Head of Influencer Marketing, PetLabCo.
3 days a week in office (Nr Tower Hill Station, London)
Food and supplements for pets
Be an early applicant
Food and supplements for pets
101-200 employees
Be an early applicant
3 days a week in office (Nr Tower Hill Station, London)
101-200 employees
Company mission
To deliver breakthrough pet health.
Role
Who you are
- This role requires a highly strategic but deeply hands-on operator who thrives in fast-moving environments and is excited about building and scaling programs quickly
- We’re looking for someone who has successfully built and scaled influencer programs in high-growth consumer brands and understands how influencer content can drive both brand growth and performance marketing results
- Have a track record of scaling influencer marketing into a significant revenue driver
- Understand how to bridge organic creator content with paid advertising
- Be comfortable managing large volumes of creators simultaneously
- Have experience working within DTC, ecommerce, or subscription businesses. Experience in CPG categories such as supplements, nutrition, wellness, and pet products is highly advantageous
- Be highly organised and systems-driven, capable of bringing structure to a complex channel
- Have strong creative instincts and understand what makes content perform on social platforms
- Be extremely hands-on and thrive in high-growth startup environments
- Think fast and move fast
- Take ownership of their work
- Love solving complex growth challenges
- Bring structure and clarity to fast-moving environments
- 3–6+ years experience managing or scaling influencer marketing programs
- Proven experience growing influencer channels within DTC, ecommerce, or CPG brands
- Demonstrated success managing large creator networks
- Strong experience with performance-driven influencer campaigns
- Strong understanding of Meta Partnership Ads, TikTok Spark Ads, and creator whitelisting and how influencer programs enable them
- Strong creative instincts and ability to identify high-performing social content
- Experience creating clear, effective influencer briefs
- Strong negotiation and relationship-management skills
- Comfortable working with analytics, reporting systems, and campaign tracking
- Experience implementing scalable systems and operational workflows
- Familiarity with AI tools and automation to streamline influencer processes
- Highly organised and capable of managing multiple campaigns simultaneously
- Experience building and leading influencer teams
What the job involves
- We are looking for a Head of Influencer Marketing to build and scale a world-class influencer engine that drives both organic brand growth and direct response performance marketing. Influencer marketing is becoming one of the most important growth levers for PetLab Co
- As the ecosystem evolves, particularly with the rapid rise of Meta Partnership Ads, TikTok Spark Ads, and creator-driven performance creative, we see a massive opportunity to build an influencer program that not only drives awareness, but also powers our paid acquisition strategy at scale
- This role is responsible for building and leading a high-performance influencer program spanning macro, mid-tier, and micro creators, producing content that performs both organically and as high-converting paid social ads
- The Head of Influencer Marketing will own the full influencer lifecycle — from creator sourcing and relationship management through to creative strategy, campaign execution, performance analysis, and scaling the program through systems, automation, and team building
- You will work extremely closely with the paid media and creative teams to ensure influencer content becomes a core driver of our performance marketing engine
- Designing and scaling PetLab Co.’s global influencer marketing strategy
- Building a high-volume influencer engine capable of working with 100–500+ creators per month
- Identifying and recruiting creators across macro, mid-tier and micro influencer segments
- Developing creator avatars and sourcing strategies aligned with our customer base
- Building strong long-term relationships with creators
- Leading the end-to-end influencer workflow, including sourcing, outreach, negotiation, briefing, and campaign execution
- Developing high-performing creative briefs that generate content optimized for both organic engagement and paid ad performance
- Collaborating closely with the paid media team to integrate influencer content into Meta, TikTok, and YouTube partnership ad strategies
- Overseeing creator whitelisting / partnership ads, and dark-post ad usage
- Ensuring influencer content meets brand, compliance, and quality standards
- Establishing scalable systems, processes, and reporting frameworks
- Leveraging AI tools and automation to improve influencer sourcing, outreach, briefing, and campaign management
- Hiring and developing an in-house influencer team capable of scaling the program globally
- Continuously testing new influencer formats, content styles, and campaign structures to improve performance
- Reports to: Forest, VP of Marketing
- We’re not looking at influencer marketing purely as a brand awareness channel, we see creators as a core driver of performance creative across Meta, TikTok and other platforms
- This means the influencer program must operate in lockstep with paid media, ensuring the content creators produce feeds directly into our advertising engine
- Your mission will be to build and scale this influencer engine, identifying the right creators, building meaningful relationships with them, and developing content strategies that consistently produce high-performing ad creative
- You will work extremely closely with our paid media and creative teams to ensure influencer content performs at scale and contributes directly to revenue growth
- This role is an opportunity to build something truly significant, an influencer program capable of working with hundreds of creators every month, producing content that drives measurable performance across our marketing channels
- If you’re excited about combining creator marketing, performance advertising, and scalable systems, then this role will be an incredibly rewarding challenge
- You’ll be working with a highly collaborative team spanning paid media, creative strategy, analytics, and product marketing, where everyone shares the same goal: identifying opportunities and executing quickly to capture them
- Your time will likely be spent across the following areas:
- 30% Strategy & Program Development
- 40% Execution & Creator Management
- 20% Creative Strategy
- 10% Analysis & Scaling
Salary benchmarks
Our take
Pet care has evolved rapidly over the past decade, with owners investing more in preventative health and wellness for their fur friends. This shift has fuelled strong growth in the global pet supplements and nutraceuticals market, particularly for product targeting joint health, dental care, digestion, and immunity.
PetLabCo. develops science-backed supplements designed to address common health issues ind ogs. The company was inspired by co-founder and co-CEO Chris Masanto, whose search for treatments for his dog's arthritis sparked an interest in better pet nutrition. Since then, PetLabCo. has built a direct-to-consumer brands across the US, Canada, and the UK, offering clinically informed products that support areas such as joint mobility, dental health, and digestion.
The company has grown rapidly too, scaling to more than $200M in annual revenue while building the operational systems needed to support international growth, including its use of Oracle NetSuite to streamline financial and inventory management. The company has also secured investment to accelerate research and development and expand into brick-and-mortar retail. So, with the pet wellness market continuing to grow, PetLabCo. is very well positioned to keep leading the pack.
Steph
Company Specialist at Welcome to the Jungle
Insights
18% employee growth in 12 months
Company
Company benefits
- Time OFF: We offer generous Annual Leave of 28 days + public and bank holidays.
- Private Healthcare: we offer private healthcare through our partner, Vitality.
- Give Back Day: An extra day off in the year to volunteer, plus a £50 contribution to your chosen charity.
- Pension Scheme: 5% contributions towards your pension scheme!
- Monthly Events: Monthly office and virtual events including our annual puppy therapy event with our partner, Paws in Work.
- Enhanced Maternity/Paternity/Adoption Leave: because time with new family members is important!
- Discount Vouchers & Gym Memberships: Get discounts at a whole range of retailers and gym memberships through our provider, Wellhub.
- Cycle2Work Scheme: Government initiative which offers a cost-effective way to buy new cycling equipment.
- Nursery Salary Sacrifice Scheme: A great way to save money on childcare through our partner, Enjoy Benefits.
- Copmpany Bonus: Paid out annually.
- Help@Hand: Employee Assistance Programme offering a range of health, life, money and wellbeing support.
- Pet friendly office!: Come and see for yourself...
Company HQ
City of London, London, UK
Leadership
Christopher Masanto
(Co-Founder & Co-CEO)Prior to co-founding PetLabCo. in 2019, Christopher founded Cel where he served as the CRO and Altitude Ads where he served as the CEO.
Stephanie Lee
(Co-CEO)Stephanie joined PetLabCo. in 2021 as COO, moving into the role of Co-CEO in 2023. Prior to this, she was a Chief Investment Officer at Pharmapacks, COO at Alpha Audiotronics, and an Associate at Wachtell, Lipton, Rosen & Katz.
Matt Davies
(Co-Founder & CMO)Matt is also the CMO at CoFoundant, a role he's held since 2017. Previously, he co-founded Gloriously Vegan.
Tony Morreale
(CFO)Prior to joining PetLabCo. in 2021, Tony was the CFO at La Fosse Associate and the COO (Finance & Operations) at YLD! and Hotwire Public Relations.
Share this job
View 1 more job at PetLabCo.