Influencer Strategy & Program Building
Own Instamart's influencer marketing strategy and roadmap end-to-end.
Build a differentiated creator ecosystem across macro, micro, emerging and regional creators.
Identify current creator formats, platforms, trends and cultural opportunities before they become mainstream.
Develop always-on and campaign-led influencer programs across Instamart's marketing priorities.
Build the systems, processes and agency ecosystem required to operate influencer marketing at scale.
Campaign Execution
Lead multiple influencer campaigns simultaneously — from brief and creator selection through execution and reporting.
Work closely with creators and agencies to develop content that feels native to the creator while delivering against the brand objective.
Own creator shortlisting, commercials, negotiations, content development, approvals and campaign delivery.
Maintain high standards of execution despite fast timelines and multiple moving pieces.
Measurement & Effectiveness
Build a robust measurement framework for influencer marketing.
Track and report metrics including reach, views, engagement, CPV/CPE,
creator effectiveness and other relevant business and brand outcomes.
Use data to continuously improve creator selection, content, investment allocation and campaign performance.
Build benchmarks and learnings across creators, formats, platforms and campaigns.
Agency & Creator Ecosystem
Develop robust relationships across India's influencer and creator ecosystem.
Manage and challenge influencer agencies to deliver better thinking, talent and execution.
Build direct relationships with high-potential creators and identify emerging talent early.
Develop a solid understanding of creator commercials and negotiate effectively.
Stakeholder Management
Partner with brand, category, social, media, business and other cross-functional teams.
Manage multiple senior stakeholders while protecting the quality and effectiveness of the influencer charter.
Be comfortable challenging a brief, defending a recommendation and pushing back when required.
Manage and develop the junior team member supporting the charter.