Influencer & Offline Marketing Coordinator (Content + Events + AI)

Experience: 2–3 years (min. 2 years hands-on) • Location: Chennai • Function: Partnerships, OOH/BTL, Events, Influencer & Affiliate Ops Role Purpose Own creator partnerships and all offline/BTL marketing. Plan and execute events & stalls end-to-end (backdrops, hoardings, standees, furniture, lighting/AV, permits), manage vendors (bus shelters, gated communities/RWAs, malls, kiosks, metro pillars, printers/fabricators), negotiate rates, and keep a last-minute activation playbook with collateral always ready. Build and scale influencer + affiliate programs that measurably grow sales and revenue. Core Responsibilities Influencer Marketing — Strategy & Operations (In-Depth) 1) Creator Sourcing & Vetting Source creators across tiers (nano/micro/mid/celebrity, UGC specialists). Vet audience quality: Demographics (geo, age, language), affinity (health/wellness), brand safety. Engagement rate (authentic vs. pod), audience growth trend, fake follower/bot suspicions. Content fit: tone, disclosure history, prior brand outcomes. Shortlist with scorecards (fit, quality, expected CPA/CAC, creative X-factor). 2) Strategy & Briefing Build funnel-aligned plans: awareness (storytime, day-in-life), consideration (how-to, demo, myth-busting), conversion (offer reveal, UGC testimonial, before/after). Author creator briefs: hooks, key messages/claims guardrails, visual dos/don’ts, CTAs, disclosure (#ad), landing links, coupon codes. Maintain content banks: FAQs, proof points, objections, transformation stories. 3) Content & Channel Mix Formats: reels/shorts, carousels, lives, long-form, stories with link/DM prompts, community posts. Create UGC kits (shot lists, b-roll prompts, framing & lighting cheatsheets). Plan sequencing and whitelisting (allow brand to run ads from creator handle). Repurpose for paid, PDP embeds, event screens, in-clinic (rights cleared). 4) Negotiation & Contracts Negotiate deliverables, exclusivity windows, usage rights & term, whitelisting, attendance (event/booth), rate vs. CPA/affiliate hybrid, payment terms. Track PoP (links, screenshots), deadlines, revision cycles, and approval SLAs. 5) Launch, Track, Optimize Attribute with UTMs/unique codes/landing pages, track views, CTR, saves, comments sentiment, assisted conversions and first-order CAC. Run creative & hook tests; rotate winners into paid; refresh briefs monthly. Maintain Creator CRM: status, performance, costs, next brief date, referral capacity. 6) Sales Enablement & Community Equip creators with offer matrices, FAQs, lead capture (DM keywords/WA click-to-chat), and event invites. Nurture top performers into ambassadors with tiered perks. B) Affiliate Program — Strategy & Growth Stand up/manage affiliate stack (platform, onboarding, policy, payouts). Define commission structures by product margin, bonuses for thresholds, and cool-down windows to prevent cannibalization. Enforce compliance (brand bidding rules, coupon leakage control), fraud monitoring, and link hygiene. Recruit publishers/communities/newsletters; create launch kits (swipe copy, banners, product feeds). Report on affiliate revenue, new-to-brand %, CAC, LTV, and optimize partner mix. C) Last-Minute Activation Readiness Maintain “Go-Bag”: two universal backdrops (8×10 / 10×12), 6 standees, modular counters, AV kit, QR boards, brochures, FAQs, sampling packs. Templates in Canva/Figma for same-day adapts; on-call printers/fabricators with delivery SLAs. Pre-approved copy blocks and city-wise permissions checklist. A) Events, Stalls & OOH (End-to-End) Backdrops/Stage/Branding: Size maps, materials (fabric/flex/foam), rigging specs, safety. Hoardings/Prints: Site recce, creative adapts, traffic/angle checks, proofing, media plans. Standees/Signage: Roll-ups, foam boards, directional signage, QR placards. Stall Layout: 2D/3D layout, visitor flow, demo zones, storage, power. Furniture & Fixtures: Counters, brochure racks, stools, tables, cable management. Lighting & AV: Key/fill, LED pars, TV/LED wall specs, PA/mic checks, content loops. Ops Pack: Power loads, extension boards, gaffer kits, first-aid, trash plan. Permits/Compliance: Venue/RWA approvals, fire/electrical safety, night installs, PoP photos. Staffing/ROS: Promoters/MC, briefs, call sheets, dress code, lead forms, giveaways. E) Vendor & Media Management Maintain a roster of OOH/BTL vendors (bus shelters, RWAs, malls/kiosks, metro pillars, pole kiosks), printers, fabricators, rental houses. Negotiate rate cards, make-goods, value-adds, installation windows; enforce SLAs & QC (color proofs, GSM, lamination, mounting). F) Audience-First Offline Strategy Map message–offer–format by venue/geo; set goals (footfall → leads → booked consults → revenue). Attribute via UTMs/coupons/QR and post-event conversion tracking. Required Skills Proven BTL/event execution + OOH/print production (brief → install → proof). Influencer Ops: creator sourcing, vetting (HypeAuditor-style checks), briefing, contracting, whitelisting, rights & usage, and sales attribution. Affiliate Ops: onboarding, commission math, payout cycles, fraud control, policy governance. Negotiation that lands better CPM/CPA and make-goods; strong vendor management. Lead capture & attribution design (QR, UTMs, codes); disciplined ops (checklists, budgets, timelines). Nice to Have Basic motion for event loops; on-ground MC/anchoring. RWA/mall/media-owner relationships; municipal norms familiarity. Community building in gated societies/gyms/corporates. Tool Stack Influencer CRM/Analytics: Aspire, Modash, Grin, HypeAuditor, Upfluence (or robust Sheets). Affiliate Platforms: Refersion, GoAffPro, Impact, Rakuten, Shopify Collabs, Trackdesk. Attribution: UTM.io, Bitly, dynamic QR; Shopify/GA4 dashboards. Planning/Ops: Notion/Asana/ClickUp, Google Sheets; Canva/Figma size kits. Print/OOH: Vendor portals, Acrobat preflight, geo-tag PoP photo apps. Lead Capture: Typeform/Zoho Forms, WhatsApp BSP quick-replies, Zoho CRM. Content: CapCut/Descript for quick edits; Frame.io for review. Certifications (Preferred) Google Ads Measurement (for attribution literacy) • Zoho CRM basics • Event/BTL management cert (nice) • IAB Influencer Marketing modules (nice) • Affiliate platform badges (Refersion/Impact/GoAffPro). Must-Have “2+ Years Hands-On” (Hard Screen) Running events/stalls end-to-end (layout, backdrops, furniture, lighting/AV, permits) with PoP evidence. Managing influencer programs from sourcing → brief → contract → publish → sales attribution with UTMs/codes; whitelisting & usage rights experience. Delivering revenue from creators/affiliates; documented CPA/CAC improvements vs. benchmark. Standing up an affiliate program (policy, payouts, fraud controls) at meaningful scale. Executing last-minute activations using pre-built collateral without quality slips. KPIs Influencer Revenue, Affiliate Revenue, New-to-Brand %, CPA/CAC via creators/affiliates Footfall, Leads, CPQL, Booking Rate, Revenue/Activation On-time installs, first-pass QC, vendor SLA adherence OOH cost per footfall/impression, proof-of-posting compliance Speed-to-launch for last-minute events; % reuse from collateral library