-driven channels comes from depth-of-relationship with proven winners, not just breadth of activations. You've built ambassador programs, retainer relationships, and tiered creator economics that compound.
• TikTok savvy — you understand the platform mechanics (open collaboration, GMV Max creative pool, live commerce, account health), the algorithm signals that drive content distribution, and the commercial implications of the creator-affiliate funnel.
• Strategic partnerships thinker AND organized operator — you can architect the program (commission tiers, contract standards, FTC compliance, creator scoring frameworks) while also running the day-to-day partner management with proactive communication and accountability.
• Comfortable owning revenue commitments — you've delivered against creator-driven GMV or affiliate revenue targets, with the analytical rigor to forecast, pace, and recalibrate.
• Team developer — you've managed and developed multi-channel teams, ideally including direct reports across different geographies and disciplines.
• Integrated into the broader marketing stack — you understand how creator and affiliate ecosystems interact with paid media (GMV Max, Spark Ads, Meta whitelisting), retention marketing, social, and digital commerce.