Influencer Marketing Lead
We are looking for a seasoned, dynamic Influencer Marketing Lead to head Lenskart's influencer marketing charter nationally. In this role, you will define and own influencer, content creator and celebrity marketing strategy end-to end — setting the vision, building the playbook, and leading a distributed team of regional influencer marketing managers across North, South, East and West India. You'll be the single point of accountability for how Lenskart shows up through creators and talent across every language market in the country, ensuring regional depth (Hindi, Tamil, Telugu, Kannada, Bengali, Marathi, Gujarati, Malayalam, Punjabi and more) rolls up into one coherent, scalable, national strategy.
You've built and led influencer or creator marketing functions before — whether at a large D2C/ecommerce brand, a top-tier influencer or talent management agency, or an MCN — and you know how to pair sharp campaign instincts with the discipline of running a team, a budget and a set of vendor relationships at national scale. You have a strong business acumen and are concerned with data and results, not just feelings.
Key Responsibilities
● Own the national influencer, content creator and celebrity marketing strategy for Lenskart, aligned to brand and business objectives across the full house of brands (John Jacobs, Vincent Chase, Lenskart Air, Aqualens, BLU)
● Build, lead and mentor a team of regional influencer marketing managers across India (North, South, East, West), setting clear goals, reviewing campaign quality, and holding a consistent bar while leaving room for regional and language-led nuance
● Design the overarching creator and celebrity partnership framework for the country — tiering (mega/macro/micro/nano), rate cards, negotiation guardrails, contracting templates, and fraud/quality checks such as fake followers or inflated engagement
● Build and own relationships with India's leading talent management and celebrity management agencies, influencer marketing agencies and MCNs, negotiating retainers and preferred-partner arrangements at a national level
● Lead celebrity and top-tier talent partnerships for marquee brand moments, campaigns and product launches, working closely with brand, creative and category teams
● Set up and govern always-on creator programs (ambassador cohorts, always-on seeding, UGC pipelines) alongside campaign-based bursts tied to launches, sales events and regional festivals across the calendar
● Apply Artificial Intelligence in your workflow to improve efficiency and outcome of results.
● Define and track the measurement framework for influencer marketing — engagement quality, reach, conversion/attribution and ROI — and report performance and learnings to senior leadership
● Own the national influencer marketing budget, allocating spend across regions and campaigns and ensuring efficient utilization
● Act as the senior point of escalation for stakeholder management across marketing, category, e-commerce, PR/communications, legal and finance teams
● Build scalable systems, SOPs and tools (creator CRM, campaign trackers, vetting checklists) so the function runs consistently as it scales across regions and markets
● Stay ahead of the creator economy — platform shifts, format trends, emerging creators, competitor activity and disclosure/compliance requirements — and translate that into Lenskart's playbook
● Manage crisis or reputation situations involving creators or celebrity partners, in coordination with PR and legal
What We're Looking For:
● 8-12 years of experience in influencer marketing, creator/talent management or celebrity marketing, including at least 3 -4 years in a leadership or people-management capacity
● Proven experience building or scaling a pan-India, multi-regional, multi-lingual influencer marketing function — either in-house at a large consumer brand, D2C or e-commerce company, or at a leading influencer/talent management agency or MCN
● Track record of managing distributed teams across geographies, setting direction centrally while empowering regional specialists to move fast locally
● Deep, current network across India's creator and celebrity ecosystem — relationships with major talent management agencies, influencer marketing agencies, MCNs and celebrity managers
● Strong commercial acumen: experience owning a marketing budget, negotiating agency/creator/celebrity deals, and reporting ROI to senior stakeholders
● Sound grasp of the creator economy — how creators and celebrities price themselves, what separates genuine engagement from vanity metrics, and how regional content strategy differs from pan-India content
● Excellent stakeholder management and executive communication skills; comfortable presenting strategy and results to CXO-level leadership
● Experience setting up processes, SOPs and vetting frameworks (fraud/fake-follower detection, contracting, compliance) to run an influencer function at scale
● Bachelor's degree required; MBA or equivalent preferred Nice to Have
● Experience in fashion, beauty, lifestyle, consumer electronics or other high-influencer-intensity D2C categories
● Prior experience managing celebrity brand ambassador relationships alongside creator/influencer marketing
● Familiarity with influencer marketing and analytics tools (Qoruz, Kofluence, Modash,Influencer.in, etc.)
● Experience working across multiple Indian language markets and regional cultural moments
● Exposure to international/APAC creator marketing, given Lenskart's footprint in Singapore, Dubai and Japan (via Owndays)
● Experience partnering with performance marketing teams to build always-on, ROI-driven creator programs