Summary of the Senior Influencer Marketing Manager job at Hasbro

We're looking for a strategic, engagement-centered Senior Influencer Marketing Manager to lead the Dungeons & Dragons creator ecosystem.

This is more than campaign management. You'll develop and lead a coordinated creator strategy combining organic creator support, sponsored collaborations, and affiliate promotions. The program encourages authentic storytelling, rewards engagement, and increases Dungeons & Dragons' global reach.

You'll build long-term relationships alongside creators and partners while developing scalable programs that support both evergreen community engagement and major product launches.

Reporting to the Director of Community & Influencer for Dungeons & Dragons, you'll partner with all marketing cross-functional teams and our D&D Developers across the board to ensure creators remain one of our most impactful ways of reaching players.

A Day in the Life of a Senior Influencer Marketing Manager:

• Lead the strategy and development of the Dungeons & Dragons content creator community across organic creator advocacy, paid partnerships, and affiliate marketing.

• Build scalable creator programs that encourage long-term engagement through tiered relationships, best-in-class opportunities, community recognition, and business incentives.

• Develop and cultivate positive relationships among creators alongside strategic partners while serving as an advocate for both creators and players.

• Build creator strategies coordinated to support major D&D product launches, evergreen storytelling, community moments, and franchise initiatives.

• Build and evolve an affiliate marketing strategy that complements paid and organic creator programs while driving measurable business impact.

• Identify emerging creators, evaluate partnership opportunities, and build a healthy pipeline of diverse creator talent.

• Lead all influencer partnerships from contracts, usage rights, and campaign results.

• Partner cross-functionally to integrate creator content into broader marketing campaigns and business initiatives.

• Establish program benchmarks and success metrics across earned, paid, affiliate, and community engagement, using insights to continuously optimize the creator program.

• Leverage creator marketing platforms and analytics tools—such as CreatorIQ, Tubular, Sprinklr, or similar solutions—to advise creator discovery, campaign measurement, reporting, and program strategy.

• Stay ahead of creator economy trends, platform evolution, and emerging opportunities that assist the Dungeons & Dragons franchise as a leader in creator marketing.

• Represent Dungeons & Dragons at creator events, industry conferences, and community activations to continually grow and develop our creator community.

What You Bring:

• 5+ years proven experience or equivalent leading influencer marketing, creator partnerships, creator relations, or brand advocacy programs for entertainment, gaming, beauty, CPG, consumer, or lifestyle brand. We’re open to it all!

• Demonstrated success building and leading coordinated creator programs spanning earned creator support, paid influencer campaigns, and affiliate marketing.

• Outstanding relationship-building skills with a proven ability to earn trust and develop long-term partnerships with creators and agencies.

• Experience designing scalable creator ecosystems that balance community engagement with measurable business outcomes.

• Strong business insight with experience negotiating creator partnerships, contracts, and usage rights.

• Experience developing program frameworks, KPIs, reporting, and executive-level insights that influence strategy.

• Hands-on experience with creator marketing and social intelligence platforms including CreatorIQ, Tubular, Sprinklr, or equivalent software.

• Strong cross-functional leadership skills with experience partnering across Marketing, Product, Legal, Communications, and Social teams.

• Deep understanding of YouTube, Twitch, TikTok, Instagram, Discord, X, Bluesky, and the evolving creator landscape.

• A desire to become passionate about D&D (if you aren’t already, that’s ok!), and for building communities through authentic creator relationships.