Director, Performance Marketing - Influencer & Affiliate

The Mom Project is excited to partner with Etsy in their search for a Director of Performance Influencer & Affiliate.

Etsy is looking for a results-driven marketing leader that is a Performance Influencer expert, with a very strong background in Attribution, Affiliate Marketing and Paid Social. This role is a parental leave cover for our Director of Performance Influencer & Affiliate from July 2024 - February 2025. The candidate should have a strong background of working with content creators to increase sales to Etsy, with ROI at the heart of everything they do. Managing the team to build the right programs, tools and relationships (affiliate, influencer, paid social) to help sellers and creators of all kinds monetize their content, run paid ads and drive sales to Etsy will be at the core of their day-to-day.

The candidate will be experienced in leading a creator-first performance strategy, which is backed with data and result-driven analyses, including but not limited to an understanding of measurement systems like MTA, MMM, Conversion Lift and Brand Lift, as well as Affiliate tracking systems such as Awin, Button, Appsflyer and CreatorIQ.

This person will lead the Performance Influencer and Affiliate team and will focus on building out our Performance Influencer strategy, which prioritizes elevating and scaling our in-house Performance Influencer program, Creator Collective. They will also utilize top UGC for Paid Social to drive additional conversion, while also supporting the growth of the Affiliate channel.

This person is an expert in the creator commerce space, and will drive a robust vision and mission forward to hit new heights of scalability while maintaining a level of efficiency. Along with leading Etsy's Creator Collective strategy, the ideal candidate will also assist in optimizing Etsy’s 12 affiliate marketing programs to increase traffic/GMS, while also working to enhance/onboard Indirect Performance Influencer networks such as LTK, Collective Voice, YouTube Shopping, and more. They will not only feel comfortable developing the strategy to scale the organic, affiliate-driven creator side of the program (via product improvements, engagement enhancements, bespoke codes/promotions, trends, etc.), but will also be responsible for Creator Collective ads on Youtube, TikTok, Pinterest and Meta, and are familiar with Branded Content Tools, Partnership Ads, Idea Pins, TikTok Spark Ads, etc.

What’s this team like at Etsy?

The Performance Marketing team at Etsy is dedicated towards driving meaningful and measurable growth and profitability by matching buyers to seller inventory across various paid media vendors. They collaborate closely together and with partner teams such as Analytics, Product, Owned Social, Influencer and MarTech in order to automate and optimize global offsite experiences and programs at scale.

What does the day-to-day look like?

• Lead a team of 5 to deliver against strict ROI performance goals, leveraging industry leading measurement solutions
• Lead and optimize the performance team’s affiliate and creator strategy, processes and working relationship with internal and external agencies
• Oversee and push forward existing Creator Collective scale projects, executing and optimizing where needed to hit 2024 GMS targets
• Expand performance UGC creative vision, strategy, processes, consistently level-up Paid Social UGC creative and performance and uphold collaborative working relationships with all relevant stakeholders in 2024 and Q1 2025
• Act as performance marketing lead within larger cross-functional marketing project prioritization decisions
• Hit 2024 GMS targets and pivot/adjust strategy if needed in order to prioritize ROI and scalability
• Support channel leads with strategic plans for 2H'24 and planning ahead for 1H'25, including leading the budget request process with strategic finance for new testing opportunities
• Collaborate with marketing leads across the org to continue to help drive buyer first, low-funnel strategic thinking (ex. App, CRM, Influencer Team, Owned Social, Analytics, Legal, etc.)
• Stay on top of the always-evolving media channels, adtech and creative landscape, from industry news to emerging technology and trends

Qualities that will help you thrive in this role are:

• 10+ years of experience in performance marketing, with an emphasis on ROI-focused, creator-first marketing with an expertise in Influencer, Paid Social and Affiliate backed by attribution and measurement
• Significant management experience, managing large scale performance marketing teams or agencies
• Specializes in low-funnel user generated creative concepting, development, execution and optimization in paid social channels, most specifically for TikTok and Meta - built to drive performance outcomes
• Brings deep affiliate knowledge and experience to the table; having worked at an agency or brand to lead and launch affiliate and creator programs, recruit new publishers and consistently level-up publisher performance/integrate new partners
• Experience with performance marketing tracking, tooling and project management skills (Awin, Button, AppsFlyer, Monday.com, etc.) and UGC/Influencer platforms (Creator IQ, LTK, Collective Voice, etc.)
• A highly collaborative mindset, working with marketing leadership across all disciplines, and most significant experience with both internal brand and agency creative and media teams
• Experience building approaches to unlocking and optimizing performance spends across large budgets in a multi-channel, full-funnel approach
• A can-do, data-based, and analytical leadership approach, with passion for driving performance metrics (Gross Merchandise Sales, Return on Investment) at every stage in the funnel; experience with multiple measurement models including MTA, MMM, and Brand Lift/Conversion Lift highly desirable

Hours and Location

• This is a full-time position located in Brooklyn, NY, reporting to the Director of Performance Marketing.
• This position is fully remote but candidates will need to work Eastern Time Zone hours.
• Candidates local to Etsy's Brooklyn office are welcome to work onsite at their flexibility (4-6 times per month) if desired.