Influencer and Advocacy Manager

The Influencer & Advocacy Manager is responsible for owning and scaling the influencer, creator, and advocacy ecosystem in the German market. This role goes beyond campaign delivery to shape how creators, communities, and advocacy drive brand growth, trust, and commercial performance across retail and digital channels.

Key responsibilities include:

* Reporting into the European Communications Director, you will own the end-to-end influencer and advocacy strategy for Germany, aligned to European brand and commercial objectives.

* Define creator tiers, platform priorities, partnership models, and investment approach for the market.

* Build scalable frameworks across paid creators, ambassadors, gifting, advocacy, and community programs.

* Identify new creator formats and partnership models to support brand growth and differentiation.

* Lead influencer and advocacy activity across product launches, retailer moments, and brand campaigns.

* Partner closely with Social, Content, PR, Brand, Sales, and eCommerce teams to ensure aligned execution.

* Build and maintain strong relationships with creators, makeup artists, experts, and community advocates.

* Manage seeding and advocacy programs with a clear strategic and commercial lens.

* Define and track KPIs across reach, engagement, content usage, advocacy impact, and commercial contribution.

* Evaluate performance and use insight and data to optimise investment, improve effectiveness, and inform future planning.

* Champion influencer thinking internally, raising the standard of earned and creator-led activity.