Senior Social Media & Influencer Marketing Manager

Job Title: Senior Social Media & Influencer Marketing Manager 

Department: Marketing / PR

Role Overview

The KOL Specialist is responsible for planning and executing influencer marketing and UGC strategies across Instagram (IG), XiaoHongShu (XHS), TikTok, and other relevant social media platforms to increase brand awareness, community engagement, follower growth, and sales conversion.

This role manages the end-to-end influencer collaboration process, including gifted campaigns, brand ambassador programs, paid partnerships, celebrity collaborations, affiliate marketing, group buys, and livestream campaigns. The KOL Specialist will also coordinate content planning, social media posting, performance tracking, and work closely with the digital marketing team or agency to maximize campaign performance through paid advertising and content amplification.

Key Responsibilities

Influencer & KOL Management

• Identify, source, and recruit suitable KOLs, influencers, creators, affiliates, and brand ambassadors aligned with the brand.

• Manage end-to-end collaboration processes, including outreach, negotiation, product seeding, briefing, contracts, timelines, and deliverables.

• Build and maintain long-term relationships with influencers, agencies, MCNs, and creator networks.

• Plan and execute gifted collaborations, paid campaigns, ambassador programs, and seasonal influencer activations.

• Monitor campaign execution to ensure all deliverables are completed on schedule and meet brand guidelines.

Content & Social Media Planning

• Develop monthly KOL and content calendars aligned with marketing campaigns and product launches.

• Coordinate influencer-generated content (UGC) for Instagram, XiaoHongShu, TikTok, Facebook, and other social platforms.

• Plan and schedule brand social media postings, ensuring consistent brand messaging and engagement.

• Review and approve influencer content before publishing where necessary.

• Repurpose high-performing UGC into marketing assets for organic and paid campaigns.

Digital Marketing Collaboration

• Work closely with the Digital Marketing team or external advertising agency to identify the best-performing creatives for paid advertising.

• Recommend influencer content suitable for Meta, TikTok, and other advertising platforms.

• Coordinate creative testing and optimization to improve campaign performance, ROAS, engagement, and conversions.

• Support campaign reporting by sharing insights on creative performance and audience response.

Livestream & Sales Campaigns

• Plan and coordinate group buy campaigns with influencers, creators, and communities to drive product sales.

• Arrange and manage livestream collaborations with celebrities, KOLs, affiliates, and livestream hosts.

• Coordinate campaign mechanics, promotional materials, product preparation, and campaign timelines with internal teams.

• Track livestream performance, sales results, and campaign effectiveness for continuous improvement.

Campaign Performance & Reporting

• Track influencer campaign KPIs including reach, impressions, engagement, clicks, conversions, GMV, and ROI.

• Maintain influencer databases, campaign trackers, and performance reports.

• Analyze campaign data and provide recommendations to optimize future collaborations.

• Monitor competitor influencer activities and industry trends to identify new opportunities.

Cross-Functional Collaboration

• Work closely with Marketing, Creative, Design, Content, Sales, E-commerce, and Customer Service teams to ensure seamless campaign execution.

• Coordinate product samples, campaign assets, promotional codes, and campaign logistics.

• Support product launches, seasonal campaigns, and brand initiatives through influencer marketing activities.

Requirements

• Bachelor's Degree in Marketing, Communications, Public Relations, Business, or a related field.

• 2–4 years of experience in influencer marketing, KOL management, social media marketing, or digital marketing.

• Strong understanding of Instagram, XiaoHongShu (XHS), TikTok, Facebook, and current social media trends.

• Experience managing gifted campaigns, paid collaborations, affiliate programs, and brand ambassador initiatives.

• Experience coordinating livestream campaigns and group buy activities is an advantage.

• Familiarity with Meta Ads, TikTok Ads, and digital marketing performance metrics is preferred.

• Excellent communication, negotiation, and relationship management skills.

• Strong organizational and project management abilities with attention to detail.

• Ability to manage multiple campaigns and meet deadlines in a fast-paced environment.

• Proficient in Microsoft Office, Google Workspace, and project management tools.

• Knowledge of influencer analytics platforms and social media reporting tools is an advantage.

Key Performance Indicators (KPIs)

• Number of successful KOL and influencer collaborations executed.

• Growth in social media followers, reach, and engagement.

• UGC content generated and utilized across marketing channels.

• Campaign ROI, conversions, and sales generated through influencer marketing.

• Livestream GMV and group buy campaign performance.

• Quality and timeliness of campaign execution.

• Performance of influencer creatives used in paid advertising.

• Growth and retention of long-term KOL and brand ambassador partnerships.