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

Experience: 23 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 (810 / 1012), 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 messageofferformat 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