Director, Influencer & Entertainment Engagement

WHO WE ARE

The National Multiple Sclerosis Society mobilizes people and resources to drive research for a cure and to address the challenges of everyone affected by MS. To fulfill this mission, the Society funds cutting-edge research, drives change through advocacy, facilitates professional education, collaborates with MS organizations around the world, and provides programs and services designed to help people with MS and their families move their lives forward.

We partner with volunteers to accomplish our work. Staff members engage volunteers through effective and timely communications, facilitating meaningful opportunities, and continually seeking and providing feedback for reciprocal growth and learning.

The Director is a strategic leadership role focused on developing and executing influencer marketing strategies to elevate brand awareness and drive business objectives. This role involves leading influencer identification, relationship management, campaign development, and performance analysis, while staying abreast of industry trends and emerging platforms. This role drives strategic partnerships that elevate MS awareness, combat stigma, recruit advocates, and position the Society as the leading voice in MS advocacy.

The Director works in close partnership with the External Relations team and operates under the strategic direction of the Vice President, External Relations to ensure cohesive external engagement, messaging, and reputation management.

• Develop and implement comprehensive influencer marketing strategies aligned with overall business goals, including identifying target audiences, setting campaign objectives, and selecting appropriate influencer tiers (celebrity, mid-tier, micro).
• Cultivate and maintain strong relationships with influencers, talent agencies, and other key stakeholders, ensuring authentic brand alignment and long-term partnerships.
• Oversee the end-to-end process of influencer campaigns, from initial concept and outreach to content creation, campaign management, performance tracking, and reporting.
• Collaborate with influencers and cross-functional teams to develop engaging and authentic content that resonates with target audiences, leveraging the creator's voice and brand strategy.
• Ensure influencer and entertainment partnerships reinforce core organizational narratives and complement earned media, executive visibility, and thought leadership efforts.
• Utilize data analytics tools to track campaign performance, identify key insights, and optimize future campaigns for maximum impact and ROI.
• Develop and implement strategic entertainment partnerships with entertainment and media companies (film studios, TV networks, digital hubs, record labels, etc.) to support key initiatives and issues.
• Stay up-to-date on the latest industry trends, emerging platforms, and best practices in influencer/entertainment marketing, sharing knowledge and insights with teams across the Society.
• Collaborate with various teams, including social media, PR, brand, content, and legal, to ensure seamless integration of influencer marketing efforts with overall marketing strategies.
• Partner with VP, External Relations on crisis communications when influencer/entertainment partnerships intersect with sensitive topics, ensuring brand safety while maintaining authentic advocacy voice.
• Conduct proactive risk assessments and scenario planning for high-visibility influencer and entertainment partnerships, identifying reputational, ethical, and brand safety considerations in advance.
• Manage campaign budgets, timelines, and resources effectively, ensuring efficient execution and timely delivery of results.
• Ensure compliance with all relevant regulations and guidelines governing influencer partnerships and advertising standards.
• Identify new opportunities in the creator ecosystem, including emerging platforms, creative technologies, and innovative campaign approaches.
• Lead and manage influencer and entertainment agency partners, ensuring strategic alignment, accountability, and high-quality execution across all initiatives.

• Functional Strategy - 65%
• Team Leadership & Management (coaching, mentorship, conflict resolution, performance evaluation) - 10%
• Integration work with Peers (process refinement and strategic projects) - 25%

• Responsible for leading the influencer and entertainment partnership function within the External Relations vertical, working closely with the VP, External Relations to ensure integration across public relations, thought leadership, corporate partnerships, crisis communications, and external messaging work streams. Provides strategic direction and tactical work planning guidance to managers and contributors of that specific function.
• Oversees day-to-day work of external agency partners supporting influencer and entertainment engagement, holding partners accountable to KPIs, timelines, and brand and reputational standards.
• Provides the…