Summary of the Assistant Vice President, Influencer Marketing, MENA job at WPP Media

Role Title: Associate Vice President (AVP), Influencer Marketing – Beauty (GOAT Accounts)
Department: Influencer Marketing / Social & Creator Economy
Reports To: Vice President / Senior Vice President, Influencer Marketing

Position Overview

The Associate Vice President (AVP) of Influencer Marketing will be responsible for overseeing the strategy, operations, client management, and team performance across all GOAT Beauty accounts. In this role, you will act as a core operational anchor and strategic visionary, translating complex brand ambitions into high-impact, performance-led creator programs across our tier-one beauty, skincare, cosmetics, and personal care portfolio.

Must-Have: Deep, hands-on expertise within the Beauty & Personal Care creator landscape is required. As a proven developer of talent and an operational leader, you will scale workflow efficiencies, elevate beauty creator quality standards, mentor mid-level leaders, and nurture deep, trusted relationships with senior beauty brand executives.

Key Responsibilities

1. Strategic Vision & Beauty Campaign Strategy

• Beauty Portfolio Strategy: Serve as the senior strategic authority across all GOAT Beauty accounts, developing end-to-end influencer and creator strategies that align with beauty industry benchmarks and client business KPIs.
• Beauty & Creator Innovation: Deep understanding of the beauty creator ecosystem (skincare experts, dermatologists, hair stylists, MUA/makeup artists, micro/macro beauty influencers, and beauty content creators across TikTok, Instagram, and YouTube).
• Beauty Trend Forecasting: Stay ahead of fast-moving beauty dynamics (e.g., GRWM formats, shade matching, ingredients-first storytelling, skinimalism, TikTok shop beauty trends, and beauty product sampling models).
• Integrated Planning: Collaborate with cross-functional media and PR teams to integrate creator strategies into broader beauty brand campaigns, product launches, and seasonal moments.
• Data-Led Effectiveness: Champion performance metrics, utilizing proprietary data tools (such as IBEX) to optimize creator selection, audience authenticity, pricing benchmarks, and sales conversion/ROI.

1. Talent Development & People Leadership

• Team Coaching & Mentorship: Direct, coach, and empower a high-performing team of Influencer Directors, Account Managers, and Strategists, fostering a culture of excellence, psychological safety, and continuous learning.
• Beauty Expertise Building: Upskill and train account teams on beauty industry best practices, product gifting/seeding protocols, FTC guidelines around cosmetics claims, and creative briefing for beauty content.
• Career Pathing: Establish clear career growth trajectories, performance benchmarks, and skill development plans for direct and indirect reports.
• Resource Allocation: Oversee workload distribution across beauty account teams to maintain optimal capacity, prevent burnout, and maximize team efficiency.

1. Client Management & Commercial Growth

• Senior Beauty Executive Advisor: Serve as the executive-level point of contact for beauty client leadership (CMOs, Brand Directors, VP of Global Communications/Influencer Marketing), acting as a trusted consultant on influencer strategy and market dynamics.
• Client Retention & Expansion: Drive annual account growth by identifying organic upselling and cross-selling opportunities across GOAT’s service offerings.
• Account Health & Governance: Establish structured client ways of working, ensuring SLA compliance, transparent quarterly business reviews (QBRs), and high client satisfaction (NPS).
• Pitch Leadership: Partner with agency growth teams on new business pitches, RFPs, and strategic proposals to win top-tier beauty global and regional accounts.

1. Operational Excellence & Beauty Workflow Optimization

• End-to-End Workflow Standardization: Audit, refine, and enforce streamlined operational workflows covering beauty product gifting, shade matching fulfillment, creator contracting, usage rights for beauty assets, briefing, content approvals, and reporting.
• Operational Scale: Build scalable frameworks and standardized documentation templates that streamline campaign execution across multi-SKU product launches and global beauty activations.
• Risk & Compliance Management: Ensure strict adherence to FTC guidelines, beauty/cosmetic claims compliance, legal contracts, usage rights, and brand safety across all creator assets.
• Tech & Automation Adoption: Drive full adoption of internal tech stacks, AI capabilities, and proprietary platforms across all accounts to enhance reporting accuracy and operational efficiency.

1. Financial & Commercial Governance

• Account P&L & Profitability: Monitor financial health across all GOAT Beauty accounts, maintaining target profit margins through efficient pricing models and resource utilization.
• Budget Oversight: Oversee multi-million-dollar beauty creator budgets, ensuring flawless financial governance, rate negotiations, usage rights extensions, and creator payment pipelines.

Qualifications & Requirements

• Industry Experience (MUST HAVE): 5+ years of dedicated influencer marketing experience specifically within the Beauty, Skincare, Cosmetics, or Personal Care industries (agency or brand side).
• Total Experience: 8–10+ years of overall experience in Influencer Marketing, Social Media, or Creator Economy platforms. At least 3–4 years in a direct team management role.
• Beauty Ecosystem Mastery: Deep knowledge of beauty trends, product launch cycles, cosmetic claims compliance, and established relationships with key beauty creators and talent management agencies.
• Leadership Track Record: Demonstrated success leading and developing teams of 8+ direct and indirect reports, with a passion for mentorship and talent retention.
• Operational Mastery: Exceptional organizational skills with proven experience designing, auditing, and scaling operational processes for high-volume, multi-SKU beauty campaigns.
• Client Executive Presence: Expert communication, presentation, and relationship-building skills, with a track record of managing C-suite and VP-level client relationships in the beauty space.
• Commercial Acumen: Strong financial acumen with experience managing multi-million-dollar beauty client budgets, margin governance, and commercial forecasting.

Key Performance Indicators (KPIs)

• Team Growth & Beauty Mastery: Internal talent retention rates, team satisfaction scores, and skill progression of direct reports in beauty category expertise.
• Client Retention & Account Growth: Net Revenue Retention (NRR) and organic account expansion across GOAT Beauty accounts.
• Operational Efficiency: On-time campaign and product delivery rates, margin control, and process adoption metrics.
• Campaign Effectiveness: Achievement of client campaign benchmarks (ROI, engagement rates, Share of Voice in the beauty category, and business impact).