Influencer Partnerships Manager-India (New Delhi)
EUROPEAN COMPANY WITH DYNAMIC DEVELOPMENT THAT SETS TRENDS IN THE FOOD AND BEVERAGE MARKET
A worldwide, innovation-driven beverage company planned an accelerated push into India. With an established energy drink line and a soon-to-launch RTD mocktail brand, the client required a New Delhi-based Influencer Partnerships Manager to architect and scale a performance-driven micro-influencer engine across India’s diverse linguistic and cultural landscape-while upholding strict integrity standards and ROI discipline.
The role blended brand evangelism with hard performance marketing.
The manager had to build and manage databases of micro- and macro-influencers segmented by region, language, and audience; lead end-to-end campaign delivery from briefing and content control to approvals, publication, and cross-team coordination with creative, digital, and field sales; and own negotiations and contracts – including pricing, exclusivity, and usage rights -within a no-advance, performance-based compensation model.
They also needed to run analytics and reporting on reach, engagement, conversion, and ROI with continuous optimization, and report to C-level export marketing and the India country marketing lead with full P&L accountability and ROI ownership
India’s creator economy is immense and fragmented. The strongest operators combine creator empathy with forensic analytics -and negotiate firmly while staying culturally attuned.
Four hurdles defined the search. First, scale and diversity: dozens of languages, platform norms, and community codes.
Second, mentality and cultural differences: indirect communication styles and different approaches to timelines and feedback.
Third, integrity and transparency: risks of opaque rates, informal kickbacks, and inflated audience metrics. Fourth, expectation alignment: bridging European KPI rigor with local market realities and workflows.
Talent Acquisition Path
300+ profiles mapped → ~30 pre-qualified → 12 shortlisted → 4 passed the first round → 2 completed the test task → 1 hired.
1) Market Mapping & Sourcing
A pan-India talent scan covered FMCG, beverages, and lifestyle sectors with priority on hands-on influencer management and category understanding. At the top of the funnel, 300+ potential candidates were identified and screened.
2) Precision Screening
Filters combined sector fit, multi-state experience, analytics fluency, negotiation maturity, and a zero-tolerance integrity posture. Audience quality literacy was verified, looking for bots, inorganic spikes, and fraud signals. From this stage, ~30 candidates were pre-qualified and 12 were shortlisted.
3) Speed to Slate (New Milestone)
Within five days of kickoff, first-round interviews were completed and four candidates who had successfully passed the first interview round were presented. Each profile included a structured capability map, compensation expectations, and integrity notes.
4) Cultural Calibration in Interviews
Structured scorecards assessed strategy, execution, analytics, legal/contracting, integrity, and matrix collaboration.
5) Real World Test Task
A four-part, complex assignment was issued. Two candidates completed the task at high quality.
6) Offer Design & Closure
Compensation was benchmarked to India market data, with success-based upside tied to ROI and compliance. One standout candidate — analytics-driven, negotiation-savvy, bilingual, and demonstrably ethical — was hired.
Outcome
In five weeks, we closed a high-stakes, culturally nuanced hire in New Delhi for a global beverage leader -one professional with the rare blend of creator empathy, hard analytics, and compliance rigor.
Critically, within the first five days, we presented four first-round-cleared candidates, giving the client immediate, high-quality options and accelerating the path to a confident, data-driven hiring decision.
If you’re looking to grow your team or expand into new markets worldwide, we’re here to support you! Let’s connect to explore how we can help you hire the right talent, wherever you need it.
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