Influencers Management Unit Head JOB

Role purpose

The purpose of the Influencer Unit Head is to lead and manage a team responsible for identifying, building, and maintaining relationships with influencers to drive brand awareness, engagement, and travel consideration for the destination. He/She would need to strategize campaigns, oversee influencer partnerships, monitor performance, and ensure alignment with specific marketing goals while staying up-to-date on industry trends and emerging platforms.

Key responsibilities

Strategy & Leadership:

• Develop and implement a comprehensive influencer marketing strategy aligned with the overall marketing objectives of Abu Dhabi Tourism.
• Identify key influencer segments and platforms relevant to target audiences and destination marketing goals.
• Establish clear KPIs and metrics to measure the effectiveness of influencer marketing campaigns and demonstrate ROI.
• Manage the influencer marketing budget and allocate resources effectively.
• Stay ahead of industry trends and emerging platforms, continuously evolving the influencer marketing strategy to maintain a competitive edge.
• Lead, mentor, and develop the Influencer & Content Creator Marketing team.

Influencer Identification & Management:

• Oversee the identification, vetting, and selection of influencers across various platforms and niches, ensuring alignment with Abu Dhabi's brand values and target audience.
• Negotiate contracts and manage relationships with influencers and their representatives.
• Develop and maintain a database of key influencers and content creators.
• Oversee the onboarding and briefing process for influencers, ensuring they have a deep understanding of Abu Dhabi's unique selling propositions and key messages.

Content Creation & Campaign Management:

• Collaborate with influencers to develop creative and engaging content that showcases Abu Dhabi's attractions, experiences, and culture.
• Oversee the execution of influencer marketing campaigns, ensuring timely delivery of high-quality content and adherence to brand guidelines.
• Manage the content approval process, ensuring alignment with legal, PR, and brand standards.
• Monitor influencer content performance and provide feedback to optimize future collaborations.
• Manage the logistics of influencer trips to Abu Dhabi, ensuring a seamless and memorable experience that translates into compelling content.

Key Cross-Functional Work:

• Collaborate with the Paid Media team to amplify influencer content through paid social campaigns and other digital advertising initiatives.
• Work closely with the Brand Collaborations team to identify and integrate influencers into brand partnerships, ensuring consistency and maximizing impact.
• Coordinate with the Sponsorships team to leverage influencer participation in sponsored events and activations.
• Partner with the Content Partnerships team to explore opportunities for influencer-driven content creation and distribution through media partners.
• Provide the media partnerships with the names of the influencers who have been selected to visit and create content in Abu Dhabi.
• Work closely with the Analytics team to track and analyze the performance of influencer marketing campaigns, providing data-driven insights to optimize future strategies.
• Collaborate with the Celebrities team to align on strategy when celebrities are also acting as influencers, ensuring a unified approach to talent engagement.
• Partner with the Creative team to ensure influencer content aligns with the overall brand aesthetic and messaging guidelines.
• Coordinate with the PR team to leverage influencer relationships for media outreach and to manage any potential PR issues related to influencer collaborations.
• Work with the Website and Social Media teams to integrate influencer content into owned channels, maximizing reach and engagement.
• Provide the social media team with guidelines and suggestions on how to post on social media when influencers are visiting and creating content in Abu Dhabi.

Reporting & Analysis:

• Regularly report on the performance of influencer marketing campaigns to senior management, highlighting key successes, challenges, and learnings.
• Use data and analytics to demonstrate the impact of influencer marketing on brand awareness, engagement, website traffic, and ultimately, tourism to Abu Dhabi.
• Provide recommendations for optimizing influencer marketing strategies based on performance data and industry best practices.

Communications & Business Relationships

Internal

• Planning, Strategy and Operations Department
• Other relevant departments and divisions (i.e. PR, Campaigns, Social Media, etc)

External

• Relevant external institutions/companies
• Relevant stakeholders/partners (i.e. Abu Dhabi Inc entities)

Qualifications

Bachelor's degree in marketing, communication, media, or equivalent.

Experience

Minimum 6-8 years’ experience in influencer marketing or in a similar position or sector.

Skills

• Language: Fluency in written and spoken English and Arabic (preferred)
• Proficiency in the use of Microsoft Office programs (PowerPoint, Office and Excel)
• Ability to manage and lead a team and agency efficiently
• Advanced skills in management and dealing with people
• Excellent management skills and attention to detail
• Self-motivation and the ability to get work done in an appropriate manner