Group Director, Creator & Influencer

Responsibilities

• Lead the development of creator and influencer strategies for major North American clients, including campaign-based, always-on, and social commerce programs
• Translate client business objectives into clear creator roles, audience strategies, and activation plans
• Oversee end-to-end creator and influencer program delivery, ensuring work is strategically grounded and operationally consistent
• Guide teams through creator sourcing, vetting, negotiation, contracting, and content development
• Partner with Business Affairs, Legal, Finance, Data, Media, and Creative teams to ensure proper scoping and execution
• Serve as a trusted senior advisor to clients on the strategic role of creators across brand and media
• Identify growth opportunities within existing client relationships and help shape proposals and RFP responses
• Manage, coach, and develop team members to build deeper fluency in creator strategy and measurement

Requirements

• 10+ years of experience in social, influencer, creator marketing, or integrated marketing
• Proven experience leading complex creator programs for enterprise clients
• Deep understanding of the full creator marketing lifecycle, including sourcing, negotiation, and optimization
• Strong fluency in social platforms, creator behaviors, and cultural trends
• Practical understanding of creator negotiations, usage rights, and FTC disclosure requirements
• Proven ability to coach and manage direct reports and cross-functional teams
• Strong executive communication skills and a commercial mindset
• Ability to create structure in ambiguous environments and scale agency capabilities

About the Company

VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce to drive growth for blue chip client partners.