Influencer Integrity Manager
Social & Influencer Integrity Manager
Why This Role is Exciting:
- Join the Leading Media & Communications Group: GroupM works with the world’s most iconic & desirable brands. We help grow their relationships & engagement with consumers.
- Work with the Biggest Names in Beauty: From L'Oréal Paris to Maybelline and Kiehl’s, you’ll lead influencer marketing for the world's most iconic beauty brands and categories.
- Drive Industry Innovation: Push the boundaries of social media, beauty tech, and influencer marketing by leveraging cutting-edge strategies and emerging platforms.
- Safeguard the reputation of iconic beauty brands by pioneering influencer vetting and risk management strategies in the ever-evolving social media landscape.
What You’ll Do:
As the Social and Influencer Integrity Manager for GroupM, you will be working with our client, the prestigious L’Oréal Groupe, you will play a pivotal role in activating innovative, high-impact campaigns across their 32 beauty brands – you will be working across all of their divisions CPD, LUXE, PPD, LDB. You’ll collaborate closely with teams to ensure compliance across all influencer activity. You will be the gatekeeper of influencer partnerships, ensuring alignment between influencer values and brand values through a rigorous vetting process. This involves the monitoring of publicly available information to identify potential risks and ensure compliance across all stages of influencer engagement, from scouting and vetting to collaboration and ongoing monitoring. You will work closely with advocacy teams to establish and maintain best practices for Values Match compliance.
Key Responsibilities:
Key Responsibilities:
- Values Match Assessment: Conduct thorough research and analysis of potential and existing influencer partners, evaluating their social profile, public image, online presence, and past behavior for alignment with the client’s brand values.
- Risk Identification & Mitigation: Proactively identify potential reputational risks associated with influencer partnerships and develop strategies to mitigate those risks.
- Process Development & Optimisation: Streamline and improve the Values Match process, developing clear guidelines, workflows, and tools to ensure efficient and consistent application across all brands and divisions.
- Compliance Monitoring: Continuously monitor influencer activity across social media and other platforms to ensure ongoing compliance with Values Match criteria.
- Reporting & Analysis: Generate regular reports on Values Match compliance, identifying trends, potential issues, and areas for improvement. Share insights with relevant stakeholders to inform decision-making.
- Collaboration & Training: Collaborate closely with advocacy teams, legal, PR, and other relevant departments to ensure understanding and adherence to Values Match guidelines. Develop and deliver training programs on Values Match best practices.
- Technology & Tool Management: Oversee the effective and consistent use of technology and tools, such as Traackr, to streamline and optimise the Values Match process.
- Stay Up-to-Date: Remain current on social media trends, influencer marketing best practices, legal requirements and evolving ethical considerations in the digital landscape.
Values Match & Risk Assessment:
- Influencer Vetting & Due Diligence: Conduct thorough vetting of potential and existing influencers, leveraging tools like Traackr, Market View Online, and Brandwatch to assess their public image, online presence, past behavior, and potential risks. Ensure alignment with L'Oréal's brand values and identify any red flags.
- Risk Identification & Mitigation: Proactively identify and assess potential reputational risks associated with influencer partnerships. Develop and implement mitigation strategies to minimize brand exposure
- Ongoing Monitoring: Continuously monitor influencer activity across social media and other platforms to ensure ongoing compliance with Values Match criteria and identify any emerging risks
- Legal & Compliance Support: Collaborate with the legal team to ensure all influencer activities comply with relevant regulations and guidelines (e.g., TGA guidelines). Escalate potential legal issues promptly
- Golden Rules Adherence: Ensure strict adherence to L'Oréal's internal guidelines and policies for influencer partnerships.
Process Management & Optimisation:
- Values Match Process Development: Develop, implement, and continuously refine clear processes and workflows for Values Match assessment, risk mitigation, and ongoing monitoring.
- Technology Integration & Management: Oversee the effective utilisation of technology and tools, such as Traackr, Market View Online, and Brandwatch, to streamline and optimize the Values Match process. Train team members on proper tool usage.
- Data Analysis & Reporting: Analyse data from various sources (e.g., influencer profiles, social listening tools) to identify trends, patterns, and potential risks. Generate reports on Values Match compliance and key findings.
Communication & Collaboration:
- Cross-Functional Collaboration: Collaborate closely with WPP Beauty Tech Lab teams, legal, and other relevant departments to ensure understanding and adherence to Values Match guidelines.
- Training & Education: Develop and deliver training programs on Values Match best practices and risk mitigation strategies to internal teams.
- External Communication: Communicate effectively with influencer agents and partners regarding Values Match requirements and expectations.
What you will need:
- Strong organisational skills with the ability to manage multiple campaigns simultaneously while meeting deadlines
- Proactive, with a problem-solving attitude and an eye for detail.
- Ability to thrive in a fast-paced, dynamic environment
- Know how to prioritise – You will be responsible for multiple workstreams, working with multiple contacts across multiple content deliverables - It's important that you manage your priorities and seek guidance from your Director as required.
- Ability to manage reports with little feedback to structure of learnings/insights/actions and should be confident in presenting these to a client
- Understanding of the social media landscape, influencer marketing dynamics, and ethical considerations related to brand partnerships.
- Proven ability to conduct thorough research and analysis, synthesize information, and draw insightful conclusions.
- Strong attention to detail and a meticulous approach to data collection and analysis.
- Excellent communication, interpersonal, and presentation skills.
- Ability to work independently and as part of a team.
- Familiarity with legal and regulatory considerations related to influencer marketing.
What success looks like:
The easiest and simplest way to see if you have done a great job is when:
In 3 months, you would have:
- Immersed yourself in the team with an understanding of the values match requirements
- Fully up to speed on the L’Oréal golden rules, contracting, regulations and compliance.
- Established collaborative relationships with all key stakeholders (WPP Beauty Tech Labs Brand and Division Team)
- A strong understanding of and can clearly articulate the WPP Beauty Tech Labs vision, core Social & Influencer processes and our way of working.
- Be up to speed with all tools and systems required to work on the L’Oréal account – Traackr (Influencer Vetting; Reporting; Source of Truth)
- Understanding of what success looks like for WPP Beauty Tech Labs x L’Oréal Groupe partnership, division and brands KPI’s
In 6 months, you would have:
- Demonstrated your ability to deliver on all aspects of the role in an efficient, effective and proactive way
- Strengthened your key stakeholder relationships to deliver great team work consistently
- Consistently delivered on all KPI's and can offer suggestions on how we could look to improve the compliance process
In 12 months, you would have:
- Established as Values Matching expert in the business; able to offer strong views, opinions, recommendations and solutions to our clients’ business challenges
- Considered a key member of the team by both clients and internal team alike; actively managing requests, proactively adding value to the client relationship and ensuring we are delivering the best service possible
- Established yourself and are recognised internally and externally, as an integral member of the team, with a comprehensive understanding of how the team and company operates
Apply now for WPP’s Beauty Tech Labs and join the future of beauty marketing for our client, L'Oréal Groupe. This is your chance to make a lasting impact in the world of beauty, influencer marketing, and social media.
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