The scoreboard, and what is not on it. The hard targets, how often each is actually
looked at, and the quiet signals that never reach a dashboard.
Portfolio-wide Cost Per Engagement (CPE)
The average cost to us for each engagement (likes, comments, shares) across all our paid influencer campaigns.
Target · Achieve a portfolio-wide CPE of <£0.25 (or 10% below industry benchmark for our sector) If a campaign costs £10,000 and generates 50,000 engagements, your CPE is £0.20. You'll be looking to keep this low while maintaining quality.
Influencer Programme Budget Variance
How closely you manage the annual budget for your assigned programmes against actual spend.
Target · Manage a programme budget of £500K-£1M with <5% variance (either over or under) If your allocated budget for Q1 was £250,000, and you spent £255,000, that's a 2% variance. We need you to be on top of this, forecasting accurately.
Influencer Retention Rate
The percentage of creators we work with on an 'always-on' basis who continue to partner with us year-over-year.
Target · Improve influencer retention rate by 20% year-over-year for top-tier partners If we had 50 key creators last year, and 40 of them renewed their contracts or continued to work with us, that's 80% retention. We want to see that number grow, especially for our high-impact partners.
Attributed Revenue/Leads from Influencer Programmes
The direct sales or qualified leads generated through unique affiliate codes, trackable links, or specific campaign landing pages.
Target · Drive at least £1M in influencer-attributed revenue or 5,000 qualified leads annually (depending on business model) Your Q2 campaign with Creator X generated £250,000 in direct sales via their unique discount code. You'll be aggregating these figures globally.
Strategic Programme Design & Execution
How well you design and implement global influencer programmes that align with overall marketing objectives and deliver genuine impact.
- Programmes are clearly defined with measurable KPIs, receive positive feedback from regional marketing teams, and consistently meet or exceed targets. You're proactively identifying new opportunities, not just reacting to requests. Your team understands the 'why' behind the strategy.
Quality of Creator Partnerships
The depth and authenticity of relationships you and your team build with creators, fostering long-term advocacy rather than transactional engagements.
- Creators proactively approach us with ideas, consistently produce high-quality, on-brief content, and refer other top-tier talent. Feedback from creators and their agents is consistently positive about our partnership approach. Reduced 'ghosting' incidents.
Team Leadership & Development
Your ability to lead, mentor, and develop your team of Influencer Marketing Specialists, fostering their growth and ensuring high performance.
- Your direct reports consistently meet their individual targets, show clear signs of professional growth, and provide positive feedback about your leadership in performance reviews. You're actively coaching them through challenges and delegating effectively.
Cross-functional Influence & Alignment
How effectively you get different internal teams (Product, Sales, Legal, Regional Marketing) on board with your influencer strategy and secure their support.
- You're regularly invited to strategic planning meetings outside of Marketing. Key stakeholders proactively seek your input on creator-related initiatives. There's clear agreement on campaign objectives and measurement frameworks across teams, reducing friction and rework.
