Lead, Influencer & Creator Marketing

🎯 Mission Brief: Building Lenskart's Creator-First Brand

Engine

• You will architect and scale Lenskart's transformation into a creator-native brand ecosystem,
• where influencers and digital creators become the primary storytellers of our brand narrative.
• Your mission is to move beyond transactional influencer campaigns to building a proprietary
• creator network that drives authentic engagement, cultural relevance, and measurable
• business impact across India's rapidly evolving digital landscape.
• This is more than campaign management—you're building the system, relationships, and
• content infrastructure that positions Lenskart at the intersection of eyewear culture, digital
• trends, and consumer behavior. You'll define how millions of Indians discover and engage with
• Lenskart through creators they trust, while directly driving revenue, brand lift, and category
• leadership.
• 🔑 Core Mandate: Creator Ecosystem Transformation

• Creator Network Platform & Ecosystem (The Builder's Focus)

• Creator Intelligence System: Own the strategic vision, architecture, and operationalization of
• Lenskart's proprietary creator network—a data-driven, AI-informed ecosystem that identifies,
• evaluates, and manages relationships with influencers, micro-creators, and emerging talent at
• scale across all relevant platforms and audience segments.
• Network Intelligence & Performance Architecture: Design and implement the systems,
• frameworks, and dashboards that track creator performance, audience quality, engagement
• authenticity, and conversion impact—transforming creator partnerships from gut-feel decisions
• to data-driven platform investments.
• Talent Relationship Infrastructure: Build the operational backbone for managing high-volume
• creator relationships—from discovery and negotiation to content collaboration, performance
• monitoring, and long-term ambassador development. This includes direct relationships with
• talent managers, agencies, and celebrity representatives.
• Content Framework & Creative Systems: Develop clear, compelling, performance-oriented
• creative briefs and content guidelines that balance brand storytelling with creator authenticity,
• platform optimization, and conversion objectives. Define the creative DNA for all influencer-led
• content.

1. Campaign Impact & Revenue Growth (The Business Focus)

• Campaign Performance & ROI Excellence: Lead the design, execution, and optimization of
• integrated influencer campaigns that drive measurable business outcomes—engagement,
• reach, conversions, and revenue impact. Monitor real-time performance across creators,
• platforms, and campaigns using advanced analytics and attribution.
• Commercial Acumen & Negotiation Strategy: Manage all commercial aspects of creator
• partnerships—from contract negotiation to usage rights, exclusivity agreements, and
• performance incentives. Directly negotiate with top-tier celebrities, micro-influencers, talent
• managers, and agencies to maximize brand value and commercial terms.
• Strategic Campaign Architecture: Conceptualize and lead end-to-end influencer marketing
• campaigns aligned with brand objectives, product launches, seasonal moments, and cultural
• trends. Balance multiple concurrent campaigns across categories and platforms while
• maintaining strategic coherence.
• Content-Driven Growth: Own the strategy to optimize all influencer-generated content for
• audience relevance, platform algorithms, engagement, and conversion. Ensure content drives
• not just brand awareness but measurable customer acquisition and lifetime value.

1. Cultural Leadership & Trend Mastery (The Change Agent Focus)

• Creator Economy Visionary: Stay ahead of platform evolution, emerging creator trends,
• cultural moments, and shifting audience behaviors. Be the internal authority on digital culture,
• creator-first marketing, and how Lenskart can lead in the creator economy.
• Integrated Marketing Leadership: Lead cross-functional collaboration with Performance
• Marketing, Social Media, PR, Brand, and Retail teams to ensure influencer initiatives amplify
• and reinforce broader marketing strategies while maintaining platform authenticity.
• On-Ground Activation & Experience Design: Lead the end-to-end execution of influencer
• shoots, celebrity appearances, brand events, and experiential activations that create memorable
• brand moments and drive social amplification.
• Organization Transformation: Champion the shift toward creator-centric thinking across
• Lenskart. Build internal capabilities and mindset around influencer partnerships as a core
• channel, not a peripheral tactic.
• 📋 The Essentials

Experience

• ● 8–10 years of progressive leadership in influencer marketing, creator economy, talent
• management, celebrity partnerships, or brand marketing
• ● Proven track record of managing high-volume influencer campaigns across multiple
• creators, categories, and platforms simultaneously
• ● Demonstrated experience directly negotiating commercial agreements with celebrities,
• top-tier influencers, talent managers, and talent agencies
• ● Strong background in campaign performance analytics—deep understanding of
• engagement metrics, attribution, conversion tracking, and ROI optimization
• ● Experience with influencer marketing platforms, creator tools, social listening
• software, and analytics dashboards
• ● Hands-on execution experience with influencer shoots, brand events, celebrity
• appearances, and on-ground activations
• ● Proven ability to build and scale creator networks and relationships from zero to
• significant scale
• ● Track record of delivering integrated campaigns that drive both brand impact and
• measurable business outcomes

Education & Language

• ● Bachelor's degree in Marketing, Communications, Business, or related field (Master's
• preferred)
• ● Professional fluency in English and at least one Indian regional language (Hindi
• preferred)—essential for authentic creator relationships and cultural relevance

Domain Bonus Points

• ● Direct experience in fashion, beauty, eyewear, or lifestyle sectors
• ● Existing personal or professional network of influencers, celebrity managers, and talent
• agencies across India
• ● Background managing ambassador programs or celebrity endorsements
• ● Familiarity with emerging platforms (YouTube Shorts, Instagram Reels, Snapchat,

Pinterest, LinkedIn)

• ● Experience working in high-growth, fast-scaling consumer or D2C brands
• 💭 The Mindset

Systems & Product Thinking

• You see influencer marketing not as a series of campaigns, but as a scalable, data-driven
• product ecosystem. You're intellectually curious about how creators, platforms, audiences, and
• brand narratives intersect. You think in terms of systems, automation, and infrastructure—how
• can we make creator partnerships more intelligent, efficient, and impactful at scale?

Cultural Intelligence & Trend Mastery

• You possess an intuitive grasp of digital culture, youth behavior, trending moments, and creator
• authenticity. You're constantly consuming creator content, understanding platform dynamics,
• and spotting emerging talent. You understand why a creator resonates with audiences and can
• translate that into brand strategy.

Execution Excellence Under Complexity

• You thrive managing dozens of simultaneous campaigns, multiple creator tiers, competing
• priorities, and real-time optimizations. You balance creative ambition with commercial
• rigor—delivering campaigns that are both culturally relevant and profitable. You move at the
• pace of a high-growth tech company, not traditional marketing.

Analytical Rigor & Commercial Mindset

• You're obsessed with data—performance metrics, ROI, audience quality, attribution. You don't
• settle for vanity metrics. You can translate complex analytics into clear business insights and
• recommendations. You understand financial impact: working capital, cost per acquisition,
• lifetime value, and bottom-line contribution.

Transformational Leadership & Organizational Influence

• You're a compelling communicator who can drive organizational alignment around creator-first
• strategies. You mentor and develop talent. You challenge status quo practices and build internal
• conviction around data-driven influencer marketing as a core growth lever. You lead with
• influence, not just authority.

Growth Mindset & Adaptability

• You thrive in ambiguity and rapid change. Platform algorithms shift. Creator trends evolve. New
• platforms emerge. You stay curious, experiment quickly, learn from failures, and continuously
• optimize. You see obstacles as problems to solve, not reasons to say no.
• 🌟 What Success Looks Like in Year 1
• ● Creator Ecosystem Built: Identified, onboarded, and formalized partnerships with 200+
• creators across tier-1 (celebrity), tier-2 (macro influencers), and tier-3 (micro-creators)
• segments with documented performance benchmarks
• ● Campaign Performance Mastery: Established clear measurement frameworks;
• improved influencer campaign ROI by 30%+ through optimization and smarter
• creator-campaign matching
• ● Commercial Excellence: Negotiated 50+ commercial agreements; reduced average
• creator cost-per-engagement while increasing conversion rates
• ● Data Infrastructure: Implemented creator performance dashboard tracking 15+ KPIs in
• real-time; established attribution model for influencer-driven conversions
• ● Internal Adoption: Secured organizational alignment on influencer marketing strategy;
• positioned influencer channel as a top 3 growth driver for brand awareness and
• acquisition
• ● Cultural Relevance: Ensured Lenskart appears in 5+ significant cultural
• moments/trends through creator partnerships; established brand as culturally aware and
• creator-first
• ● Team & Capability: Built or inherited a high-performing team; documented playbooks
• for campaign execution, creator negotiation, and performance optimization
• 🏢 Why Lenskart?
• You'll be joining India's fastest-growing eyewear brand at a pivotal moment. As creator economy
• influence grows exponentially in India, we're building the systems, team, and culture to lead in
• this space. You'll have P&L responsibility, autonomy to build systems and partnerships, and the
• budget and organizational support to scale. This is a foundational role that shapes how Lenskart
• connects with millions of Indian consumers through the voices they trust most.