Feb 20, 2024

Influencer Marketing Manager – How to Find One for Your Brand

Influencer Marketing Manager

An influencer marketing manager oversees collaborations between brands and social media influencers. They strategize, execute campaigns, and manage relationships to promote products or services effectively. These managers analyze target audiences, negotiate contracts, and measure campaign performance. 

They ensure brand alignment and authenticity in influencer partnerships. Studies show that businesses gain an average of $5.20 for every dollar spent on influencer marketing, highlighting its significant return on investment.

This article provides insight into what an influencer marketing manager is, what their tasks are, what skills they need and how you can work with one as a brand. Next, we discuss how much influencer marketing managers make, discuss how you should pay them and finally, answer some frequently asked questions (FAQs).

Influencer Marketing Manager

Table of Contents

What is an Influencer Marketing Manager? 

An influencer marketing manager oversees collaborations between brands and social media influencers. They strategize, execute campaigns, and measure performance to promote products or services effectively. Their expertise can help brand owners reach wider audiences, enhance brand visibility, and drive sales through authentic influencer partnerships.

Now, let’s look at the tasks of an influencer marketing manager.

What are the Tasks of an Influencer Marketing Manager?

Influencer marketing managers handle strategic planning, influencer selection, campaign execution, performance analysis, contract negotiation, content coordination, and community engagement to maximize brand impact and audience connection in influencer marketing campaigns. This is all something that JoinBrands can help you with.

Strategy Development

This task involves devising overarching plans for influencer marketing campaigns. It’s performed by researching target audiences, identifying key performance indicators (KPIs), and setting campaign objectives. Strategy development is an ongoing process, typically conducted at the beginning of each campaign or marketing cycle. It benefits brand owners by ensuring that influencer collaborations align with overall brand goals and resonate with the intended audience, maximizing campaign effectiveness.

Influencer Identification

Influencer marketing managers search for suitable influencers who align with the brand’s values and target demographic. They perform this task by utilizing social media platforms, influencer databases, and analytics tools. It’s a continuous task, as the influencer landscape evolves, requiring periodic reassessment. By carefully selecting influencers with genuine connections to their audience, brand owners can enhance authenticity and credibility, fostering stronger relationships with potential customers.

Campaign Execution

This task involves coordinating and implementing influencer marketing campaigns from start to finish. Influencer marketing managers collaborate with influencers to create content, set posting schedules, and monitor campaign progress. Campaign execution is a time-sensitive task, requiring meticulous planning and coordination. It benefits brand owners by ensuring seamless integration of brand messaging into influencer content, driving engagement, and generating brand awareness among target audiences.

Performance Analysis

After campaign implementation, influencer marketing managers analyze various metrics to evaluate campaign effectiveness. They utilize analytics platforms to track key performance indicators such as reach, engagement, and conversion rates. Performance analysis is an ongoing task, conducted throughout and after each campaign to assess results and inform future strategies. By interpreting data insights, brand owners can optimize future campaigns, allocate resources effectively, and achieve a higher return on investment (ROI) from influencer marketing efforts.

Negotiating Contracts

Influencer marketing managers negotiate terms and agreements with influencers regarding compensation, deliverables, and campaign expectations. This task involves communication skills, legal knowledge, and budget management. Negotiating contracts occurs at the onset of each collaboration and may require periodic revisions. By securing favorable terms and ensuring mutual understanding, brand owners can mitigate risks and establish clear guidelines for successful partnerships.

Content Coordination

This task entails overseeing the creation and approval of content developed by influencers. Influencer marketing managers provide guidance, feedback, and brand assets to ensure content aligns with brand guidelines and resonates with the target audience. Content coordination is an ongoing process, involving regular communication and feedback loops. By maintaining consistency and quality across influencer content, brand owners can reinforce brand messaging and cultivate a cohesive brand identity across platforms.

Community Engagement

Influencer marketing managers actively engage with the audience on social media platforms to foster connections and drive conversations around the brand. They respond to comments, messages, and feedback, leveraging influencers’ influence to amplify brand reach and engagement. Community engagement is a continuous task, requiring real-time monitoring and responsiveness. By building rapport and trust with the audience, brand owners can nurture brand loyalty, encourage user-generated content, and foster a sense of community around their products or services.

Now that we know the different tasks of an influencer marketing manager, let’s discuss the skills you’ll need to accomplish these tasks. 

What Skills Does an Influencer Marketing Manager Need? 

Influencer marketing managers require a diverse skill set to succeed. These include effective communication and analytical abilities for rapport-building and data interpretation. Creativity drives engaging content creation, while negotiation skills secure favorable partnerships. Project management ensures timely execution, adaptability navigates industry shifts, and attention to detail upholds brand integrity. Relationship building fosters trust and authenticity, maximizing the impact of influencer collaborations for brand owners.

Communication Skills

Communication skills involve conveying information effectively and building rapport with influencers and brand stakeholders. Studies show that 86% of employees and executives cite lack of collaboration and ineffective communication as the cause of workplace failures. These skills aid in negotiating contracts, providing feedback, and fostering positive relationships with influencers. By facilitating clear and transparent communication, brand owners can ensure alignment with campaign objectives and enhance partnership outcomes.

Analytical Skills

Analytical skills encompass the ability to interpret data and derive actionable insights from campaign performance metrics. According to a report by McKinsey, data-driven organizations are 23 times more likely to acquire customers. These skills support tasks such as performance analysis, audience segmentation, and ROI measurement. By leveraging data insights, influencer marketing managers can optimize campaign strategies, allocate resources efficiently, and achieve higher returns on investment for brand owners.


Creativity involves generating innovative ideas and developing engaging content concepts for influencer campaigns. Research indicates that 78% of consumers prefer brands that create custom content. This skill aids in content coordination, campaign ideation, and storytelling. By infusing creativity into influencer collaborations, brand owners can capture audience attention, differentiate their brand, and foster deeper emotional connections with consumers.

Negotiation Skills

Negotiation skills are essential for securing favorable terms and agreements with influencers during contract negotiations. Studies suggest that effective negotiation can result in 42% higher profits. These skills are critical for tasks such as contract negotiation, budget management, and resolving conflicts. By adeptly negotiating contracts, influencer marketing managers can secure mutually beneficial partnerships, mitigate risks, and optimize resource allocation for brand owners.

Project Management

Project management involves organizing and coordinating various aspects of influencer marketing campaigns to ensure timely execution and delivery. Research shows that companies with strong project management practices meet their goals 2.5 times more often. These skills support tasks such as campaign execution, timeline management, and resource allocation. By effectively managing projects, influencer marketing managers can minimize delays, streamline workflows, and deliver successful campaigns that meet brand objectives.


Adaptability refers to the ability to respond flexibly to changing circumstances and industry trends in influencer marketing. A study by Deloitte found that 94% of executives believe that adaptability and agility are critical to their organization’s success. This skill is invaluable for tasks such as influencer identification, strategy adjustment, and crisis management. By staying adaptable, influencer marketing managers can navigate evolving landscapes, seize emerging opportunities, and maintain brand relevance and competitiveness for brand owners.

Attention to Detail

Attention to detail involves being thorough and meticulous in reviewing contracts, content, and campaign elements to ensure accuracy and compliance. Research indicates that 71% of consumers are more likely to recommend a brand that delivers a consistently reliable experience. This skill supports tasks such as content coordination, contract review, and quality assurance. By maintaining attention to detail, influencer marketing managers can uphold brand integrity, mitigate potential errors or discrepancies, and enhance the overall professionalism of influencer collaborations, benefiting brand owners.

Relationship Building

Relationship building entails fostering strong connections with influencers, brand partners, and other stakeholders within the industry. A study by Harvard Business Review found that strong relationships drive career success and happiness. This skill aids in tasks such as influencer outreach, partnership cultivation, and stakeholder engagement. By nurturing meaningful relationships, influencer marketing managers can cultivate trust, loyalty, and advocacy among influencers, leading to more authentic and impactful brand partnerships for brand owners.

Now, let’s discuss how to work with an influencer marketing manager as a brand. 

How to Work with an Influencer Marketing Manager as a Brand 

Working with an influencer marketing manager involves a series of strategic steps that benefit both the brand and the manager. Here’s how to navigate this collaboration effectively:

1. Defining Objectives

The first step in working with an influencer marketing manager involves defining clear objectives. This step is crucial for the brand as it sets the direction and goals of the campaign, ensuring that all efforts are aligned towards achieving specific outcomes, such as increasing brand awareness, driving sales, or enhancing brand reputation. For the influencer marketing manager, understanding the brand’s objectives is essential for selecting the right influencers, crafting the campaign strategy, and measuring success. To achieve this step effectively, brands should engage in detailed discussions with the manager to articulate their vision, target audience, and key performance indicators (KPIs). This collaborative approach ensures that both parties are on the same page and working towards common goals.

2. Selecting the Right Influencer Marketing Managers

After defining the objectives, the next step involves selecting the right influencer marketing managers. This selection is vital for the brand because influencers with a strong alignment to the brand’s values and target audience can significantly amplify campaign messages and foster authentic engagement. For the influencer marketing manager, this step requires thorough research and analysis to identify influencers who not only have the right audience but also exhibit a genuine interest in the brand or product. Achieving this step effectively involves utilizing tools and platforms for influencer discovery, examining influencers’ engagement rates, content quality, and audience demographics, and ensuring a good fit with the brand’s image and campaign goals.

3. Campaign Planning and Execution

Campaign planning and execution is the third step, encompassing the development of a detailed campaign strategy and its implementation. This step is important for the brand because a well-planned and executed campaign can maximize ROI, engage the target audience, and enhance brand image. For the influencer marketing manager, it involves coordinating with influencers to create content that resonates with the audience while staying true to the brand’s messaging. To achieve this step effectively, clear communication of campaign guidelines, timelines, and deliverables is essential. This ensures that content is produced on time, meets quality standards, and aligns with the campaign’s objectives.

4. Monitoring and Optimization

Monitoring and optimization form the fourth step, focusing on tracking the campaign’s performance and making necessary adjustments. For the brand, this step is crucial for understanding the impact of the campaign, gauging ROI, and identifying areas for improvement. For the influencer marketing manager, it involves analyzing data and metrics to assess whether the campaign is meeting its objectives and adjusting strategies as needed. Achieving this step effectively requires the use of analytics tools to monitor engagement, reach, conversions, and other relevant metrics. Regular updates and feedback between the brand and the manager ensure that the campaign remains on track and adjustments are made promptly to optimize results.

5. Review and Learning

The final step is the review and learning process, which involves evaluating the overall success of the campaign and deriving insights for future initiatives. This step is important for the brand as it provides an opportunity to reflect on what worked well and what could be improved, informing future marketing strategies. For the influencer marketing manager, this involves compiling reports on campaign performance, gathering feedback from influencers and the brand team, and identifying key learnings. Achieving this step effectively requires a comprehensive analysis of all campaign aspects, from planning and execution to monitoring and optimization. This collaborative review process ensures that both the brand and the manager gain valuable insights, strengthening their partnership and paving the way for more successful campaigns in the future.

6. Building Relationships with Influencer Marketing Managers

Building strong relationships with influencer marketing managers is a key step that goes beyond mere transactional interactions. For the brand, developing a genuine rapport with influencer marketing managers can lead to more authentic and engaging content, as influencers are more likely to go above and beyond for brands they feel connected to. For the influencer marketing manager, this means investing time in understanding the influencer marketing manager’s needs, preferences, and creative processes. Achieving this step effectively involves regular communication, providing feedback, and showing appreciation for their work. This not only enhances the quality of current collaborations but also lays the foundation for long-term partnerships.

7. Legal and Ethical Compliance

Ensuring legal and ethical compliance is crucial in influencer marketing. For the brand, adhering to regulations and ethical guidelines protects its reputation and avoids potential legal issues. For the influencer marketing manager, this involves staying updated on relevant laws and guidelines, such as disclosure requirements, and ensuring that influencers are aware of and comply with these regulations. To achieve this step effectively, brands and managers should incorporate compliance checks into their workflow, including clear contractual agreements that outline expectations and responsibilities related to legal and ethical standards.

8. Leveraging User-Generated Content

Leveraging user-generated content (UGC) is an important step that can amplify the impact of influencer campaigns. For the brand, UGC not only provides authentic content that resonates with audiences but also encourages further engagement and community building. For the influencer marketing manager, this involves creating campaigns that incentivize audience participation and content creation. Achieving this step effectively requires clear guidelines for UGC, mechanisms for collecting and curating content, and strategies for showcasing UGC across the brand’s platforms, thereby enhancing the campaign’s reach and engagement.

9. Scaling Influencer Partnerships

Scaling influencer partnerships is a strategic step for brands looking to expand their reach and impact. For the brand, scaling involves identifying successful partnerships and exploring ways to grow these relationships, whether through larger campaigns, long-term ambassadorships, or diversifying into new markets. For the influencer marketing manager, this means analyzing performance data to identify high-performing influencers and developing strategies for scaling these successes in a sustainable manner. Effectively achieving this step involves careful planning, resource allocation, and ongoing communication with influencers to ensure that scaling efforts align with both the brand’s and influencers’ growth objectives.

10. Continuous Learning and Adaptation

Continuous learning and adaptation are essential for staying ahead in the dynamic field of influencer marketing. For the brand, this means being open to new platforms, trends, and influencer marketing strategies. For the influencer marketing manager, it involves constantly seeking knowledge on the latest industry developments and adjusting strategies based on new insights and analytics. Achieving this step effectively requires a commitment to ongoing education, experimentation with new ideas, and flexibility to pivot strategies as needed. This ensures that both the brand and the influencer marketing manager can capitalize on emerging opportunities and navigate challenges in the ever-evolving digital landscape.

Now, let’s discuss how much an influencer marketing manager makes. 

How Much Does an Influencer Marketing Manager Make? 

An influencer marketing manager’s salary can vary based on several factors. 

Company Size

The size of the company employing an influencer marketing manager can significantly impact their salary. Larger companies often have more resources and higher budgets allocated for marketing roles, resulting in potentially higher salaries compared to smaller businesses or startups.


The industry in which the company operates can influence an influencer marketing manager’s pay. Industries with high competition or those that heavily rely on digital marketing strategies, such as retail, technology, or fashion, may offer higher salaries to attract top talent.

Geographical Location

Geographical location plays a significant role in determining salary levels for influencer marketing managers. Salaries tend to be higher in metropolitan areas with a higher cost of living, such as New York City or San Francisco, compared to rural or less expensive regions.

Education and Skill Set

An influencer marketing manager’s level of education, certifications, and specialized skill set can impact their earning potential. Advanced degrees, relevant certifications in marketing or digital media, and proficiency in data analysis or social media management may command higher salaries within the field.


Experience level is a crucial determinant of an influencer marketing manager’s salary. Entry-level managers, typically with less than two years of experience, often start at lower salary ranges as they gain familiarity with the role and industry practices. Mid-level managers, with around three to five years of experience, command higher salaries due to their proven track record and increased responsibilities in campaign execution and management. Senior-level managers, with more than five years of experience and a demonstrated ability to lead strategic initiatives, usually earn the highest salaries in recognition of their expertise and leadership capabilities. Experience directly correlates with salary, reflecting the manager’s level of competency, responsibility, and value to the organization.

Here’s a table that depicts how an influencer marketing manager’s salary varies depending on different experience levels: 

Experience LevelSalary Range
Entry-Level$40,000 – $60,000
Mid-Level$60,000 – $90,000
Senior-Level$90,000 – $120,000+

Now, let’s discuss how you should compensate influencer marketing managers. 

How to Compensate Influencer Marketing Managers as a Brand

Creating a detailed plan for how brands should compensate influencer marketing managers involves several key components that ensure fairness, clarity, and motivation for continued success. This plan should recognize the manager’s strategic role in connecting brands with influencers, crafting campaigns, and driving measurable results.

1. Base Salary or Retainer

The foundation of compensation for an influencer marketing manager should be a base salary (for in-house positions) or a retainer fee (for freelance or agency-based roles). This ensures financial stability for the manager and reflects the ongoing nature of their work, including campaign planning, influencer outreach, and performance analysis. The base salary or retainer should be competitive and aligned with industry standards, taking into account the manager’s experience, the size of the brand, and the expected workload.

2. Performance Bonuses

In addition to a base salary or retainer, brands should offer performance bonuses to incentivize the achievement of specific campaign goals. These bonuses can be tied to various metrics, such as engagement rates, sales conversions, or growth in brand awareness. Setting clear, measurable objectives at the beginning of each campaign is crucial for determining bonus eligibility and amount. Performance bonuses motivate the manager to exceed expectations and align their efforts with the brand’s success.

3. Commission on Influencer Deals

Offering a commission on influencer deals is another way to compensate marketing managers, particularly when they successfully negotiate contracts that are favorable to the brand. This commission could be a percentage of the total deal value or a fixed amount for each completed contract. This encourages the manager to seek out the best possible influencers and negotiate deals that offer good value for the brand, balancing quality and cost.

4. Long-term Incentive Plans

For brands looking to retain top talent, long-term incentive plans (LTIPs) can be effective. These plans often involve stock options, profit sharing, or other benefits that accrue over time, incentivizing the manager to stay with the company and contribute to its long-term success. LTIPs are particularly relevant for in-house positions where the manager’s strategic contributions significantly impact the brand’s market position and profitability.

5. Professional Development Opportunities

Investing in the professional development of an influencer marketing manager is a form of indirect compensation that can be highly valued. This could include funding for courses, conferences, and seminars that help the manager stay ahead of industry trends and enhance their skills. Supporting professional growth not only benefits the manager personally but also ensures that the brand benefits from cutting-edge strategies and practices in influencer marketing.

Implementation Considerations

  • Transparency and Agreement: Clear communication and written agreements outlining the compensation structure are essential. This ensures that both the brand and the marketing manager have aligned expectations and understand the basis for compensation.
  • Regular Reviews: Compensation plans should be reviewed regularly (e.g., annually) to ensure they remain competitive and reflect the manager’s evolving role and contributions. Adjustments may be necessary based on changes in market rates, the brand’s budget, and the manager’s performance.
  • Performance Metrics: Establish clear, fair, and achievable metrics for performance bonuses and commissions. These should be directly related to the manager’s efforts and influence on campaign outcomes.
  • Flexibility: The compensation plan should have some flexibility to adapt to different campaigns, market changes, and the evolving influencer landscape. This allows the brand and the manager to pivot strategies as needed while ensuring compensation remains fair and motivating.

By carefully designing a compensation plan that includes these elements, brands can attract and retain skilled influencer marketing managers, ensuring their campaigns are successful and deliver significant returns on investment.

Now, let’s answer some frequently asked questions (FAQs). 

Influencer Marketing Manager

Frequently Asked Questions (FAQs) 

Why is influencer marketing important?

Influencer marketing is crucial for brands seeking to reach specific audiences effectively. By partnering with influencers, brands can tap into the influencer’s loyal following, gaining credibility and visibility in a saturated market.

What skills are essential for an influencer marketing manager?

Essential skills include strong communication, analytical abilities, creativity, and knowledge of social media trends. These competencies enable them to identify influential personalities and orchestrate successful marketing campaigns.

How do you measure the success of influencer marketing campaigns?

Success is measured through engagement rates, reach, conversions, and ROI. Analyzing these metrics helps in understanding the campaign’s impact and adjusting strategies for better results.

What are the challenges of influencer marketing?

Challenges include identifying the right influencers, measuring campaign effectiveness, and navigating the complexities of influencer partnerships. Overcoming these obstacles is key to harnessing the full potential of influencer marketing.

How does influencer marketing fit into a broader marketing strategy?

It complements traditional marketing efforts by providing authentic content that resonates with target audiences. When integrated with other marketing channels, it amplifies brand messages, driving awareness and engagement.

What trends are shaping influencer marketing?

Current trends include a shift towards micro-influencers, emphasis on authenticity, and the rise of video content. Staying abreast of these trends is vital for crafting relevant and impactful campaigns.

What budget should be allocated to influencer marketing?

Budgets vary based on campaign goals, the influencers’ reach, and the brand’s size. Allocating a flexible budget allows for adjustments based on campaign performance and influencer partnerships.

How do you select the right influencers for a campaign?

Selection involves evaluating influencers’ audience demographics, engagement rates, and content quality to ensure alignment with the brand’s values and campaign objectives.

What legal considerations are involved in influencer marketing?

Legal considerations include clear contracts, adherence to disclosure guidelines, and intellectual property rights. Ensuring compliance is crucial to avoid legal pitfalls and maintain brand integrity.

How has influencer marketing evolved over time?

It has evolved from simple product endorsements to sophisticated campaigns emphasizing storytelling and authenticity. This evolution reflects changing consumer behaviors and the growing importance of social media as a marketing platform.


In conclusion, the role of an influencer marketing manager is pivotal in navigating the dynamic landscape of digital marketing. With a blend of strategic vision and adept relationship-building skills, they drive brand visibility and engagement. As influencer marketing continues to evolve, their expertise remains indispensable for brands aiming to harness the power of social influence effectively.

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