The Goat Agency
UK Influencer Practice Lead
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Job Title: UK Influencer Practice Lead
Location: London (Southbank)
Working Model: Hybrid
About The Goat Agency
Goat is part of WPP Media, the world’s leading media investment company. Since 2015, we have been pioneering influencer marketing, helping global brands harness the power of social and creator-led content to deliver measurable impact. Today, we are recognised as the global leader in the space, delivering award-winning campaigns in more than 70 countries.
With over 650+ social natives worldwide, we create ambitious influencer programmes from tactical activations to long-term partnerships, designed to drive awareness, engagement and conversions through the full marketing funnel.
About the Opportunity:
This role is within The Goat Agency, a leading brand within WPP Media, where you will be instrumental in Goat is WPP Media’s influencer solution, helping global brands harness the power of social and creator-led content to deliver measurable impact. Recognised as a global leader in the space, we deliver award-winning campaigns in more than 70 countries. With over 650 social natives worldwide, we create ambitious influencer programmes from tactical activations to long-term partnerships, designed to drive awareness, engagement and conversions across the full marketing funnel.
The UK Influencer Lead is a senior leadership role, accountable for executing, and evolving the influencer marketing strategy and operations across the UK market. This role holds direct responsibility for driving significant year-on-year revenue growth from existing clients, ensuring unparalleled operational excellence in campaign delivery, and leading a high-performing team of influencer specialists.
As a key representative of Goat and WPP Media’s industry-leading expertise, you will lead a core function that directly contributes to our UK market success and positioning, with significant autonomy and decision-making authority within your domain.
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Role Responsibilities:
Strategic Leadership & Market Representation:
- Develop, own, and execute the overarching UK influencer marketing business strategy, aligning with global objectives and regional growth targets.
- Act as the primary voice and thought leader for WPP Media’s influencer capabilities in the UK, representing the agency at key industry forums, client leadership meetings, and within WPP Media committees.
- Operate with a mid-term strategic and operational focus, developing plans for 1-2 years impact on functional results.
Commercial Growth & Client Partnership:
- Drive substantial year-on-year revenue growth, that matches momentum in the influencer marketing industry, from clients in the UK by identifying, developing, and securing expanded influencer scopes and strategic partnerships.
- Cultivate and nurture high-level, strategic relationships with clients and key WPP Media UK stakeholders, acting as a trusted advisor and primary escalation point for all UK influencer-related matters.
- Collaborate strategically with New Business and Account Management teams to acquire and onboard high-value client accounts, demonstrating a proactive attitude towards winning business.
Team Leadership & Development:
- Lead, mentor, and develop the Goat UK team, fostering a culture of excellence, innovation, and continuous learning.
- Exercise authority over talent management within the UK Influencer team, including hiring, performance management, career development, and reward decisions.
- Ensure the team is equipped with market-leading knowledge, tools, and processes to consistently deliver exceptional results and grow client spend.
Operational Excellence & Delivery Oversight:
- Ensure the highest quality standards and operational excellence in the planning, execution, optimisation, and reporting of all UK influencer campaigns, from strategy through to post-campaign analysis.
- Collaborate closely with Global Campaign Delivery, Client Services, Strategy, Creative, and Project teams to ensure seamless integration and efficient delivery of influencer campaigns that consistently meet and exceed global client expectations.
- Navigate complex operational challenges and internal complexities to ensure smooth operations and effective client delivery.
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Financial & Performance Management:
- Hold direct accountability for major revenue targets, profit margins, and budget management within the UK Influencer function, contributing to the overall P&L.
- Define and monitor key performance indicators (KPIs) for the UK influencer practice, providing regular strategic insights and reporting to the Goat Global President and UK WPP Media leadership
Performance Requirements:
- Sustained year-on-year growth of UK influencer revenue from existing and new client portfolios.
- The strength, depth, and quality of strategic relationships cultivated with key clients and WPP stakeholders.
- Successful achievement of global and regional business objectives and KPIs within the UK influencer market.
Required Experience:
- Proven track record in a management stream leadership role within an agency setting, with direct responsibility for managing and developing a mid-sized to large team.
- Demonstrable experience scaling influencer businesses or significant client books of business within the UK market, driving substantial revenue growth.
- Extensive experience managing and developing high-performing teams.
- Broad management and leadership knowledge, demonstrating mastery-level knowledge and skills within influencer marketing.
- Experience with direct accountability for major revenue targets, cost centres, or budgets.
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