Director, Influencer Marketing

Director Of Influencer Marketing

Simon is seeking a strategic, culturally fluent Director of Influencer Marketing to lead and evolve our creator ecosystem across our portfolio of shopping centers. This role will be responsible for architecting a best-in-class influencer strategy that drives measurable business impact—from brand relevance and cultural conversation to foot traffic and conversion.

This individual will oversee the full creator marketing lifecycle, including strategy, talent sourcing, campaign execution, content amplification and performance optimization. You will play a critical role in positioning Simon at the center of culture by building scalable, insight-driven creator programs that connect with key audiences including Gen Z, millennial moms, and emerging shoppers.

The ideal candidate brings a deep understanding of the modern creator economy, social-first storytelling and performance-driven partnerships. This role will report to Assistant Vice President, Content & Influencer Marketing.

Principal Responsibilities:

The successful candidate's responsibilities will include, but not be limited to:

• Own and define Simon's creator marketing vision, evolving from campaign-based influencer activations to an always-on, full-funnel creator ecosystem spanning awareness, consideration and conversion
• Lead and manage agency and partner relationships, setting strategic direction, KPIs and accountability frameworks to ensure best-in-class execution and innovation
• Build and scale ambassador program, prioritizing long-term partnerships over one-off activations
• Develop and expand performance-driven creator strategies, including affiliate marketing, creator commerce, trackable links, promo codes and in-center conversion tactics
• Establish Simon as a leader in social-first, culturally relevant storytelling, identifying trends, formats, and platform behaviors that can translate into viral, shareable content
• Partner cross-functionally with various teams to integrate creator marketing into enterprise campaigns and local center strategies
• Create scalable frameworks for localized creator activation, empowering field teams to tap into regional creators while maintaining brand consistency
• Oversee the content supply chain, ensuring influencer-generated content is optimized, repurposed, and distributed across owned, paid and partner channels
• Build and maintain a high-value network of creators across tiers (nano to celebrity), with a focus on diversity, authenticity, and cultural relevance
• Leverage data, social listening, and platform insights to inform strategy, optimize performance, and identify opportunities
• Define measurement frameworks that connect creator activity to business outcomes
• Manage budgets, forecasting, and investment allocation across campaigns, partners, and platforms
• Serve as a thought leader internally, educating teams on emerging trends including UGC at scale, creator whitelisting, dark posting, AI-enabled creator matching and social commerce

Minimum Qualifications:

• 8+ years of experience in influencer, creator or digital marketing
• Proven track record of building and scaling creator marketing programs that drive both brand and performance outcomes
• Deep expertise in the modern creator landscape, including platform dynamics (TikTok, Instagram, YouTube), algorithmic behavior and emerging trends
• Experience leading agencies and cross-functional teams
• Strong understanding of creator monetization models, including affiliate, revenue share, paid partnerships and content licensing
• Data-driven mindset with experience in measurement tools and platforms (e.g., CreatorIQ, Tagger, Captiv8, Aspire, etc.)
• Experience integrating influencer marketing into broader omnichannel and retail strategies
• Exceptional communication and storytelling skills, with the ability to translate insights into compelling strategies
• Highly collaborative, entrepreneurial and culturally curious mindset
• Prior experience in retail, fashion, lifestyle, or consumer brands strongly preferred