Responsibilities

• Lead influencer and creator initiatives across priority platforms, with a strong emphasis on TikTok and short-form video ecosystems.
• Develop and manage a scalable influencer strategy that drives awareness, engagement, and measurable business outcomes.
• Source, vet, contract, and manage influencers, creators, and UGC partners across tiers (micro to macro).
• Own influencer gifting, paid partnerships, seeding programs, and long-term ambassador relationships.
• Ensure influencers deliver against agreed-upon KPIs, timelines, usage rights, and content requirements.
• Concept and direct compelling, on-trend video-first content optimized for TikTok and creator-led distribution.
• Capture, edit, and produce short-form video and photo content that is culturally relevant, authentic, and brand-aligned.
• Stay ahead of emerging creator trends, formats, sounds, and storytelling styles to keep content fresh and competitive.
• Build and maintain a high-performing content library for use across brand, DTC, and paid initiatives.
• Provide clear creative briefs and guidance to influencers and creators to ensure content aligns with brand voice, visual standards, and messaging.
• Partner closely with internal teams and external agencies (PR, DTC, Marketing, creative, compliance) to ensure consistency across influencer executions.
• Maintain strong attention to detail around brand tone, aesthetics, and legal requirements.
• Ensure all influencer content, contracts, posts, and campaigns comply with federal and state alcohol advertising laws and platform regulations.
• Collaborate with legal and compliance partners to review and approve influencer content prior to posting.
• Work closely with marketing, communications, DTC, events, and PR teams to align influencer efforts with launches, campaigns, and key business moments and programs.
• Coordinate influencer participation around winery events, tastings, product launches, and seasonal initiatives.
• Attend select events and experiences to capture creator content and manage influencer relationships in person. Attendance can include national and / or local travel.
• Track and report on influencer and content KPIs, including reach, engagement, content performance, traffic, and sales impact.
• Translate performance data into actionable insights to continuously optimize creator strategy and investment.
• Provide monthly and annual reporting recaps with key learnings and recommendations. Includes use of Google Analytics and any needed system.

Requirements

• 3–5 years of experience in influencer marketing, content creation, or digital marketing—wine, spirits, lifestyle, or consumer brands preferred
• Bachelor’s degree in Marketing or other relevant field preferred
• Proven expertise in TikTok, short-form video, and creator-led content strategies
• Demonstrated success building and managing influencer and UGC creator relationships
• Strong creative instincts with the ability to identify culturally relevant trends and storytelling opportunities
• Excellent project management, organizational, communication, and writing skills
• Hands-on experience producing and editing content (video and photography)
• Analytical mindset with experience measuring influencer performance and ROI
• Highly collaborative, proactive, and adaptable self-starter
• Acute attention to detail and strong brand stewardship
• Experience working with external agencies and vendors
• Technical Skills—Proficiency in Microsoft Office Suite (Word, Excel, PowerPoint)
• Technical Skills—Strong working knowledge of Adobe Creative Suite (Photoshop, Premiere Pro, Lightroom)
• Technical Skills—Familiarity with influencer platforms, creator marketplaces, and analytics tools including Google Analytics and Hootsuite (or similar)
• Technical Skills—Comfort working with contracts, licensing, usage rights, and deliverables

Preferred

• Bachelor’s degree in Marketing or other relevant field preferred
• 3–5 years of experience in influencer marketing, content creation, or digital marketing—wine, spirits, lifestyle, or consumer brands preferred
• Proven expertise in TikTok, short-form video, and creator-led content strategies
• Hands-on experience producing and editing content (video and photography)
• Analytical mindset with experience measuring influencer performance and ROI
• Highly collaborative, proactive, and adaptable self-starter
• Acute attention to detail and strong brand stewardship
• Experience working with external agencies and vendors