Senior Manager/AD, Influencer Marketing

Job description

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.

Profile Profile

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 Hard Skills:

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.