Lead, Influencer & Creator Marketing

Job description

🎯 Mission Brief: Building Lenskart's Creator-First Brand Engine You will architect and scale Lenskart's transformation into a creator-native brand ecosystem, where influencers and digital creators become the primary storytellers of our brand narrative. Your mission is to move beyond transactional influencer campaigns to building a proprietary creator network that drives authentic engagement, cultural relevance, and measurable business impact across India's rapidly evolving digital landscape. This is more than campaign management—you're building the system, relationships, and content infrastructure that positions Lenskart at the intersection of eyewear culture, digital trends, and consumer behavior. You'll define how millions of Indians discover and engage with Lenskart through creators they trust, while directly driving revenue, brand lift, and category leadership. 🔑 Core Mandate: Creator Ecosystem Transformation Creator Network Platform & Ecosystem (The Builder's Focus) Creator Intelligence System: Own the strategic vision, architecture, and operationalization of Lenskart's proprietary creator network—a data-driven, AI-informed ecosystem that identifies, evaluates, and manages relationships with influencers, micro-creators, and emerging talent at scale across all relevant platforms and audience segments. Network Intelligence & Performance Architecture: Design and implement the systems, frameworks, and dashboards that track creator performance, audience quality, engagement authenticity, and conversion impact—transforming creator partnerships from gut-feel decisions to data-driven platform investments. Talent Relationship Infrastructure: Build the operational backbone for managing high-volume creator relationships—from discovery and negotiation to content collaboration, performance monitoring, and long-term ambassador development. This includes direct relationships with talent managers, agencies, and celebrity representatives. Content Framework & Creative Systems: Develop clear, compelling, performance-oriented creative briefs and content guidelines that balance brand storytelling with creator authenticity, platform optimization, and conversion objectives. Define the creative DNA for all influencer-led content. 2. Campaign Impact & Revenue Growth (The Business Focus) Campaign Performance & ROI Excellence: Lead the design, execution, and optimization of integrated influencer campaigns that drive measurable business outcomes—engagement, reach, conversions, and revenue impact. Monitor real-time performance across creators, platforms, and campaigns using advanced analytics and attribution. Commercial Acumen & Negotiation Strategy: Manage all commercial aspects of creator partnerships—from contract negotiation to usage rights, exclusivity agreements, and performance incentives. Directly negotiate with top-tier celebrities, micro-influencers, talent managers, and agencies to maximize brand value and commercial terms. Strategic Campaign Architecture: Conceptualize and lead end-to-end influencer marketing campaigns aligned with brand objectives, product launches, seasonal moments, and cultural trends. Balance multiple concurrent campaigns across categories and platforms while maintaining strategic coherence. Content-Driven Growth: Own the strategy to optimize all influencer-generated content for audience relevance, platform algorithms, engagement, and conversion. Ensure content drives not just brand awareness but measurable customer acquisition and lifetime value. 3. Cultural Leadership & Trend Mastery (The Change Agent Focus) Creator Economy Visionary: Stay ahead of platform evolution, emerging creator trends, cultural moments, and shifting audience behaviors. Be the internal authority on digital culture, creator-first marketing, and how Lenskart can lead in the creator economy. Integrated Marketing Leadership: Lead cross-functional collaboration with Performance Marketing, Social Media, PR, Brand, and Retail teams to ensure influencer initiatives amplify and reinforce broader marketing strategies while maintaining platform authenticity. On-Ground Activation & Experience Design: Lead the end-to-end execution of influencer shoots, celebrity appearances, brand events, and experiential activations that create memorable brand moments and drive social amplification. Organization Transformation: Champion the shift toward creator-centric thinking across Lenskart. Build internal capabilities and mindset around influencer partnerships as a core channel, not a peripheral tactic. 📋 The Essentials Experience ● 8–10 years of progressive leadership in influencer marketing, creator economy, talent management, celebrity partnerships, or brand marketing ● Proven track record of managing high-volume influencer campaigns across multiple creators, categories, and platforms simultaneously ● Demonstrated experience directly negotiating commercial agreements with celebrities, top-tier influencers, talent managers, and talent agencies ● Strong background in campaign performance analytics—deep understanding of engagement metrics, attribution, conversion tracking, and ROI optimization ● Experience with influencer marketing platforms, creator tools, social listening software, and analytics dashboards ● Hands-on execution experience with influencer shoots, brand events, celebrity appearances, and on-ground activations ● Proven ability to build and scale creator networks and relationships from zero to significant scale ● Track record of delivering integrated campaigns that drive both brand impact and measurable business outcomes Education & Language ● Bachelor's degree in Marketing, Communications, Business, or related field (Master's preferred) ● Professional fluency in English and at least one Indian regional language (Hindi preferred)—essential for authentic creator relationships and cultural relevance Domain Bonus Points ● Direct experience in fashion, beauty, eyewear, or lifestyle sectors ● Existing personal or professional network of influencers, celebrity managers, and talent agencies across India ● Background managing ambassador programs or celebrity endorsements ● Familiarity with emerging platforms (YouTube Shorts, Instagram Reels, Snapchat, Pinterest, LinkedIn) ● Experience working in high-growth, fast-scaling consumer or D2C brands 💭 The Mindset Systems & Product Thinking You see influencer marketing not as a series of campaigns, but as a scalable, data-driven product ecosystem. You're intellectually curious about how creators, platforms, audiences, and brand narratives intersect. You think in terms of systems, automation, and infrastructure—how can we make creator partnerships more intelligent, efficient, and impactful at scale? Cultural Intelligence & Trend Mastery You possess an intuitive grasp of digital culture, youth behavior, trending moments, and creator authenticity. You're constantly consuming creator content, understanding platform dynamics, and spotting emerging talent. You understand why a creator resonates with audiences and can translate that into brand strategy. Execution Excellence Under Complexity You thrive managing dozens of simultaneous campaigns, multiple creator tiers, competing priorities, and real-time optimizations. You balance creative ambition with commercial rigor—delivering campaigns that are both culturally relevant and profitable. You move at the pace of a high-growth tech company, not traditional marketing. Analytical Rigor & Commercial Mindset You're obsessed with data—performance metrics, ROI, audience quality, attribution. You don't settle for vanity metrics. You can translate complex analytics into clear business insights and recommendations. You understand financial impact: working capital, cost per acquisition, lifetime value, and bottom-line contribution. Transformational Leadership & Organizational Influence You're a compelling communicator who can drive organizational alignment around creator-first strategies. You mentor and develop talent. You challenge status quo practices and build internal conviction around data-driven influencer marketing as a core growth lever. You lead with influence, not just authority. Growth Mindset & Adaptability You thrive in ambiguity and rapid change. Platform algorithms shift. Creator trends evolve. New platforms emerge. You stay curious, experiment quickly, learn from failures, and continuously optimize. You see obstacles as problems to solve, not reasons to say no. 🌟 What Success Looks Like in Year 1 ● Creator Ecosystem Built: Identified, onboarded, and formalized partnerships with 200+ creators across tier-1 (celebrity), tier-2 (macro influencers), and tier-3 (micro-creators) segments with documented performance benchmarks ● Campaign Performance Mastery: Established clear measurement frameworks; improved influencer campaign ROI by 30%+ through optimization and smarter creator-campaign matching ● Commercial Excellence: Negotiated 50+ commercial agreements; reduced average creator cost-per-engagement while increasing conversion rates ● Data Infrastructure: Implemented creator performance dashboard tracking 15+ KPIs in real-time; established attribution model for influencer-driven conversions ● Internal Adoption: Secured organizational alignment on influencer marketing strategy; positioned influencer channel as a top 3 growth driver for brand awareness and acquisition ● Cultural Relevance: Ensured Lenskart appears in 5+ significant cultural moments/trends through creator partnerships; established brand as culturally aware and creator-first ● Team & Capability: Built or inherited a high-performing team; documented playbooks for campaign execution, creator negotiation, and performance optimization 🏢 Why Lenskart? You'll be joining India's fastest-growing eyewear brand at a pivotal moment. As creator economy influence grows exponentially in India, we're building the systems, team, and culture to lead in this space. You'll have P&L responsibility, autonomy to build systems and partnerships, and the budget and organizational support to scale. This is a foundational role that shapes how Lenskart connects with millions of Indian consumers through the voices they trust most.