Role Summary

The Senior Manager - Influencer Marketing will lead the end-to-end creator strategy for the General Insurance business, driving brand visibility, customer education, trust building, and digital acquisition. The role demands deep expertise in the creator ecosystem, strong strategic storytelling capabilities, and the ability to translate influencer efforts into tangible, measurable business outcomes.

Key Responsibilities

1. Influencer Strategy & Program Leadership

· Develop and execute a cohesive influencer strategy anchored in trust, education, awareness, and lead generation.

· Build a robust tier-based creator framework across nano, micro, mid-tier, and premium influencers.

· Identify content formats that simplify complex insurance concepts - explainers, reels, carousels, testimonials, myth-busting content, etc.

2. Creator Sourcing & Relationship Management

· Identify, evaluate, and onboard influencers across Instagram, YouTube, LinkedIn, and regional platforms.

· Cultivate long-term partnerships with creators relevant to insurance: finance, lifestyle, family, wellness, and regional niches.

· Negotiate competitive commercial terms while ensuring alignment with regulatory and brand guidelines.

3. Campaign Planning & Execution Excellence

· Lead influencer campaigns end-to-end: briefing, content creation, approvals, and final publishing.

· Define explicit, measurable campaign objectives - awareness, engagement, traffic, leads.

· Calendarize campaigns around product launches, seasonal needs (monsoon, travel, health), and consumer education pillars.

4. Performance Measurement, Reporting & Track Record Maintenance

· Establish comprehensive tracking frameworks to measure ROI, funnel contribution, and digital impact.





· Maintain up-to-date trackers for monthly performance, influencer status, deliverables, budgets, and contracts to ensure a real-time view of program health.

· Analyze campaign outcomes and share insights for continuous optimization.

5. Cross-Functional Collaboration

· Partner closely with Digital Marketing, Product, Compliance, IT, Brand, and Corporate Communications teams.

· Collaborate with agency partners for creator outreach, production, content quality management, and performance optimization.

· Ensure consistent messaging and brand positioning across all channels.

6. Governance, Compliance & Quality Control

· Ensure influencer communication complies with IRDAI regulations, mandatory disclaimers, and all insurance communication norms.

· Uphold high-quality content standards - accuracy, brand tone, consumer-first messaging.

· Maintain structured documentation: approvals, contracts, content repositories, campaign logs, and compliance records.

Required Skills & Experience

· 6 - 10 years in Influencer Marketing, Digital Content, or Brand Marketing.

· Proven ability to scale influencer programs and manage creators at volume.

· Deep understanding of Instagram, YouTube, LinkedIn, and short-form content ecosystems.

· Strong analytical abilities to connect creator metrics with business outcomes.

· Excellent communication, negotiation, and stakeholder management.

· Ability to simplify complex insurance concepts into relatable content.

Preferred Experience

· Experience in BFSI, General Insurance, Fintech, or other regulated industries.

· Proven success in consumer-centric digital or influencer campaigns.

· Experience managing budgets, agencies, trackers, and cross-functional teams.

📌 Senior Manager - Retail Business Group (India)
🏢 HDFC ERGO General Insurance
📍 India