Sr. Specialist, Integrated Creator Strategy & Paid Media

Tinuiti UK; United States; On-site; USD 110,000 - 160,000; Full time

Job summary

Tinuiti in the United States seeks a Sr. Specialist, Integrated Creator Strategy & Paid Media to connect influencer content with paid media across YouTube, TikTok Shop and Meta. You will unify creator assets with performance campaigns to drive revenue.

You will lead strategy, manage affiliate programs, and coordinate with brands and creators to ensure compliant, scalable activations and measurable ROI.

Qualifications

• Experience in influencer marketing and creator strategy.
• Ability to manage affiliate strategy and tracking.
• Strong client and partner management.

Responsibilities

• Define strategy for YouTube, TikTok Shop, and Meta campaigns.
• Lead creator-focused initiatives to generate assets for paid media.
• Set affiliate commission structures and payout tiers.
• Coordinate client communications and partner relationships.
• Manage TikTok Shop revenue optimization for enterprise clients.
• Oversee whitelisting, usage rights, and tracking parameters in contracts.

Skills

Influencer Marketing

Paid Media Strategy

Affiliate Marketing

Campaign Management

Data & Analytics

Tools

Meta Ads Manager

TikTok Shop Platform

YouTube Ads

Job description

Who we are:

Tinuiti is the largest independent full-funnel marketing agency in the U.S. across the media that matters most, with $4 billion in digital media under management and more than 1,200 employees. Built for marketers who demand growth and accountability, Tinuiti unites media and measurement under one roof to eliminate waste-the biggest growth killer of all-and scale what works. Its proprietary technology, Bliss Point by Tinuiti, reveals the truth around growth and waste, and how to capitalize on it. With expert teams across Commerce, Search, Social, TV & Audio, and more, Tinuiti delivers measurable results with brutal simplicity: Love Growth. Hate Waste.

Sr. Specialist, Integrated Creator Strategy & Paid Media

At Tinuiti, we move beyond siloed influencer and creator activations to a seamless integration of Influencer Marketing, Creator Commerce, Affiliate, Paid Social, and Social Commerce. The Sr. Specialist, Integrated Creator Strategy & Paid Media serves as the centralized connection point, ensuring every piece of influencer and creator content is strategically leveraged across the full media funnel to eliminate the creative-to-media gap.

Bridging creator content with paid media and platform commerce addresses a major industry pain point. Without a dedicated connection point, agencies and brands operate in silos. This role unifies creative asset generation with performance media to turn influencer and creator content from an organic branding line item into a scalable, revenue-driving paid media engine.

The Core Value Drivers

• Organizes High-Performing Paid Ad Supply: Eliminates ad fatigue and reduces Cost Per Acquisition (CPA) by continually funneling organic influencer posts, brand fan content, and creator assets straight into paid media ad sets across Meta, TikTok, and YouTube.
• Converts Awareness into Measurable ROI: Connects creator activations directly to performance media KPIs (ROAS, CPA, Hook Rates, CTR, and Conversions) through paid amplification strategies (Spark Ads, Meta Partnership Ads, allowlisting, and Whitelisting).
• Orchestrates Technical & Organizational Processes: Serves as the Subject Matter Expert (SME) on platform logistics, bridging the gap between influencer teams and paid media buyers on usage rights, spark codes, tracking parameters, and licensing.
• Maximizes Social Commerce Engines: Unifies creator outreach, affiliate commission loops, paid media traffic (GMV Max/Spark Ads), and storefront strategies (TikTok Shop, Amazon Storefronts) into a singular revenue strategy.

Key Responsibilities & Dedicated Workstreams

1. Strategy & Program Leadership

• Campaign & Channel Strategy: Define overarching platform strategies (including YouTube, TikTok Shop, and Meta), establishing campaign objectives, budget allocations, ROI targets, and creator selection criteria.
• Strategic Integration & Modeling: Lead the ideation and proactive recommendation of creator strategies built specifically to generate a high volume of assets for paid media campaigns. This includes working closely with internal and external teams.
• Affiliate Strategy & Tiering: Set affiliate commission structures, negotiate exclusive payout tiers with high-value creators, and establish attribution and fraud policies across social platforms.
• Client & Partner Management: Direct client communications for flagship accounts and direct partner and influencer communications.

2. Key Client Account Execution Lead

• Directly execute excellence across specialized channel operations: Serve as a core member of a dedicated social commerce team directly responsible for driving, scaling, and optimizing TikTok Shop revenue for enterprise clients.
• Manage creator discovery databases, lead outreach pipelines, verify audience demographics/quality scores, and screen engagement metrics against brand briefs.
• Translate master briefs into creator-facing operational briefs; enforce standardized whitelisting, usage rights windows, and paid media permissioning (Meta Partnership Ads / TikTok Spark Ads) into creator contracts.
• Create, test, and manage unique affiliate links, discount codes, pixel attribution tracking, and commission schedule adjustments prior to campaign launches.
• Conduct first-pass content reviews via Creative Quality Scorecards to ensure brief adherence, CTA execution, and FTC disclosure compliance.
• Coordinate physical product shipments and product gifting in alignment with brand teams, maintaining live tracking schedules and delivery timelines.
• Audit monthly affiliate statements, track payout balances, compile joint performance reports (ROAS, CPA), and identify top-performing creators for scaled pai