Director of Influencer Marketing

Director of Influencer Marketing

Location: Remote in Austin Texas, USA. This is a remote position, but candidates must be based in the Austin metropolitan area or near by to support regular in-person collaboration with colleagues and partners. PetLab Co. does not currently maintain an office in Austin. Department : Marketing Employment Type: Full-Time Reports to: VP of Marketing

About PetLab Co.

PetLab Co. is one of the world's fastest-growing pet wellness brands, serving over 5 million pet parents globally through our market-leading range of pet supplements. We combine world-class performance marketing, creative excellence and product innovation to build one of the largest DTC pet brands in the world.

As consumer behaviour evolves, creators have become one of the biggest drivers of trust, discovery and performance. Whether through TikTok Shop, Meta Partnership Ads, influencer marketing or organic social, creator-led content now sits at the heart of our growth strategy.

We're looking for an exceptional Head of Influencer Marketing to build the strongest creator network in the industry.

The Opportunity

This isn't a traditional influencer marketing role.

We're not looking for someone whose primary focus is managing campaigns, sending products or negotiating rates.

We're looking for someone who lives and breathes creator culture.

Someone who instinctively knows:

Which creators are about to become the next big thing. Which personalities genuinely influence different communities. Which creators consumers actually trust. Which TikTok Shop affiliates are scaling fastest. Which emerging voices we should partner with before our competitors do.

Our Creative Strategy team already develops high-performing advertising concepts.

Your job is to identify the perfect creator to bring those ideas to life.

You'll become PetLab's expert on the US creator ecosystem, helping us build long-term relationships with influencers, TikTok Shop creators, affiliates and subject matter experts that power both organic growth and performance marketing.

Working closely with our Creative Strategy, Paid Media, Production and TikTok Shop teams, you'll help transform proven creative concepts into creator-led campaigns that scale across Meta, TikTok, YouTube and future platforms.

What You'll Own

Creator Intelligence

Become PetLab's expert on the US creator landscape.

You'll continuously identify emerging creators, social trends, communities and cultural movements before they become mainstream.

You'll develop an unrivalled understanding of creators across different customer avatars, e.g.

First-time puppy owners Millennial dog owners Senior dog owners Health-conscious pet parents Breed-specific communities Regional communities Lifestyle niches And so on

You'll know who consumers genuinely trust—not simply who has the biggest following.

Creator Strategy

Our Creative Strategy team develops winning concepts.

Your responsibility is identifying the best messenger to deliver them.

You'll work closely with our creative team to answer questions like:

Which creator should deliver this script? Which personality would make this concept feel authentic? Which creator is most trusted by this audience? Which creator could turn this into a scalable paid advertising asset?

You'll become the bridge between our creative strategy and the creators who can execute it best.

Creator Partnerships

Build and develop long-term relationships across PetLab's entire creator ecosystem.

This includes:

Traditional Influencers TikTok Shop Affiliates Meta Partnership Ad creators Spark Ad creators Veterinarians Trainers Groomers Subject Matter Experts Brand Ambassadors Emerging creators

This could also include macro creators and celebrities - but the key is that you’ll know who are the right one to partner with.

You'll proactively identify creators before competitors, negotiate partnerships, develop long-term relationships and build a creator network that becomes a genuine competitive advantage for PetLab.

TikTok Shop Creator Programme

TikTok Shop is one of PetLab's fastest-growing acquisition channels, and you'll play a key role in helping us continue scaling it.

Working alongside our TikTok Shop team, you'll:

Recruit high-potential TikTok Shop affiliates. Develop relationships with our highest-performing creators. Identify rising creators capable of generating meaningful GMV. Share learnings across influencer marketing and TikTok Shop. Manage and grow our Tiktok Shop creator community. Help creators transition between affiliate, organic and paid partnership opportunities. Build a creator ecosystem that contributes across TikTok Shop, Meta Partnership Ads, organic social and future channels.

Creator Success -

You'll become a trusted partner to creators.

You'll:

Manage creator onboarding. Coordinate product launches. Deliver clear creative direction. Provide feedback to improve content quality. Build long-term creator relationships. Ensure creators have an exceptional experience working with PetLab.

What Success Looks Like

Within your first 12 months you'll have:

Built one of the strongest creator networks in the pet industry. Established PetLab as the partner of choice for creators. Consistently identified emerging creators before competitors. Significantly increased the quality of creator-led advertising across Meta and TikTok. Built a thriving TikTok Shop creator community driving meaningful GMV. Increased collaboration between influencer marketing and TikTok Shop. Developed long-term relationships with creators across multiple customer communities. Helped make creator partnerships one of PetLab's biggest competitive advantages.

About You

You're someone who has an exceptional instinct for identifying the right creators to work with.

Whether they're an established influencer, a fast-rising TikTok Shop affiliate, or an emerging voice that nobody else has spotted yet, you know how to identify creators who can authentically represent a brand and drive commercial results.

You have a clear methodology for evaluating creators—not just by follower count or engagement, but by factors such as audience trust, content quality, storytelling ability, authenticity, community fit and their potential to become long-term partners.

You genuinely enjoy internet culture, creator content and social media, and stay on top of the personalities, communities and trends shaping consumer behaviour.

You understand that the best creator isn't always the biggest creator. You know how to match the right creator with the right audience, platform and creative concept to maximise performance.

Above all, you're commercially minded, highly organised, and passionate about building long-term creator relationships that deliver measurable business impact.

Requirements

Essential

5+ years' experience in influencer marketing, creator partnerships, talent management or creator strategy. Strong understanding of the US creator ecosystem across TikTok, Instagram and YouTube. Experience identifying, recruiting and developing high-performing creators. Experience working with TikTok Shop creators and affiliate programmes. Strong understanding of Meta Partnership Ads, Spark Ads and creator licensing. Excellent relationship-building and negotiation skills. Experience working closely with creative and paid media teams. Strong project management skills and ability to manage multiple creator relationships simultaneously. Highly organised with exceptional communication skills.

Desirable

Experience within high-growth DTC or consumer brands. Experience in pet, health, wellness or nutrition categories. Existing network of US creators, agencies and talent managers. Experience building creator communities or ambassador programmes. Experience using creator management platforms and AI tools to improve workflows.

Why Join PetLab Co.?

You'll help shape the future of creator-led marketing at one of the world's fastest-growing consumer brands.

You'll have the opportunity to build an industry-leading creator ecosystem spanning traditional influencers, TikTok Shop, affiliate creators, experts and brand ambassadors—working alongside world-class teams in Creative Strategy, Paid Media and Growth. If you're passionate about creators, obsessed with internet culture, and excited by the challenge of finding the perfect creator for every idea, we'd love to hear from you.

Benefits

20 days PTO excluding bank holidays Company Bonus Medical, Vision and Dental Insurance Generous Learning and development budget Short-Term and Long-Term Disability Insurance Life Insurance 401K Work Remote Monthly Uber coffee/bagel and lunch Monthly Internet Stipend

Petlab Co is an equal opportunity employer that is committed to diversity and inclusion. We encourage all applications irrespective of gender, race, sexual orientation, religion, age, nationality, marital status, and disability. We believe that diversity is at the heart of innovation and we welcome passionate candidates from all backgrounds. Come join the family and see for yourself!