Responsibilities
- Lead the development and execution of influencer-first content marketing strategies for LATAM, ensuring alignment with global objectives while adapting to local market dynamics and cultural nuances.
- Define influencer and content-driven themes, formats, and channels to support brand awareness, engagement, sentiment, and user acquisition across inDrive verticals (e.g., Ride Hailing, Delivery, City Services, Freight, etc.).
- Expertise and Thought Leadership
- Act as the regional subject matter expert for influencer and content marketing in LATAM, setting the benchmark for campaign authenticity, cultural relevance, and performance impact.
- Provide strategic recommendations to global and regional stakeholders based on influencer insights, campaign data, and best practices.
- Own the end-to-end influencer marketing roadmap in LATAM: from defining strategy to execution, optimization, and reporting.
- Identify, onboard, and manage partnerships with creators, KOLs, and agencies to ensure impactful collaborations across different tiers (nano, micro, macro).
- Design scalable influencer programs and activations tailored to LATAM audiences.
- Optimize influencer investments against key metrics such as Engagement Rate, CPV, CPA, CTR, Reach, VTR, and ROI/ROAS.
- Content Planning, Production, and Optimization
- Integrate influencer collaborations into broader content plans across social, digital, and paid channels.
- Oversee the localization and creative adaptation of influencer-driven assets for maximum resonance in LATAM markets.
- Maintain and prioritize the influencer and content backlog for all non–ride–hailing verticals.
- Partner with general and regional product, brand, PR, performance, and design teams to align influencer and content initiatives with business goals.
- Serve as the primary point of contact for LATAM influencer marketing needs, ensuring smooth processes and clear communication across stakeholders.
- Performance Tracking and Insights
- Monitor, analyze, and report on influencer marketing KPIs, delivering actionable insights to optimize future collaborations.
- Leverage both content and influencer data to identify trends, measure ROI, and uncover growth opportunities across LATAM markets.
- Explore new influencer formats, storytelling techniques, and platform native features (e.g., TikTok trends, Instagram Collabs, YouTube Shorts) to stay ahead of the competition.
- Drive knowledge sharing across LATAM and global teams, ensuring continuous improvement and scaling of influencer best practices.
- Manage and allocate the LATAM influencer and content marketing budget effectively, ensuring cost efficiency and measurable ROI.
Qualifications
- 4+ years of experience in influencer marketing (content marketing experience is a plus), with a proven track record of successful campaigns across LATAM.
- English proficiency: B2+
- Expertise in adapting global strategies to diverse LATAM markets and verticals.
- Experience collaborating with cross-functional teams and managing complex influencer programs or regional workstreams.
- Deep knowledge of major platforms in LATAM such as Instagram, TikTok, Facebook, YouTube, X/Twitter, and LinkedIn, including algorithms, audience behavior, and local best practices.
- Strong expertise in influencer marketing and agency collaboration: from sourcing and contract negotiation to campaign design and performance optimization.
- Solid grasp of key performance metrics: ER, CPV, CPA, CTR, VTR, ROI/ROAS.
- Ability to lead cross processes and influence stakeholders without direct line management responsibility.
- Strong organizational skills to run multiple influencer activations and campaigns simultaneously.
- Comfortable working in fast-paced, remote-first, and multicultural environments.
- Data-driven mindset with hands‑on experience using analytics and influencer tools (Meta Business Suite, TikTok Creator Tools, Google Analytics, HypeAuditor, CreatorIQ, or similar).
- Ability to transform data into actionable influencer strategies.
- Strong creative sense for storytelling, content integration, and brand narrative.
- Portuguese is a strong advantage.
- Excellent communication and presentation skills with the ability to inspire both internal stakeholders and external partners.
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