Umberto Giannini – Influencer and Brand Partnerships Manager (London)

Diary Directory Limited
Umberto Giannini – Influencer and Brand Partnerships Manager (London)

Date Expires:Monday 7th July 2025

Our background and your main purpose:

Umberto Giannini was founded in 1998 by award winning hairdresser Umberto and his co-founder, artist and long-time sustainability champion, Claire to launch an ‘at-home’ range of professional quality haircare products.

Our mission is simple, to create world class haircare for all waves, curls and coils, made with insight, expertise and love (and always vegan and cruelty free). Made famous by the cult product that revolutionised the curly hair market, Curl Jelly, UG is sold in over 7,000 stores globally and is recognized as the original curly hair brand in the UK.

We are a Certified B-Corp, fully vegan and cruelty-free and exist to empower women through their relationship with their hair whilst respecting our planet and promoting positivity and inclusivity in beauty.

ABOUT THE ROLE

You will have the opportunity to be part of a fast growth beauty brand that is taking the curly hair community by storm and expanding rapidly into new global markets. Part of our brand team, you are responsible for a world-class influencer marketing and brand partnership strategy that builds brand awareness, drives customer engagement and fosters a community around curly and textured hair.

The role plays a key part in shaping the brand’s voice, establishing meaningful global collaborations and amplifying the brand’s mission to empower people with curly hair worldwide.

RESPONSIBILITIES

INFLUENCER MARKETING CRITICAL TO CONTINUED BRAND SUCCESS

• Lead the strategy and execution of global paid and organic influencer campaigns, ensuring brand alignment with Umberto Giannini’s values and objectives to build overall brand awareness and reach.
• Manage and nurture relationships with UG ambassadors to strengthen connections within the online curl and haircare communities, while expanding reach to new audiences.
• Create and distribute content briefs for influencer content across campaigns, NPD launches and always-on initiatives.
• Bring in fresh ideas for brand voice and identify brand opportunities across emerging social trends with a key focus on TikTok, Instagram and YouTube globally.
• Produce regular internal reports to monitor influencer performance and optimise activity against KPIs.
• Collaborate closely with brand, social & digital teams to ensure influencer activity is fully integrated into wider brand strategies, maximising reach and campaign impact across all channels.
• Manage and mentor junior team members responsible for global influencer gifting, providing clear guidance, support, and development opportunities while setting and tracking performance against defined gifting KPIs.
• Identify and secure brand collaborations and partnerships that enhance brand equity, drive reach and support new customer acquisition goals.

DRIVE GLOBAL SALES GROWTH

• Support the global sales team by preparing distributor-facing presentations that showcase the performance and impact of influencer collaborations and brand events.
• Develop tailored influencer and event proposal decks to support new business pitches with prospective distributors and retail partners.
• Research and identify influencer talent in emerging markets to recommend for potential paid partnerships, aligned with brand goals and local market strategies.
• Develop annual global influencer strategies to drive brand awareness across key regions, aligning activity with NPD launches, promotional moments, and broader campaign objectives.
• Present influencer strategies, performance updates, and campaign plans directly to distributors, ensuring alignment on local execution and securing buy-in for key initiatives.

COMMERCIALLY RESPONSIBLE

• Responsible for influencer contracts, including fee negotiation and partnership terms.
• Oversee budgets ensuring spend is optimised for ROI.
• Track and evaluate the success of activations, delivering insights and strategic recommendations based on performance vs KPIs.
• Lead the development of the upcoming financial year’s budget for Influencer, PR, Events, and Partnerships, aligning spend forecasts with overall business and sales targets.

ABOUT YOU

• You love to see the direct impact of your ideas in fuelling brand growth and commercial success for the business.
• Culturally fluent and globally minded
• Passionate about Curly Hair
• A natural relationship-builder
• Has strong instincts for what content will foster emotional connections in an authentic way
• Strategic + results driven – balances creative flair with data driven decision making
• Thrives in fast paced environments working autonomously and wearing multiple hats
• Lives and breathes trends and platforms
• Team player
• Must possess strong communication and time management skills.
• Extensive experience working in an entrepreneurial environment managing multiple projects simultaneously, meeting deadlines and maintaining great attention to detail.
• Happy giving and taking direction.

PERKS OF WORKING WITH UG

• Free UG products and Friends & Family discount codes
• Day off for your birthday
• Minimum of 1 fully paid day off a year to support charitable work
• Regular team charity days supporting local charities
• Summer Fridays
• Weekly online meditation
• Pension and life assurance
• Belong to the B CORP community

Umberto Giannini is committed to creating a diverse and inclusive work environment, where all of our employees have equal access to opportunities and everyone’s voices are heard. We respect and value all differences (seen and unseen) and strongly encourage applications from all backgrounds, which will be considered regardless of race, colour, religion or belief, gender expression, sexual orientation, national origin, pregnancy and maternity, disability or age.

No recruitment agencies

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