The Latest Important New Role at Publishers: The Influencer Wrangler
As marketers are embracing influencer marketing, publishers are increasingly tapping social stars to build their editorial brand. As a result, the role of influencer manager — that is typically found at an ad agency — is gaining importance at media companies.
An influencer manager’s responsibilities vary depending on the organization. They can be simply to manage influencer outreach or ideate brand relationships, monitor and track all influencer mentions. For instance, Group Nine Media, which owns Thrillist and NowThis, is looking for a senior project manager with campaign management and media planning experience to manage influencers as part of the job. An influencer manager’s salary in New York City can range from $40,000 (a junior position) to $150,000 (a senior position) a year, according to Glassdoor.
“My close relationship with influencers and understanding of their business made me a natural fit to be the influencer manager for Connect,” said Brittany Burke, who wrangles influencers for Time Inc brands from the 100 social stars in the publisher’s first influencer network, Connect. “Now, I conceptualize the best ways to use influencers in all of Time Inc.’s brands and help influencers understand all that our company has to offer. Influencers are getting offers all the time for marketing campaigns, and from editors,” she said. “When 30 different Time Inc. editors are reaching out to them for different projects, it can be overwhelming.”