Influencer Marketing

Company: InCred Money

Location: Mumbai

Experience: 4–8 years in Influencer Marketing / Partnerships

Team: Marketing & Growth

Role Overview

InCred Money is building one of India's most trusted wealth platforms across asset classes like Digital Gold, Unlisted Shares, Equities, Mutual Funds, and Global Investing.

As the Influencer Marketing Manager, you will own the end-to-end influencer ecosystem — from creator discovery and partnerships to execution, performance optimization, and scale. You will be responsible for driving brand awareness, trust, and business growth through creators across YouTube, Instagram, LinkedIn, and emerging platforms.

This is a P&L-minded influencer role — not just content sourcing.

Key Responsibilities

1. Strategy & Planning

• Build and execute the long-term influencer marketing strategy aligned with InCred Money's growth goals.
• Define influencer cohorts across finance creators, lifestyle creators, regional influencers, and performance creators.
• Map creators to funnel stages: Awareness, Education, Trust, Conversion, and Advocacy.
• Own quarterly influencer forecasting, budgets, and ROI targets.

2. Creator Sourcing & Partnerships

• Identify, onboard, and manage creators across platforms (YouTube, Instagram, LinkedIn, Twitter, regional creators).
• Build long-term partnerships with high-performing creators instead of one-off transactions.
• Negotiate commercials, exclusivity, rights, and deliverables.
• Maintain and grow a strong creator network in personal finance & investing.

3. Campaign Execution

• Lead campaign ideation, briefs, scripting support, and publishing calendars.
• Own coordination from brief → content → review → publish → optimization.
• Ensure regulatory adherence (SEBI guidelines, disclosures, financial communication hygiene).
• Collaborate with brand, performance, legal, and product marketing teams.

4. Performance & Optimization

• Track influencer performance via: CAC, LTV, CTR, CPA
• View-to-Install
• Install-to-Transact
• Build dashboards and reporting for leadership.
• Constantly experiment with: Creator formats, Video hooks, Regional expansion, Micro vs macro creators.
• Scale winners and kill underperformers fast.

5. Process & Systems

• Build repeatable influencer SOPs.
• Maintain CRM of creators.
• Automate campaign processes where possible using tools/platforms.
• Ensure compliance documentation and audit readiness.

Must-Have Skills & Experience

• 4–8 years experience in Influencer / Growth / Brand Marketing (Fintech is a plus).
• Proven track record of performance-driven influencer campaigns.
• Hands-on experience with: YouTube & Instagram influencer ecosystems.
• Contract negotiations.
• Performance tracking dashboards.
• Strong judgement on: Creator credibility, Trust signals, Audience relevance
• Understanding of: Financial products, User trust levers, Compliance constraints (SEBI, disclaimers)
• Excellent stakeholder management & communication skills.