Marketing Manager, Affiliate and Influencer

KiwiCo - Mountain View, CA

Full-time

Hybrid - Mountain View, CA

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers

About the position

As the Affiliate and Influencer Marketing Manager, you will own both the affiliate and influencer marketing channels. You will maintain and grow our affiliate portfolio, with a particular focus on upper funnel affiliates. You will also lead strategy and execution for influencers, one of the largest and highest growth potential acquisition marketing channels at KiwiCo. This position reports directly to the Head of Acquisition Marketing and works closely with the rest of the growth team at KiwiCo. This role also involves high visibility projects working directly with the executive team.

Responsibilities

• Oversee our existing affiliate program, focusing on building and nurturing connections to expand our network.
• Foster positive relationships with key affiliates, providing support and addressing concerns to maintain loyalty.
• Collaborate with KiwiCo design team to develop and manage affiliate assets such as banners and email templates.
• Monitor key metrics and work closely with our affiliates to ensure they have the tools and support needed to enhance their performance.
• Identify and reach out to content creators who resonate with our mission, bringing them into the KiwiCo affiliate program.
• Expertise with affiliate budgeting and spend forecasting.
• Regularly report on key performance indicators (KPIs) and adjust strategies based on data-driven insights to deliver on company goals.
• Lead Influencer marketing strategy and execution, with the support of our influencer marketing agency.
• Research and identify influencers across various platforms (primarily YouTube, TikTok and Instagram) that align with KiwiCo's target audience and values.
• Negotiate contracts and partnerships, ensuring mutual benefit and clear deliverables.
• Work cross functionally with the brand marketing team to develop influencer campaign briefs including defined deliverables, KPIs and messaging requirements.
• Collaborate with influencers to create authentic, on-brand content that resonates with their audience while meeting campaign objectives.
• Provide clear and actionable creative feedback and content hooks.
• Ensure accuracy, compliance, and alignment with brand guidelines.
• Analyze the performance of influencer campaigns, including engagement metrics (likes, shares, comments) and ROAS.
• Recommend strategies for optimizing future campaigns based on data driven insights.
• Manage the influencer marketing budget, ensuring cost-effectiveness and maximizing campaign impact.
• Track spending and ensure all influencer agreements are within budget.
• Recommend creative campaign ideas to take advantage of social media and customer trends.
• Maintain key knowledge and best practices of various social media platforms with a focus on YouTube, TikTok and Instagram.
• Build direct relationships with our largest influencers to organically capture opportunities to work together.

Requirements

• 5-7 years of experience, 3+ years dedicated to affiliate marketing.
• Experience with an affiliate platform. Commission Junction preferred.
• Strong strategic thinking and analytical skills, with the ability to translate data insights into actionable marketing strategies.
• Excellent written and verbal communication skills, with a talent for building strong relationships with influencers, creators, and internal teams.
• Ability to work in a fast-paced environment, manage multiple projects simultaneously, and adapt to changing priorities.
• Data-driven mindset, with the ability to track, analyze, and optimize campaign performance.
• Creativity and a keen eye for content that resonates with specific audiences.
• Present and report on campaign performance, trends, and recommendations to key stakeholders, including senior leadership.
• Monitor and harness industry trends, staying up to date on emerging platforms, shifts in the creator and influencer landscape, competitive activity and channel best practices.
• BS/BA in related discipline.