Associate Vice President, Influencer Marketing & PR

ABOUT ORCHESTRA

Orchestra is a strategic communications and marketing company built for today’s complex and fragmented world. From decoding audiences to designing bold strategies, Orchestra integrates people, platforms, and stories that stick to help clients build lasting influence. The company offers programs that span from the highest level strategic business counsel through to tactical execution. Orchestra brings together 700+ people with experience across consumer and lifestyle, technology, nonprofit and philanthropy, real estate, sports, travel, hospitality, and more. Made up of leading firms BerlinRosen, Civitas Public Affairs Group, Derris, Glen Echo Group, Inkhouse, M18, Message Lab, Onward and Small Girls PR. It also launched Brightmode, a talent acquisition firm for communications professionals, and Versus Media Group, a strategy-first political media team. Learn more at www.orchestraco.com.

People of all backgrounds and abilities are strongly encouraged to apply. Orchestra is committed to building and maintaining a diverse staff, and recognizes that its continued success depends on hiring and retaining high-quality creative professionals with a variety of backgrounds and experiences. Opportunities for advancement exist, and we are committed to helping all staff develop and grow.

ABOUT THIS ROLE

Small Girls PR is looking for an AVP of Influencer and PR with 8+ years of experience to manage overarching strategy and client relationships, concept novel initiatives that drive social virality and press headlines, manage deliverables for integrated campaigns, as well as oversee a team of talented junior staffers. This role will work with a wide range of creative and innovative brands across food & beverage, wellness, consumer tech, and more

There is no one-size-fits-all for an SGPR client which means your career will be further enriched with meaningful and diversified experience. We've taken on the main stage at CES, announced Esusu as one of the first Black-owned tech unicorns, cheered on the powerful women of the WNBA with a well known ticketing platform, helped pet owners communicate with their dogs through a psychic for Rover, and piloted influencer marketing programs for B2B brands. This team concepted “Ring’s Great Ghost Search,” a lighthearted campaign calling on consumers to capture ghosts on their home cameras. By enlisting Stranger Things star Finn Wolfhard and an array of comedic influencers to participate, the campaign drove mass awareness and broad positive sentiment across earned media and social channels.

Note: This role can be based in either our NYC or LA office, working two days a week in the office on a hybrid schedule.

How you’ll make an impact:

• Conceptualize breakthrough, culturally resonant ideas that redefine client positioning and generate meaningful earned impact — from premium press placements to culturally relevant moments that extend beyond paid influencer deliverables.
• Push teams and clients toward breakthrough thinking, identifying white space opportunities and transforming insights into ownable, conversation-driving campaigns that generate measurable business impact.
• Drive enterprise-level, long-term communications strategy and architect tentpole campaigns for a portfolio of key clients across retainer and project-based engagements, ensuring alignment with broader business objectives.
• Serve as a senior strategic advisor to clients, setting vision, KPIs, success frameworks, and measurement standards. 
• Establish and uphold a high creative bar across the agency, providing strategic and conceptual guidance that sharpens ideas, strengthens storytelling, and ensures all work is innovative, differentiated, and culturally relevant.
• Operate as a primary senior point of contact for clients and interagency partners, cultivating executive-level relationships built on trust, strategic counsel, and long-term partnership growth.
• Lead cross-disciplinary integration across Experiential, Paid Media and Press teams ensuring campaigns are cohesive, insight-driven, and performance-oriented.
• Drive business development efforts, leading new business pitches and proposal development in partnership with senior leadership and securing revenue growth. Identify organic growth opportunities within existing accounts and contribute meaningfully to agency revenue expansion.
• Oversee team structure and resourcing across accounts, mentoring junior team members while fostering a high-performance culture. 
• Serve as an internal and external thought leader, shaping agency POVs, staying ahead of evolving industry trends, and elevating SGPR’s positioning within influencer marketing and PR. 
• Own the strategic direction, oversight, and optimization of paid and earned influencer ecosystems across tiers and platforms (Instagram, TikTok, YouTube, LinkedIn, Reddit, Substack, Podcasts, emerging platforms, etc.).
• Maintain and continuously expand a diversified, high-level network of influencer, agent, and platform relationships, leveraging influence to secure advantageous partnerships and preferred rates.
• Oversee influencer budgets where applicable, ensuring fiscal responsibility, efficiency, and strong ROI.
• Translate complex performance data into executive-ready insights. Establish measurement frameworks rooted in industry benchmarks (CPM, CPC, CTR, engagement rates, etc.) and synthesize quantitative and qualitative learnings into forward-looking strategic recommendations that inform client growth.

In addition to the above, Earned Press-specific expectations include:

• Develop and oversee sophisticated earned media strategies, including message architecture, positioning, vertical prioritization, and culturally relevant storytelling angles across traditional and emerging media (Substacks, podcasts, digital-native platforms, etc.).
• Leverage an established network of senior editors, writers, and media decision-makers to secure high-impact placements, including features, exclusives, and tentpole moments.
• Provide executive-level counsel to clients and agency partners, shaping ideas for maximum earned potential and diplomatically steering conversations toward strategies that drive meaningful visibility and brand equity.
• Demonstrate a sustained track record of securing top-tier and “dream” placements while identifying white space opportunities that elevate clients beyond competitive noise.

 Why we’ll love you:

• Experience - Minimum of 8+ years of relevant experience within the influencer marketing and earned PR spaces (agency or in-house), negotiating contracts, creating and managing successful influencer campaigns, and maintaining a strong network of influencer, agent and media relationships. 
• Creativity – You are a bold, strategic thinker who consistently pushes beyond the expected to develop breakthrough ideas that elevate brands and spark conversation. You translate cultural insights into ownable, multi-channel campaign concepts that drive measurable impact and distinguish our clients in crowded markets. You know how to inspire teams, sharpen ideas through thoughtful feedback, and raise the creative bar across every brief — ensuring the work is not just executed well, but remembered.
• Strategic - You understand your clients’ businesses, able to provide counsel and guidance both in your plans and in ad-hoc conversations. You have a proven track record of developing strategic influencer and press campaigns that achieve client goals and KPIs - and keep clients coming back for more.
• Organized - You have the ability to monitor progress of personal and team deliverables as well as the status of campaign pipelines and projects. You provide project management to your team and to integrated teams when called upon, ensuring every individual is contributing to the team’s success.
• Detail-Oriented - Can spot a typo a mile away, diligent with formatting, double checks everything twice, and never forgets or misses a deadline. You implement systems that improve efficiency and quality across campaigns. 
• Social Savvy - You have a deep knowledge of influencer trends, current and emerging social platforms, content formats, and analytics. You are constantly dreaming up innovative, engaging and creative campaign ideas rooted in compelling cultural insights that win business, generate earned media value and set a creative benchmark for the agency
• High-Impact Client Leader - You have strong verbal and written communication with the ability to instill client confidence on opportunities, projects, and tasks. You are comfortable taking calls with senior clients by yourself, leading and guiding discussions to actionable outcomes with clarity and authority, whether for a weekly status call or to deal with a difficult situation.

Data-Driven - You analyze performance, develop insights and deliver reports with actionable insights, positioning influencer marketing and earned press as drivers of broader business and brand goals.

• Content & Trend Obsessed - You scroll TikTok for hours in your spare time, you have a list of dream influencers you’d love to work with someday, you’re the first to find a creator or content trend before they really pop off, you consume and are endlessly inspired by content & creators. You take all of this knowledge and connect the dots to your client, constantly suggesting ways to turn cultural trends into relevant, ownable campaigns that make others think, “wow I wish I thought of that!”.  

Why You'll Love Us:

• Atypical Time Off - Generous PTO that scales with tenure, in addition to Summer Fridays, Day of Rests for mental health, Caregiving days, and time off for Unsick Days dedicated to preventative care
• Deep Work Focus - Our Smalls In Sync program ensures you have dedicated time for collaboration and strategic solo work
• Comprehensive Benefits - A 100% employer-covered medical plan, 401k match up to 4%, dental, vision, and more
• Innovation Leadership - Our agency was amongst the first to offer client brand campaigns on TikTok (back when it was still called Musical.ly), has been recognized for pioneering unique HR policies live on The Today Show, and our AI Leadership committee has been training our employees at the intersection of PR and AI for over two years (not two months!) 
• Vibrant Culture - Employee-led committees shape company policy and organize team celebrations from book clubs to outings

At Small Girls PR, fairness and equity are incredibly important factors throughout our hiring process. As a result, we have a set salary threshold for each role to ensure our teams are compensated equitably. For this role, employees are eligible for a bonus that is part fixed and part variable in addition to the salary threshold, therefore the pay range for this role is $130,000- $134,000 

Orchestra is the first communications company built for today’s media landscape. Since 2022, it’s acquired nine firms, including: BerlinRosen, Civitas Public Affairs Group, Derris, Glen Echo Group, Inkhouse, M18, Message Lab, Onward and Small Girls PR. It also launched Brightmode, a talent acquisition firm for your communication professionals. Learn more at: www.orchestraco.com.

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