Director of Influencer Marketing (Remote in Austin Texas)

Director of Influencer Marketing

Location: Remote in Austin Texas, USA. This is a remote position, but candidates must be based in the Austin metropolitan area or nearby to support regular in-person collaboration with colleagues and partners. PetLab Co. does not currently maintain an office in Austin. Department: Marketing. Employment Type: Full-Time. Reports to: VP of Marketing.

PetLab Co. is one of the world's fastest-growing pet wellness brands, serving over 5 million pet parents globally through our market-leading range of pet supplements. We combine world-class performance marketing, creative excellence and product innovation to build one of the largest DTC pet brands in the world.

As consumer behaviour evolves, creators have become one of the biggest drivers of trust, discovery and performance. Whether through TikTok Shop, Meta Partnership Ads, influencer marketing or organic social, creator-led content now sits at the heart of our growth strategy.

We're looking for an exceptional Head of Influencer Marketing to build the strongest creator network in the industry.

This isn't a traditional influencer marketing role.

We're not looking for someone whose primary focus is managing campaigns, sending products or negotiating rates.

We're looking for someone who lives and breathes creator culture.

Someone who instinctively knows:

• Which creators are about to become the next big thing.
• Which personalities genuinely influence different communities.
• Which creators consumers actually trust.
• Which TikTok Shop affiliates are scaling fastest.
• Which emerging voices we should partner with before our competitors do.

Our Creative Strategy team already develops high-performing advertising concepts.

Your job is to identify the perfect creator to bring those ideas to life.

You'll become PetLab's expert on the US creator ecosystem, helping us build long-term relationships with influencers, TikTok Shop creators, affiliates and subject matter experts that power both organic growth and performance marketing.

Working closely with our Creative Strategy, Paid Media, Production and TikTok Shop teams, you'll help transform proven creative concepts into creator-led campaigns that scale across Meta, TikTok, YouTube and future platforms.

You'll continuously identify emerging creators, social trends, communities and cultural movements before they become mainstream.

You'll develop an unrivalled understanding of creators across different customer avatars, e.g.

• First-time puppy owners
• Millennial dog owners
• Senior dog owners
• Health-conscious pet parents
• Breed-specific communities
• Regional communities
• Lifestyle niches
• And so on

You'll know who consumers genuinely trustnot simply who has the biggest following.

Our Creative Strategy team develops winning concepts.

Your responsibility is identifying the best messenger to deliver them.

You'll work closely with our creative team to answer questions like:

• Which creator should deliver this script?
• Which personality would make this concept feel authentic?
• Which creator is most trusted by this audience?
• Which creator could turn this into a scalable paid advertising asset?

You'll become the bridge between our creative strategy and the creators who can execute it best.

Build and develop long-term relationships across PetLab's entire creator ecosystem.

This includes:

• Traditional Influencers
• TikTok Shop Affiliates
• Meta Partnership Ad creators
• Spark Ad creators
• Veterinarians
• Trainers
• Groomers
• Subject Matter Experts
• Brand Ambassadors
• Emerging creators

This could also include macro creators and celebrities - but the key is that you'll know who are the right one to partner with.

You'll proactively identify creators before competitors, negotiate partnerships, develop long-term relationships and build a creator network that becomes a genuine competitive advantage for PetLab.

TikTok Shop is one of PetLab's fastest-growing acquisition channels, and you'll play a key role in helping us continue scaling it.

Working alongside our TikTok Shop team, you'll:

• Recruit high-potential TikTok Shop affiliates.
• Develop relationships with our highest-performing creators.
• Identify rising creators capable of generating meaningful GMV.
• Share learnings across influencer marketing and TikTok Shop.
• Manage and grow our Tiktok Shop creator community.
• Help creators transition between affiliate, organic and paid partnership opportunities.
• Build a creator ecosystem that contributes across TikTok Shop, Meta Partnership Ads, organic social and future channels.

You'll become a trusted partner to creators.

You'll:

• Manage creator onboarding.
• Coordinate product launches.
• Deliver clear creative direction.
• Provide feedback to improve content quality.
• Build long-term creator relationships.
• Ensure creators have an exceptional experience working with PetLab.

Within your first 12 months you'll have:

• Built one of the strongest creator networks in the pet industry.
• Established PetLab as the partner of choice for creators.
• Consistently identified emerging creators before competitors.
• Significantly increased the quality of creator-led advertising across Meta and TikTok.
• Built a thriving TikTok Shop creator community driving meaningful GMV.
• Increased collaboration between influencer marketing and TikTok Shop.
• Developed long-term relationships with creators across multiple customer communities.
• Helped make creator partnerships one of PetLab's biggest competitive advantages.

You're someone who has an exceptional instinct for identifying the right creators to work with.

Whether they're an established influencer, a fast-rising TikTok Shop affiliate, or an emerging voice that nobody else has spotted yet, you know how to identify creators who can authentically represent a brand and drive commercial results.

You have a clear methodology for evaluating creatorsnot just by follower count or engagement, but by factors such as audience trust, content quality, storytelling ability, authenticity, community fit and their potential to become long-term partners.

You genuinely enjoy internet culture, creator content and social media, and stay on top of the personalities, communities and trends shaping consumer behaviour.

You understand that the best creator isn't always the biggest creator. You know how to match the right creator with the right audience, platform and creative concept to maximise performance.

Above all, you're commercially minded, highly organised, and passionate about building long-term creator relationships that deliver measurable business impact.