Senior Brand Advocacy Manager

ABOUT THIS ROLE

Reporting into the Head of Brand and Online, the Senior Brand Advocacy Manager (SBAM) will lead the strategic development and execution of influencer and creator marketing initiatives. This role is responsible for driving brand advocacy, integrating cross-functionally across paid, owned, and earned channels, and delivering measurable ROI through creator partnerships. The SBAM will elevate ghd's brand presence by cultivating long-term relationships with creators and embedding their content across the marketing funnel.

The UK&I is the largest and most developed market for ghd and is a critical territory for the sustainability of the brand at a global level. The SBAM is integral to ensuring ghd's continued success and ambitious growth plans, maintaining market leading creator coverage for ghd - achieved and executed with excellence, leading with best-in-class examples as a flagship market.

LOCATION

This role will be based in our London (Soho) office, and we offer a hybrid working pattern of 3 days in the office and 2 days WFH.

JOB ROLE AND RESPONSIBILITIES

Strategic Leadership & Brand Advocacy:

• Lead, shape, and deliver the UK brand advocacy and creator strategy and roadmap across paid, owned, and earned activity - developing and delivering fresh forward-thinking ideas to maintain creator community retention and deliver best-in-class coverage.
• Lead the end-to-end development and execution of creator affiliate and advocacy activations that drive EMV, brand advocacy, engagement, and conversion.
• Integrate influencer and creator content across all brand channels, collaborating with internal & external media, CRM, e-commerce, and social teams.
• Build and nurture long-term creator and ambassador partnerships, ensuring alignment with brand values and commercial priorities.
• Forecast, track, and optimise creator-led ROI, using data and analytics to inform strategy and demonstrate impact.
• Oversee the negotiation and management of creator contracts, ensuring compliance with legal and regulatory standards.
• Champion the ghd brand within the creator and influencer community, fostering brand love and loyalty – making ghd the brand all creators want to work with.
• Support the broader brand marketing team on key campaign activities and events.

Seeding & Outreach:

• Oversee influencer gifting process with the support of the Brand Advocacy Executive. Including:
• Consistently and reactively identify gifting opportunities.
• Ensuring robust processes in place for tracking PR stock, product requests and call-ins.
• Delivery of new & innovative creator mailings.
• Brand communications to ghd's community of creators.
• Partner with the PR, Eventing & Activation teams to secure top creator and influencer attendance at key brand events.

Budget, KPIs & Reporting:

• Consistently monitor and analyse UK & ROI creator results on TRIBE Dynamics to ensure ghd UK maintains market leading results and outperforms competitors across all KPIs, with the support of the Brand Advocacy Executive
• Track campaign performance and compile reports with actionable insights.
• Lead the monthly, quarterly, and annual reporting of brand advocacy and creator performance for UK&I and Global teams.
• Own & manage the UK brand advocacy and creator budget, aligned with overarching investment priorities.

Trends & Market Intelligence:

• Stay ahead of industry trends, algorithm changes, AI, and SEO updates, identifying new opportunities for brand advocacy and creator collaboration.
• With the support of the Brand Advocacy Executive, monitor competitor activity & the luxury market on a regular basis, summarising & sharing findings with the broader UK&I team.

REQUIREMENTS

• Educated to degree level or equivalent.
• Minimum of 5 years' experience in influencer marketing, brand advocacy, or communications roles.
• Proven ability to lead cross-functional initiatives and deliver measurable results.
• Strong analytical skills with experience in ROI tracking and performance metrics.
• Strategic thinker with creative flair and commercial acumen - ability to understand commercial priorities and respond accordingly.
• Agile, Flexible, and able to work under pressure and to last minute deadlines.
• Demonstrate ownership and accountability, can give examples of taking measured risks to achieve results. Not afraid to challenge the norm, with a disruptor mindset & passion to do things differently.
• Established network of beauty press, creators, and influencer contacts with an obsessed with influencer culture – from beauty and fashion to lifestyle and wellness.
• Social media savvy & digitally native, with a sharp eye for content, knowing what makes something go viral.
• An eye for detail and accuracy, proactive, organised, and thrives in a fast-paced, ever-evolving environment.
• Enthusiastic, energetic, outgoing, determined to win, with a passion for influencer marketing, and all things hair.
• Good interpersonal skills coupled with an inclusive mindset, acting with transparency and integrity.
• Actively live and breathe the ghd brand.
• UK based with the ability to travel to UK/ROI without restrictions.

WHO ARE WE?

Iconic British brand, ghd is a global leader in high end professional hair styling tools and the UK's number one recommended styling brand. Loved by stylists and consumers, loved by press, and loved by the people that work for the brand

Merging science and innovation, with luxury beauty and style; ghd combines cutting edge technologies and beautiful designs to create the most technically advanced hair tools in the world. ghd tools deliver "safer for hair" heat styling that have become an essential part of the daily lives of professional hair stylists and consumers globally.

A trusted and loved brand, ghd sells 2 million stylers every year and 5 iconic ghd products are sold every minute. The award-winning ghd tools are used by 200,000 stylists around the world and sold in 30+ countries and more than 45,000 premium salons.

Renowned for game changing innovation and superior performance, at ghd we are on a mission to transform lives with the power of a good hair day

VALUES

We at ghd are proudly committed to our Company Values and aim to attract and retain employees who live our Values.

• Collaborative – We work together to create the extraordinary
• Creative – We foster creativity & excellence to create value for our brands and business.
• Courageous – We are agile, entrepreneurial & we own our future.
• Connected – We stay connected and ensure we are always consumer first.
• Committed – We are responsible for our impact on others & the planet.

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