Director – Influencer Marketing

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

We’re seeking a Director, Influencer Marketing to lead strategic creator, influencer, and celebrity programs for our Real Estate & Hospitality practice, representing clients across tourism boards, destinations, hotel and resort brands, lifestyle real estate developments, hospitality groups and placemaking initiatives.

This role is designed for a modern influence strategist who understands how culture, travel, lifestyle and local storytelling shape perception, visitation and long-term brand affinity. You know how credibility, aesthetic storytelling and cultural relevance drive measurable impact, from destination awareness and brand love to bookings, visitation and real estate demand.

You will architect programs that translate destinations, properties and hospitality experiences into compelling creator-led narratives. You understand how influence works differently across travel, hospitality and real estate — where visual storytelling, cultural credibility and experiential content drive discovery and decision-making.

This role requires both big-picture strategic thinking and hands-on execution. You will collaborate across PR, social, digital, partnerships, events and paid media teams to build integrated programs that connect online storytelling with real-world experiences, from property launches and hotel openings to destination campaigns, cultural partnerships, and travel moments.

Role location: This role is based in our New York, N.Y. office on a hybrid basis. Orchestra staff are in-office 3 days per week.

ACCOUNTABILITIES AND QUALIFICATIONS

As the Director, Influencer Marketing you will… 

• Develop and lead integrated creator, influencer and celebrity strategies for hospitality, travel and real estate clients including destinations, tourism boards, hotel brands, lifestyle developments and mixed-use properties
• Design programs that support the full hospitality and real estate marketing lifecycle — from destination awareness and brand storytelling to hotel openings, property launches and long-term visitation or buyer interest
• Translate destinations, hospitality experiences and real estate developments into compelling creator-led storytelling that captures the culture, design and lifestyle of a place
• Blend organic creator partnerships with paid amplification to maximize reach, optimize performance and drive measurable outcomes including awareness, engagement, visitation intent, bookings and qualified real estate interest
• Oversee influencer identification, casting, vetting, negotiation, contracting and content management across campaigns, trips and experiential activations
• Build programs that leverage a diverse creator ecosystem including travel creators, design and architecture voices, food and culture storytellers, lifestyle influencers, local tastemakers and celebrity partners
• Develop client-facing strategic plans, measurement frameworks and performance reports; present results with clear insights around brand perception, cultural relevance and audience engagement
• Collaborate closely with PR, integrated marketing, partnerships, events and social teams to ensure creator activity supports broader destination narratives, brand positioning and launch moments
• Connect digital storytelling to real-world experiences, including press trips, influencer travel programs, hotel and resort openings, cultural events, design showcases and destination activations
• Stay ahead of emerging platforms, creator formats and cultural travel trends shaping the hospitality and real estate landscape
• Foster strong, trusted relationships between clients, creators,local communities and cultural voices
• Support new business development by contributing to strategy, scopes of work and proposals for travel, hospitality, destination and real estate prospects
• Serve as a strategic advisor to clients on how influence can drive awareness, visitation, brand love and long-term property value

Essential skills:

• 5-7 years of relevant experience in influencer marketing, social media, PR, or integrated communications, with a demonstrated track record working with travel, hospitality, lifestyle, tourism, or real estate brands
• Proven ability to develop and execute creator-led campaigns that drive cultural relevance and measurable business outcomes, including brand awareness, engagement, visitation intent, bookings, or real estate interest
• Strong understanding of the evolving social and digital storytelling landscape, including how travel and lifestyle discovery happens across platforms like Instagram, TikTok, YouTube, Pinterest and emerging creator channels
• Deep knowledge of the travel, lifestyle, food, architecture, design and culture creator ecosystem, with a strong pulse on voices shaping how audiences discover destinations and experiences
• Expertise in blending organic creator storytelling with paid amplification strategies to maximize reach and drive measurable impact
• Ability to balance detail-oriented execution with big-picture strategic thinking, effectively managing multiple clients, creator programs and deadlines
• Experience managing and mentoring junior team members while confidently managing up to senior client stakeholders and partners
• Desire to constantly innovate and test new things, not just follow a pre-established playbook

WORKING AT ORCHESTRA

Salary range (commensurate with experience and skills): $110,000-$125,000

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