Assistant Vice President, Influencer Marketing, MENA

Role Overview

Assistant Vice President, Influencer Marketing, MENA at WPP Media. The role oversees strategy, operations, client management, and team performance across all GOAT Beauty accounts in the region.

Company Overview

WPP Media is WPP's AI-driven media operating unit, bringing together media, data, and partnerships to deliver creative personalization at scale. Connected through WPP Open and powered by Open Intelligence, clients see exactly where, how, and why their media investment is working.

Role Purpose

The Assistant Vice President of Influencer Marketing acts as a core operational anchor and strategic visionary, translating complex brand ambitions into high-impact, performance-led creator programs across the tier-one beauty, skincare, cosmetics, and personal care portfolio. You will scale workflow efficiencies, elevate beauty creator quality standards, mentor mid-level leaders, and nurture deep, trusted relationships with senior beauty brand executives.

Key Responsibilities

Strategic Vision & Beauty Campaign Strategy

• Serve as the senior strategic authority across all GOAT Beauty accounts, developing end-to-end influencer and creator strategies that align with beauty industry benchmarks and client business KPIs.
• Develop deep understanding of the beauty creator ecosystem, including skincare experts, dermatologists, hair stylists, makeup artists, and micro and macro beauty influencers across TikTok, Instagram, and YouTube.
• Stay ahead of fast-moving beauty dynamics, including GRWM formats, shade matching, ingredients-first storytelling, skinimalism, TikTok shop beauty trends, and beauty product sampling models.
• Collaborate with cross-functional media and PR teams to integrate creator strategies into broader beauty brand campaigns, product launches, and seasonal moments.
• Champion performance metrics, utilizing proprietary data tools such as IBEX to optimize creator selection, audience authenticity, pricing benchmarks, and sales conversion and ROI.

Talent Development & People Leadership

• Direct, coach, and empower a high-performing team of Influencer Directors, Account Managers, and Strategists, fostering a culture of excellence, psychological safety, and continuous learning.
• Upskill and train account teams on beauty industry best practices, product gifting and seeding protocols, FTC guidelines around cosmetics claims, and creative briefing for beauty content.
• Establish clear career growth trajectories, performance benchmarks, and skill development plans for direct and indirect reports.
• Oversee workload distribution across beauty account teams to maintain optimal capacity, prevent burnout, and maximize team efficiency.

Client Management & Commercial Growth

• Serve as the executive-level point of contact for beauty client leadership including CMOs, Brand Directors, and VP of Global Communications and Influencer Marketing, acting as a trusted consultant on influencer strategy and market dynamics.
• Drive annual account growth by identifying organic upselling and cross-selling opportunities across GOAT's service offerings.
• Establish structured client ways of working, ensuring SLA compliance, transparent quarterly business reviews, and high client satisfaction measured by NPS.
• Partner with agency growth teams on new business pitches, RFPs, and strategic proposals to win top-tier beauty global and regional accounts.

Operational Excellence & Beauty Workflow Optimization

• Audit, refine, and enforce streamlined operational workflows covering beauty product gifting, shade matching fulfillment, creator contracting, usage rights for beauty assets, briefing, content approvals, and reporting.
• Build scalable frameworks and standardized documentation templates that streamline campaign execution across multi-SKU product launches and global beauty activations.
• Ensure strict adherence to FTC guidelines, beauty and cosmetic claims compliance, legal contracts, usage rights, and brand safety across all creator assets.
• Drive full adoption of internal tech stacks, AI capabilities, and proprietary platforms across all accounts to enhance reporting accuracy and operational efficiency.

Financial & Commercial Governance

• Monitor financial health across all GOAT Beauty accounts, maintaining target profit margins through efficient pricing models and resource utilization.
• Oversee multi-million-dollar beauty creator budgets, ensuring flawless financial governance, rate negotiations, usage rights extensions, and creator payment pipelines.

Qualifications & Experience

• Minimum 5 years of dedicated influencer marketing experience specifically within the Beauty, Skincare, Cosmetics, or Personal Care industries on agency or brand side.
• 8–10+ years of overall experience in Influencer Marketing, Social Media, or Creator Economy platforms.
• Minimum 3–4 years in a direct team management role.
• Deep knowledge of beauty trends, product launch cycles, cosmetic claims compliance, and established relationships with key beauty creators and talent management agencies.
• Demonstrated success leading and developing teams of 8+ direct and indirect reports, with a passion for mentorship and talent retention.
• Exceptional organizational skills with proven experience designing, auditing, and scaling operational processes for high-volume, multi-SKU beauty campaigns.
• Strong financial acumen with experience managing multi-million-dollar beauty client budgets, margin governance, and commercial forecasting.

Skills & Competencies

• Expert communication, presentation, and relationship-building skills, with a track record of managing C-suite and VP-level client relationships in the beauty space.

Additional Information

Performance is measured by team growth and beauty mastery (internal talent retention rates, team satisfaction scores, and skill progression of direct reports in beauty category expertise), client retention and account growth (Net Revenue Retention and organic account expansion across GOAT Beauty accounts), operational efficiency (on-time campaign and product delivery rates, margin control, and process adoption metrics), and campaign effectiveness (achievement of client campaign benchmarks including ROI, engagement rates, Share of Voice in the beauty category, and business impact).