Associate Director, Influencer & Content Strategy

Responsibilities

• Influencer Strategy
• Build and evolve influencer strategies grounded in where culture is heading - not just where it's been
• Define the right creator mix based on relevance, content style, and audience behaviour - not just follower count
• Decode why content works - hooks, pacing, storytelling - and translate that into clear, scalable creator briefs
• Connect influencer activity to broader business outcomes (traffic, search, conversions), beyond engagement metrics
• Bring a clear point of view on what the brand should and shouldn't do in culture
• Creative Strategy & Direction
• Develop social-first, creator-native creative frameworks - built for how people actually consume content, not adapted from traditional campaign thinking
• Turn trending formats into repeatable content systems the brand can scale across creators and platforms
• Lead on hooks, formats, and storytelling structures that perform in-feed
• Partner with media teams to ensure creative is built for distribution and performance from the outset
• Spot creative fatigue early and refresh direction before it shows up in performance
• Know when to ride a trend and when to carve the brand's own path
• Client & Stakeholder Leadership
• Be the voice of culture and creators in client conversations - bringing inspiration and recommendations, not just performance reports
• Present clear, opinionated recommendations backed by both data and platform intuition
• Challenge briefs when the creative or creator direction could be stronger
• Proactively educate stakeholders on how social and creator behaviour is evolving and what it means for the brand

Requirements

• Essential
• 6-8 years of experience in influencer marketing and social content strategy
• Deep, current knowledge of TikTok, Instagram, and YouTube - how content travels, what formats win, and how platforms are evolving
• A natural instinct for creators and trends
• Ability to connect content decisions to business outcomes, not just platform metrics
• Comfortable interpreting performance data and translating it into creative direction
• Strong communicator - clear, confident, and willing to take a position in front of clients and senior stakeholders
• Good to Have
• Background in beauty, lifestyle, or DTC categories
• Experience working alongside performance media teams
• Understanding of attribution, incrementality, and full-funnel impact
• Hands-on experience briefing and scaling creator content
• Exposure to or experience working on US market campaigns
• Life at WPP Media & Benefits
• WPP Media is an equal opportunity employer and considers applicants for all positions without discrimination or regard to particular characteristics. We are committed to fostering a culture of respect in which everyone feels they

Benefits

Additional Information

About WPP Media WPP is the trusted growth partner for the world's leading brands. With exceptional talent, trusted data and intelligence, and world-class partnerships - all united by our pioneering agentic marketing platform, WPP Open - we help clients navigate change, capture opportunity, and deliver transformational growth. WPP Media is WPP's AI-driven media operating unit, bringing together media, data, and partnerships to deliver creative personalisation at scale. Connected through WPP Open and powered by Open Intelligence, clients see exactly where, how, and why their media investment is working. For more information, visit wppmedia.com . Role Summary and Impact This role sits at the intersection of culture, content, and commerce for one of the world's most iconic prestige beauty brands across the Asia Pacific region. As an Associate Director, Influencer & Content Strategy you'll be the strategic voice on how the brand shows up in culture - shaping influencer strategy, creative direction, and content frameworks that drive real business impact. You won't be managing creators day-to-day. Instead, you'll be the person who decides how the brand moves in culture, which creators it should be working with, and what content systems will scale. This is a role for someone who thinks in trends but works in outcomes - someone who can connect what's happening on TikTok, Instagram, and YouTube to traffic, search, and conversion.

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