Director, Influencer Marketing

Simon Property Group•Indianapolis, IN

2d•Onsite

About The Position

Simon is seeking a strategic, culturally fluent Director of Influencer Marketing to lead and evolve our creator ecosystem across our portfolio of shopping centers. This role will be responsible for architecting a best-in-class influencer strategy that drives measurable business impact—from brand relevance and cultural conversation to foot traffic and conversion. This individual will oversee the full creator marketing lifecycle, including strategy, talent sourcing, campaign execution, content amplification and performance optimization. You will play a critical role in positioning Simon at the center of culture by building scalable, insight-driven creator programs that connect with key audiences including Gen Z, millennial moms, and emerging shoppers. The ideal candidate brings a deep understanding of the modern creator economy, social-first storytelling and performance-driven partnerships. This role will report to Assistant Vice President, Content & Influencer Marketing.

Requirements

8+ years of experience in influencer, creator or digital marketing
Proven track record of building and scaling creator marketing programs that drive both brand and performance outcomes
Deep expertise in the modern creator landscape, including platform dynamics (TikTok, Instagram, YouTube), algorithmic behavior and emerging trends
Experience leading agencies and cross-functional teams
Strong understanding of creator monetization models, including affiliate, revenue share, paid partnerships and content licensing
Data-driven mindset with experience in measurement tools and platforms (e.g., CreatorIQ, Tagger, Captiv8, Aspire, etc.)
Experience integrating influencer marketing into broader omnichannel and retail strategies
Exceptional communication and storytelling skills, with the ability to translate insights into compelling strategies
Highly collaborative, entrepreneurial and culturally curious mindset

Nice To Haves

Prior experience in retail, fashion, lifestyle, or consumer brands strongly preferred

Responsibilities

Own and define Simon’s creator marketing vision, evolving from campaign-based influencer activations to an always-on, full-funnel creator ecosystem spanning awareness, consideration and conversion
Lead and manage agency and partner relationships, setting strategic direction, KPIs and accountability frameworks to ensure best-in-class execution and innovation
Build and scale ambassador program, prioritizing long-term partnerships over one-off activations
Develop and expand performance-driven creator strategies, including affiliate marketing, creator commerce, trackable links, promo codes and in-center conversion tactics
Establish Simon as a leader in social-first, culturally relevant storytelling, identifying trends, formats, and platform behaviors that can translate into viral, shareable content
Partner cross-functionally with various teams to integrate creator marketing into enterprise campaigns and local center strategies
Create scalable frameworks for localized creator activation, empowering field teams to tap into regional creators while maintaining brand consistency
Oversee the content supply chain, ensuring influencer-generated content is optimized, repurposed, and distributed across owned, paid and partner channels
Build and maintain a high-value network of creators across tiers (nano to celebrity), with a focus on diversity, authenticity, and cultural relevance
Leverage data, social listening, and platform insights to inform strategy, optimize performance, and identify opportunities
Define measurement frameworks that connect creator activity to business outcomes
Manage budgets, forecasting, and investment allocation across campaigns, partners, and platforms
Serve as a thought leader internally, educating teams on emerging trends including UGC at scale, creator whitelisting, dark posting, AI-enabled creator matching and social commerce