UGC & Brand Partnerships Lead

PurposeThis 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 StrategyDesign and execute creator/UGC strategies aligned to brand goals, growth forecasts, and paid media plansDefine platform-specific creator strategies across TikTok, Instagram, YouTube, Facebook, Amazon, and organic socialPrioritise creators who drive conversion and revenue impact (not just reach) and execute outreach and negotiations using creator platforms/toolsBuild scalable creator pipelines and testing frameworks for rapid content iterationOwn affiliate code setup and creator commercialisation through Shopify in coordination with leadershipMaintain organised storage and reuse systems for UGC assetsCreator Sourcing, Outreach & Relationship ManagementSource, evaluate, and shortlist creators based on brand fit, content quality, and performance potentialExecute 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 rightsBuild long-term creator relationships rather than one-off placements Coordinate with talent managers and agents where relevantStrategic Brand & Partnership DevelopmentIdentify and evaluate high-value partnership opportunities including:B2B brand collaborations (co-branded campaigns, giveaways, product collaborations, events)Celebrity endorsements and ambassador programsHigh-profile influencer partnershipsBuild a pipeline of strategic partnership opportunities across Valerie’s brand portfolioPresent partnership opportunities with clear commercial rationale and growth potentialFacilitate founder-to-founder partnership alignment conversationsBriefing, Content Execution & ApprovalsWrite performance-driven creator briefs including hooks, angles, talking points, pacing, CTAs, and brand guardrailsManage content timelines and creator deliverablesRun review cycles including submissions, revisions, and approvalsEnsure approved content is ready for organic, paid, and affiliate usageEnd-to-End Campaign & Partnership ManagementOwn UGC and partnership campaigns from sourcing through execution and reportingCoordinate with Paid Media teams for Spark Ads, whitelisting, boosting, and scalingNegotiate partnership structures including fee, commission, product, and hybrid modelsManage partnership agreements, usage rights, exclusivity clauses, and campaign deliverablesEnsure campaigns deliver measurable commercial outcomesPerformance Tracking & AttributionManage creator and partnership tracking through Shopify/WooCommerce and affiliate toolsSet up UTMs, discount codes, affiliate links, and performance tracking frameworksAnalyse results across CTR, CVR, CPA, ROAS, revenue impact, and scaling potentialIdentify top creators, partnerships, and repeatable growth patternsSystems, Playbooks & ScaleBuild repeatable systems including outreach templates, briefing frameworks, and approval workflowsMaintain creator and partnership databases including performance insights and contract termsIdentify cross-brand collaboration opportunities across Valerie’s portfolioContribute to AI-enabled workflows by defining prompts, briefs, and optimisation logic for creator-led growthIdeal Behaviour, Qualifications & SkillsMust Have2–6 years' experience in influencer marketing, UGC partnerships, creator marketing, or brand partnershipsAgency or performance-driven marketing environment strongly preferredProven ability to drive revenue and performance outcomes through creators or partnershipsDeep understanding of TikTok, Reels, Shorts, UGC formats, and creator psychologyStrong creative instincts with a performance mindsetCommercial negotiation ability across creators, brands, or talent managersExecution-focused ownership and ability to manage multiple partnerships simultaneouslyNice to HaveExperience with creator licensing, Spark Ads, and usage rights negotiationExperience with DTC or eCommerce brandsFamiliarity with creator platforms (Modash, Grin, Aspire, Upfluence, etc.)Basic understanding of paid media testing and scalingKey Performance IndicatorsCreator and partnership acquisition rate and qualityRevenue generated through creator-led and partnership campaignsSpeed from sourcing to live content or signed partnershipCampaign delivery: on-time execution and approval rateCreator/