ABOUT WIP Wip™ delivers a better energy experience. Period. We create smart, portable formats that provide a powerful boost without the baggage of traditional energy products. Our team sits at the intersection of science, design, and consumer culture. We bring together innovation, intention, and scale to unlock new energy rituals and meet people wherever they go - training, creating, commuting, or grinding through a shift. We are building a brand that moves with people – and fuels their days. Our Opportunity The $120B+ U.S. caffeine market is massive and stagnant – dominated by outdated formats that no longer match how people live. Wip™ is here to change that. Our products offer modern consumers a new way to access energy: easy-to-use pouches, crafted with premium, functional ingredients, at a lower cost. We are building a brand and product platform that expands the category and reshapes habits. This is not an iteration. It is a redefinition. Our Team Wip is on a mission to build a once-in-a-generation energy brand, and we are rapidly assembling the team to do it. We are creators, operators, and builders who move fast, think boldly, and operate with high standards. We work across functions - R&D, brand, sales, operations, people, and more - to create something new and enduring. If you want to shape a company and a category, we want to meet you. THE ROLE We’re looking for an experienced, creative, and highly organized Influencer Marketing Manager to lead influencer strategy and execution across paid, earned, and owned channels. This person will build and scale a robust influencer and social advocacy program that drives awareness, organic social engagement, and cultural credibility while supporting product launches, retail expansion, and key marketing moments. You’ll be responsible for everything from strategic planning and talent sourcing to campaign execution, and reporting. You’ll also create a centralized home for all of our social-facing advocates: from influencers and affiliates to college ambassadors to ensure cohesive storytelling and aligned messaging across platforms. This role is highly cross-functional and sits at the intersection of brand, social, retail, and field marketing. Key Responsibilities Strategy & Planning • Own the end-to-end influencer marketing strategy across TikTok, Instagram, and emerging platforms • Align influencer efforts with broader brand and business goals, including product launches, retail expansion, sport and cultural arenas, and other key marketing moments • Define KPIs, benchmarks, and reporting cadence for all influencer and advocacy programs • Create and manage a centralized hub for all social advocate programs including influencers, affiliates, and ambassadors to ensure consistent messaging, coordinated content, and aligned brand voice across all channels Creator Sourcing & Relationship Management • Identify, vet, and manage relationships with influencers, creators and brand ambassadors across tiers (nano, micro, macro) communities (skate, surf, running, lifestyle, etc.), and occasions (work, fitness, e-sports, etc.) • Build rosters aligned with Wip’s brand tone, aspirational mindset, customer personas, and commercial goals • Foster long-term relationships with the most brand-aligned creators through consistent communication and value-driven partnerships—bringing them into the world of Wip through experiences, consulting opportunities, and touchpoints that make them feel like true extensions of Team Wip • Create clear distinction between influencers, creators, athletes, and ambassadors with clear understanding of the role/utility and output from each Campaign Execution • Brief creators on brand voice, tone, product messaging, key deliverables, and timelines ensuring content is high-quality, on-brand, and delivered on schedule • Manage content timelines, approvals, usage rights, and coordination of product and merch shipments to ensure smooth execution and timely delivery • Collaborate with internal teams (social, content, comms, e-comm) to maximize content value across paid, earned, and managed channels • Lead and execute a product seeding strategy including kit development, list building, and coordination of strategic drops to drive trial and spark organic social buzz Performance & Optimization • Track, analyze, and report on campaign performance, reach, engagement, and ROI using tools like Grin, Aspire, CreatorIQ, or custom dashboards in partnership with marketing PM team • Continuously monitor platform trends and creator performance to refine targeting strategies, optimize content formats, and evolve messaging for maximum impact • Own and optimize the influencer marketing budget across campaigns, programs, and tiers Cross-Functional Collaboration • Work closely with brand, social, and content teams to integrate influencer assets into broader campaigns • Partner with field marketing and sales teams to support retail launches, demos, and regional activations, driving foot traffic, brand visibility, and velocity at key retail locations, • Collaborate with cross functionally to ensure influencer activity aligns with broader marketing calendar QUALIFICATIONS • 4–6 years of experience in influencer marketing, talent management, or creator partnerships at a CPG, wellness, or lifestyle brand • End to end ownership of strategy across TikTok, Instagram, and emerging platforms tied to launches, retail, and cultural moments • Experience building a centralized advocate ecosystem that includes influencers, affiliates, ambassadors, and athletes with clear role definitions • Proven sourcing, vetting, negotiating, contracting, and roster building across tiers and target communities • Skilled at creator briefs, content calendars, approvals, usage rights, and product logistics including seeding kits and strategic drops • Strong cross functional partner to social, content, comms, ecommerce, field, and sales with work aligned to the marketing calendar and retail activations • Data and KPI driven with regular reporting on reach, engagement, content performance, and ROI using platforms like Grin, Aspire, CreatorIQ, or Tagger • Budget ownership including forecasting, pacing, optimization, and post mortems • Fluent in platform trends and testing new formats with a habit of iterating based on performance • Excellent relationship building, communication, and project management across multiple simultaneous campaigns