Influencer Marketing Director

About Somerce

Somerce is a TikTok Shop specialist agency. We drive GMV growth for some of the fastest-growing beauty, fashion, lifestyle and FMCG brands in the UK, US and EU.

We run three service lines: TikTok Shop Affiliate, TikTok Live, and Content. Across those, we manage trading strategy, affiliate and influencer programmes, live commerce, creator content and paid media.

Our clients include Unilever, Free Soul, Huel and many more. We've scaled from founding to 50+ FTE in under two years. Influencer is one of our most commercially important and fastest-growing service lines.

The Role

We're hiring an Influencer Marketing Director to lead our Influencer function. The role covers both TikTok Shop affiliate programmes and wider influencer marketing, including campaign-led work, gifting, paid partnerships and ambassador programmes.

This is a senior leadership role reporting to the CEO. You'll sit on the senior leadership team alongside the Performance Director, COO and MD. You'll lead a growing team that includes a Head of Influencer and the wider influencer managers and executives beneath. You'll own the P&L, strategy and client outcomes for one of Somerce's most important service lines.

This role is for someone who has already operated at Director level in an influencer or creator-led business. You'll understand TikTok Shop affiliate mechanics deeply, and you'll have the commercial and people leadership chops to build a function that scales from c.£2m to £5m+ in service-line revenue over the next 24 months.

What you will do

Strategic & Commercial Leadership

• Own the strategy, P&L and commercial performance of the Influencer service line across both TikTok Shop affiliates and wider influencer marketing
• Set the annual plan, including revenue targets, margin targets, headcount, capability roadmap and product offering
• Sit on the senior leadership team and contribute to company-wide commercial, hiring and strategic decisions
• Identify and build new service lines within Influencer, such as agency-of-record retainers, campaign-led work, talent management and ambassador programmes, and price them appropriately
• Work with the Commercial Director on new business pitches, RFP responses and pricing for influencer-heavy briefs

TikTok Shop Affiliate Strategy

• Own the strategic direction of how Somerce uses affiliates to drive GMV for clients
• Define and continuously evolve the affiliate playbook across creator tiers (Halo, Macro, Star and Micro) and across product categories
• Set the standard for affiliate commercials: commission structures, sample strategy, deal-led incentives, exclusive partnerships and tiered rewards
• Lead strategy for marquee creator partnerships including talent acquisition, contracting and commercial structuring
• Own the relationship with TikTok Shop directly: TAM contacts, KLS, FBT, creator marketplace and platform-side opportunities

Wider Influencer Marketing

• Build and lead Somerce's wider influencer offering beyond TikTok Shop, including gifted campaigns, paid partnerships, ambassador programmes and integrated cross-platform campaigns
• Develop the agency's capability to deliver creator strategy that spans TikTok, Instagram, YouTube and emerging platforms
• Set the framework for how Somerce sources, briefs, contracts and measures wider influencer activity
• Lead senior client conversations on influencer strategy at brand-marketing level, not just trading level

Team Leadership & Development

• Line-manage the Head of Influencer and own the full Influencer org structure
• Hire, develop and retain the Influencer team across Director, Manager and Executive levels
• Run quarterly performance reviews, succession planning and individual development plans
• Build the training and capability framework for the function, covering onboarding, playbooks, certifications and progression
• Create a high-performance culture that retains the best creator and affiliate operators in the market

Client & Commercial Accountability

• Act as the senior point of escalation across all influencer-heavy client relationships
• Own retention, growth and renewal of influencer-led accounts
• Lead QBRs and strategic reviews at CMO and brand-director level for top-tier clients
• Identify upsell and cross-sell opportunities across the existing portfolio and feed into commercial pipeline

Performance, Reporting & Operations

• Set the measurement framework for influencer performance across GMV, CAC, ROAS, creator yield, programme size and margin
• Own the influencer function's contribution to monthly and quarterly board reporting
• Build the operational systems needed to scale the function, including CRM, outreach tooling, contract management and reporting infrastructure
• Set creator commercial guardrails and approval thresholds so the team can move fast without margin leakage

• Senior influencer leader. You've operated at Director or Senior Director level in a creator, talent, social or influencer agency, or led an in-house influencer function at a major consumer brand.
• TikTok Shop fluent. You have meaningful, hands-on understanding of TikTok Shop affiliate mechanics, including GMV Max, FBT, KLS, Spark Ads, commission structures and creator tier economics.
• Commercial operator. You've owned a P&L or service line, set pricing, managed margin and grown revenue at the multi-million pound level.
• People leader. You've built and scaled teams of 10+, you hire well, and people stay and grow under you.
• Network. You bring existing relationships across talent agencies, creator management, brand-side marketing leadership and TikTok platform contacts.
• Pace and standards. You move quickly, you set a high bar for the work, and you can hold senior conversations at CMO and Founder level.
• Commercially literate on creators. You understand the economics of creators across tiers, you know what a fair commercial looks like, and you don't get romanced by follower counts.

• Competitive salary, reviewed 6 monthly
• Performance-linked bonus structure
• Hybrid working from our central London or Manchester office (3 days per week)
• 28 days holiday plus bank holidays, with additional days for tenure
• Regular team socials & events
• Direct exposure to the leadership team and the commercial running of the business
• A front-row seat to the fastest-moving channel in commerce
• Share options