Popfly, a platform connecting outdoor and adventure brands with creators, has partnered with Hyundai to launch a “Director of Influence” position, offering a salary of $70,000 to $80,000, a $2,500 monthly travel fund, and a Hyundai Palisade XRT Pro for a one-year term. This distinctive package aims to turn traditional social media management into field-based content creation, attracting hundreds of applicants since its announcement in late August.

Instead of creating graphics at a desk, the year-long contract position involves traveling to outdoor destinations, documenting adventures, and producing genuine content for Popfly’s channels.

“We wanted more than a social media manager. We wanted an outdoor adventure creator,” explains Maren Hamilton, Director of Global Brand & Community at Popfly. “This person will be the on-the-ground storyteller for Popfly.”

Maren joined Popfly three months ago, having previously served as Director of Social and Community at The North Face, where she was initially introduced to Popfly as a client. Her background with major brands, including Starbucks and ADT, provided her with insights into the limitations of traditional social media positions.

“Popfly connects the creator economy to outdoor and adventure brands,” Maren says. “It’s purpose-built for that space, which is very different from beauty or fashion.”

The Director of Influence role emerged from Maren’s observations about talent being underutilized in corporate settings. “So many talented, creative people were stuck at desks making Canva graphics that didn’t really move the needle,” she says.

What began as Popfly’s initiative became even more significant when Hyundai entered the picture. The automotive company, already collaborating with Popfly on creator campaigns, saw the role announcement and proactively proposed enhancing it.

“We were already working on this role when Hyundai saw it and asked, ‘Can we give them a car?’ Of course, we said yes,” Maren recalls.

What Makes This Role Different

The Director of Influence will manage all of Popfly’s social channels, but with a key difference from typical social media managers. “They’ll be planning, shooting, editing, and publishing everything,” Maren says. “Instead of sitting at a desk, they’ll be in places like Yosemite [California] organizing hikes and capturing content.”

The $2,500 monthly experience fund enables the Director of Influence to travel to destinations such as national parks, capturing genuine content rather than producing graphics in an office setting. “The fund lets them travel for inspiration instead of sitting in a cubicle,” says Maren.

Beyond content creation, the role encompasses community management, addressing questions from new UGC creators, and serving as the public face of Popfly across its social channels. “Having a face for our brand is really important,” Maren says. “We want people to feel they can come to Popfly socials, ask questions, and get real support.”

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How the Hyundai Partnership Improves the Opportunity

Hyundai’s involvement has taken an already attractive position to new heights. Their decision to provide a Hyundai Palisade XRT Pro for the year demonstrates an understanding of creator marketing that goes beyond traditional endorsement models.

“It’s a great vehicle for adventuring – room for camping supplies and able to go off-road,” Maren says.

What makes this partnership particularly noteworthy is Hyundai’s hands-off approach to the selection process. “We will lead the selection,” Maren notes. “Hyundai understands creators need autonomy. Too many brands give long lists of do’s and don’ts that stifle creativity.”

For Hyundai, the partnership offers sustained exposure through genuine content throughout the year, aligning with the industry shift toward longer-term creator relationships. “More brands are focused on year-long creator partnerships instead of one-offs,” Maren says.

The Ideal Candidate and Selection Process

The quality of applications has exceeded expectations, with the number now exceeding 600 since the position was announced. “I’ve been blown away by the passion and thoughtfulness in the applications,” Maren says.

Popfly is seeking someone with “an innate creator mindset” who can understand both the creator and brand perspectives. “Someone always capturing experiences, eager to try new formats, and able to balance creator and brand needs,” Maren describes.

The full-rounded package – including salary, an experience fund, a Hyundai vehicle, quality equipment, flexible health benefits tailored to the creator’s travel needs, and mentorship – helps Popfly attract exceptional talent who might otherwise hesitate to leave stable employment. “It makes the offer more enticing,” Maren says. “Some applicants would be leaving full-time jobs for this contract.”

With first-round interviews already underway, Popfly aims to announce the selected candidate by the end of September. “We’ve already interviewed over 20 candidates and I’m impressed with the quality,” Maren shares.

Image credit: Zach Salter

Benefits and Long-Term Vision

For Popfly, the Director of Influence represents a strategic investment in brand building rather than immediate customer acquisition. “It’s about long-term brand building,” Maren says. “Not just signing up more brands or creators right away, but positioning Popfly as a leader.”

Success will be measured through metrics such as social following growth and meaningful engagement with content. “Every content piece should help brands and creators grow,” Maren emphasizes.

The partnership is demonstrating a potential model for future creator employment. By securing a major brand partnership before the position is even filled, Popfly shows how platforms and brands can collaborate to create valuable opportunities for creators. “I think we’ll see more brands realize that working together is more efficient,” Maren predicts.

Image credit: Rachel Engen

Key Creator Economy Challenges

Beyond this specific role, Popfly’s platform addresses practical inefficiencies in creator marketing. Drawing on her experience from both brand and platform perspectives, Maren highlights how Popfly simplifies the often complicated relationship between creators and brands.

“Creator marketing often frustrates both sides; unclear expectations, messy briefs, unclear terms,” Maren explains. “Popfly streamlines everything and removes the chaos.”

The platform’s “Adventures” feature exemplifies this approach, allowing creators to post upcoming trips that brands can then sponsor with gear or compensation. “Adventures let creators post trips, and brands can choose to sponsor them with gear or payments,” Maren says.

This addresses common challenges faced by creators who often struggle with disorganized communication and logistical issues. “Every creator knows the pain of chasing payments or products,” Maren notes. “Popfly fixes that.”

Creators as the Future of Marketing

Maren views the Director of Influence role as representative of a broader shift in marketing, where creators are becoming central to brand strategies. “This role proves creators are the future of marketing,” she says. “By 2026, brands will spend more on creators than traditional marketing.”

This perspective aligns with industry trends, which show influencer marketing increasingly taking a larger portion of marketing budgets. The Popfly-Hyundai partnership represents a recognition of this shift, with an investment in creator-led content rather than traditional advertising.

“This proves that creator-led marketing builds authentic relationships and trust in a way ads can’t,” Maren says. As Popfly prepares to select its Director of Influence, the position represents a juncture between traditional employment, creator entrepreneurship, and brand partnerships.

“Making it a more enjoyable experience for everyone,” is how Maren summarizes Popfly’s vision for the future of creator marketing.

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