VP, Creator Growth (SLG)

About the role

Later is investing heavily in how we grow our creator network, and the creator acquisition engine is one of the most important levers we have. We are looking for a VP of Creator Growth (SLG) to own our sales-led growth motion for affiliate creator acquisition end to end. This is a senior, high-visibility role that will report directly to the GM of Creator and work in close partnership with Sales, Product, and the Later Influence team to build and scale the programs, playbooks, and campaigns that bring the right creators into the Mavely ecosystem.

What you'll be doing

• Strategy & Ownership
• Own the creator SLG strategy end to end, defining the acquisition model, segmentation, and deal economics that drive VIP and macro creator growth across Later Influence and Mavely
• Operate as a player-coach: join your team members on key VIP outbound and meetings, provide real-time coaching and strategy, and model the motion firsthand. Your job is to help your team close.
• Set the annual and quarterly GTM plan for creator SLG acquisition, including team quota, deal-mix targets, and ramp expectations against company revenue goals.
• Define the creator journey from first touch through activation and codify what works into a repeatable motion.
• Partner with cross functional teams to design creator-facing value propositions, pitch materials, and acquisition playbooks
• GTM Execution & Commercial Structuring
• Build and run full-funnel creator acquisition campaigns spanning outbound, events, social, partnerships, and targeted paid, optimizing toward creator sign-ups, activation, and first-transaction milestones.
• Own the commercial structuring on every net-new VIP signing, designing VIP bonus and VIP guaranteed flat-fee campaign deals that win the creator and protect Mavely's unit economics.
• Run the SLG bonus program at the program level, owning budget, brand pairings, eligibility rules, and structural updates as the program evolves.
• Lead creator segmentation and targeting, working with Data Science and Marketing Ops to identify high-potential creator cohorts on social platforms and prioritize outreach accordingly.
• Partner with Marketing to develop and launch creator-specific lifecycle programs that move acquired creators from signup to active affiliate participation, reducing time-to-first-transaction.
• Translate creator monetization product updates into pitch narratives that close deals, partnering with Product Marketing on enablement assets.
• Own the Ambassador Program as a sales-driven pipeline engine, identifying ambassador candidates and converting them into advocates who feed creator acquisition.
• Cross-functional Partnership
• Partner with the Director of Creator Growth, PLG, on the self-serve to high-touch handoff so creators ready for VIP economics get routed in cleanly.
• Partner with Creator Success on the post-activation migration of VIP creators into pods, ensuring commercial context transfers cleanly.
• Partner with Revenue Operations on quota construction, pipeline reporting, and attribution so creator SLG investment is tracked with the same rigor as any revenue-generating channel.
• Partner with Legal and Compliance on VIP contract terms, disclosures, and jurisdictional requirements relevant to affiliate monetization.
• Partner with Marketing and Product Marketing to convert wins into demand and to develop creator-facing materials that accelerate your team's motion.
• Team Leadership
• Recruit, manage, and develop a SLG acquisition and activation team with deep creator economy or social platform backgrounds, holding a high bar on every hire.
• Operate as a player-coach: join the team on live deals, provide real-time coaching in calls and negotiations, and model the motion firsthand rather than running disconnected enablement. Your success is measured by what the team closes, not a personal book.
• Establish team operating rhythms (pipeline reviews, deal desk, weekly forecast calls) that keep the function moving quickly without losing strategic focus.
• Coach to outcomes and hold the team accountable to measurable deal targets, not activity metrics.
• Measurement & Optimization
• Define the measurement framework for creator SLG, including leading indicators (outbound activity, meeting volume, response rates, qualified pipeline) and lagging indicators (net-new VIP signed revenue, average deal terms versus plan, ramp time to first VIP signing).
• Run structured experimentation across outreach messaging, deal structures, and target lists to identify what closes most efficiently, and scale what works.
• Report on creator SLG performance to senior leadership on a regular cadence, translating data into clear insights and actionable recommendations.

What you bring

• 8+ years of experience in creator marketing, growth marketing, or GTM roles with direct responsibility for acquisition at scale.
• Background at a social media platform, creator economy company, or affiliate/influencer marketing business, with firsthand understanding of how creators evaluate and adopt monetization tools.
• Proven track record of building and leading sales-led or sales-assisted growth programs that drove measurable creator or partner acquisition outcomes.
• Experience partnering closely with Sales teams, including building GTM playbooks, creating sales enablement materials, and aligning marketing programs to pipeline goals.
• Strong data orientation: you set up measurement frameworks, define success metrics, and use performance data to make fast decisions and reallocate investment.
• Experience managing and growing a team, with a track record of building high-performing, collaborative functions from relatively early stages.
• Strong written and verbal communication skills in English, including the ability to present strategy and results clearly to senior leadership.
• Familiarity with affiliate marketing mechanics, creator monetization models, or marketplace dynamics is a meaningful advantage.
• Experience with social platform creator programs (TikTok, Instagram, YouTube, Pinterest, or similar) and an understanding of what motivates creators to join and stay active in a monetization ecosystem.