Senior Manager, Influencer Marketing

At Thorne, we work to deliver high-quality, science-backed solutions to empower individuals to take a proactive approach to their well-being. Each day begins with a mission to help others discover and achieve their best health. We count on our team members to challenge and push the boundaries to make that happen. At Thorne, you’ll be joining a team of more than 750 passionate individuals committed to our cause of providing superior health solutions at every age and life stage.The Senior Manager of Influencer Marketing will develop and manage Thorne’s paid influencer initiatives and ambassador program, translating brand and business priorities into integrated channel plans that build brand awareness, credibility, consumer engagement, and new customer acquisition. This is responsible for end-to-end planning, execution and optimization, including content volume and pacing, creator selection, budget management, campaign delivery, measurement, and adherence to established business processes. The Senior Manager will manage one direct report and Thorne’s influencer agency, coordinate cross functional execution, and build relationships with creators and ambassadors who align with Thorne’s mission and values. Success requires sound judgment, proactive communication, disciplined prioritization, and accountability for delivering results within approved strategies, budgets and timelines.

RESPONSIBILITIES

Channel Planning & Program Management

• Develop and execute influencer and ambassador channel plans aligned with Thorne’s brand marketing objectives, business priorities, and target audiences.

• Translate brand marketing plans, new product launches, seasonal campaigns, and always-on content needs into a comprehensive channel plan with clear objectives, investment recommendations, deliverables, timelines, and success measures.

• Collaborate with Performance Team to recommend the creator mix, content volume, formats, production cadence, and distribution approach needed to support planned initiatives and cross-functional content requirements.

• Apply agreed objectives across awareness, consideration, and acquisition, aligning investment and measurement with its intended contribution.

• Use audience insights, performance data, platform behavior, and cultural trends to inform strategic recommendations and identify opportunities for growth.

• Independently manage prioritization, sequencing, and delegation across assigned programs within approved budgets and resources. Recommend tradeoffs and escalate priorities or capacity constraints when leadership decisions are needed.

• Communicate plans, recommendations, and results clearly and concisely, tailoring the level of detail to the audience.

Paid Influencer Planning & Execution

• Identify, evaluate, recruit, and negotiate with influencers and content creators whose audiences, credibility, content capabilities, and brand alignment support Thorne’s objectives and reflect Thorne’s brand standards.

• Negotiate influencers’ scopes, rates, deliverables, and usage rights within approved budgets and contracting guidelines.

• Manage campaign development and delivery from initial brief through contracting, onboarding, content development, approvals, publication, reporting, and optimization.

• Develop clear creative briefs that connect audience needs, product benefits, brand messaging, substantiated claims, and intended platform use.

• Partner with Performance Marketing to define paid content requirements before production, including creative structure, deliverable specifications, usage rights, and partnership advertising permissions.

• Secure appropriate rights for content distribution across relevant brand and paid media channels, with a focus on Meta, TikTok, and YouTube.

• Plan and execute influencer and ambassador experiential activations, product experiences, content capture, and community initiatives within approved objectives and budgets. Define influencer roles, content requirements, distribution plans, timelines, and measurement approaches.

• Build and maintain a reliable pipeline of creator content that supports agreed campaign needs, content volume, and delivery schedules.

• Manage content review and approval process to ensure influencer content is authentic, accurate, consistent with Thorne’s brand standards, and appropriate for its intended use.

Ambassador Program Management & Execution

• Audit and evaluate Thorne’s ambassador program, recommending improvements to its participant value proposition, eligibility criteria, operating model, and measurement approach in alignment with program objectives.

• Develop recommendations for changes to program structure, scale, investment, or participation requirements for leadership review and approval.

• Manage recruitment, onboarding, education, engagement, and support of Ambassadors that reflect the Thorne brand ethos and target audiences.

• Develop and maintain training materials and support resources covering approved messaging, product information, disclosure requirements, content expectations, and program policies.

• Plan and execute ambassador initiatives that drive user-generated content (UGC) in support of evergreen education, product launches, seasonal campaigns, and authentic product experiences.

• Implement and maintain processes to monitor participant activity, content, traffic sources, and adherence to program requirements, working with relevant cross-functional teams to address gaps.

• Regularly assess participant contribution, revenue concentration, attribution quality, and resource requirements. Use findings to recommend program improvements and investment decisions.

• Manage and report on the Thorne brand ambassador private Facebook group, encouraging participation, facilitating relevant discussions and building an engaged Ambassador community.

Performance Analysis & Optimization

• Partner with Performance Marketing to establish program and campaign KPIs and success metrics aligned with approved objectives.

• Maintain consistent reporting that distinguishes organic creator performance, paid amplification results, ambassador activity, and attributable commercial outcomes.

• Deliver timely, detailed monthly performance recaps and quarterly strategic assessments with concise insights, investment implications and recommended actions for optimization and continuous improvement.

• Collaborate with the Performance Marketing team to develop testing plans and apply learnings to creator selection, creative development, content distribution, and program execution.

• Monitor content performance, social trends, and relevant platform algorithm changes, recommending plan adjustments to improve results.

• Proactively identify underperformance, delivery gaps, attribution concerns, and emerging risks, recommending corrective actions and escalating issues that require broader decisions.

Cross-Functional Collaboration & Process Management

• Coordinate planning and execution with Brand Marketing, Creative, Performance Marketing, Organic Social, New Product Development, PR, Legal, Medical Affairs, Regulatory, Finance, and other relevant teams in relation to paid influencer marketing and brand ambassadors.

• Gather and incorporate cross-functional inputs into actionable channel plans, maintaining responsibility for assigned deliverables and respecting cross-functional teams’ capacity.

• Develop and maintain clear roles, decision points, timelines, and workback schedules that account for negotiating, contracting, product availability, content production, review, and launch requirements.

• Incorporate required review periods and approval milestones into project plans and ensure agreements are approved and fully executed before services or activations begin.

• Work with Legal, Medical Affairs, and Regulatory to implement and maintain content review processes that support applicable FTC, FDA, and DSHEA content disclosure requirements and are