Influencer Manager
The Influencer Marketing Manager will play a pivotal role in building and scaling BetMGM's inaugural Influencer Marketing Program. This is a unique opportunity to shape a new business function and help define how BetMGM (Sports), BetMGM Casino, BetMGM Poker, and affiliated brands show up in creator culture.
Working cross-functionally with Media Partnerships, Social Media (Paid and Organic), and their agency partner, this individual will develop and execute influencer marketing strategies that drive brand awareness, affinity, and business impact. As a champion of influencer marketing and creator-led storytelling, this individual will help establish best practices, demonstrate the value of creator partnerships across the organisation, and set the standard for how BetMGM engages within the creator ecosystem.
- Alongside cross-functional leadership and their agency partner, develop creator and influencer strategies across paid, organic, earned, and experiential media, supporting both brand awareness and business growth objectives.
- Aid in the sourcing, vetting, selection, and activation of creators across sports, entertainment, lifestyle, gaming, culture, and other relevant categories who authentically align with BetMGM brand values, campaign objectives, and target audiences.
- Stay ahead of emerging platforms, social trends, creator ecosystems, and cultural conversations to identify opportunities and keep strategies innovative and relevant.
- Support all influencer-driven initiatives including experiential events, retail activations, and content amplification across owned, earned, and paid channels.
- Act as a key stakeholder and point of contact as BetMGM develops its influencer program in partnership with its agency partner.
- Spearhead creator and influencer campaigns end-to-end, including strategic planning, talent identification, creative briefing, execution, timeline management, content approvals, and performance reporting in tandem with the agency partner.
- Guide the agency in creator briefing and content development, ensuring all deliverables remain on-brand, platform-native, culturally relevant, and aligned with campaign goals.
- Facilitate cross-functional collaboration between Social, Media Partnerships, Creative, Brand, PR, Legal, and external partners to successfully plan and execute creator marketing initiatives.
- Serve as a creator marketing resource across the organisation, sharing best practices, fostering collaboration, and mentoring team members as they navigate and support this new area of the business.
- Hold agency partners accountable to clean and efficient creator operations and program infrastructure, including creator databases, tiering frameworks, rate cards, usage rights, licensing, workflows, and influencer marketing playbooks.
- Interpret creator campaign performance, defining KPIs and translating insights into recommendations that optimise future activations and demonstrate business impact.
- Track program budgets, forecasting, agency and creator spend, and resource allocation to maximise efficiency, performance, and ROI.
- Ensure all creator partnerships and content comply with ALL regulatory guidelines, brand safety standards, legal requirements, disclosure policies, and contractual obligations.
- 3 plus years of influencer marketing experience in an agency or corporate environment (required).
- Proven ability to work both independently and collaboratively while delivering measurable business results (required).
- Strong understanding of social media marketing, including paid and organic social strategies (required).
- Deep passion for influencer marketing, creator culture, and staying ahead of emerging trends within the social and digital landscape (required).
- Strong critical thinking and problem-solving skills, with the ability to pivot quickly and adapt in a fast-paced environment (required).
- Exceptional attention to detail and organisational skills, with experience managing multiple projects and priorities simultaneously (required).
- Proactive, self-starter mentality with strong written and verbal communication skills (required).
- Hands-on experience with influencer marketing and social media management platforms such as CreatorIQ, Sprout Social, or similar tools (required).
- Proficiency in Microsoft Excel, PowerPoint, Outlook, and Word (required).
- Experience within the gaming, sports betting, iGaming, or other highly regulated industries (preferred).
- Applicants must possess legal authorisation to work for BetMGM in the U.S. without the need for immigration sponsorship (required).
- Medical, Dental, Vision, Life, and Disability Insurance.
- 401(k) with company match.
- Pre-tax spending accounts including health care FSA and commuter savings.
- Flexible paid time off.
- Professional development reimbursement and ongoing skills training opportunities.
- Employee resource groups.
- Swag, ticket giveaways, and more!
- Performance-based bonus plan.
BetMGM is a leading US sports betting and online gaming operator, formed in 2018 as a joint venture between MGM Resorts International and Entain. Headquartered in Jersey City, New Jersey, it holds exclusive access to MGM's land-based and online sports betting, poker and casino businesses across the United States and Canada. The company operates the BetMGM, Borgata Casino, Party Casino and Party Poker brands and is one of the largest operators in the regulated North American market. Its products combine online sportsbook, casino and poker with MGM's nationwide network of casinos.