Regional influencer marketing strategy, planning & activation:

• Own, develop, continually refine and improve the regional influencer marketing strategy for NIVEA in partnership with the regional influencer agency – grounded in strategic objectives, CMM learnings, relevant KPIs, and creator-industry trends.
• Build and continually refine the regional commercial framework & guidance for influencer marketing to ensure consistent, efficient, and high-quality execution across all markets & influencer agencies in the region
• Provide strategic influencer input into overall regional media & communication strategies
• Facilitate & strengthen efficient ways of working and connections between media agency and influencer agency partners
• Review, challenge and provide strategic guidance to MU influencer managers in line with regional media & comms strategies
• Define the regional KPI framework and partner with Data & Analytics to track, analyze, and steer influencer performance towards business-relevant outcomes
• Act as a regional owner for the rollout and adaption of global MarTech solutions (i.e. CreatorIQ) to support influencer management, workflow, and evaluation.
• Drive a structured test & learn agenda, championing innovation in influencer & creator formats, partnerships, messaging, and platform approaches
• Ensure governance, compliance & implementation of Global Playbooks
• Lead the regional influencer agency management model, including selection, SOW definition, performance management, and participation in evaluation or pitch processes

Regional influencer events:

• Provide strategic oversight and direction for all regional influencer events ensuring they ladder up to brand and communication priorities.
• Lead concept development and ensure best-in-class execution through agency partners, working with markets to maximize relevance and impact.
• Support and steer markets on amplification of the regional events through influencers and paid media.
• Evaluate event performance and translate learnings into improved future concepts and frameworks.

Leadership & stakeholder management:

• Serve as primary regional contact for the regional influencer agency and key cross-functional partners.
• Work in close partnership with regional marketing, media, digital & analytics teams to ensure integrated planning and delivery.
• Lead the EUNA influencer manager network, driving capability building, alignment, inspiration and regular knowledge sharing across markets.
• Steer influencer & event agency management as well as performance evaluations to ensure continuous improvement through clear KPIs and feedback loops.
• Collaborate with MU influencer & digital leads to ensure timely delivery and high-quality execution of local activation plans.
• Actively participate in relevant BLU Media & Comms team meetings, representing the influencer function and sharing regional perspectives and needs.

Key performance metrics:

• Drive YOY improved agency performance and output (regional & local)
• Demonstrable lift in the quality, consistency and effectiveness of influencer activations within communication strategies.
• Strong engagement and performance from agency teams and the influencer community.