UGC Lead

OLIVER Agency - North America•New York, NY

12d

About The Position

You'll be the strategic lead behind Dove's user-generated and creator-led content, responsible for building a network of authentic brand advocates whose voices extend Dove's reach, credibility, and cultural relevance across social. This is a role that sits at the intersection of influencer strategy, content production, community building, and performance, requiring someone who can think strategically about creator ecosystems while managing the operational detail of partnerships at scale. Dove's approach to creator content carries a particular weight. The brand's long-standing commitment to real beauty, inclusive representation, and self-esteem means the creators who represent Dove need to genuinely reflect those values. We're looking for someone who understands that the right creator partnership isn't just about reach or aesthetic fit. It's about shared belief, audience trust, and content that moves people. Success means a thriving, diverse creator ecosystem that delivers consistent, high-quality content across platforms. It means partnerships that feel authentic to audiences and valuable to creators. And it means measurable impact: not just impressions, but shifts in engagement, brand perception, and consideration.

Requirements

5+ years of experience in influencer marketing, UGC strategy, or creator management, with a strong focus on consumer brands, ideally in beauty, personal care, wellness, or FMCG
A track record of building and managing successful creator ecosystems or influencer programmes that delivered measurable results in engagement, advocacy, and brand impact
Strategic thinking that connects cultural insight and audience understanding to creator selection, briefing, and measurable business outcomes
Proven ability to build authentic, lasting relationships with creators and internal stakeholders alike, with a reputation for fairness, clarity, and follow-through
Experience negotiating creator contracts, deliverables, usage rights, and fees, with a strong grasp of the commercial and legal fundamentals of influencer partnerships
Expertise in creator and influencer management platforms and analytics tools (such as CreatorIQ, Traackr, Grin, or similar) and social listening tools
Experience managing creator content development across always-on and campaign activations, from brief through to delivery and reporting
The ability to translate brand guidelines into creative freedom, writing briefs that give creators clear direction while protecting their authentic voice
Confidence presenting to and partnering with senior brand clients, with structured communication and the ability to build trust through transparency and results
Strong analytical skills, with experience using performance data to inform strategy, optimise budgets, and demonstrate programme value
An eye for emerging talent, platform shifts, and cultural trends, with the instinct to act on opportunities early
Experience working across multiple markets or regions, with an understanding of adapting creator strategies for different cultural contexts and audiences
A genuine commitment to inclusive representation, with experience or a strong interest in working with diverse creators who reflect a broad range of backgrounds, identities, body types, and experiences
Professional proficiency in English; additional languages are a plus, particularly if relevant to multi-market expansion
Working proficiency with Gen AI tools (such as ChatGPT, Claude, Perplexity) to support creator research, brief development, trend analysis, content evaluation, and reporting
Agentic mindset: ability to self-direct across a complex, multi-stakeholder workload, break down strategic and operational challenges, and find efficient, creative solutions
Experience using AI tools to enhance creator identification, audience analysis, content performance evaluation, and workflow efficiency
Understanding of AI capabilities and limitations, with a commitment to human judgement in relationship management, cultural sensitivity, creative evaluation, and brand alignment

Responsibilities

Creator Strategy and Ecosystem Development
Develop and lead Dove's UGC and creator strategy, building tiered creator ecosystems that balance relevance, resonance, and reach across diverse audience segments and platforms
Proactively scout and secure culturally relevant creators aligned with Dove's brand values, purpose, and social objectives, with a particular focus on authentic representation of diverse beauty
Create and maintain a structured creator network that spans tiers, from emerging voices and micro-creators to established talent, ensuring the ecosystem reflects the breadth of Dove's audience
Identify unexpected and culturally resonant partnership opportunities that go beyond conventional influencer selection, connecting Dove with creators who shape conversations about beauty, confidence, body image, and self-esteem
Relationship Management
Cultivate long-term creator relationships built on genuine connection, consistent communication, and mutual value, moving beyond transactional, campaign-by-campaign partnerships
Act as the bridge between creators and the brand, ensuring both Dove's goals and the creator's voice, audience, and creative integrity are respected throughout every partnership
Manage the full creator partnership lifecycle: outreach, contracting, briefing, content development, feedback, approvals, and post-campaign relationship nurturing
Handle creator management before, during, and after brand shoots, events, and activations, ensuring a professional, inclusive, and supportive experience
Content Development and Execution
Brief creators with clarity and creative ambition, translating Dove's brand guidelines and campaign objectives into briefs that empower authentic expression rather than restrict it
Oversee content development across always-on and campaign activations, maintaining brand integrity, creative quality, and platform relevance
Collaborate with social media managers, strategists, creative teams, and performance analysts to ensure creator content is seamlessly integrated into broader content calendars and campaign plans
Transform data insights and cultural observations into actionable creator briefs that balance business objectives with genuine creator voice
Negotiation and Budget Management
Lead negotiations on deliverables, usage rights, exclusivity, and fees, balancing fair creator value with brand ROI
Strategically manage creator budgets to maximise reach, engagement, content quality, and programme efficiency across multiple workstreams
Ensure all partnerships comply with advertising disclosure regulations, usage rights agreements, and brand compliance requirements
Performance and Reporting
Monitor and report on creator content performance, delivering actionable insights that inform future strategy and demonstrate ROI
Track metrics beyond vanity numbers, measuring the impact of creator partnerships on brand perception, consideration, engagement quality, and community growth
Use analytics platforms and creator management tools to evaluate content effectiveness, audience sentiment, and programme health
Programme Scaling and Innovation
Support the expansion of Dove's creator programme across markets and regions, adapting the approach for different audiences, platforms, and cultural contexts
Stay ahead of emerging creator talent, platform evolution, and UGC trends, identifying opportunities before they reach mainstream awareness
Shape processes, tools, and ways of working that make the creator programme scalable, efficient, and replicable across the studio
Client Partnership
Partner with the Dove brand team on creator strategy, presenting programme updates, campaign results, and strategic recommendations with clarity and confidence
Manage client approvals, feedback, and alignment within the creator workflow, keeping stakeholders informed and the process on track
Navigate ambiguity, shifting priorities, and unexpected situations with a solutions-focused approach, always finding a path forward