Senior Manager​/AD, Influencer Marketing

Job responsibilities

Job Responsibility : Day-to-Day Missions

• Strategic Matrix Architecture & Pyramid Management
• Pyramid Scaling:
  Architect and expand a structured mid-tier, micro-influencer, and KOC network that complements top-tier PR celebrities, creating a sustainable word-of-mouth ecosystem.
• Multi-Category Playbooks:
  Develop tailored content and seeding strategies for:
  • Makeup:
    Visual-driven, trend-focused, look creation, and transformation.
  • Skincare:
    Efficacy, clinical proof, ingredient education, and routine integration.
  • Fragrance:
    Emotional storytelling, scent layering, and lifestyle aspirational content.
• Budget & ROI Allocation:
  Manage and optimize total influencer marketing expenditure (paid campaigns, product seeding, and agency retainers) against strict SOV, engagement, and ROI benchmarks.
• Social Content & Campaign Execution
• Platform Operations:
  Oversee end-to-end execution across key platforms (RED, Douyin, WeChat, Weibo), ensuring content strikes the right balance between brand prestige and conversion efficacy.
• Offline Retail & Event Activations:
  Design geo-targeted seeding and “store-visiting” campaigns to drive foot traffic, counter consultations, and exclusive offline event activations across boutique and department stores.
• NPL & Brand key moments:
  Lead social seeding and influencer pushes for New Product Launch (NPL) and key Dior moments, orchestrating simultaneous online and offline commercial momentum
• Seeding Engine:
  Establish an agile, high-volume product seeding system for rising beauty creators, ensuring high organic sentiment and authentic brand advocacy.
• Cross-Functional Synergy
• PR
  
  Collaboration:
  
  Partner closely with the PR team to cascade celebrity assets and top-tier event moments down to mid-tier creators for content amplification.
• E-Commerce & Performance Integration:
  Align influencer efforts with E-Commerce (Tmall, Dmall, JD, Douyin) and Performance Marketing teams to maximize search traffic conversion and store sales spillover.
• Brand Compliance:
  Work with China PR team and Central teams to ensure all creator content adheres strictly to brand visual identity and legal/regulatory compliance.
• Data Analytics, Agency & Risk Management
• Omnichannel Metrics: et up data-driven tracking for CPE, CPM, search index growth, Share of Voice (SOV), and direct/indirect ROI.
• Crisis & Risk Mitigation:
  Enforce strict content compliance, product claim disclosures, and creator vetting processes to safeguard brand equity.

Ideally, you would have 8+ years of experience in Luxury, Prestige Beauty, or High-End Fashion, with at least 3–5 years dedicated to Social Marketing, Influencer Management, or Content Strategy in a leadership capacity. solid working experience as in house KA or operation lead at RED / DY / Wechat advertisement or instant retail would be most preferred

• Omnichannel Mindset:
  Strong understanding of O2O (Online-to-Offline) marketing dynamics, offline retail ecosystem, and how digital/social content drives offline footfall and counter conversion.
• Category
  
  Experience:
  
  Deep understanding of prestige beauty landscape-specifically the distinct consumer nuances of Skincare, Makeup, and Fragrance.
• Platform Mastery:
  Expert knowledge of RED ecosystem, Douyin algorithm & commercial tools, LBS localized marketing and social commerce dynamics.
• Commercial & Data Acumen:
  Strong capability in interpreting performance data, converting social engagement into full-channel commercial strategies, and managing big budgets with strict ROI tracking.
• Aesthetic Judgment:
  Exceptional taste and visual standards appropriate for prestige beauty, ensuring commercial message never compromises brand image.
• Language & Leadership:
  Excellent command of English and Mandarin to communicate effectively with China and Central stakeholders, retail teams, and local partners.