Influencer Marketing Lead, Germany

Business Unit: Store Support Centre (SSC)

lululemon is an innovative performance apparel company for yoga, running, training, and other athletic pursuits. Setting the bar in technical fabrics and functional design, we create transformational products and experiences that support people in moving, growing, connecting, and being well. We owe our success to our innovative product, emphasis on stores, commitment to our people, and the incredible connections we make in every community we're in. As a company, we focus on creating positive change to build a healthier, thriving future. In particular, that includes creating an equitable, inclusive and growth-focused environment for our people.

About the role

The EMEA Digital Marketing team exists to define and execute the digital strategy for customer acquisition. Our goal is to drive omni-channel sales for our European business and grow our community. We utilise a range of acquisition channels including Search (SEO & PPC), Affiliate Marketing and Paid Media to deliver elevated digital experiences, drive purchase and engage beyond transactions.

We’re now diversifying our digital marketing channels to reach new guests and increase brand awareness. This includes developing a dedicated influencer marketing function to leverage our current ambassador network, attract new potential ambassadors and harness the increasing power of commercial influencers. Our digital team in the North America region have established a successful, revenue driving influencer marketing program in recent years and we have an opportunity to build on this success in EMEA, with this role focusing on the German market specifically. This role would be remote, with the candidate ideally being based in Berlin, Germany.

As the Influencer Marketing Lead you will join a growing function and will lead the development and execution of the influencer program in the DACH region. You will have the opportunity to shape strategy and processes for influencer marketing in your region. In collaboration with the wider Influencer Marketing team, and our Brand team, you will be responsible for end-to-end management of influencer campaigns. This includes influencer recruitment, ongoing relationship management, briefing campaigns, reporting on performance and managing payments.

A day in the life:

• Designing and executing the influencer marketing processes in the DACH region, with a focus on Germany
• Work with the Influencer Marketing Manager to set strategy for the region
• Building strong relationships with key influencers, agents and affiliate networks – both new and existing – and negotiating rates and added value packages with them
• Growing the Creator Network by sourcing and activating new affiliate content creators
• Weekly reporting on influencer program performance via our influencer marketing platform and commercial tracking platforms, and tracking against agreed KPIs
• Enrolling influencers in our brand calendar to amplify upcoming campaigns, product launches, and events
• Ensure influencers adhere to brand guidelines and core processes
• Keeping ahead of the influencer landscape (e.g. tech, legislation) to ensure our activities remain best in class

Qualifications:

• 5+ years’ experience in influencer marketing in the German-speaking world
• Fluent in spoken and written German and English
• Experience developing an influencer marketing strategy/program from an early stage
• Experience working with management tools such as CreatorIQ & Tribe Dynamics
• Knowledge of affiliate networks such as LTK and Klarna
• Proficient in reporting & analytics tools
• Strong organizational skills
• Strategic thinker with the ability to influence internal stakeholders
• Comfortable working remotely from Berlin and closely with colleagues in the EMEA SSC in London
• Willingness to travel (within the DACH region)

Must haves:

• Acknowledges the presence of choice in every moment and takes personal responsibility for their life
• Possesses an entrepreneurial spirit and continuously innovates to achieve great results.
• Communicates with honesty and kindness, and creates the space for others to do the same.
• Leads with courage, knowing the possibility of greatness is bigger than the fear of failure.
• Fosters connection by putting people first and building trusting relationships.
• Integrates fun and joy as a way of being and working, aka doesn’t take themselves too seriously.