Associate Director, Creator Partnerships - Factor

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The Associate Director, Creator Partnerships - Factor is the single point of ownership for all influencer- and creator-driven customer acquisition for the Factor brand. This role combines strategic channel leadership with hands-on team and agency management, owning the full P&L for Factor's influencer program across Instagram, YouTube, Streaming, and emerging platforms (TikTok, Snapchat). The Associate Director sets the brand's creator vision, drives the transition from agency-managed spend to in-house Direct Booking at scale, rebuilds previously unprofitable channels, and ensures quarter-over-quarter improvement in cost efficiency and conversion volume. You will... 1. Brand & Channel Strategy Define and execute Factor's overall creator and influencer strategy across all platforms (Instagram, YouTube, Streaming, TikTok, Snapchat), ensuring alignment with brand positioning, seasonal priorities (LTOs, Peak), and acquisition targets. Own the channel-mix allocation, deciding where to increase or pull back spend across platforms each quarter based on CAC efficiency, audience-fatigue signals, and whitespace analysis. Lead the transition from agency-managed spend to in-house Direct Booking at scale - targeting a shift from approximately 10% to 40%+ of spend in Direct Booking by Peak '27 - replicating the HelloFresh playbook while adapting it to Factor's brand and audience. Drive the platform-diversification roadmap: evaluate emerging channels through structured tests in partnership with data and analytics teams, and scale what proves efficient. Own the post-Stream Elements YouTube and streaming rebuild, recouping lost conversion volume (previously approximately 38% of Factor's influencer conversions) through direct in-house partnerships, while maintaining healthy CCV and CAC+D as the channel re-scales. Leverage partnership ads to amplify influencer content through paid social media. 2. Team & Agency Management Directly manage a team of 2-4 Associates and Senior Associates handling day-to-day direct booking across Instagram, YouTube, Streaming, and emerging platforms. Set booking-volume targets, quality standards (vetting criteria, CTR and CAC benchmarks), and go-live compliance processes for the team. Manage external agency relationships (e.g. Village Marketing, test agencies) as a complement to in-house Direct Booking - including RFPs, onboarding, performance reviews, and capacity planning. Coordinate with the cross-brand Partnership Ads lead to ensure Factor's creator content is optimized for paid amplification. Coach and develop direct reports, setting clear growth paths and ensuring knowledge-sharing across platforms and booking methods. 3. Performance & Budget Ownership Own Factor's influencer budget and P&L: set quarterly spend plans, track actuals against targets, and report on ROI, CAC, CCV, and conversion volume. Drive down CAC quarter-over-quarter through creator-tier diversification (reducing over-reliance on expensive legacy Mega creators), improved vetting, and direct negotiation of usage rights - targeting approximately 20-25% savings versus agency fees. Deliver against an ambitious growth trajectory: target of 18,000+ conversions at a 0.45 ROI by Q1 '27, representing approximately +44% year-over-year growth. Provide regular performance reporting and strategic recommendations to the Head of Influencer and senior Performance Marketing leadership. 4. Creative & Brand Excellence Serve as Factor's brand guardian in the creator space: oversee brief creation, creative direction, and content quality across all bookings. Manage superstar and top-tier creator relationships directly, ensuring brand-right storytelling and high-performance creative. Partner with the Brand Manager function on campaign integration, LTO launches, and seasonal creative pushes. Establish and maintain creative quality standards, including pre-go-live review processes for all content. 5. Cross-Functional Collaboration Work closely with the HelloFresh Associate Director (counterpart) to share best practices, align on cross-brand tooling and processes, and avoid duplication of effort. Partner with Data & Analytics to build and refine creator-performance measurement frameworks, including attribution, incrementality, and CAC modelling. Collaborate with the Factor marketing team on integrated campaign planning and brand consistency. You have... 5-8 years of experience in influencer marketing, creator partnerships, or performance-driven social media, with at least 2 years in a people-management role. Proven track record of managing six- to seven-figure creator budgets with clear P&L accountability and demonstrable CAC or ROAS improvement. Deep platform expertise across Instagram, YouTube, and ideally streaming or emerging social platforms. Experience transitioning influencer programs from agency-managed to in-house Direct Booking models at scale. Strong negotiation skills, particularly around usage rights, e