An Influencer Marketing Manager is a professional who oversees and strategizes influencer marketing campaigns to promote products, services, or brands through influential individuals on social media platforms and other online channels. They are responsible for identifying suitable influencers, negotiating collaborations, and measuring campaign success. In this blog post, we will delve into the primary responsibilities and the most in-demand hard and soft skills for Influencer Marketing Managers.

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Main Responsibilities of an Influencer Marketing Manager

The following list describes the typical responsibilities of an Influencer Marketing Manager:

Analyze

• Analyze and report on performance data to optimize influencer and social media channels.

• Analyze campaign data and insights to optimize future influencer marketing efforts.

Attend

Attend relevant events for networking and business purposes.

Book

Book and manage talent for brand campaigns.

Brainstorm

Brainstorm new, creative approaches to influencer campaigns.

Build

• Build and maintain a network of influencer relationships for future campaigns.

• Build and maintain relationships with kid and family creators.

• Build and scale GetResponse's brand ambassador program for influencers.

• Build creative strategies and plans for clients.

• Build, manage, and grow our affiliate and influencer marketing programs from the ground up.

Champion

Champion and drive through necessary changes ensuring full buy in from relevant stakeholders.

Collaborate with

• Collaborate with cross-functional teams for influencer-led product launches and promotions.

• Collaborate with Influencer Marketing Team to support large campaigns and product launches.

• Collaborate with the marketing and creative teams to align influencer strategies with overall marketing initiatives.

Conduct

• Conduct A/B testing of different influencer strategies to optimize results.

• Conduct competitor analysis to identify new opportunities and stay ahead of the curve.

Contribute to

• Contribute to creative campaign ideas and strategies to build global brand awareness.

• Contribute to the 3 year plan and support the delivery of the full PR & Influencer proposition.

Coordinate

• Coordinate influencer contracts and ensure compliance with legal and brand guidelines.

• Coordinate influencer events and meet-ups to enhance brand exposure.

Create

• Create and manage an online review funnel for building online reviews and reputation.

• Create campaign briefs outlining key deliverables and expectations for influencers.

• Create clear influencer strategies to ensure maximum leverage and optimal service.

• Create detailed reports on KPIs and influencer performance to show progress toward function goals.

• Create inspiration internally and externally for the influencer function.

• Create presentations and reports to clients on Weekly, Monthly and Quarterly basis.

Develop

• Develop and execute crisis management plans for influencer-related incidents.

• Develop and execute influencer marketing strategies to achieve brand objectives.

• Develop and manage influencer marketing budgets for various campaigns.

• Develop a strong understanding of the kid and family influencer space.

• Develop influencer guidelines and best practices for the organization.

• Develop, manage and deploy day-to-day editorial content across all social media platforms.

• Develop paid influencer strategy to increase key metrics surrounding engagement, revenue, and growth.

• Develop targeted strategies for each of our platforms (e.g., Instagram.

• Develop the wider global Subscription calendar moments, to sit alongside local territory calendars.

Drive

Drive and deliver projects with influencers.

Educate

Educate and onboard talent onto SafeFam, our kid-safe content certification program.

Ensure

• Ensure final creative and integrations are consistent with the brief and meet legal standards.

• Ensure full order process and order fulfilment is optimal to customer recommendations.

• Ensure that your cover letter and resume are saved and sent as one file.

• Ensure timely execution of influencer deliverables, communication, and coordination of logistics.

• Ensure workflow and processes are productive and efficient, adjusting when needed.

Evaluate

Evaluate potential risks and challenges associated with influencer collaborations.

Facilitate

Facilitate development of strategic influencer-related activities for our clients.

Follow

Follow industry trends to remain competitive and front of mind for the customer.

Formulate

Formulate customer specific needs analysi.

Foster

Foster authentic and long-term partnerships with influencers for ongoing brand advocacy.

Get

Get a handle on current tools and processes, as well as historic performance metrics.

Give

Give quantifiable examples of related achievements.

Handle

Handle any issues or disputes that may arise with influencers or stakeholders.

Ideate

Ideate new opportunities and projects.

Identify

• Identify a great portfolio of relevant (local) influencers for partner- and ambassadorships.

• Identify and build relationships with prominent influencers and thought leaders.

• Identify and onboard micro-influencers for targeted and niche campaigns.

• Identify and research potential influencers in the target niche or industry.

• Identify and sources new influencer talent & cross-channel trends.

• Identify, negotiate and manage influencer network and talent across multiple channels.

Implement

• Implement referral and affiliate programs with influencers to drive conversions.

• Implement strategies to reduce churn, improve loyalty and retention across all territories.

Input

Input into creative campaign ideas and strategies to build global brand awareness.

Keep

• Keep abreast of emerging trends, technologies and influencers.

• Keep up-to-date on emerging trends, technologies and influencers.

Lead

• Lead by example and act as a role model for team members.

• Lead strategy for social media channels and implement it with the help of Social Media Specialists.

• Lead the definition and growth of Gorillas' influencer marketing strategy in your local market.

Liaise with

Liaise with clients and talent on branded content executions.

Maintain

Maintain an understanding of our client's business and sector to improve counsel to client.

Manage

• Manage a specialist division and oversee all influencer relationships.

• Manage big scale projects across several markets.

• Manage budgets for influencer marketing projects.

• Manage contracts with influencer partners.

• Manage departmental budgets and deliver target profits.

• Manage existing media relationships and cultivate new contacts within beauty and industry media.

• Manage influencer gifting, budget(s) & invoicing.

• Manage the creation of creative assets such as images, gifs and videos for our social channels.

Measure

Measure the return on investment (ROI) of influencer marketing campaigns.

Monitor

• Monitor and review influencer content for accuracy, brand guidelines, and FTC compliance.

• Monitor and track influencer campaigns' performance and key performance indicators (KPIs).

• Monitor and understand clients' markets and brands.

• Monitor industry and social media trends to identify potential new influencers.

• Monitor influencer posts for compliance with FTC regulations and brand guidelines.

• Monitor KOL activity and proactively provide content ideas for influencers.

• Monitor social media, including but not limited to competitive analysis and the latest trends.

Negotiate

• Negotiate and secure influencer agreements with a strong grasp of industry standards.

• Negotiate collaboration terms, including compensation and deliverables, with influencers.

Outreach

Outreach and build relationships with influencers through various communication channels.

Oversee

• Oversee and manage the commercial performance of individual campaigns.

• Oversee community management.

• Oversee global amplification across other channels including Instagram, YouTube, Pinterest, TikTok.

• Oversee the content creation process, ensuring alignment with the brand's identity.

• Oversee the organization of the influencer calendar and reporting across all influencer activity.

• Oversee up to 5 Campaign Executives within the campaign team.

Own

Own the influencer marketing budget and lead financial partnership negotiations.

Participate

Participate in new business pitches with energy and passion.

Provide

• Provide background on your track record of success, high performance and / or improvement.

• Provide feedback and constructive criticism to influencers to improve content quality.

• Provide influencers with necessary assets and guidelines to maintain brand consistency.

• Provide input and / or craft quality proposals, presentations, pitches or reports.

• Provide strategy and execute paid social campaigns.

Report

• Report and evaluate the success of campaigns.

• Report on campaign results and success to the brand.

Research

• Research and identify key KOLs within designated verticals.

• Research relevant industry experts, competitors, target audience and users.

Run

Run reports and experiments, and based on them, optimize strategies for better results.

Set-up

Set-up, track and report on relevant marketing KPIs and steer for success.

Source

Source and pitch the right talent for the brief.

Stay updated on

Stay updated with influencer marketing trends and industry best practices.

Support

• Support on training of influencers executives on processes (AWIN, GA, Tableau).

• Support the PR Team with ad hoc tasks, including the organisation and management of PR events.

Take

• Take over the management for the 3rd party agencies utilized.

• Take ownership of HR and performance for your team - 121's, progression and financial expectation.

Use

Use tools including Excel and Google Analytics to analyse and report on influencer performance.

Work with

• Work closely with stakeholders within the marketing team to ensure brand consistency.

• Work closely with territory teams on campaign creation, event activations and press coverage.

• Work with other branches of marketing to integrate social media with all marketing.

• Work with paid social teams to push influencer content as sponsored ads, extending client ROI.

• Work with talent to develop content ideas and branding opportunities.

Most In-demand Hard Skills

The following list describes the most required technical skills of an Influencer Marketing Manager:

1. Proficiency in social media platforms and influencer marketing tools.

2. Data analysis and interpretation for measuring campaign success.

3. Knowledge of influencer marketing analytics and tracking platforms.

4. Competence in digital marketing and content marketing strategies.

5. Familiarity with audience demographics and psychographics.

6. Understanding of influencer marketing regulations and guidelines.

7. Project management skills for overseeing multiple campaigns.

8. Knowledge of SEO (Search Engine Optimization) and content optimization.

9. Competence in negotiating and contract management.

10. Understanding of social media algorithms and engagement metrics.

11. Competence in market research and competitor analysis.

12. Knowledge of influencer marketing trends and industry benchmarks.

13. Understanding of influencer marketing ROI and attribution modeling.

14. Competence in influencer campaign performance measurement.

15. Knowledge of influencer marketing platforms and databases.

16. Understanding of influencer marketing budgeting and resource allocation.

17. Competence in influencer selection and vetting processes.

18. Knowledge of content creation and editing tools.

19. Understanding of influencer marketing campaign tracking and reporting.

20. Competence in influencer outreach and relationship management.

Most In-demand Soft Skills

The following list describes the most required soft skills of an Influencer Marketing Manager:

1. Excellent communication and negotiation skills for building relationships with influencers.

2. Creativity and innovative thinking to design compelling influencer campaigns.

3. Strong project management and organizational abilities for coordinating multiple campaigns.

4. Leadership and team management skills to oversee cross-functional teams.

5. Collaboration and teamwork for working effectively with influencers and internal teams.

6. Analytical and data-driven mindset for interpreting campaign metrics and insights.

7. Adaptability and flexibility to navigate evolving social media landscapes.

8. Problem-solving and decision-making abilities for addressing campaign challenges.

9. Time management and prioritization skills for meeting campaign deadlines.

10. Resilience and composure under pressure during campaign execution.

Conclusion

Influencer Marketing Managers play a pivotal role in leveraging the power of social media influencers to reach and engage target audiences effectively. With a blend of technical expertise and essential soft skills, these professionals can successfully execute and optimize influencer marketing campaigns to drive brand awareness, engagement, and conversions.