Senior Manager (AD), Influencer Marketing

Position

Your Impact:

• This role is to lead the mid-tier to micro-influencer ecosystem, KOC seeding networks, and performance-driven social marketing.
• Build an omnichannel, high-ROI influencer marketing engine that drives brand Share of Voice (SOV), organic search spillover, offline store foot traffic/conversion while maintaining luxury brand equity.

Job Responsibility : Day-to-Day Missions

1. 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.

2. 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.

3. 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.

4. 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:

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.