Influencer Partnerships Manager - 12 Month Contract
Come make your difference in communities across Canada, where authenticity, trust and making connections is valued – as we shape the future of Canadian retail, together. Our unique position as one of the country's largest employers, coupled with our commitment to positively impact the lives of all Canadians, provides our colleagues a range of opportunities and experiences to help Canadians Live Life Well®.
At Loblaw Companies Limited, we succeed through collaboration and commitment and set a high bar for ourselves and those around us. Whether you are just starting your career, re-entering the workforce, or looking for a new job, this is where you belong.
Why This Role Is Important
Creators are increasingly one of the most powerful ways our brands can build relevance, trust and connection with Canadians.
We are looking for a Manager, Influencer Partnerships to help evolve how our brands identify, partner with and activate creators across the Loblaw enterprise.
Sitting within the Social team at Loblaw Agency, this role will lead influencer and creator programs from strategy through execution and measurement, working closely with Brand, Social, Creative, Media and agency partners to build creator programs that are culturally relevant, social-first and designed to drive measurable impact.
This role is ideal for someone who understands that great influencer marketing is more than matching brands with creators. It requires a strong understanding of culture, audiences, platforms, creative storytelling and performance and the ability to turn those insights into partnerships people actually want to engage with.
What You'll Do
Influencer & Creator Strategy
Lead the development of influencer and creator strategies across multiple Loblaw brands and business priorities.
Translate brand objectives, audience insights and cultural opportunities into clear creator strategies and activation plans.
Identify the right creator communities, niches, platforms and partnership models to help brands authentically participate in culture.
Bring forward emerging creator trends, talent and platform behaviours that can unlock new opportunities for our brands.
Challenge traditional influencer approaches and help identify opportunities to test new creator formats, partnerships and models.
Creator Discovery & Partnerships
Identify and evaluate creators based on audience fit, content quality, cultural relevance, brand alignment and performance.
Build and maintain a strong understanding of Canada's evolving creator landscape.
Develop relationships with creators, talent managers, agencies and platform partners.
Help build a more diverse and scalable creator ecosystem across the Loblaw enterprise.
Support the evolution of owned creator communities, including opportunities involving local creators, employees, experts and brand advocates.
Campaign Leadership & Execution
Manage influencer programs from brief through launch, optimization and wrap reporting.
Develop clear, inspiring creator briefs that balance brand requirements with creator freedom.
Partner with internal teams and external agencies on creator selection, contracting, content development, approvals and campaign delivery.
Ensure programs are delivered on time, on budget and aligned with brand, legal and platform requirements.
Maintain strong communication and accountability across multiple stakeholders and concurrent programs.
Creative & Cultural Excellence
Advocate for creator-first creative rather than simply adapting traditional advertising for influencer channels.
Partner with Social Strategy and Creative teams to identify ideas designed specifically for creator participation.
Stay deeply connected to social culture, emerging communities, trends and platform behaviours.
Identify opportunities for creators to participate in real-time cultural moments and conversations.
Measurement & Learning
Establish clear KPIs and measurement plans for influencer programs.
Partner with Social Insights & Measurement to evaluate performance across reach, engagement, high-value interactions, sentiment, audience growth and other relevant business outcomes.
Lead campaign wrap reports that clearly articulate what happened, why it happened and what we should do next.
Build learning loops that allow successful creator strategies, formats and partnerships to scale across brands.
Use performance data to continually improve creator selection, creative strategy and investment decisions.
Agency & Partner Management
Manage day-to-day relationships with influencer agencies and other external partners.
Ensure partners are delivering against strategic, creative, operational and reporting expectations.
Help establish clear workflows, roles and responsibilities across internal teams and agency partners.
Support budget management, scopes of work and program forecasting.
What You'll Bring
5+ years of experience in influencer marketing, creator partnerships, social media, digital marketing or integrated marketing.
Strong knowledge of the Canadian creator and influencer landscape.
Deep understanding of TikTok, Instagram, YouTube and emerging social platforms.
Experience developing and executing influencer programs from strategy through measurement.
Strong creator instincts, you understand what makes a partnership feel authentic versus transactional.
Experience working with influencer marketing platforms and social measurement tools.
Strong understanding of influencer measurement, reporting and performance optimization.
Excellent project management skills with the ability to manage multiple brands, campaigns and stakeholders simultaneously.
Confidence working with senior stakeholders and cross-functional teams.
Strong written and verbal communication skills.
Curiosity about culture, creators, communities and how social behaviour continues to evolve.
What Success Looks Like
You will help move our influencer practice from campaign-by-campaign execution toward a connected creator capability, one that identifies the right creators earlier, produces stronger social-first creative, learns from performance and builds relationships that can grow over time.
Ultimately, your work will help our brands become more relevant in culture, build stronger communities and create partnerships that audiences genuinely choose to engage with.
Please note that contractors engaged through the Loblaw Agency work varying hours each week and are compensated on an hourly basis. The pay rate for this position is $40 per hour.
Please disregard the salary range displayed below, as it does not apply to this contract opportunity. The hourly rate of $40 per hour will remain in effect for the duration of the contract.
Candidates are welcome to discuss any compensation-related questions during their screening interview.
Our commitment to Sustainability and Social Impact is an essential part of the way we do business, and we focus our attention on areas where we can have the greatest impact. Our approach to sustainability and social impact is based on three pillars – Environment, Sourcing and Community – and we are constantly looking for ways to demonstrate leadership in these important areas. Our CORE Values – Care, Ownership, Respect and Excellence – guide all our decision-making and come to life through our Blue Culture. We offer our colleagues progressive careers, comprehensive training, flexibility, and other competitive benefits – these are some of the many reasons why we are one of Canada’s Top Employers, Canada’s Best Diversity Employers, Canada’s Greenest Employers & Canada’s Top Employers for Young People.
If you are unsure whether your experience matches every requirement above, we encourage you to apply anyway. We are looking for varied perspectives which include diverse experiences that we can add to our team.
We have a long-standing focus on diversity, equity and inclusion because we know it will make our company a better place to work and shop. We are committed to creating accessible environments for our colleagues, candidates and customers. Requests for accommodation due to a disability (which may be visible or invisible, temporary or permanent) can be made at any stage of application and employment. We encourage candidates to make their accommodation needs known so that we can provide equitable opportunities.
Please Note:
Candidates who are 18 years or older are required to complete a criminal background check. Details will be provided through the application process.
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