Head of GOAT - Influencer Marketing

About WPP Media

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WPP Media is WPP's AI-driven media operating unit, bringing together media, data, and partnerships to deliver creative personalisation at scale. Connected through WPP Open and powered by Open Intelligence, clients see exactly where, how, and why their media investment is working.

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Head of GOAT - Influencer Marketing

As a key figure and representative of the global data driven influencer and social first GOAT marketing team that prides end-to end creator campaigns, paid media and measurable social strategies, you will lead a core market function that contributes to market success and positioning within your domain.

This role is a senior leadership position, accountable for evolving the influencer marketing strategy to deliver year-on-year growth, scale operations through campaign execution and operation excellence, empower and mentor high-performing teams of influencer champions and represent GOAT and WPP Media’s market=leading expertise with full autonomy and decision-making authority.

Core Accountabilities:

Strategic Leadership & Market Representation:

• Own and execute the influencer marketing business strategy and unit frameworks, aligning them with global goals and regional growth targets.

• Maintain a sharp perspective on the influencer landscape, champion data-driven planning, and pioneer new methodologies based on emerging channel trends and KOL mixes.

• Lead and supervise content planning managers, executives, and group heads to oversee campaign budgets, ensure standardized workflows, and align KOL briefs and messaging with brand objectives.

• Drive year-on-year revenue growth by identifying and securing expanded influencer scopes and strategic client partnerships.

• Act as a trusted advisor and key escalation point, nurturing high-level relationships with clients and WPP Media stakeholders.

• Partner proactively with New Business and Account Management teams to acquire and onboard high-value client accounts.

Commercial Growth & Client Partnership:

• Drive substantial year-on-year revenue growth, in line with momentum in the influencer marketing industry, from clients within the market by identifying, developing, and securing expanded influencer scopes and strategic partnerships.

• Cultivate and nurture high-level, strategic relationships with clients and key WPP Media market stakeholders, acting as a trusted advisor and primary escalation point for market influencer-related matters.

• Collaborate strategically with New Business and Account Management teams to acquire and onboard high-value client accounts, demonstrating a proactive attitude towards winning business.

Operational Excellence & Delivery Oversight:

• Ensure the highest quality standards and operational excellence in the planning, execution, optimisation, and reporting of market influencer campaigns, from strategy through to post-campaign analysis.

• Collaborate closely with Regional Campaign Delivery, Client Services, Strategy, Creative, and Project teams to ensure seamless integration and efficient delivery of influencer campaigns that consistently meet and exceed global client expectations.

• Navigate complex operational challenges and internal complexities to ensure smooth operations and effective client delivery.

Financial & Performance Management:

• Hold direct accountability for major revenue targets, profit margins, and budget management within the market influencer function, contributing to the relevant market P&L.

• Define and monitor key performance indicators (KPIs) for the market influencer practice, providing regular strategic insights and reporting to the Regional Lead and relevant WPP Media leadership.

Performance Requirements:

• Sustained year-on-year growth of market influencer revenue from existing and new client portfolios.

• The strength, depth, and quality of strategic relationships cultivated with key clients and WPP stakeholders.

• Successful achievement of global, regional, and market business objectives and KPIs within the influencer practice.

Best Practice and Innovations

• Identify new tools, practices to drive competitive advantage, lead in developing new case studies or portfolio that can establish the value of the service.

• Set new innovations on planning and practice for influencer marketing.

Skills and Experience

• Proven track record in a management stream leadership role ideally within an agency related setting, with direct responsibility for managing and developing a mid-sized to large team.

• Demonstrable experience scaling influencer businesses or significant client books of business within a market, driving substantial revenue growth.

• Extensive experience managing and developing high-performing teams

• Broad management and leadership knowledge, demonstrating mastery-level knowledge and skills within influencer marketing.

• Experience with direct accountability for major revenue targets, cost centers, and/or budgets.

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