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Associate Manager, Cross-Functional Influencer Campaigns
Why this role is on the menu
We're hiring an Associate Marketing Manager to help shape influencer campaigns that work across teams at Instacart. This person will plan and run creator programs tied to retail partnerships, CPG co-marketing, and paid programs, ensuring creator content performs across organic and paid channels.
Influencer is a growing part of how Instacart shows up in culture and drives business results. This role connects creators to the teams that need them: Brand Marketing, Paid Social, Organic Social, Product Marketing, CPG Co-Marketing, and Retail Marketing. By building trusted creator relationships and repeatable processes, this person will help us run more programs, with better content and clearer results.
Twelve months from now, this person will have run a full calendar of cross-functional creator campaigns, built a reliable bench of creators and talent representatives, and given partners a clear view of what creator investments deliver.
This is a remote-based role reporting to the Senior Manager, Influencer Marketing & Brand Activations.
What you'll cook up in your first yearThis is an opportunity to own the creator side of Instacart's biggest campaigns and make creator partnerships easier for every team to use.
- Lead cross-functional influencer campaigns: Plan and run creator programs with CPG Co-Marketing, Retail Marketing, Partnerships, Paid and more, including grocery and retail category collaborations, CPG mailers, and sponsored creator programs. Manage each campaign from concept through launch and reporting.
- Bring an established network and keep growing it: Come in with trusted relationships across creators, talent managers, agents, and influencer agencies, and keep expanding that network to give Instacart access to established and emerging talent.
- Connect creator content to paid and organic: Work with Paid and Organic Social to identify high-performing creator content to boost or repurpose, coordinate asset delivery, cut-downs, and platform requirements, and track usage rights so teams know when assets are cleared to launch or sunset.
- Measure and report: Track campaign performance across engagement, reach, and conversion metrics, partner with Analytics to measure effectiveness, and share monthly reporting on creator, creative, and trend insights that shape future programs.
- Keep Instacart ahead of creator culture: Spot emerging talent, formats, and social trends, and turn them into timely partnership ideas for the teams you support.
How You'll Spend Your Time:
- 50% Cross-Functional Campaign Execution: planning and running influencer programs with partner teams, including seasonal, retail, and CPG campaigns
- 30% Reporting & Performance: tracking results, working with Analytics and Paid Social, and sharing insights
- 20% Creator Partnerships & Negotiation: sourcing, contracting, budgets, and relationship management
The secret ingredients we're looking for
- You live and breathe creator culture. You're chronically online in the best way, curious about social trends, and have a strong point of view on the creators and formats shaping culture.
- You're a relationship builder. You know the creator ecosystem and have real relationships with creators, talent managers, agents, and agencies. You turn those connections into repeatable opportunities for the brand.
- You're an operator at heart. You can run several campaigns at once, bring structure to ambiguity, stay ahead of deadlines, and keep details from slipping.
- You communicate before someone has to ask. You share updates, flag risks early, close loops, and make sure partners know where things stand and what happens next.
- You're data-driven. You enjoy analyzing campaign performance and using it to improve creative and creator choices, and you're excited by where creator and performance marketing meet.
- You work well across teams. You collaborate easily with Brand, Creative, Paid and Organic Social, Analytics, Legal, Procurement, Finance, and external agencies and creators.
- 5-6 years of experience in influencer marketing, creator partnerships, social media, or campaign management.
- Demonstrated experience independently managing influencer campaigns from talent identification and outreach through negotiation, contracting, content development, launch, and reporting.
- Established relationships across the creator ecosystem, including creators, talent managers, agents, and/or influencer agencies.
- Experience negotiating creator partnerships and managing budgets, rates, deliverables, usage rights, and exclusivity.
- Strong project management and organizational skills, with experience managing multiple campaigns, timelines, and stakeholders at once.
- Experience analyzing campaign performance and reporting results, including KPIs such as engagement rate, impressions, and conversion.
- Excellent written and verbal communication skills, with a record of working proactively across teams.
- Bachelor's degree or equivalent.
- Experience working with Paid Social teams to optimize creator content.
- Experience with influencer campaigns tied to retail, CPG, or brand partnerships.
- Experience with influencer reporting or social analytics platforms such as Dash Social.
- Experience supporting creator partnerships tied to experiential activations, events, or cultural moments.
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