UGC & Brand Partnerships Lead

Purpose

This role exists to build, execute, and scale a high-performance creator and partnership engine (UGC creators, affiliates, influencers, brand partners, ambassadors, and celebrities) so paid media, creative production, and brand growth are never constrained by weak creator strategy or slow partnership execution.

You will own the full creator-led and partnership growth lifecycle: sourcing, outreach, negotiations, briefing, approvals, optimisation, and measurable revenue impact.

This is a hands-on growth and commercial role working closely with POD leaders and brand founders to originate, manage, and commercialise high-value UGC and brand partnerships across Valerie’s brand portfolio.

Accountabilities
Creator & UGC Strategy

• Design and execute creator/UGC strategies aligned to brand goals, growth forecasts, and paid media plans

• Define platform-specific creator strategies across TikTok, Instagram, YouTube, Facebook, Amazon, and organic social

• Prioritise creators who drive conversion and revenue impact (not just reach) and execute outreach and negotiations using creator platforms/tools

• Build scalable creator pipelines and testing frameworks for rapid content iteration

• Own affiliate code setup and creator commercialisation through Shopify in coordination with leadership

• Maintain organised storage and reuse systems for UGC assets

Creator Sourcing, Outreach & Relationship Management

• Source, evaluate, and shortlist creators based on brand fit, content quality, and performance potential

• Execute outreach and negotiations using creator platforms/tools (Upfluence, Modash, Grin, Aspire, etc.)

• Manage creator onboarding end-to-end including commercials, affiliate structures, licensing, and usage rights

• Build long-term creator relationships rather than one-off placements
  Coordinate with talent managers and agents where relevant

Strategic Brand & Partnership Development

Identify and evaluate high-value partnership opportunities including:

• B2B brand collaborations (co-branded campaigns, giveaways, product collaborations, events)

• Celebrity endorsements and ambassador programs

• High-profile influencer partnerships

• Build a pipeline of strategic partnership opportunities across Valerie’s brand portfolio

• Present partnership opportunities with clear commercial rationale and growth potential

• Facilitate founder-to-founder partnership alignment conversations

Briefing, Content Execution & Approvals

• Write performance-driven creator briefs including hooks, angles, talking points, pacing, CTAs, and brand guardrails

• Manage content timelines and creator deliverables

• Run review cycles including submissions, revisions, and approvals

• Ensure approved content is ready for organic, paid, and affiliate usage

End-to-End Campaign & Partnership Management

• Own UGC and partnership campaigns from sourcing through execution and reporting

• Coordinate with Paid Media teams for Spark Ads, whitelisting, boosting, and scaling

• Negotiate partnership structures including fee, commission, product, and hybrid models

• Manage partnership agreements, usage rights, exclusivity clauses, and campaign deliverables

• Ensure campaigns deliver measurable commercial outcomes

Performance Tracking & Attribution

• Manage creator and partnership tracking through Shopify/WooCommerce and affiliate tools

• Set up UTMs, discount codes, affiliate links, and performance tracking frameworks

• Analyse results across CTR, CVR, CPA, ROAS, revenue impact, and scaling potential

• Identify top creators, partnerships, and repeatable growth patterns

Systems, Playbooks & Scale

• Build repeatable systems including outreach templates, briefing frameworks, and approval workflows

• Maintain creator and partnership databases including performance insights and contract terms

• Identify cross-brand collaboration opportunities across Valerie’s portfolio

• Contribute to AI-enabled workflows by defining prompts, briefs, and optimisation logic for creator-led growth

Ideal Behaviour, Qualifications & Skills

Must Have

• 2–6 years' experience in influencer marketing, UGC partnerships, creator marketing, or brand partnerships

• Agency or performance-driven marketing environment strongly preferred

• Proven ability to drive revenue and performance outcomes through creators or partnerships

• Deep understanding of TikTok, Reels, Shorts, UGC formats, and creator psychology

• Strong creative instincts with a performance mindset

• Commercial negotiation ability across creators, brands, or talent managers

• Execution-focused ownership and ability to manage multiple partnerships simultaneously

Nice to Have

• Experience with creator licensing, Spark Ads, and usage rights negotiation

• Experience with DTC or eCommerce brands

• Familiarity with creator platforms (Modash, Grin, Aspire, Upfluence, etc.)

• Basic understanding of paid media testing and scaling

Key Performance Indicators

• Creator and partnership acquisition rate and quality

• Revenue generated through creator-led and partnership campaigns

• Speed from sourcing to live content or signed partnership

• Campaign delivery: on-time execution and approval rate

• Creator/partnership renewal and long-term collaboration rate

• Portfolio pipeline health across brands

• Use of AI tools and related apps in workflows

• Company values alignment: ownership, accountability, execution excellence

Values

We take our values very seriously and ask that all team members reference (or keep in mind) values in dealing with conflict, challenges, opportunities and day to day operations.

Each individual's role is to also hold others accountable and themselves.

• Accountability- own your part in it first.

• Collaboration- take initiative with discipline and humility.

• Resilience- to be steadfast, assess, and bounce back.

• Selflessness- ‘what does it take to scale’.

• Fun- be present and connect.

Agentic AI

Our Product Team creates a prompt template from user (staff) instructions, action group, and knowledge bases. Then, leverages AI further to enhance and refine user experience. Staff may also update (modify) parts of the user input, orchestration plan directly, and the Agents response memory. With the ability to modify the prompt template, you gain better control over the AI Agent orchestration. Then, based on the results, Agents will come up with recommendations and those will be reviewed by our product team and management. They continue to repeat their process, but the learnings are automatically being added into the prompt.