Head Of Influencer & Affiliate

Head of Influencer & Affiliate

A fast-growing, founder-led UK beauty brand is looking for an ambitious and commercially driven Head of Influencer & Affiliate to take ownership of its creator, influencer and affiliate strategy as the business enters its next phase of growth.

The Role

The Head of Influencer & Affiliate will have overall responsibility for developing and executing the brand's influencer, affiliate and creator commerce strategy.

You will define how the brand works with creators at scale, from high-impact influencer partnerships and ambassador programmes through to TikTok Shop, affiliate activity and emerging social commerce opportunities.

This is a role for someone who combines strong commercial thinking with a deep understanding of creators and social culture. You will be comfortable using data to understand what is driving sales, identifying the creators and content formats that perform, and continually evolving the strategy to improve ROI.

As the business expands internationally, you will also play a key role in developing creator and affiliate strategies across new markets, establishing the right partners, processes and operating model to support international growth.

You will lead and develop the influencer and affiliate function, building the team, processes and infrastructure required to scale the channel sustainably.

Key Responsibilities

• Own and define the overall influencer, affiliate and creator commerce strategy, aligned to the wider brand and commercial objectives.
• Develop a scalable creator strategy across TikTok, TikTok Shop and wider social platforms, balancing high-impact influencer activity with high-volume affiliate activation.
• Own the commercial performance of the channel, setting ambitious targets and KPIs across revenue, conversion, ROAS, acquisition, engagement and creator performance.
• Develop the TikTok Shop and affiliate proposition, identifying opportunities to increase creator activation, content output and attributed revenue.
• Build and manage a high-performing portfolio of creators, affiliates, ambassadors and strategic influencer partners.
• Identify emerging creators, trends, platforms and social commerce opportunities that could drive incremental growth.
• Develop creator programmes that move beyond one-off campaigns, building long-term relationships and communities of high-performing brand advocates.
• Work closely with Brand, Social, Ecommerce, Trading and Marketing teams to ensure creator activity is integrated into wider launches, campaigns and commercial priorities.
• Use performance data and insight to understand what creators, content, products and campaigns drive sales, continually optimising investment and activity.
• Establish clear reporting and measurement frameworks to demonstrate the commercial contribution of influencer and affiliate marketing.
• Lead negotiations with key creators, agencies, networks and technology partners, ensuring strong commercial terms and effective partnerships.
• Develop and optimise gifting, seeding and product allocation strategies to maximise creator activation and return.
• Build scalable processes for creator onboarding, campaign management, content tracking, affiliate activation and performance reporting.
• Lead the development of the channel across international markets, initially supporting growth across Ireland and Europe and identifying opportunities for further expansion.
• Stay ahead of changes across TikTok Shop, affiliate platforms, creator commerce and social algorithms, ensuring the business remains at the forefront of the channel.
• Identify and test new platforms, technologies and commercial models that could accelerate creator-led growth.
• Lead, mentor and develop the influencer and affiliate team, creating a high-performing, entrepreneurial and commercially focused culture.

What We're Looking For

• Proven experience leading influencer, affiliate, creator or social commerce strategies, ideally within beauty, fashion, lifestyle or another highly social consumer category.
• Strong experience with TikTok and TikTok Shop, including creator affiliate programmes and social commerce.
• A proven track record of using creators and affiliates to drive measurable commercial results and revenue, rather than focusing solely on reach or engagement.
• Experience developing and scaling high-volume creator or affiliate programmes.
• Strong understanding of the creator ecosystem, including influencer partnerships, ambassadors, affiliates, gifting, seeding and creator-led content.
• Commercially minded, with experience setting KPIs, managing budgets and using performance data to optimise channel investment.
• Experience building relationships and negotiating with creators, agencies, affiliate partners and technology platforms.
• Strong understanding of social trends, creator culture and the changing social commerce landscape.
• Experience working across international markets would be highly advantageous.
• Previous experience managing and developing a team, with the ability to create structure and process within a fast-moving environment.
• Highly analytical and comfortable using data to identify opportunities, challenge performance and make commercially informed decisions.
• Entrepreneurial and hands‑on, with the ability to move between strategic thinking and execution when required.
• A natural collaborator who can influence across Brand, Social, Ecommerce, Trading, Marketing and International teams.
• Passionate about beauty, social media, creators and the role they play in changing how consumers discover and purchase products.

BH37238

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