FTC B2B Influencer Marketing Lead, EMEA

Location: London Workplace: Hybrid Employment type: Fixed-term contract ABOUT OPENAI OpenAI is an AI research and deployment company committed to ensuring that artificial general intelligence (AGI) benefits all of humanity. We push the boundaries of AI capabilities while prioritising safety, responsible use, and human needs. Our mission requires a team that represents a diversity of perspectives, voices, and experiences. ABOUT THE TEAM Like every team at OpenAI, the Marketing team contributes directly to our mission of responsible and widespread AI adoption. The EMEA B2B Marketing team translates global priorities into regionally relevant programmes that drive awareness, consideration, pipeline, adoption, and long-term customer trust. We partner closely with Sales and GTM, Product Marketing, Developer Marketing and Relations, Field and Executive Marketing, Content, Customer Marketing, Partner Marketing, Comms, Creative, Media, Marketing Operations, and regional leadership. ABOUT THE ROLE We are hiring an FTC B2B Influencer Marketing Lead, EMEA to build and scale OpenAI’s influencer marketing capability across knowledge workers (KW), business decision-makers (BDMs), and developer audiences. You will own the strategy and hands-on delivery across multiple European markets (working closely with in-market comms & marketing team), with the UK, France, and Germany as the first priorities. You will develop local creator networks, translate regional and global priorities into market-relevant programmes, and build a portfolio that balances sustained creator relationships with high-impact moments around products, campaigns, and events. This is a zero-to-one builder role as much as an ecosystem and operating-model role. You will create the capability from the ground up: building on the early foundations we have in place, you will be responsible for defining the strategy, securing internal alignment, building the creator and agency network, establishing the operating model, and proving what works before scaling it. You will work with existing agencies, identify and onboard new specialist partners where we have capability or market gaps, partner with PHD to amplify the strongest influencer content, and create the goals, processes, reporting, and success measures needed to run the programme with speed, quality, and accountability. You will partner closely with the B2C influencer lead to define and evolve the measurement framework. IN THIS ROLE, YOU WILL - Own the EMEA B2B influencer marketing strategy across KW, BDM, and developer audiences, setting clear audience, market, channel, investment, and outcome priorities. - Build a credible bench of developer creators, technical educators, open-source voices, AI builders, and community leaders across Europe, and design programmes that genuinely help developers learn, evaluate, and build. - Develop differentiated creator plans for the UK, France, and Germany, balancing regional consistency with local language, culture, platform behaviour, regulation, and audience expectations. - Source, evaluate, and build durable relationships with creators who have genuine authority with our priority audiences. Own outreach, briefing, negotiation, contracting, content development, activation, and relationship management. - Design curated creator programmes and high-value experiences that deepen relationships over time—such as briefings, product access, learning sessions, roundtables, community moments, and co-created formats—turning the strongest creators into long-term strategic partners rather than one-off campaign participants. - Build an always-on creator portfolio alongside launch, event, and campaign activations, choosing the right mix of tutorials, product demonstrations, thought leadership, executive content, social posts, newsletters, podcasts, video, and community formats. - Work with existing influencer and marketing agencies to raise the quality and pace of delivery. Identify capability gaps and lead the selection, onboarding, and management of new specialist agencies, including developer-native and market-specific partners. - Partner closely with our media agency to build paid amplification strategies for high-performing creator content, including audience targeting, usage rights, creator whitelisting where appropriate, testing, optimisation, and clear organic-versus-paid performance readouts. - Partner with our Performance Marketing and Growth teams to develop bespoke influencer content that drives measurable performance and business growth. - Operationalise the end-to-end influencer process across intake, creator discovery, due diligence, brand-safety review, scopes of work, contracting, approvals, disclosure and compliance, content calendars, asset management, localisation, paid rights, and post-campaign learning. - Set programme and campaign goals upfront. Build a measurement framework that connects creator activity to meaningful audience and business outcomes rather than relying on vanity metrics. - Define and report a balanced scorecard by audience and objective, including qualified reach, audience relevance, engagement quality, content completion and saves, traffic, product education, developer activation, adoption signals, and pipeline influence where measurement is appropriate. - Establish regular reporting and performance reviews with clear recommendations on which creators, formats, platforms, markets, and investments to scale, improve, or stop. - Manage budgets, agency scopes, creator fees, usage rights, and production investment, making disciplined trade-offs and improving efficiency over time. - Partner with Product Marketing, Developer Marketing and Relations, Comms, Creative, Legal, Privacy, Brand, Media, regional marketers, and GTM teams to ensure content is technically accurate, locally relevant, compliant, and useful to the audience. - Bring creator and community insight back into OpenAI, helping teams understand emerging voices, platform shifts, audience questions, content opportunities, and risks across the European influencer ecosystem. WHAT SUCCESS LOOKS LIKE - OpenAI has a strong, trusted network of B2B and developer creators across Europe, with meaningful depth in the UK, France, and Germany. - Priority creators progress from individual activations into sustained, mutually valuable partnerships, supported by curated programmes and experiences that increase trust, product understanding, and advocacy over time. - Developer influencer marketing becomes a repeatable growth and education channel, supported by a healthy pipeline of credible creators and technically valuable content. - Teams and agencies use a clear, efficient operating model with defined ownership, faster approvals, strong compliance, reusable tools, and fewer one-off processes. - Organic creator programmes and PHD-led paid amplification work as one system, with transparent performance, learning, and investment decisions. - Leadership has a reliable view of goals, spend, creator health, market coverage, results, and the programme’s contribution to audience and business outcomes. YOU MIGHT THRIVE IN THIS ROLE IF YOU - Have 8+ years of experience in influencer marketing, creator partnerships, B2B content, developer marketing, or an adjacent discipline, including substantial ownership of influencer programmes. - Are deeply plugged into the European creator economy and bring an existing network of relevant creators, agents, managers, platforms, and specialist agencies—particularly in technology, AI, SaaS, developer tools, or adjacent categories. - Have a proven track record of building influencer programmes for developer or highly technical audiences. You understand the difference between broad technology reach and genuine developer credibility. - Have taken an influencer or creator programme from zero to one, moving from an ambiguous brief to a working strategy, partner ecosystem, operating model, measurement framework, and repeatable programme. - Have built curated creator programmes and experiences that develop long-term strategic partnerships, with evidence that sustained relationship-building improved content quality, creator loyalty, audience trust, or business impact. - Can also develop effective creator strategies for knowledge workers and business decision-makers, matching the creator, message, format, and platform to the audience and commercial objective. - Have operated across multiple European markets and understand how to adapt strategy and execution for the UK, France, and Germany. Fluent English is required; French and/or German is a strong advantage. - Have directly managed agencies and creator partners, including selection, onboarding, briefing, negotiation, contracting, production, usage rights, paid amplification, and performance management. - Understand the mechanics and economics of organic and paid creator distribution, and can partner effectively with a media agency to turn strong content into scaled, measurable campaigns. - Are analytically strong and comfortable setting goals, designing measurement approaches, reading performance data, and making clear recommendations when attribution is imperfect. - Combine strong editorial and technical judgement with operational rigour. You can protect creator authenticity while maintaining accuracy, brand safety, compliance, and message integrity. - Are both strategic and hands-on: comfortable setting the direction, building the system, finding the creator, improving the brief, resolving an approval issue, and getting the programme live. - Build trust quickly across creators, agencies, marketers, technical teams, and senior stakeholders, and communicate clearly when priorities, evidence, or trade-offs are contested. - Are energised by AI and motivated to help developers, businesses, and knowledge workers across Europe understand and adopt transformative technology responsibly. WORKPLACE & LOCATION This fixed-term role is based in London with three days per week in the office. Regular travel across Europe, particularly to France and Germany, will be required.