FTC B2B Influencer Marketing Lead, EMEA

About this role

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…