As marketers are embracing influencer marketing, publishers are increasingly tapping social stars to build their editorial brand.

As a result, the role of influencer manager — that is typically found at an ad agency — is gaining importance at media companies.

An influencer manager’s responsibilities vary depending on the organization.

They can be simply to manage influencer outreach or ideate brand relationships, monitor and track all influencer mentions.

For instance, Group Nine Media, which owns Thrillist and NowThis, is looking for a senior project manager with campaign management and media planning experience to manage influencers as part of the job.

“My close relationship with influencers and understanding of their business made me a natural fit to be the influencer manager for Connect,” said Brittany Burke, who wrangles influencers for Time Inc brands from the 100 social stars in the publisher’s first influencer network, Connect.

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