Turning influencer marketing into a top acquisition channel

Challenge

Scale an unproven influencer channel into a repeatable acquisition engine across seven product verticals and 100+ programs.

Strategy

• Unified creator strategy across every vertical, not per-team improvisation.
• Full-funnel integration with brand, performance and product marketing.
• Attribution-first: no channel without a testable P&L.

Execution

• Ran cross-functional programs across Brand, Performance, Product, Analytics and Creative.
• Managed agencies, production, creators and external partners end-to-end.
• Owned planning, budgeting, forecasting and performance analytics.

Results

• 35M+ organic reach through influencer activations.
• 81% CPL reduction YoY through experimentation and funnel optimization.
• Channel adopted as a permanent line in the marketing mix alongside TV and Media.